LinkedIn (Finally) Rolls Out Conversion Tracking, A Precursor To Retargeting
Summary
The site rolled out conversion tracking for sponsored content and text ads on Thursday after a serious overhaul of its tech infrastructure. At its most basic level, the feature lets marketers determine if a user converted after clicking or viewing an ad. In theory, deeper insights into conversion could help marketers identify factors influencing ROI. “We wanted to make sure it was a universal pixel that laid the groundwork for more features to come.” Another historical absentee from LinkedIn’s marketing tool set: retargeting, which Glass said will eventually run on the same infrastructure as conversion tracking. We’re not there, but I’m bullish about the potential.” LinkedIn had to overhaul much of its marketing infrastructure and product strategy to support these additional features.
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