Maximize Your LinkedIn Advertising Results with Google Tag Manager’s Conversion Tracking




Welcome to our blog post on LinkedIn conversion tracking using Google Tag Manager! If you’re running advertising campaigns on LinkedIn, it’s crucial to track your conversions to monitor the effectiveness of your ads and make data-driven decisions for optimization. In this post, we’ll delve into the details of how you can set up and leverage the power of Google Tag Manager for LinkedIn conversion tracking.

Understanding Google Tag Manager

Before we dive into the specifics of LinkedIn conversion tracking, let’s take a moment to understand what Google Tag Manager (GTM) is and why it is beneficial for managing tracking tags on your website.

Google Tag Manager (GTM) is a free tool that allows you to easily manage and deploy various marketing tags or snippets of code on your website without having to edit the site’s source code every time. It simplifies the process of implementing and managing tracking tags, such as conversion tracking codes, analytics scripts, and remarketing tags, among others.

There are several advantages to using Google Tag Manager:

  • Ease of implementation: GTM provides a user-friendly interface that doesn’t require technical expertise to add or modify tags.
  • Centralized control: With GTM, you have a single place for managing all your tracking tags, reducing the need for multiple code changes across your website.
  • Version control and testing: GTM allows you to create different versions of your container and preview changes before making them live.
  • Flexibility: You can add, modify, or remove tags without relying on developers, saving time and resources.

Setting Up Google Tag Manager

To get started with Google Tag Manager, you’ll need to follow a few simple steps to create an account and install the GTM code on your website:

Creating a Google Tag Manager account

Go to the Google Tag Manager website and sign in using your Google account. If you don’t have one, you can create a new account for free.

Once you’re signed in, click on the “Create Account” button and provide a name for your account. This name could be your company name or any other identifier that makes sense to you.

Next, you need to create a container. A container is a snippet of code that you’ll need to add to your website. Select “Web” as the container type and enter your website’s URL. Click on “Create” to finish creating your GTM account.

Installing the Google Tag Manager code on your website

Once your GTM account is set up, you’ll need to add the GTM code snippet to your website. GTM provides you with two code snippets: one for the head section and the other for the body section of your website.

Copy the code provided for the head section and paste it immediately after the opening <head> tag on every page of your website. Then, copy the code provided for the body section and paste it immediately after the opening <body> tag on every page of your website. Save the changes and publish your website.

Creating Conversion Tracking Tags in Google Tag Manager

Now that you have Google Tag Manager set up on your website, let’s focus on creating conversion tracking tags specifically for LinkedIn Advertising. Before we proceed, it’s important to understand the types of conversions you can track with LinkedIn Advertising:

  • Website conversions: These are conversions that occur on your website after someone clicks on your LinkedIn ad, such as form submissions or product purchases.
  • Event conversions: These are conversions that happen on LinkedIn itself, such as ebook downloads or video views within the LinkedIn platform.

To create conversion tracking tags for LinkedIn Advertising in Google Tag Manager, follow these step-by-step instructions:

  1. Log in to your Google Tag Manager account and select the container where you want to create the tag.
  2. Click on “Tags” in the sidebar and then click on the “New” button to create a new tag.
  3. Provide a descriptive name for your tag, such as “LinkedIn Website Conversion Tracking” or “LinkedIn Event Conversion Tracking.”
  4. Choose the tag configuration depending on the type of conversion you want to track. For website conversions, select the relevant tag template, such as Google Analytics or Facebook Pixel, and configure it with your LinkedIn conversion tracking data. For event conversions, select the appropriate LinkedIn-specific tag template.
  5. Set the trigger for your tag. This determines when the tag should fire. For website conversions, you can use triggers such as page views or form submissions. For event conversions, you can use LinkedIn-specific triggers based on user interactions within the LinkedIn platform, such as button clicks or video views.
  6. Save your tag and submit changes in GTM.
  7. Remember to publish your changes for the tag to take effect on your website.

