Doubly Insightful: Combining LinkedIn Conversion Tracking and Google Analytics
May 17, 2018
Google Analytics is one of the most popular and powerful platforms on the web for measuring your company’s broader digital impact. Most marketers have a good understanding of how to navigate its many insights and metrics.
Without question, Google Analytics is a critical component in any digital marketing toolkit. But to maximize your breadth of measurement and gain a full picture of social media campaign performance, we advise using Google Analytics in addition to – not instead of – LinkedIn Conversion Tracking.
The latter tool provides access to a number of key insights you won’t be able to uncover with GA alone. Here’s why using these tools in conjunction will yield the best results.
Use Conversion Tracking to Unlock More Complete Metrics
The functionality of Google Analytics allows only for measuring post-click events. LinkedIn Conversion Tracking adds another layer of insight by also gauging post-view conversions. This is important because an ad can sometimes lead to a desired action even if the user doesn’t click through it right away.
If you’re only looking at one side, you may very well be underestimating the impact of your creative, while missing optimization opportunities.
On the Periscopix blog, Nick Pilling explained the importance of analyzing conversions more comprehensively:
“If we were to only recognise the importance of post click conversions then we would be missing the fact that display advertising works even without a user directly interacting with one of our ads. A user who sees one of your ads may not be directly affected by the ad, hence why he believes that he has very rarely been influenced by a display advert, however once the user has witnessed the ad the brand is stored in the known brands part of his head to be called upon at a later date when he is in a more appropriate position to convert.”
Tap into More Features with Conversion Tracking
One of the handiest capabilities for advertisers on LinkedIn, auto-optimization, is only available with Conversion Tracking enabled. When activated on Sponsored Content campaigns, this setting will automatically adjust your bid to reach members most likely to convert. This all happens from our advanced predictive behavioral model.
This should lead to more conversions and ultimately a decrease in cost-per-action, with minimal effort on your end. During a pilot program last year, campaigns that used auto-optimization saw a 13.5% lower CPA than those that didn’t.
Additionally, when you install LinkedIn’s Insight Tag on your site, you not only gain access to Conversion Tracking but also powerful features like Website Retargeting and Website Demographics. Retargeting helps you reach members who visited your site, and website demographics gives you deep insight on what types of people are engaging with your site.
These tools enable you to take advantage of the robust professional audience data on LinkedIn that simply cannot be leveraged with Google Analytics alone. For B2B companies, this capability is essential.
Greater Accuracy and More Credit for LinkedIn Marketing
As slick as Google Analytics is, it does have a tendency to occasionally inflate on some conversions. This often occurs because a Google Analytics uses UTM tags, which fire immediately when the page loads.
But think of yourself, sometimes you open a page, but navigate to a new tab quickly. Google Analytics would count this a conversion, despite you even spending the page.
LinkedIn Conversion Tracking helps solve for this issue because the LinkedIn Insight Tag fires only when the full page loads, so it shows a more accurate count of people actually spending time on your site.
With conversion attributions slipping through the cracks, along with accounting for post-view actions in addition to post-click, marketing is able to receive credit for more of the sales it’s helping drive.
Make Optimizations On the Creative Level
Google Analytics is a great way to answer “what’s happening” on your website, but it’s hard to understand what’s happening on the individual ad-level, especially on conversions.
For example, if you are looking at Creative A, how did that lead to more conversions? What about Creative B?
With LinkedIn Conversion Tracking, you can analyze how conversions are impacted on the creative level. And based on what you see, you can make optimization tweaks on a more granular level.
See the Full Picture with Conversion Tracking and Google Analytics
To summarize, the rationale for utilizing both Google Analytics and LinkedIn Conversion Tracking is fairly straightforward: use Google Analytics to track broad activity across your campaigns, while use conversion tracking to get access to better insight and optimizations.
Better together: your marketing will thank you when you use both!