Website Actions on LinkedIn
With Website Actions, advertisers can more easily set up conversion actions as well as high intent remarketing audiences - this comes as a wonderful surprise as it’s often so hard to get businesses to understand the importance of conversion tracking.
What are Website Actions on LinkedIn?
Website Actions are automatically collected by LinkedIn, providing you have the Insight Tag implemented. These include pageviews, button clicks, and form submissions.
The button tagging is a game changer for conversion tracking, as I’m finding additional thank-you pages are becoming redundant as the user journey becomes more slick (websites are more likely to confirm your conversion with a pop-up or dynamic change in content on the same URL). While the slickness is beautiful, it makes conversion tracking slightly harder - not that much harder, but definitely takes more time, and then somehow becomes a low priority for some businesses.
How do I get Website Actions on LinkedIn?
They happen automatically! Shortly after you install the LinkedIn Insight Tag across your website, the system will then start scanning your site for website actions, and they should be available to use within a short amount of time.
Where do I find Website Actions in Campaign Manager?
In Campaign Manager, navigate to ‘Analyze’ and then under that you should see ‘Website Actions’
There are three places to look in this view:
At the top of the page you can find All Website Actions, as well as those in use
Under the create conversion/audience buttons, you will see the different type of Website Action under separate headers
Finally, you might have your LinkedIn Insight Tag on multiple domains, so make sure you’re looking on the right one by selecting it in the drop-down list to the right of the page (weirdly quite hidden).
How would I use Website Actions on LinkedIn?
Generic remarketing audiences - you can see your top hitting pages on the Website Event page, so this could inform targeting.
High Intent remarketing - similarly, you can use this to target users who have clicked on certain buttons, for example, soft conversions such as ‘download now’. these users might be further down the proverbial funnel.
Bog standard conversion tracking - I haven’t seen any form-submission website actions in any of my accounts yet, but you could still use button clicks to get at least a there-abouts picture of conversions. It won’t be accurate, but better than nothing at all.