Whatever your thoughts on the current state of social media, there’s no denying LinkedIn’s status as one of the most influential platforms for B2B professionals. With an extensive member network spanning all major industries, LinkedIn puts you in a position to connect and build relationships with the decision-makers that matter for your business.

Yet many B2B marketers struggle to maximise their LinkedIn presence and quantify its business impact. LinkedIn ads and content may drive visitors to their sites, but pinpointing exactly how LinkedIn marketing activities influence buyer behaviour persists as a key challenge.

Enter Website Actions – the latest offering in the LinkedIn’s B2B marketing toolkit. 

What are LinkedIn Website Actions?

With Website Actions, LinkedIn aims to streamline the tracking of website visitor actions, enabling B2B marketers to channel those insights into more targeted LinkedIn advertising efforts.

The tool leverages the LinkedIn Insights Tag code  - a  piece of JavaScript that gathers data on website visitors. It’s this data that is crucial for tracking the performance of LinkedIn ad campaigns and understanding website analytics.

For many B2B marketers, the Insight Tag is already part of their website's infrastructure. Website Actions builds on this foundation, negating the need for additional tracking mechanisms, and streamlining the process.

Simplified Tracking

Historically, unlocking analytics on website activities required ongoing IT support. Marketers depended on engineering teams to add custom tracking for different website actions. This dependency could lead to bottlenecks when optimising or updating your implementation, particularly in organisations where resources are stretched thin or prioritised for product development.

Now, once you have the Insights Tag installed, Website Actions offers a no-code solution to bridging the gaps between LinkedIn and website visitor insights.  

This makes implementing Website Actions essential for B2B marketers who want to easily optimise advertising and retargeting campaigns based on how visitors engaged with their site content. 

More Agile Campaigns

Website Actions uses an intuitive interface to select predefined actions from a list. You can also create custom interactions aligned with campaign objectives and key performance indicators (KPIs). 

This approach removes the complexity of coding unique tracking for each type of interaction, making meaningful data more accessible for marketers. 

Contrast this with measurement solutions like Google Analytics 4 (GA4), which can generate gobs of engagement data but require complex implementations that can lead to over-reliance on technical teams to get anything done. 

Reducing the reliance on engineering teams accelerates the deployment of new campaigns and allows for rapid adjustments to marketing strategies based on real-time data. By understanding how users interact with their website after clicking an ad, marketers can identify the most engaging content and refine their campaigns to improve conversion rates.

Targeted Audience Building

Marketers can use Website Actions to define user behaviours - such as page visits, form submissions, or content downloads - as conversions. 

Defined actions feed into segmented audiences based on these behaviours automatically. This granular segmentation supports the creation of highly personalised retargeting campaigns that better resonate with each audience segment, leading to increased engagement and conversions.

Say, for example, a user has downloaded a specific whitepaper related to a product offer. You could serve them ads for a LinkedIn Event exploring the topic in more detail and continue the conversation.

Real-World Results

The power of getting the right message to the right audience is undeniable. Cognism, a sales intelligence company, used Website Actions to segment audiences by intent level and drive demo requests through personalised campaigns. By doing so, the organisation tripled their conversions and drove a 135% increase in clickthroughs.

LinkedIn’s own Marketing Labs team also found room for improvement. They used Website Actions to map users’ journeys through learning material and identify participants who didn’t complete courses. Retargeting these users with relevant campaigns resulted in an 83% increase in certificates issued.

Streamlining Your LinkedIn Marketing with Website Actions: A Step-by-Step Guide

Implementing LinkedIn's Website Actions is a straightforward process designed to integrate seamlessly with your current marketing workflows and minimise the technical expertise needed to get things up and running.

1. Add the LinkedIn Insight Tag to Your Site: To install the LinkedIn Insight Tag, you must add the JavaScript code to every page on your domain, preferably right before the end of the <body> tag in the global footer. This one-time setup enables LinkedIn to track user activities on your site and engagements from your LinkedIn ads. If you’re already a LinkedIn ads user, you probably have this tag type installed on your site. If not, this may be an area where you’ll need some technical muscle.

2. Check Out Your Campaign Headquarters: Ensuring your LinkedIn Insight Tag is working correctly is critical. After you install the tag, data should start flowing to your LinkedIn Campaign Manager within 24 hours. 

3. Define Your Key Website Actions: Choose from LinkedIn’s predefined website actions, including form submissions, downloads, and page visits, or define custom actions tailored to your specific campaign goals. Once you’re done setting up conversion tracking, these actions will automatically feed into your campaign analytics, providing rich insights into how users interact with your website post-ad engagement. 

4. Create and Refine Your Retargeting Audiences: Use the insights gathered through Website Actions to refine your audience segments and retargeting strategies. Leveraging event specific conversions enables you to create highly targeted audiences based on specific interactions with your website, enhancing the relevance and effectiveness of your retargeting campaigns.

By following these steps, you’ll be on your way to harnessing the full potential of Website Actions to optimise your LinkedIn marketing campaigns. However, to maximise the effectiveness of your LinkedIn retargeting campaigns, it's still important to follow general best marketing practices. 

Regularly review and update your ad creatives to avoid ad fatigue among your audience. The insights you get from Website Actions can also help supercharge your A/B testing of headlines, images, and calls to action to find the most effective combinations.

LinkedIn’s detailed analytics can also help you assess the effectiveness of your targeting. Conduct routine retargeting campaign performance data reviews to understand which segments are most engaged and converting. User behaviour on your website can also signal audience segments needing refinement. 

1827 Marketing Can Help You Maximise Website Actions’ Impact

For B2B marketers in organisations of all sizes, navigating the intricacies of website data and visitor tracking can often feel like an uphill battle. While it’s not a panacea for all your data-related challenges, Website Actions can still get you moving toward enhancing the effectiveness of your digital advertising efforts on LinkedIn.

This tool's ability to distil complex data into actionable intelligence makes it a tactical asset for campaign management and enriching your digital marketing playbook with actionable data. Think about it: how would your email campaigns and collateral creation change if you could pinpoint your most effective graphics, CTAs, content and more? 

Regardless of which tools you use, sometimes there’s no substitute for expert guidance. We’d love to chat about how the 1827 Marketing team can help you transform your technology and website tracking challenges into opportunities for growth and engagement.