LinkedIn announces new conversion tracking tool

LinkedIn has announced new conversion tracking facilities aimed to help marketers boost ROI.

In a bid to enhance its offering for commercial users, the social media giant has updated the way businesses can measure campaigns and track ROI.

Unveiled today, the content manager system will now enable marketers across the globe to measure specific key metrics from sponsored content posts and text ad campaigns.

Adding to its existing capabilities, the function is said to provide simple access to figures including number of leads generated, registrations, content downloads and purchases.  

These metrics will be made available to brands and agencies via a dashboard, in an attempt to render data reconciliation and third-party tools redundant.   

Henry Clifford-Jones, director of LinkedIn Marketing Solutions, UK, DE and ES, said: “In today’s complex, digital world agencies and brands need the right, real-time data to measure, track and plan campaigns in order to get the most of every penny they spend.

“Conversion tracking gives advertisers just that; a bigger and more detailed picture of their campaigns across LinkedIn, providing them with the most complete and accurate B2B demographic conversion data in the world.”

Content management tools will become available for other LinkedIn products in the coming months, including sponsored inMail.