LinkedIn Ads Tips #1: Use micro conversions tracking & optimisation
Micro conversion optimisation definition
Micro conversion tracking & optimisation – tracking of secondary goals/smaller engagements used for campaign optimisation – is very effective way of improving ROI of LinkedIn Ads.
Benefits of micro conversion optimisation for LinkedIn Ads
Micro conversions help to analyse performance earlier and with more statistical significance due to higher number of conversion events compared to only using macro conversions
Micro conversions can also help to better understand effects of UX on customer journey and how it affects LinkedIn Ads performance.
Last but not least, micro conversions help to better understand potential customers of given company – this is beneficial to both LinkedIn Ads and the overall marketing strategy.
Examples of micro conversions for LinkedIn Ads
Lead form – start
Contact page – load
Video – play
File – download
Blog pages – load
Website element – click
Scroll down – 90%
Newsletter – subscription
Micro conversion tracking implementation
Micro conversion tracking implementation is usually slightly more advanced compared to macro conversions; however, it can be argued that it is well worth it. Most of micro-conversion tracking can be setup with tag management platforms such as Google Tag Manager. In some cases implementations need to be done outside of tag management platform due to structural and speed reasons.
