To measure the attribution digital advertising marketers use many sophisticated measurement tools says LinkedIn it is now adding support for all these different tools so advertisers can better learn the ROI of their ad spend.
To accomplish this tasks, the company has integrated with Google Campaign Manager.
Formerly knows as DoubleClick Campaign Manager, now part of Google Marketing Platform, the Campaign Manager will allow advertisers to monitor their LinkedIn ad performance and the rest of paid spend.
It will also help them get attribution for LinkedIn ads across all impressions and interactions in a cross-device and cross-platform.
This integration was first introduced earlier this year for a few ad formats, and today it has launched for Sponsored Content.
When activated, the integration will let advertiser see their LinkedIn ad performance in Campaign Manager.
Advertiser will also be able to use the conversion attribution capabilities for Sponsored Content campaigns.
Here are types of Sponsored Content campaigns available:
- Lead-Gen Forms
- Text Ads
- “Spotlight” Dynamic Ads
Benefits of measurement integration of LinkedIn ad attribution with Google Campaign Manager includes:
All reporting in one place: Marketers can see LinkedIn ad performance alongside other channels in the Campaign Manager. This includes both desktop and mobile traffic in cross-device reports.
Next-level attribution conversions: Learn the impact of all the interactions a prospect has with a business on LinkedIn before converting.
LinkedIn recommends using cross-environment conversions in the report to track if a prospect converts across different devices and environments such as desktop and mobile.
For accurate tracking of all interactions with LinkedIn ads, it’s “strongly” recommended using “click tags” through the method listed below as an alternative to “destination URL” or “landing page URL” tracking.
After a click tag is added, avoid double counting by making sure to remove any existing URL wrappers.
LinkedIn also advises continuing using “LinkedIn Insight Tag.” This will optimize LinkedIn ad spend to drive the best results.
An advertiser can enable the integration by following the steps below:
- First, create a Sponsored Content campaign as a “Draft’
- Then Add the Google tracking tags by clicking on the “Manage tracking” bullseye icon. Here is an image showing adding of Google tracking tags:
- Next, add both the impression and clicks tags, and hit “Save”. Tags for carousel and video campaign also go here. An image below shows adding impression and clicks tags:
Lastly, LinkedIn says it is also working on adding more metrics including social actions, and seamless tracking with Google Campaign Manager.