LinkedIn's Website Actions: The Next Evolution in LinkedIn Marketing

In the ever-evolving landscape of digital marketing, it’s crucial to have tools that not only keep pace but also set the bar higher. Enter LinkedIn’s Website Actions, a feature that promises to redefine how businesses engage with potential buyers online.

At its core, Website Actions offers a nuanced way to track potential buyers on your website. Think of it as a vigilant sentinel, quietly observing and noting every significant action, ensuring you have the insights you need to make informed decisions.

Currently, LinkedIn is in the process of rolling out this feature. It’s essential to note that the feature is still under testing, with continuous updates being made based on feedback and performance. So, if you’re eagerly waiting to get your hands on it, patience is the key.

What opportunities does it offer? Website Actions is multifaceted:

  • Retargeting Audiences: This is about re-engaging potential leads in a manner that’s both smart and timely, ensuring your brand remains at the forefront of their minds.
  • Online Conversions: Here, you can track the efficacy of various campaigns, from webinars to event sign-ups, providing a clear picture of what resonates with your audience.

How does the Website Actions feature compare to Google Analytics’ Goals?

In the face of the impending cookieless world of digital marketing, marketers are grappling with challenges in tracking and understanding user behavior. Traditional tools, like Google Analytics’ Goals, have been the go-to for tracking specific user interactions. However, as third-party cookies phase out, there’s a pressing need for more integrated, privacy-compliant solutions. This is where LinkedIn’s Website Actions shines. While it shares similarities with Google Analytics’ Goals, Website Actions offers a more integrated approach, especially for businesses heavily invested in LinkedIn marketing. The seamless integration with LinkedIn’s ad platform provides a holistic view, bridging the gap between user interaction and ad campaign performance, all while navigating the challenges of a cookieless landscape.

Why is LinkedIn launching it?

In the competitive world of digital marketing, precision is paramount. LinkedIn’s Website Actions is a testament to the platform’s commitment to offering businesses tools that ensure every marketing effort is data-driven and impactful.

How will it benefit companies? Here’s the lowdown:

  • Enhanced Engagement: It’s about striking while the iron is hot, engaging potential buyers when they’re most receptive.
  • In-depth Insights: From content performance metrics to user behavior, get a 360-degree view of your digital landscape.
  • Budget Optimization: Make every dollar count by ensuring your campaigns are laser-focused and yield the best ROI.
  • Versatility: Whether you’re looking to retarget or set up specific online conversions, Website Actions has got you covered.

What are the first steps companies should take to make better use of the functionality?

To harness Website Actions to its fullest:

  • Installation: First and foremost, get the Insight Tag on your website. This acts as your passport to the world of Website Actions.
  • Familiarization: Dive deep into the Website Actions page in Campaign Manager. Understand its nuances and capabilities.
  • Segmentation: Tailor your tracking based on specific campaign goals, ensuring you have the data that matters most.
  • Optimization: It’s a continuous journey. Regularly monitor, tweak, and adapt based on insights and feedback.

As with all new features, it’s crucial to understand that Website Actions is still in its testing phase. LinkedIn is actively rolling it out, with updates and refinements being made regularly. It’s always a good practice to keep an eye out for official communications from LinkedIn regarding feature updates and best practices.

In conclusion, Website Actions is not just another tool; it’s a paradigm shift. In a world where data is gold, it promises to be the alchemist, turning insights into actionable strategies, ensuring every campaign is not just good but great.

Generative AI tools were used to help create this text.

Written by

Alexander Krastev

Alexander Krastev has been developing successful communication channels in the online realm for over 14 years. Since the end of 2017 he has been leading the BookMark Agency.
Founder and news editor at the biggest online media for books and reading in Bulgaria - the multi-award winning website He has also been giving lectures on LinkedIn at New Bulgarian University and SoftUni, Sofia. He has consulted the Bulgarian translations for several business books, among which “Creative Selection” by Ken Kocienda, “Guerrilla Marketing” by Jay Conrad Levinson, “Creative Genius” by Peter Fisk, “Social BOOM!” by Jeffrey Gitomer.