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Chargeable clicks for website visits campaigns | Marketing Solutions Help
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href="https://www.linkedin.com/checkpoint/lg/login?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Fhelp%2Flms%2Fanswer%2Fa420937&trk=help_me_menu" data-test-id="me-menu-sign-in"> Sign in </a> </div> </div> <a class="site-navigation__sign-in artdeco-button artdeco-button--2 artdeco-button--secondary artdeco-button--inverse mobile-excluded" href="https://www.linkedin.com/checkpoint/lg/login?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Fhelp%2Flms%2Fanswer%2Fa420937" data-test-id="sign-in-button">Sign in</a> </nav> </div> </header> <main role="main" tabindex="-1" id="a11y-main" class="layout layout--one-column" aria-label="Help content" data-inert-toggle-target="me-menu-inert-toggle-target"> <div class="article-details-page"> <div class="hue-page-heading" data-test-selector="heading-container"> <div class="page-width-content"> <h2 class="hue-page-heading__title hue-default-color t-24 t-bold" data-test-selector="heading-title"> Chargeable clicks for website visits campaigns </h2> <span class="hue-default-secondary-color t-14" data-test-selector="relativeTime-container"> Last updated: 3 months ago </span> </div> </div> <div class="page-width-content article-details-content"> <div class="article-details-content__main"> <article data-test-selector="article" data-article-source="urn:li:helpCenterArticle:(420937,LITHOGRAPH)"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>Website visits campaigns can be charged for clicks, impressions, or message sends, depending on the optimization goal, bidding strategy, and ad format selected.</p> </div> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text-table" data-test-selector="preRenderedMarkup-container"> <table class="artdeco-table--striped"> <tbody> <tr class="artdeco-table-row"> <td class="artdeco-table-cell"><strong>Campaign objective</strong></td> <td class="artdeco-table-cell"><strong>Optimization goal</strong></td> <td class="artdeco-table-cell"><strong>Bidding strategy</strong></td> <td class="artdeco-table-cell"><strong>Charged by</strong></td> </tr> <tr class="artdeco-table-row"> <td rowspan="4" class="artdeco-table-cell">Website visits</td> <td rowspan="3" class="artdeco-table-cell">Landing page clicks</td> <td class="artdeco-table-cell">Maximum delivery (automated)</td> <td class="artdeco-table-cell">Impressions</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Cost cap</td> <td class="artdeco-table-cell">Impressions</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Manual bidding</td> <td class="artdeco-table-cell">Landing page clicks</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Impressions</td> <td class="artdeco-table-cell">Manual bidding</td> <td class="artdeco-table-cell">Impressions</td> </tr> </tbody> </table> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>Learn more about chargeable clicks for every ad format available in the website visits objective.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p><strong>Single image, carousel, document, and event ads</strong></p><p>The table provides information about chargeable and non-chargeable clicks for single image, carousel, document ,and event ads.</p> </div> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text-table" data-test-selector="preRenderedMarkup-container"> <table class="artdeco-table--striped"> <thead class="artdeco-table-header"> <tr class="artdeco-table-row"> <th class="artdeco-table-header">Click type</th> <th class="artdeco-table-header">Clicks on</th> <th class="artdeco-table-header">Description</th> </tr> </thead> <tbody> <tr class="artdeco-table-row"> <td rowspan="2" class="artdeco-table-cell">Chargeable clicks</td> <td class="artdeco-table-cell">Conversation asset</td> <td class="artdeco-table-cell"> <p>Clicks on your intro text, ad image, headline, or call-to-action (CTA) item open the conversation asset in the member's inbox.</p> </td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Landing page</td> <td class="artdeco-table-cell"> <p>Clicks on your intro text, ad image, headline, or call-to-action (CTA) item open your creative’s destination URL.</p> <p><strong>Note:</strong> In carousel ads, if different cards have separate destination URLs, you’re charged once for each unique URL the member clicks. </p> </td> </tr> <tr class="artdeco-table-row"> <td rowspan="5" class="artdeco-table-cell">Non-chargeable clicks </td> <td class="artdeco-table-cell">LinkedIn Page</td> <td class="artdeco-table-cell">Clicks on your company logo or company name.</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Open more content</td> <td class="artdeco-table-cell">Clicks on the <strong>see more</strong> text to expand the intro text.</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Social pill</td> <td class="artdeco-table-cell">Clicks that open a window showing those who like or comment on your ad.