The conversion value optimization goal helps you increase your Return on Investment (ROI) and Return on Ad Spend (ROAS) by optimizing your website conversion campaigns to deliver ads to members most likely to return the greatest value per conversion.
The following are requirements when setting up your conversions and campaigns to use the conversion value optimization goal.
Conversion set up requirements
You can create conversions using Conversions API, your Insight Tag, or a CSV upload. We recommend using Conversions API or Conversions API with your Insight Tag for enhanced optimization. Learn how to:
When creating your conversion, you’ll also need to assign your conversion a conversion value.
- You can choose either Same (static) or Dynamic conversion values when setting up your conversion.
- We recommend choosing dynamic conversion values, which means each conversion is assigned a value that can change based on specific factors.
- Learn more about LinkedIn conversion values.
Campaign set up requirements
After you’ve created your conversion, there are a few requirements when building your campaign in Campaign Manager. You must:
- Set your optimization goal as Conversion Value.
- Confirm your campaign bidding strategy is Maximum Delivery. Maximum delivery automatically adjusts bids, aiming to optimize for the total conversion value rather than the volume of conversions.
- Associate your campaign with conversions that have assigned values. When building your campaign, choose the conversions you created to associate with the campaign. Check the Values column to find conversions with assigned values.
This process allows you to align ad spend with your business goals by focusing on maximizing the value of each conversion.
Considerations
The following are considerations to be aware of when using the conversion value optimization goal.
| Consideration | Description |
|---|---|
| Assign a conversion value | To optimize towards higher-value conversions, conversion events associated with the campaign must have at least two distinct conversion values above zero. You can achieve this in two ways: • Dynamic values - At least one conversion event that assigns different values from Conversions API or Insight Tag. • Static values - At least two conversion events that you’ve assigned fixed values to above zero. |
| Create campaign using Campaign Manager | Campaign Manager is required to use the conversion value optimization goal. API support is currently not available. |
| Use maximum delivery bidding strategy | Maximum delivery is the only supported bidding strategy. Cost cap bidding is currently not available. |
| Available ad formats | When you use the conversion value optimization goal, you can choose Sponsored Content ad formats that qualify for maximum delivery bidding. For example, single image, video, carousel, and document ads. Please note, Sponsored Messaging formats are currently not available. |
| Not available for campaigns using LinkedIn Audience Network | The conversion value optimization goal is currently not available for ads served on LinkedIn Audience Network. If your campaign is serving ads on both LinkedIn feed and the LinkedIn Audience Network, ads served on LinkedIn Audience Network will leverage the Website Conversions optimization goal. |
| Forecasted results aren’t available | Forecasted results are currently not available in Campaign Manager with this goal. |
Best practices
When using the conversion value optimization goal, the following are best practices to help you meet your campaign goals.
| Campaign area | Best practice |
|---|---|
| Duration | Campaign duration should be a minimum of four weeks. |
| Budget | Budgets should be equal to or greater than the default budget recommendations for website conversion campaigns. |
| Conversion value optimization | Optimize for conversions that provide a sufficient volume of click-through attributed conversions. For example, greater than 30 conversions within two weeks. |
| Choose a dynamic conversion value when creating your conversion rule in Campaign Manager to help better predict and optimize for high versus low value conversions. If you're using conversions with a Same (static) value, we recommend that you track and optimize for two or more conversions. | |
| Send LinkedIn as much conversion value data using your Conversions API, Insight Tag, or CSV upload as soon as possible to more effectively optimize performance. | |
| Reporting | Within Campaign Manager on the Advertise page, you can select the Conversions & Leads column to view metrics influenced such as Total Conversion Value and Return on Ad Spend (ROAS). Keep in mind, you might see an increase in Total Conversion Value and ROAS, although the overall cost per conversion might increase as a result. We recommend focusing on ROAS and the value returned from conversion rather than cost per conversion and conversion volume when leveraging this optimization. |
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