Create an Insight Tag conversion using Website Actions in Campaign Manager

Last updated: 3 months ago

With Website Actions, you can set up new conversions and build retargeting audiences without requiring additional setup or code. Using the Insight Tag, Website Actions automatically collects and tags the actions potential buyers perform on the web pages where the Insight Tag is installed.

Creating conversions based on Website Actions allows you to:

  • Create a conversion specific for your campaign goal, such as webinar joins or conference sign-ups.
  • Measure a wider scope of buyer actions by linking conversions to buyer journey stages for reporting.
  • Group multiple actions (such as sign-ups and demo requests) into one conversion for your campaign.

Prerequisites

Before you create an Insight Tag conversion with Website Actions, keep in mind: 

  • You must install the Insight Tag on your website. If you already have the Insight Tag installed, you won’t need to do any additional setup to start accessing your Website Actions.  
  • Website Actions are available within 24 hours after you add your Insight Tag to your website. 
  • All domains with your Insight Tag installed are included in your Website Actions. 
  • 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 you set up your Insight Tag, Website Actions will automatically capture and tag the actions (button clicks, page visits, and form submissions) taken on the web pages where the Insight Tag is installed.  

Important to know

Consistent with our terms, the Insight Tag should not be installed on web pages that collect or contain Sensitive Data. This can include pages offering specific health-related or financial services or products to consumers.  

 

For example, depending on the content of the pages, the Insight Tag may be included on a generic homepage for a pharmacy or a bank, or business-to-business pages directed only to organizations and financial or healthcare professionals, but should not be included on consumer pages for certain types of medications or pages where users manage their financial accounts and transactions or medical appointments, since it could lead to the inadvertent collection and sharing of sensitive information regarding the health or finances of individuals who visited that page.  

 

This does not constitute legal advice. Please consult with your webmaster and legal counsel to determine which pages may or may not collect sensitive data. 

To create a conversion on the Website Actions page:

Step 1: Select your Website Actions

  1. Go to your ad account in Campaign Manager.

  2. Click Data on the left menu, then click Website actions.

  3. To create a conversion from all your Website Actions, confirm that All website actions is selected at the top. To create a conversion from an existing Website Action-based conversion, select Website Actions in use.

  4. To create a conversion from All website actions:

    1. If you have more than one domain, select the relevant domain from the Domain dropdown menu in the upper-right corner.
    2. Select the Button clicks or Page visits tab at the top, then select the checkbox next to the actions you'd like to base your conversion on. You can choose more than one action.
    3. Click Create conversion.

  5. To create a conversion from Website actions in use:

    1. Choose the conversion you’d like to use as a template.
    2. Click the Create button and select Create conversion.
    3. Make updates to the conversion in the following steps.

Step 2: Create a conversion rule

  1. Name your conversion rule. This name will only be visible in Campaign Manager. 

    Here's a tip

    Name your conversion in a way that defines the key conversion behaviors you'll be tracking, like filling out a lead form or downloading a white paper. Use naming conventions that will easily keep track of different conversion events.

  2. Click the Select the category of the conversion dropdown menu and select a behavior (for example, Download or Lead). 

  3. Click the Set the value of the conversion dropdown and select either:

    • Use the same value - The same value will be applied for each conversion.
    • Use a dynamic value - The value will be determined from your connected source.
    • No value (not recommended) - A zero value will be used for each conversion event. Note, if you select no value, you can’t measure the impact of your ads.

  4. Add a Default Value for your conversion. If you selected:

    • Use the same value - Enter the value to be used for all conversions.
    • Use a dynamic value - Enter a default value. This is required in case we don’t receive a value from the connected source.

  5. Click the dropdown menus below Clicks and Views to select a time frame for when your clicks and views can be counted.

  6. Below Select the attribution model to specify how each ad interaction is credited, use the dropdown menu to select either:

    • Last Touch - Each campaign
    • Last Touch - Last campaign 

  7. Click Next step. 

Step 3: Confirm your Website Actions

  1. Confirm Website actions is selected at the top.

  2. Review the actions selected. You can add or remove actions.

  3. Click Next step, then review your conversions.

    • In some cases, LinkedIn will recommend including additional buttons or pages in the conversion you're creating. You can choose one or more of the suggested actions and add them to your conversion.

    Here's a tip

    The suggestions to add buttons or pages when you’re creating your conversion are based on actions with a similar context and outcome. They can help you capture and measure actions representing the same buyer intent when tracking your conversion, such as clicking learn more buttons and document download buttons.

  4. If you’d like to create a filter, turn on the Add filters toggle. From here, you can:

    • Select the circle next to Exclude pages or Track only specific pages. Choose Equals, Starts with, or Contains to exclude or track a specific URL.
    • Select the checkbox next to Track only buttons that submit a form to only track form submissions.

  5. Click Next step.

Step 4: Review and update the campaigns selected for your conversion  

After you set up your conversion, we’ll automatically select campaigns to associate with your conversion. You can review, add, or remove campaigns as needed. Campaign selection is determined by the category chosen in the Select the category of the conversion dropdown in Step 2 above.

To review and update the campaigns selected: 

  1. On the Review page, review the details of your conversion. To see the selected campaigns, scroll to the Campaigns section and click below Selected campaigns.

  2. Optional: To edit the selected campaigns:

    1. Click Edit in the upper-right corner of the section.
    2. Select or clear the checkboxes next to the campaigns where you’d like to either apply or remove your conversion. To find a specific campaign, use the search bar at the top or filter using the Status or Objective dropdown menus.  
    3. Click Save.

  3. Click Create.

After you create your conversion, it'll automatically be added to the Conversion Tracking page in Campaign Manager.

Tips when creating a conversion from your Website Actions

  • You can create a conversion from both button clicks and page visits.
  • You can select one of four lookback window options: 30, 60, 90, or 180 days. 
  • Once you select a website domain for your Website Actions, it will be the default selection when you create a conversion or audience. You can change the domain using the dropdown menu at any time.
  • You can also create a conversion from Website Actions on your Conversion Tracking page in Campaign Manager.

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