</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Social actions</td> <td class="artdeco-table-cell">Clicks include likes, comments, shares, and clicks to hashtags.</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Save article</td> <td class="artdeco-table-cell"> </td> </tr> </tbody> </table> </div> <img src="https://media.licdn.com/dms/image/v2/D4D08AQFKXu82tlgFKQ/croft-frontend-shrinkToFit1920/croft-frontend-shrinkToFit1920/0/1674498238998?e=1732971600&v=beta&t=Pcn0QYm9boeq8662plK785KaV38ovqeyZeX8ea99xMk" alt="Single image, carousel, and event ads" class="article-content__image" data-test-selector="imageBodyElement-img"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p><strong>Video ads</strong></p> <p>The table provides information about chargeable clicks for video ads.</p> </div> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text-table" data-test-selector="preRenderedMarkup-container"> <table class="artdeco-table--striped"> <thead class="artdeco-table-header"> <tr class="artdeco-table-row"> <th class="artdeco-table-header">Click type</th> <th class="artdeco-table-header">Clicks on</th> <th class="artdeco-table-header">Description</th> </tr> </thead> <tbody> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Chargeable clicks</td> <td class="artdeco-table-cell">Video</td> <td class="artdeco-table-cell">Clicks anywhere on the media (headline, CTA, or video) open your creative’s destination URL and anchor the video to the top of the page.</td> </tr> </tbody> </table> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p><strong>Text ads</strong></p> <p>The table provides information about chargeable clicks for text ads.</p> </div> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text-table" data-test-selector="preRenderedMarkup-container"> <table class="artdeco-table--striped"> <thead class="artdeco-table-header"> <tr class="artdeco-table-row"> <th class="artdeco-table-header">Click type</th> <th class="artdeco-table-header">Clicks on</th> <th class="artdeco-table-header">Description</th> </tr> </thead> <tbody> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Chargeable clicks</td> <td class="artdeco-table-cell">Landing page </td> <td class="artdeco-table-cell">Clicks on your intro text, headline, or ad image open your creative’s destination URL.</td> </tr> </tbody> </table> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p><strong>Spotlight ads</strong></p> <p>The table provides information about chargeable clicks for spotlight ads.</p> </div> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text-table" data-test-selector="preRenderedMarkup-container"> <table class="artdeco-table--striped"> <thead class="artdeco-table-header"> <tr class="artdeco-table-row"> <th class="artdeco-table-header">Click type</th> <th class="artdeco-table-header">Clicks on</th> <th class="artdeco-table-header">Description</th> </tr> </thead> <tbody> <tr class="artdeco-table-row"> <td rowspan="2" class="artdeco-table-cell">Chargeable clicks</td> <td class="artdeco-table-cell">Call-to-action </td> <td class="artdeco-table-cell">Clicks on your call-to-action (CTA) button.</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Landing page </td> <td class="artdeco-table-cell">Clicks anywhere on the ad open your creative’s destination URL.</td> </tr> </tbody> </table> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p><strong>Message and conversation ads</strong></p> <p>Sponsored Messaging ad campaigns are charged on a cost-per-send basis so there are no chargeable clicks.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p><strong>Learn more</strong></p> </div> <ul class="article-content__unordered-list" data-test-selector="unorderedList-container"> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p><a rel="" href="https://www.linkedin.com/help/lms/answer/a421112" target="_self">Campaign bidding strategies</a> </p> </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p><a rel="" href="https://www.linkedin.com/help/lms/answer/a716091" target="_self">Target cost bidding strategy is no longer available</a></p> </div> </div> </li> </ul> </article> <section class="people-also-viewed"> <h3 class="people-also-viewed__header t-bold t-black t-20">People also viewed</h3> <ul class="people-also-viewed__article-list"> <li class="people-also-viewed__article-list-item" data-test-selector="people-also-viewed-article-list-item"> <div class="collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-8fsak" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-open people-also-viewed__article-title" data-test-selector="people-also-viewed-article-title"> LinkedIn Ads click behaviors and chargeable clicks </span> <li-icon size="large" color="inverse" class="collapsible__icon " data-test-selector="collapsible-icon" type="chevron-down-icon"></li-icon> </button> <div id="collapsible__body-8fsak" class="collapsible__body people-also-viewed__collapsible-body" data-test-selector="collapsible-body" hidden tabindex="-1"> <div class="collapsible__content"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> There