LinkedIn is making tracking actions simple with a new tool called Website Actions.
This new data layer allows B2B marketers using the LinkedIn Insight tag to establish new conversions, create retargeting audiences, and measure campaign impact without the need for additional tracking codes on your website.
Why we care It’s now easier to track and attribute website activity because no complex coding knowledge is required. This simplification allows easy creation of ad audiences, improving campaign optimization and increasing conversions.
What is the LinkedIn Insight tag? The LinkedIn Insight tag is a piece of JavaScript code that loads a small library of functions that you can use to track Linkedin visitor activity on your website. It relies on LinkedIn cookies, which allow the platform to match your website visitors with their respective LinkedIn member accounts.
Starting. To get started using Website Actions, follow these simple steps:
Sign in to Campaign Manager. In the “Analyze” section, click the new “Website Actions” section. In this tab, you will be presented with a list of all the clicks of the main buttons, such as “Register” or “Subscribe”, and web pages on your site (see the image below). Check one or more actions to turn them into a one-click audience or conversion.
What LinkedIn says. Johanna Kimura, LinkedIn’s product marketing lead, said in a statement:
“Historically, B2B marketers [have] relied on engineering teams to implement complex tracking codes. They then had to set up conversion rules individually and train different retargeting audiences.” “This not only strains the engineering team and could hinder website performance, but also creates a barrier for marketing teams who they seek to reorient and measure the effectiveness of advertising strategies. “Website Actions empowers marketers to take control of their retargeting and measurement efforts, providing a seamless, easy-to-use way for marketers to discover what’s working and get better results.”
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deep dive. Read LinkedIn’s announcement in full for more information.
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About the author
Nicola Agius is Search Engine Land’s paid media editor after joining in 2023. She covers paid media, retail media and more. Prior to that, she was Director of SEO at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for various websites. He has more than 15 years of experience in journalism and previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). He also previously partnered with SEO agency Blue Array to co-author the Amazon best-selling book Mastering In-House SEO.
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