[SMK] Social Media Knowledge

DIGITAL MARKETING NEWS

LinkedIn Launches ‘Website Actions’ Tracking To Boost Ads Reporting

LinkedIn is improving its B2B ad attribution thanks to a nifty little tool called Website Actions, which uses the Insights Tag to set new conversations, measure impact and help with retargeting efforts.

Better B2B attribution

LinkedIn wants to make it easier for marketers to gain proper insights from their adverts without using complicated tracking codes which require IT engineers to implement. 

Johanna Kimura, Global Product Marketing Leader, LinkedIn

“LinkedIn’s Website Actions is designed to simplify action tracking. It empowers B2B marketers using LinkedIn’s Insight Tag to capture and measure website actions without the need for additional tracking codes on their website.”

Website Actions in action!

Website Actions automatically collect and tags all the actions potential buyers perform on your website, including button clicks, page visits and form submissions.

Anyone with creative manager access or higher on their ad account can create Website Actions-based conversions or retargeting audiences.

It’s important to note that a little bit of code knowledge is required to get Website Actions off the ground. The Insight Tag will need to be installed on your website, and once it is, insights will be available within 24 hours.

LinkedIn

“If you add a new action to your website, such as a new button or a new page, it’ll be automatically captured and added to your Website Actions list. New Website Actions are reflected in Campaign Manager within 48 hours after you add them to your website.”

After Insight Tag is set up, Website Actions will start to capture and tag actions of your website visitors, such as button clicks, form submissions and page visits. These actions will be grouped according to their name on your website – so if you have the same button on multiple pages, it’ll only appear once in Website Actions.

You can then click the Analyse button from Website Actions in Campaign Manager to create conversions and retargeting audiences based on website visitors’ behaviour.

Website Actions benefits and use cases

There are several benefits to using Website Actions for campaigns. Chief among them is the potential to set up more efficient retargeting campaigns. For retargeting campaigns, you can:

  • Group actions into behaviours, such as sign ups, demo requests and chats. These actions signal high-level intent and can be retargeted as such.
  • Trial audiences by experimenting with different actions to find which segment delivers the best results.
  • Exclude web visitors based on behaviours. For example, exclude people who signed up for a demo from consideration campaigns.

Website Actions also lets you measure ad results better and better understand of how your ad drove actions. For example, you can see which users saw your campaign and then completed a form. 

Website Actions can also be used for nurturing leads as it will help you understand conversion-triggering actions.

Finally, Website Actions allow for a more optimised budget because you can now make more informed decisions.

Johanna Kimura, Global Product Marketing Leader, LinkedIn

“Bottomline, a Fintech business, wanted to enhance their lead generation process and attract the most relevant prospects. They implemented Website Actions, enabling automatic tracking of visitor actions on their site and the creation of actionable retargeting audiences. They saw a 50% increase in CTR compared to the global benchmark.”

Learn with SMK through June

Start your SMK: Digital Excellence 7-day free trial today and unlock unlimited, on-demand access to hundreds of hours of digital masterclasses, training courses and hands-on tutorials.

Your risk-free trial offers the perfect opportunity to expand and upgrade your digital intellectual property.

Each month SMK releases 30 hours of new and updated social media and digital marketing educational course content, ensuring you never get left behind – be it on digital strategy, tactics or implementation.

Alongside this, SMK offers live help and support weekly within the SMK Working Group. It might be a quick fix or the root of a bigger problem; either way, a problem shared is a problem halved. On a day-to-day basis, SMK’s team gives you hands-on support and fresh ideas.

Not to mention a shoulder to cry on, occasionally.

June's Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Technical Labs: Meta Business Suite on Wednesdays from 1 pm – 2 pm AEST

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

Google Analytics 4, Data Analysis & Evaluation Masterclass on Thursdays from 10 am – 12 pm AEST

  • Module 1: GA4 Optimisation, Key Features, Tools & Reports
  • Module 2: Setting up GA4 Conversions & Understanding Analytics Events
  • Module Three: Analytics campaign tracking and report analysis
  • Module Four: GA4 report round-up, conversion attribution & visualisation

Influencer Marketing Masterclass: Organic, Paid & Commerce on Fridays from 10 am – 12 pm AEST

  • Module 1: 2024 Influencer Marketing Trends, Forecasts & Opportunities
  • Module 2: Organic Influencer Marketing Best Practices
  • Module 3: Optimising Influencer Campaigns With Social Ads
  • Module 4: Evaluation, Reporting and Influencer Commerce

Leave a Comment