In the context of LinkedIn advertising, what is a “conversion”?

In LinkedIn advertising, a "conversion" refers specifically to a desired action taken by a user after engaging with an ad. This means that when a user interacts with an advertisement, such as clicking on it or viewing the content, and then takes a further desired action—like completing a form, signing up for a newsletter, downloading a resource, or making a purchase—it is counted as a conversion. This metric is critical for advertisers because it reflects the effectiveness of their ad campaigns in driving user behavior that aligns with their business objectives.

Understanding this concept is important for marketers as it allows them to measure ROI (return on investment) and optimize their advertising strategies based on what actions are most valuable for their goals. The focus on user engagement leading to measurable outcomes distinguishes conversions from other metrics, such as impressions or engagements, which do not necessarily indicate that a user took a significant action following their interaction with an ad. This highlights why tracking conversions is essential for assessing a campaign's success.