While LinkedIn is often an overlooked platform for advertising, it offers some of the best targeting options in the industry.
You can create an audience based on someone’s employer, job title, company size, and more. It’s perfect for account-based marketing or reaching luxury audiences with a high annual income.
But before you jump in and start taking advantage of the platform, there’s something you need to do first.
You need to install the LinkedIn Insight Tag. Just like the Facebook Pixel, or Google Ads Conversion Tag, it tracks your ad performance.
It helps you eliminate wasted budget and focus only on the campaigns and ads that work.
In this article, we’ll cover everything you need to know about the LinkedIn Insight Tag, from what it is to how to install it on your site and use it to create remarketing campaigns.
What Is the LinkedIn Insight Tag (Pixel)?
The LinkedIn Insight Tag or pixel is a marketing tag that helps you measure the success of your LinkedIn Ads campaigns.
Essentially, it’s a piece of code that you insert on your website that helps LinkedIn confirm what happens after they send a visitor your way.
For example, it’ll register if someone visits your website through a LinkedIn campaign and ends up making a purchase.
It’s like your very own digital tracking dart.
Why You Need the LinkedIn Pixel
Ever since the dawn of advertising, the foundation of creating a successful campaign has been measurement.
And with good reason. Without measuring your campaigns, you have no way of knowing what you’re doing right or wrong.
You wouldn’t wander into the wilderness without a map or compass.
It’s the same with marketing. You shouldn’t start a campaign without a pixel in place because you’ll waste money, throwing bad money after bad money into the abyss of digital advertising.
When you can reach 690 million different people, you want to make sure you’re marketing to the right ones, in the right way.
With the LinkedIn pixel installed, you can:
- Measure the performance of your campaigns to see which ones are driving the best results.
- Track the CPA (the cost per lead or conversion) to see you’re getting a positive ROI (return on investment).
- Create retargeting audiences.
And much more.
Let’s start with how to install it.
How to Create and Install a LinkedIn Insight Tag on Your Website
Before you can install your pixel, you first need to create it. Log in to the LinkedIn campaign manager with your LinkedIn account.
After that, select your account and click the “website demographics” link in the top menu. Then, click the “set up your Insight Tag” button.
From this point forward, there are many different ways you can install the pixel on your website. In this section, we’ll cover the following three methods:
- How to install the pixel with Google Tag Manager
- How to install it in WordPress
- How to install it manually
Add it Via Google Tag Manager
If you’re already using it, the best option is to set up the pixel via Google Tag Manager.
It makes it easy to manage all your pixels and tags.
The first thing you need to do is expand the “I will use a tag manager” section. Then, copy your “partner ID” and move on to the next step.
Next, log into your Google Tag Manager account, and choose the right container (website). Then, move to the tag section, and click the “new” button to create a new tag.
After that, make sure you select the “LinkedIn Insights” as the tag type.
Paste your LinkedIn partner ID.
Next, set the trigger to the general “all pages” page view trigger. It’ll make sure your pixel is installed sitewide for every visitor.
Finally, you should be able to see that you’ve successfully added your new tag to all pages.
That’s it, you’re all set up.
Note: Only use one method. If you used GTM, you can skip to the confirmation part of this section.
Add it to Your WordPress Site
Adding a LinkedIn tracking tag to your WordPress site starts with the same step. Expand the tag manager section, and copy your partner ID.
Next, log in to your WordPress dashboard, and search for “LinkedIn Insight Tag” related plugins.
Install the plugin from Pagup and activate it.
After activating it, flip the “Enable LinkedIn Insight Tag” button, copy and paste your ID, and save your settings.
You have now successfully added the tracking pixel to your WordPress site.
Add it Manually
If your website is pure HTML and CSS, you have to add the full pixel code manually. Expand the “install the tag myself” section, and copy the code by clicking it.
Next, open up your universal page footer file in your code editor of choice. Copy and paste the code above the closing body tag.
Save the file and upload it to your server. Or, if you use it, push it live via Git.
Confirm That You Installed the Pixel Successfully
Once you’re done with the installation, you need to confirm that you did it correctly. If you did something wrong, it won’t work.
The easiest way to do this is to inspect the page source of any page on your live site.
To view the page source, right-click and select the “View Page Source” option, or press Ctrl (⌘) + U on your keyboard.
After that, press Ctrl (⌘) + F and search for “LinkedIn Insight” to quickly find the tag code.
Confirm that all the necessary code is in place (including your correct partner ID).
When you’ve confirmed that everything’s good to go, click the Next button in LinkedIn, and you should see your domain sending signals.
