When should you use Lead Gen Forms and Conversion Tracking in LinkedIn
When it comes to generating actionable data and understanding campaign ROI, Lead Generation Forms and Conversion Tracking are two of the most profitable and powerful features for the marketers who rely on LinkedIn.
Each of these features is best suited for specific objectives and situations. The only thing that needs to be cracked is which tool aligns with what the marketer is trying to accomplish, Lead Gen Forms or Conversion Tracking?
Here’s when LinkedIn Lead Gen Forms can be used..
In order to register for a webinar, download a whitepaper, or access some other asset, a user will provide a few details — name, email, job title, etc. Lead Gen Forms, which automatically pre-populate based on a LinkedIn member’s profile data, are designed to make the process of data collection painless for both parties.
Here are some scenarios where Lead Gen Form will be your best bet:
- When the primary goal is generating leads, as the name suggests, through LinkedIn and delivering it to your CRM (like Oracle Eloqua, Marketo, Microsoft Dynamics 365, Salesforce Sales Cloud, Driftrock and Zapier)
Lead Gen Forms have a narrower scope, and can be used when you’re strictly interested in creating qualified leads to hand over to sales. The data received from Lead Gen Forms include a person’s name and contact info, company name, location, job title, and more. Lead Gen Forms also directly connect with Marketing Automation and CRMs.
- When you’re already using Sponsored Content and/or Sponsored InMail as ad formats, Lead Gen Forms are tailored to them. Through Sponsored Content, members can click your ad, provide their info, and access your content without needing to leave LinkedIn. Sponsored InMail offers a more direct approach, as you can reach members through the platform’s messaging system.
- When you’re focused on capturing data from mobile users. Although Lead Gen Forms can be used for both mobile and desktop audiences, they are especially convenient for smartphone and tablet users.
- When you want to set up your campaign quickly, create Lead Gen Forms. Here’s how.
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Here’s when Conversion Tracking can be used..
As compared to Lead Gen Forms, the Conversion Tracking tool comes with broader utility. It’s designed to give marketers a better grasp of how their LinkedIn campaigns are performing, both on and off the platform.
Here are circumstances that make Conversion Tracking a sound choice for LinkedIn marketing campaigns:
- When you want to track conversions after a user leaves LinkedIn. Conversion Tracking can be set up to measure almost any subsequent action tied to your ad — purchases, downloads, sign-ups, etc. In order to track user actions after they leave the platform and head to your website, you’ll need to install the LinkedIn Insight Tag, which requires some small tweaking to your site’s code. Don’t worry; it’s easy to do without much technical know-how, and has plenty of long-term value for LinkedIn marketers, who can take advantage of other features like Website Demographics and Website Retargeting once the Insight Tag is in place. You also get access to advanced bidding tools like optimized bidding, which can adjust your bid to lower your conversion costs!
- When you’re tapping into LinkedIn’s full ad suite. This a universal tool for measuring leads generated by all your advertising on the platform, but it doesn’t actively collect the user data like Lead Gen Forms.
- When your campaign is more device-agnostic. This data can be used to optimize various aspects of your campaign, be it targeting, content, or a desired conversion type.
Using these two capabilities, you are prepared to generate and track conversions for your next LinkedIn ad campaign. Our goal is for all marketers to gain a clearer view of how their content is performing, and these features exist to bring you this clarity.