Integrating Google Tag Manager with LinkedIn Advertising

Now that you have created conversion tracking tags in Google Tag Manager, it’s time to integrate GTM with your LinkedIn Campaign Manager account to start measuring and optimizing your LinkedIn ad campaigns based on conversion data.

Linking Google Tag Manager to your LinkedIn Campaign Manager account

To link your GTM account with your LinkedIn Campaign Manager account, follow these steps:

  1. Log in to your LinkedIn Campaign Manager account.
  2. Click on “Account Assets” in the top navigation and select “Insight Tag” from the dropdown menu.
  3. Click on the “Install my Insight Tag” button.
  4. Copy the “Partner ID” from the LinkedIn Insight Tag settings.
  5. Go back to your GTM account and select the relevant container.
  6. Click on “Tags” in the sidebar and find the LinkedIn conversion tracking tag you created earlier. Click on it.
  7. In the “Tag Configuration” section, enter your LinkedIn “Partner ID” in the appropriate field.
  8. Save and submit the changes in GTM.

Importing conversion goals from Google Tag Manager into LinkedIn Advertising

After linking GTM with your LinkedIn Campaign Manager account, you need to import your conversion goals into LinkedIn Advertising. To do this:

  1. Go to your LinkedIn Campaign Manager account.
  2. Click on “Account Assets” in the top navigation and select “Conversion Tracking” from the dropdown menu.
  3. Click on the “Create a New Conversion Action” button.
  4. Choose the type of conversion action you want to track and fill in the necessary details, such as conversion name, category, and value.
  5. Toggle the “Web Event” option and select the relevant event that corresponds to your GTM tag.
  6. Save your conversion action.
  7. Repeat the process for each conversion action you want to track.

Optimizing LinkedIn Advertising Results with Conversion Tracking

With Google Tag Manager and conversion tracking set up, you’re ready to optimize your LinkedIn ad campaigns based on the valuable insights you gain from conversion data.

Analyzing conversion data and insights from LinkedIn Advertising

LinkedIn Advertising provides robust reporting and analytics tools to help you measure the performance of your ad campaigns and understand how effective they are in driving conversions. Utilize these insights to identify trends, uncover patterns, and optimize your targeting strategies.

Key metrics to focus on include:

  • Conversion rate: The percentage of users who completed the desired action after clicking on your ad.
  • Cost per conversion: The average amount you spend on each conversion.
  • Conversion attribution: The channel, campaign, or ad format that contributed to the conversions.

Using conversion data to optimize ad campaigns and targeting

Once you have a clear understanding of the performance of your LinkedIn ad campaigns, you can use the conversion data to refine and optimize your strategies:

  • A/B testing ad variations: Create multiple versions of your ad creative, targeting, or messaging to see which performs better in terms of generating conversions.
  • Implementing remarketing campaigns: Use the data from conversion events to create customized remarketing campaigns targeting users who have already shown interest in your products or services.
  • Optimizing audience targeting: Refine your audience targeting by analyzing which segments are generating the most conversions and adjusting your campaigns accordingly.

Best Practices for Maximizing LinkedIn Advertising Results

As you continue to leverage LinkedIn Advertising and conversion tracking, consider these best practices to maximize your results:

A/B testing ad variations using conversion tracking

Experiment with different ad variations, including different headlines, visuals, and messaging. By tracking conversions, you can easily identify which variations are driving the most results and make data-driven decisions to optimize your ad performance.

Implementing remarketing campaigns based on conversion events

Remarketing campaigns allow you to target users who have already interacted with your brand. By leveraging conversion events, you can create more personalized remarketing campaigns tailored to specific user behaviors, increasing the chances of conversion.


LinkedIn conversion tracking is crucial for understanding the effectiveness of your advertising campaigns and making informed decisions for optimization. By using Google Tag Manager, you can simplify the process of creating, deploying, and managing conversion tracking tags on your website. Take advantage of the powerful integration between Google Tag Manager and LinkedIn Advertising to unlock valuable insights from your conversion data and drive better results from your LinkedIn ad campaigns. Remember, continuous testing and optimization are vital for maximizing your advertising efforts on LinkedIn.


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