Campaign Manager setup

Gather four things. A personal LinkedIn profile, a company Page you can administer, a payment method owned by the company, and access to your website's code or tag manager. If someone else owns the Page, ask them to make you an admin first.

Create the ad account in Campaign Manager and give it a clear name, for example your company name plus "Ads". Choose the currency with care, because it cannot be changed afterwards on that account. Pick the currency you invoice and report in.

Link the account to your company Page. The Page admin has to approve the connection, and without it you cannot run ads in the company's name.

Give people the lowest role that lets them do their job. Most need a viewer or campaign manager role. Keep the billing role to one or two people. Add a billing contact so receipts reach finance and not someone's personal inbox.

An agency or freelancer should be added by invitation to your account, so you own the data and can remove them later.

The Insight Tag is a snippet of code that lets LinkedIn see visits to your site. It powers conversion tracking and website retargeting. Install it on every page, not only the landing page.

The cleanest route is through Google Tag Manager, where you add the tag once and publish. If you do not use a tag manager, your developer can paste the code into the site-wide template. Then check the status in Campaign Manager, which tells you when the tag has been detected.

If you have visitors in the UK or EU, the tag should fire only after the visitor accepts the relevant cookies. Set this up in your consent banner and in your tag manager trigger rules. Ask your website owner or a privacy adviser if you are unsure. Getting this right is cheaper than fixing it later.

A conversion is an action you want to count, such as a demo request, a form submission or a booked call. In Campaign Manager, create each one and choose how it is detected: a page URL that appears after the action, or a specific event on the page.

Start with two or three. One for a lead or booked call, one for a smaller step like a guide download, and, if you can, one for a qualified opportunity passed back from your CRM. Set the attribution window to match your sales cycle, so a click that led to a deal six weeks later still counts.

A conversion counts only for campaigns it is assigned to. Assign it when you create each campaign. Then test: click through a test ad or open your landing page, complete the form yourself and check that the conversion shows a recent event.

A conversion that never fires is the most common setup fault. It looks like a failed campaign when the problem is the plumbing.

Add UTM parameters to every ad link, for example source set to linkedin and medium set to paid-social, with the campaign name in the campaign field. This lets Google Analytics and your CRM tell LinkedIn traffic apart from everything else. Write the naming rule on one page, so every campaign follows it.

Setup is done when the account, Page, tag and conversions all work. Then build your audiences in Audience building and matched audiences, pick formats using Ad format selection and read results with LinkedIn ad reporting and optimisation. The LinkedIn Ads tool page lists related options.

• Choosing the wrong currency at creation.
• Installing the tag only on the landing page.
• Skipping consent handling.
• Counting every page view as a conversion.
• Forgetting to assign conversions to campaigns.
• Running the account from a personal login that nobody else can reach.

The Insight Tag shows as active, and every key conversion has fired at least once in a test. Lead counts in Campaign Manager are within roughly 20 per cent of what your CRM shows for the same period. Anyone on the team can find the account, and you can explain in one sentence what each conversion measures.