1. Global UTM Parameter

• This keep all tracking in your analytics provider uniform.
  • utm_campaign{{CAMPAIGN_NAME}}&utm_content{{CREATIVE_ID}}&utm_source=linkedin&utm_medium=paid-social
    

2. LinkedIn Insight Tag

• This allows you to retarget web visitors and utilize website conversion tracking.
• Instructions how to install on your website linked here.
• Best practice: install on the global footer of the site.

3. Retargeting Audiences

• This allows you to create a full funnel system and retarget warm audience members. To note: you'll first want to install the Insight Tag before moving to this step.
• More on retargeting audiences linked here.
• Best practice: create the following audiences.
  • Company Page Visitors (30 Days)
  • Website Visitors (60 Days)
  • **Top Funnel Ad Interactions (60 Days) - you'll need the campaign shell built out here first.
    
    • Single Image
    • Document
    • Video
      

4. Conversion Tracking

• This allows you to track actions on your website from your LinkedIn ads traffic, such as contact and demo request submissions.
• Instructions for how to set up conversion tracking linked here.

Audience Targeting Checklist

1. Location

• By default, the system shows location as "Recent or Permanent" - be sure to click the pencil and change to just "Permanent" so as to not include people who have recently visited your target location.

2. Targeting Parameters: Inclusions

• Lists
  • Target contact lists
  • Target company lists
• Job titles or job functions and seniorities
• Skills and interests, if applicable

3. Targeting Parameters: Exclusions

• Company names: 
  • Your own company
  • Your competitors
• Current customers / clients list
• Skills and interests
  • Job seekers
• **If you're targeting by job functions and seniorities, be sure to start excluding job titles that you see in your first days of ad delivery.

4. (For Retargeting Campaigns) Retargeting Parameters

• Include parameters for each of the retargeting dimensions from the prior section, "Account Setup Checklist":
  • Company Page Visitors (90 Days)
  • Website Visitors (90 Days)
  • Top Funnel Ad Interactions (90 Days)
    
    • Single Image
    • Document
    • Video
  • **Of course, if 30 days or 60 days makes more sense for your business, select those ranges.

5. Default Settings

• Be sure to uncheck "Audience Expansion" as this will include folks outside of your targeting parameters (this is automatically checked)
• Also be sure to uncheck "LinkedIn Audience Network" as this will send your ads to folks not on LinkedIn, but rather partner websites, which often yields poor results.
  • To note, some will use LAN as a part of their strategy, but this is less common and advisable to leave out as a default.