Study first
Review the ideas behind the questions
Review what LinkedIn Ads tracking parameters can and cannot do. Focus on the difference between static values, dynamic values, destination URLs, and conversion URL matching.
Know what a URL parameter does
Tracking parameters add campaign context to a destination URL so traffic can be identified later.
- URL tracking parameters are snippets added to the end of an ad destination URL.
- Tracking parameters can help identify where website traffic is coming from.
- A URL parameter uses a key and a value.
In Practice
Name the reporting need first
Before adding a parameter, decide whether the report needs source, campaign, ad, or another label.
Keep the destination URL in scope
URL parameters help with click and website-traffic context. They do not replace conversion setup or CRM data by themselves.
Common mistakes
Adding a parameter without knowing what the key and value should represent.
Define the key as the label and the value as the returned data before adding the parameter.
Q&A
What is a URL tracking parameter?
It is text added to the end of an ad destination URL to identify traffic context later.
What are the two parts of a URL parameter?
The key names what is being tracked, and the value is the data returned.
Choose static or dynamic tracking
Static and dynamic parameters solve different tracking jobs.
- Static parameters are used when the advertiser wants to provide a specific value.
- Dynamic parameters are used when the advertiser wants LinkedIn to insert a supported value automatically.
- Dynamic parameter values must be in all capital letters with double curly braces before and after the value.
In Practice
Use static values for fixed labels
If every click should carry the same source label, a static value is the simpler choice.
Use dynamic values for changing context
If the report needs the campaign or ad value inserted automatically, choose a supported dynamic parameter.
Common mistakes
Typing a dynamic value as normal lowercase text.
Use the supported dynamic value in all capital letters with double curly braces.
Q&A
When does static tracking fit?
Use it when the team wants to provide the exact value that should appear in the URL.
Avoid tracking setup mistakes
Tracking setup can fail when characters, levels, or duplicate tracking methods are not checked.
- Static parameters can be added at the account, campaign, and ad levels.
- Dynamic parameters can be added at the account or campaign level.
- For click tags, choosing both tracking tags and destination URL tracking can cause double counting.
In Practice
Pick the setup level deliberately
A value needed on every campaign belongs at a different level from a value needed only on one ad.
Use one click-tracking method
If click tracking uses both tracking tags and the destination URL path, the report can count the same click twice.
Common mistakes
Treating URL parameters as a substitute for page load conversion setup.
Use URL parameters for traffic context, and use conversion URL rules when defining page load conversions.
Q&A
Why avoid using two click-tracking methods at once?
Using both tracking tags and destination URL tracking for click tags can double count clicks.