LinkedIn introduced performance measurement capabilities and enhancements to Document Ads. The company claims that all three new capabilities bring significant benefits to advertisers.
Why do we care?, Accurate measurement of campaign performance enables advertisers to make informed decisions, allocate resources efficiently, and demonstrate the value of their efforts to clients and management.
conversion api, This API enables advertisers to combine LinkedIn and company data to evaluate the impact of LinkedIn campaigns on performance metrics such as website activities, phone sales, and in-person event leads.
The company claims that its new conversion API is “privacy-compliant and future-proof.” This means it adheres to current privacy regulations and is designed to adapt to future changes in data privacy laws.
Website Activities. This new feature simplifies how marketers track ad campaign conversions without complex event-tracking mechanisms. Website Actions can measure user behavior by calls to action, page visits, and data without the need for additional on-site code.
document ad upgrade,
Document ads allow advertisers to promote documents (e.g. white papers, infographics) in the LinkedIn feed. LinkedIn is introducing three upgrades to this ad type:
- retargeting: This function enables advertisers to connect with customers who have previously interacted with document ads.
- New metrics: Monitor objectives like website visits and website conversions for this specific ad type.
- LinkedIn Audience Network (LAN) distribution: In Campaign Manager, advertisers can choose to push their campaigns across the LAN, LinkedIn’s network of trusted partners, which includes brands like CNN, The New York Times, and The Wall Street Journal, for example. The platform says that opting for this feature can help improve delivery and cost-efficiency.
Get the daily newsletter that marketers trust.
Detailed analysis. Read LinkedIn’s full announcement for more details.
new to search engine land
About the Author
Nicola Agius is Search Engine Land’s Paid Media Editor after joining in 2023. She covers paid search, paid social, retail media, and more. Previously, she was the SEO Director at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for multiple websites. She has over 15 years of experience in journalism and previously worked at OK! Magazine (2010–2014), Mail Online (2014–2015), Mirror (2015–2017), Digital Spy (2017–2018) and The Sun (2018–2020). He also previously worked with SEO agency Blue Array to co-author the Amazon bestselling book Mastering In-House SEO.