are various places within an ad where a user can click. The following factors determine if the click is chargeable or not: </div> <ul class="article-content__unordered-list" data-test-selector="unorderedList-container"> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Campaign objective </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p>Bidding optimization goal and strategy selected for the campaign</p> </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Ad format </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Where the user clicks within the ad format </div> </div> </li> </ul> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p><strong>Learn more</strong> </p> </div> <ul class="article-content__unordered-list" data-test-selector="unorderedList-container"> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p><a rel="" href="/help/lms/answer/a418965" target="_self">Chargeability for brand awareness campaigns</a></p> </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p><a rel="" href="/help/lms/answer/a420937" target="_self">Chargeable clicks for website visits campaigns</a></p> </div> </div> </li> </ul> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a423098?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “LinkedIn Ads click behaviors and chargeable clicks”"> Read more <li-icon class="people-also-viewed__article-link-icon svg-icon" size="small" aria-hidden="true" type="arrow-right-icon"></li-icon> </a> </div> </div> </div> </li> <li class="people-also-viewed__article-list-item" data-test-selector="people-also-viewed-article-list-item"> <div class="collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-m9frs" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-open people-also-viewed__article-title" data-test-selector="people-also-viewed-article-title"> Website visits ad objective </span> <li-icon size="large" color="inverse" class="collapsible__icon " data-test-selector="collapsible-icon" type="chevron-down-icon"></li-icon> </button> <div id="collapsible__body-m9frs" class="collapsible__body people-also-viewed__collapsible-body" data-test-selector="collapsible-body" hidden tabindex="-1"> <div class="collapsible__content"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>Encourage members to visit your website or landing page through the Website visits ad objective. These advertising campaigns will be shown to those most likely to click on your ad, which directs them to your website, landing page, or other URL. The website visits ad objective is in the middle of the marketing funnel, which engages your targeted audience.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p><strong>Learn more</strong></p> </div> <ul class="article-content__unordered-list" data-test-selector="unorderedList-container"> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p><a rel="" href="https://www.linkedin.com/help/lms/answer/a420937" target="_self">Chargeable clicks for website visits campaigns</a></p> </div> </div> </li> </ul> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a420934?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “Website visits ad objective ”"> Read more <li-icon class="people-also-viewed__article-link-icon svg-icon" size="small" aria-hidden="true" type="arrow-right-icon"></li-icon> </a> </div> </div> </div> </li> <li class="people-also-viewed__article-list-item" data-test-selector="people-also-viewed-article-list-item"> <div class="collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-aveux" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-open people-also-viewed__article-title" data-test-selector="people-also-viewed-article-title"> Objective-based pricing for LinkedIn advertising </span> <li-icon size="large" color="inverse" class="collapsible__icon " data-test-selector="collapsible-icon" type="chevron-down-icon"></li-icon> </button> <div id="collapsible__body-aveux" class="collapsible__body people-also-viewed__collapsible-body" data-test-selector="collapsible-body" hidden tabindex="-1"> <div class="collapsible__content"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>The campaign objective you select determines which ad formats, bidding strategies, and optimization goals are available for your campaign.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>The table outlines which bid strategies and optimization goals are available for each objective, and how the campaign will be charged based on those selections.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>* The Talent leads objective is only available for companies with an active LinkedIn Recruiter contract. Landing page clicks include clicks on your ad to open the creative’s destination URL.</p> </div> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a427513?