In this guide, we’ll walk you through the essential steps for accurate LinkedIn ad tracking in Google Analytics, helping you optimize your ad campaigns and measure their performance.
Importance of LinkedIn Ads Spend Tracking
When running ads on social media platforms, it’s vital to validate the click data reported by the platform using reliable analytics software, such as Google Analytics 4 (GA4). This ensures accurate measurement and prevents relying solely on the ad platform’s metrics.
Note: Given LinkedIn’s higher CPC rates compared to other social media platforms, precise tracking of LinkedIn ad spending and ROI becomes paramount.
In cases of significant discrepancies between LinkedIn Ads Manager and GA4, consider reaching out to LinkedIn support and explore advanced tracking tools for comprehensive analysis.
How to Track LinkedIn Ads in GA4?
Follow the below steps to track your LinkedIn ads in GA4:
- Step 1: Create Tracking Link using URL Campaign Builder
- Step 2: Fill Campaign Source, Medium, and Name
- Step 3: Fill Campaign Term and Campaign Content
- Step 4: Create Tracking Link in Google Analytics
- Step 5: Linking LinkedIn Ads to Google Analytics
- Step 6: Track LinkedIn Ads in GA4
We will discuss each of these steps in detail below.
Step 1: Create Tracking Link using URL Campaign Builder
The first step is to create a tracking link in GA4 for your LinkedIn ad campaign. For creating a tracking link, you need URL parameters.
URL parameters, often referred to as UTMs, are used to track information about a click. In addition to presenting you with accurate information on clicks, URL parameters also help you to differentiate between the traffic you get from LinkedIn organic (your LinkedIn posts) and LinkedIn ads.
URL parameters consist of a key and a value separated by an equals sign (=) and joined by an ampersand (&). The first parameter always comes after a question mark in a URL as shown in the example below:
By using URL parameters, you’ll know exactly which LinkedIn ad campaign, and which ad set is driving traffic to your website, and you can also track conversions on your website that way.
To generate URL parameters for measuring campaign performance, you can use a free tool by Google called Campaign URL Builder.
To begin with, just go to the page/post that you wish to promote on LinkedIn.
Copy the URL and paste it into the website URL box.
You can provide the Campaign ID as you wish.
Step 2: Fill Campaign Source, Medium, and Name
The next field is Campaign Source. You can either mention “LinkedIn ad” as the campaign source or you can just mention “LinkedIn”.
In order to differentiate between the traffic from LinkedIn organic posts and traffic from LinkedIn ads, you can mention “LinkedIn ad” here.
Next, mention “CPC” as your campaign medium if you’re tracking link clicks or “CPM” if you’re tracking impressions. You can alternatively use any meaning full terms, if required.
Next, enter the Campaign Name. It should be the same as the name of your LinkedIn ad campaign in LinkedIn Campaign Manager.
Step 3: Fill Campaign Term and Campaign Content
Now you have a campaign URL generated with all the URL parameters for your LinkedIn advertising campaigns. You can proceed to the next step if required. But if you fill in the rest of the field, it will help you to pinpoint the ads which are working and ads that are not working well. This will be more useful if you are running multiple ads.
You can either use common terms or be more specific with the terms to define your parameters, especially in the case of Campaign Term and Content.
As mentioned, the more specific you get with your URL parameters, the better it will be, and you’ll know exactly which campaign is driving traffic to your site and which campaign needs to be improved.
In case you’re using different ad formats (image, video, carousel, etc.) under an Ad Set to promote the same post, you can use the Campaign Content field to differentiate these ads.
Note: Remember that you need to generate a different campaign URL for each ad to track them accurately in Google Analytics.
Step 4: Create Tracking Link in Google Analytics
Now that your form is filled, your campaign URL will get auto-generated. Just scroll down to see your generated campaign URL.
In order to start tracking LinkedIn ads in Google Analytics, you’ll need to copy the portion of the URL that starts after the question mark.
Make sure you preview your new URL to check if the URL parameters are visible on the new URL opened in a new tab.
You also have the option to convert the generated URL into a short link.
Step 5: Linking LinkedIn Ads to Google Analytics
Now you have a campaign URL generated with all the URL parameters.
You can use this newly-generated URL in your LinkedIn ads and start tracking traffic in Google Analytics.
Add it to the LinkedIn ads manager at the required position.
Now, you are all set to track the performance of your LinkedIn ads in Google Analytics.
Step 6: Track LinkedIn Ads in GA4
Follow the below steps to track LinkedIn Ads in GA4.
- Open GA4.
- Click on Reports.
- Click on Acquisition.
- Click on User Acquisition to view the user acquisition report.
- Click on ‘+’ sign.
- Click on Traffic source. Select First user campaign.
- Now you can see the campaign name for LinkedIn Ads there.
From this report, you can understand your LinkedIn ad campaign performance.
LinkedIn does not allow you to see the individual people who have clicked or interacted with your ads. However, you can get a breakdown to see what kind of people are clicking. You can go to your Campaign Manager to see detailed information such as job title, industry, and job seniority
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Jasper Reed is the founder of heyhowtodoit.com with 8+ years of experience in Search Engine Optimization.He has researched, tested, and written hundreds of articles ranging from social media platforms to messaging apps.
With a passion for technology and a natural aptitude for understanding consumer behavior, Jasper has built a successful career in blogging.He has been quoted and referenced by major publications and media companies.
An avid traveler and tech enthusiast, Jasper loves to explore new places and experience different cultures. With his thick-rimmed glasses and geeky demeanor, Jasper is a true tech nerd at heart.
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