Adding event-specific tracking on LinkedIn can provide valuable insights into how users are engaging with your content. By tracking events like video views, content downloads, and Lead Gen form submissions, you can see what types of content resonate most with your target audience.
Why add event tracking on LinkedIn?
Here are some of the key benefits of implementing event tracking:
- Measure engagement beyond likes, comments, and shares
- See which pieces of content generate the most leads
- Identify popular topics and formats
- Optimize content strategy based on performance data
- Show ROI of your LinkedIn investment
Without event tracking, you only have access to vanity metrics like post likes and shares. But to really understand the impact of your LinkedIn presence, you need deeper insights.
How to track events on LinkedIn
The main way to track events on LinkedIn is by adding tracking pixels from analytics platforms like Google Analytics, LinkedIn Insights Tag, and more. Here are the key steps:
- Sign up for an analytics platform that supports LinkedIn tracking
- Install the platform’s LinkedIn tracking pixel
- Add the tracking code to your LinkedIn posts and pages
- Analyze performance and engagement data
For example, to track video views with Google Analytics, you would copy the video tracking pixel code and add it to the backend of your LinkedIn video post. Here is what the code would look like:
<script>
ga(‘send’, ‘event’, ‘Video’, ‘Play’, ‘Video Title’);
</script>
This allows you to see how many times a video was played back.
Types of events to track
Here are some of the key LinkedIn events worth tracking:
- Content engagement: Post likes, comments, shares, click-throughs
- Lead generation: Contact/Lead Gen form submissions
- Video: Video starts, completes, % watched
- Document downloads: Whitepaper, ebook, infographic downloads
- Website traffic: Number of visits driven from LinkedIn
- Messages/conversations: initiated from LinkedIn click-throughs
Analyzing this event data will show you where to focus your efforts to boost results.
Step-by-step guide
Follow this step-by-step guide to implement LinkedIn event tracking:
- Choose analytics platform: Google Analytics, LinkedIn Insights, Mixpanel, etc. Consider ease of use, features, and cost.
- Create LinkedIn tracking pixel: In your analytics platform, generate the code to track LinkedIn events.
- Install tracking pixel: Add the tracking code to your LinkedIn Company Page description and all posts.
- Tag custom events: Beyond standard events, you can tag custom interactions like Lead Gen form fills.
- Analyze event data: Consult your analytics dashboard to view LinkedIn event reports.
- Optimize based on findings: Tweak your content strategy based on your top performing content.
Be sure to check your analytics frequently to stay on top of the data. Optimization is key to maximizing LinkedIn success.
Best practices
Follow these best practices when implementing LinkedIn event tracking:
- Be consistent about tagging all content types
- Avoid tagging too many custom events
- Segment visitors by company size, industry, etc.
- Monitor trends and changes over time
- Integrate with your other analytics platforms
- Make tracking part of your social media processes
- Focus on quality over vanity metrics
- Let data guide your content decision-making
Tools for LinkedIn analytics
Here are some top tools for monitoring LinkedIn analytics and events:
| Tool | Key Features |
|---|---|
| Google Analytics | Free, easy setup, comprehensive reports |
| LinkedIn Insights Tag | Built specifically for LinkedIn, lead gen integration |
| Sprout Social | Social media management platform with analytics |
| Mixpanel | Advanced segmentation and custom goal tracking |
| Simply Measured | Social media analytics and reporting |
Every platform has its pros and cons, so assess which one best meets your needs.
Common tracking mistakes
Steer clear of these common LinkedIn tracking mistakes:
- Not tracking consistently across different post types
- Using multiple disjointed analytics platforms
- Focusing exclusively on vanity metrics like likes and shares
- Failing to analyze and act on the data
- Forgetting to tag custom events like form fills and CTA clicks
- Not tracking mobile vs. desktop engagement
- Not integrating with marketing automation platforms
By avoiding these issues and following best practices, you’ll get the most out of LinkedIn analytics.
Conclusion
Implementing LinkedIn event tracking provides a wealth of data to inform your content strategy and optimize performance. By tracking key events beyond likes and shares, you gain critical insights into audience engagement and lead generation.
Following the step-by-step guide, leveraging the right tools, and avoiding common mistakes will set you up for success. Consistent event tracking and data analysis will enable you to refine your approach and accomplish your LinkedIn marketing goals.