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “Objective-based pricing for LinkedIn advertising”"> Read more <li-icon class="people-also-viewed__article-link-icon svg-icon" size="small" aria-hidden="true" type="arrow-right-icon"></li-icon> </a> </div> </div> </div> </li> <li class="people-also-viewed__article-list-item" data-test-selector="people-also-viewed-article-list-item"> <div class="collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-64j0c" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-open people-also-viewed__article-title" data-test-selector="people-also-viewed-article-title"> Campaign bidding strategies </span> <li-icon size="large" color="inverse" class="collapsible__icon " data-test-selector="collapsible-icon" type="chevron-down-icon"></li-icon> </button> <div id="collapsible__body-64j0c" class="collapsible__body people-also-viewed__collapsible-body" data-test-selector="collapsible-body" hidden tabindex="-1"> <div class="collapsible__content"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>When you create an advertising campaign in Campaign Manager, you can choose from bidding strategies that are aligned with your campaign objective. The bidding strategies available vary by the campaign objective and ad format selected for your campaign. </p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>Available bidding strategies include maximum delivery (automated), cost cap, and manual bidding. If you choose cost cap or manual bidding, you can review bid suggestions. </p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <h2>Maximum delivery (automated)</h2> </div> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a421112?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “Campaign bidding strategies”"> Read more <li-icon class="people-also-viewed__article-link-icon svg-icon" size="small" aria-hidden="true" type="arrow-right-icon"></li-icon> </a> </div> </div> </div> </li> <li class="people-also-viewed__article-list-item" data-test-selector="people-also-viewed-article-list-item"> <div class="collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-iyr96" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-open people-also-viewed__article-title" data-test-selector="people-also-viewed-article-title"> Engagement metrics in Campaign Manager </span> <li-icon size="large" color="inverse" class="collapsible__icon " data-test-selector="collapsible-icon" type="chevron-down-icon"></li-icon> </button> <div id="collapsible__body-iyr96" class="collapsible__body people-also-viewed__collapsible-body" data-test-selector="collapsible-body" hidden tabindex="-1"> <div class="collapsible__content"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>Select engagement metrics as a column view from the reporting dashboard or when exporting a report to see details about how different social actions have added to the performance of the campaign.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <h2>Engagement metrics for a campaign</h2> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>Engagement metrics for a campaign include:</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <h2>Viral engagement metrics</h2> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>Viral metrics are also available if you export a Campaign performance or Ad performance report. Viral metrics result from users sharing a Sponsored Content ad to their own network of connections.</p> </div> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a422348?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “Engagement metrics in Campaign Manager”"> Read more <li-icon class="people-also-viewed__article-link-icon svg-icon" size="small" aria-hidden="true" type="arrow-right-icon"></li-icon> </a> </div> </div> </div> </li> </ul> </section> <!----> <div class="placeholder " id="helpfulness-rating"> </div> </div> <div class="article-details-content__delimiter"></div> <aside class="article-details-content__aside"> <!----><!----><!----><!----> </aside> </div> <!----> </div> </main> <div class="placeholder " id="toasts__wormhole" data-inert-toggle-target="me-menu-inert-toggle-target"> </div> <footer class="global-footer" data-inert-toggle-target="me-menu-inert-toggle-target" data-component-selector="global-footer" data-test-id="global-footer" role="contentinfo"> <div class="global-footer__upper-row-wrapper"> <div class="page-width-content"> <ul class="global-footer__upper-row-items t-12 t-black"> <li class="global-footer__upper-row-item global-footer__logo"> <a class="global-footer__upper-row-item-link" href="https://www.linkedin.com"> <li-icon size="14dp" color="brand" tabindex="-1" aria-hidden="true" type="linkedin-logo"></li-icon> <span class="visually-hidden">LinkedIn</span> </a> </li> <li class="global-footer__upper-row-item "> <a class="global-footer__upper-row-item-link" data-test-id="footer-contact-us" href="https://www.linkedin.com/help/lms/ask"> Contact us </a> </li> <!----> <!----> <!----> <!----> <li class="global-footer__upper-row-item global-footer__language-switcher-wrapper"> <form action method="GET" class="language-switcher__form"> <!----> <label class="language-switcher__select-label"> <span class="visually-hidden">Select a language. 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