LinkedIn adds conversion tracking for sponsored updates

LinkedIn has added new capabilities to its Campaign Manager tool to help advertisers interested in measuring how many leads, sign-ups, downloads, and purchases came about through their sponsored updates. The professional social networking company has launched conversion tracking that’ll provide specific details about which users are clicking through on sponsored content and text ads and which are becoming customers.

Described as one of the “top-requested features” from advertisers, LinkedIn’s conversion tracking offers additional insights into the actions its 450 million members are taking. Advertisers can better understand which business professionals are really interested in what they have to offer and can receive confirmation that they are targeting appropriately.

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LinkedIn promises that brands advertising on its platform will be able to understand their return on investment (ROI), conversion count, cost-per-conversion, conversion rate, and other significant metrics. This set of capabilities will also detail how many conversions come from desktop or mobile and at which point someone clicked on an ad, and it will provide additional suggestions about how to improve and optimize performance.

Conversion tracking is launching to all advertisers today. It’ll be available not only through LinkedIn’s Campaign Manager, but also through AdStage and 4C, two of its certified ad partners. Eventually, more partners will support this offering within their own tools through LinkedIn’s ads API. Right now, this is limited to just sponsored content and text ads, but sponsored inMail is likely in the coming months.