That’s confirmation that you’ve done everything correctly.
After 24 hours (and at least 300 visitors), your “website demographics” page will start looking like this:
You can break down your visitors by job title, employers, and more. It’s the perfect audience tool for account-based marketing.
How to Add Conversion Tracking to Your LinkedIn Insight Tag
It’s not enough to set up the LinkedIn pixel to track general visits to your website. You also need to set up a conversion action.
Conversion tracking is how you know who makes a purchase or becomes a lead after visiting your site.
Move from the “tagged domains” tab to the “conversions” tab by clicking on the link in the top menu. Then, click the “create a conversion” button.
Give your conversion a name and expand the first section. From there, select the category, estimate a value, and confirm the conversion attribution settings.
Next, expand the second section, and define how to track the conversion. If you have a dedicated thank-you page, that’s the easiest way to do it.
If not, you need to track conversions based on events.
How to Track Event-Based Conversions
If you need to track actions like form submissions or button clicks, that’s easier to do with Google Tag Manager.
Choose the event-specific pixel, and copy it by clicking the code block.
Go to Google Tag Manager and create a new custom image tag.
Then, set the name to “LinkedIn purchase” or something similar, and paste in the URL. Delete all the surrounding tags and code, leave only the URL.
Finally, select the purchase or sale trigger you use for other conversion events. (For example, a form submission on your checkout pages.)
Save the tag, and push your GTM changes live.
Setting up conversion tracking correctly is key to your success. It’ll help you find out which campaigns are reaching your target audience.
And when 4 out of 5 LinkedIn users “drive business decisions,” imagine the impact of reaching the right group of those users.
How to Use the LinkedIn Pixel to Create Your First Remarketing Campaign
The next step is to use the LinkedIn Insight Tag you installed to create your first remarketing campaign.
Before you can create your first LinkedIn ad for remarketing purposes, you need to set up retargeting audiences.
Open the “account assets” drop-down menu, and click the “matched audiences” link.
Next, hover over the “create audience” button and click the “website” link under retargeting sources.
The first audience you should create is a basic audience of all your website visitors. Name it “all visitors” and set the targeting option to “contains” and your site’s domain.
Of course, the more specific a retargeting audience is, the more effective they are. You can show relevant ads and offers based on which pages they visited.
For example, if you have a specific offer or service you want to promote, you can create an audience just for that.
Create a new audience, set the name to visited “product page” and include the product name in the “contains” field. Make sure to enter it how it appears in the product page URL and not the title.
Keep in mind that you need at least 300 members of a retargeting audience before LinkedIn lets you target it.
Create Your Remarketing Campaign
Go back to the main campaign manager page, and create a new campaign group. Set the name and start date and save it.
Click your new campaign group, and create a new campaign.
From here, set your campaign objective to the “website conversions” option. Of course, you could choose another option, like engagement, if that is your main objective.
Next, you’ll want to narrow down your audience. If not, you’ll be showing your ads to the whole country at random.
Choose the “retargeting” audience.
Next, click the “website” link.
And finally, select one of the retargeting lists you created.
After you’ve done this, follow the regular steps of creating a LinkedIn campaign.
- Choose the ad format.
- Edit the placement settings.
- Set the budget.
- Make sure the landing page is ideal for the audience.
When those steps are complete, you can save your very first remarketing campaign on LinkedIn.
It wasn’t too complicated, right?
How to Grant Other Users LinkedIn Insight Tag Permission
Do you work with an agency or collaborate with another department? You probably need to share your LinkedIn pixel access with them.
For example, your sales team can benefit greatly from seeing the website demographics. Knowing that employees from specific companies are visiting your sites can be a useful sales tip.
Thankfully, sharing permission isn’t difficult at all.
Hover over “account assets” in the top menu and click the “Insight Tag” link.
Next, hover over the “Manage Insight Tag” button and choose the “manage sharing” link.
You have two options here. You can either give accounts full access or use-only access. If you only want them to be able to see the data, give them use-only access.
If you want them to be able to create their own conversion goals, and more, give them full access.
Click the empty field and search for the person you want to share with. Click an account to give it access, and save your settings.
LinkedIn offers next-level targeting options, but the CPM can be a little higher than Facebook Ads or other social media.
That’s all the more reason to get your tracking and measurement right from day one.
Set up your tracking pixel before you start your first campaign, to ensure you get the maximum return on investment from your very first ad dollar.
Have you had any success with LinkedIn Ads? Do you use LinkedIn Insights for your sales team? Let us know in the comments.