LinkedIn Insight Tag: What It Is and How To Use It

LinkedIn isn’t just a platform to showcase your professional headshot (nice haircut, btw!) and try to get a startup job with the best snacks.

It is also a place with 675 million monthly logins; This means you have an audience ready to target with the help of the LinkedIn Insight tag.

You may know the Insight tag by its aliases: LinkedIn tracking pixel or LinkedIn conversion pixel. Would a LinkedIn tag by another name be followed as dessert? As long as you add it to your website code, of course.

Read on to learn about the benefits of the LinkedIn Insight tag, how to install the code, and how you can use it to create retargeting lists for your ads.

What is a LinkedIn pixel?

Essentially, the LinkedIn pixel is a piece of Javascript code that you upload to every page of your website.

This will leave a cookie on any visitor’s browser. That way, when someone with a LinkedIn account comes to your website, you can target them back on LinkedIn later.

Source: LinkedIn blog

You can also use Pixel to track conversions as potential customers click on LinkedIn ads to your site. What I can not do it do this thing?! (Seems like: make me real cookies, unfortunately.)

The Facebook pixel does the same thing, but for your Facebook audience. (You’ve probably guessed this. I’d say you’re smart.) Check out our Facebook Pixel setup guide here.

Why do you need the LinkedIn pixel?

Data is power… but you can’t collect data if you don’t have a monitoring setup.

Adding a LinkedIn Insight tag to your website pages (including any subdomains or blog sections!) allows you to track exactly who visits your page.

By tracking conversions and events, LinkedIn Pixel provides an opportunity to learn what works and what doesn’t, and gain valuable insights into your ad campaigns.

You’ll be able to track website interactions after you click so you can retarget lost leads and purchases. You will also create higher quality optimization and better analytics.

You can then use this information to specifically retarget the same people with LinkedIn ads.

All-knowing, all-powerful—you’re basically the Wizard of Oz, but for the world’s largest business networking site.

How to create a LinkedIn pixel and add it to your website

To use LinkedIn Pixel you need to put this Javascript code in your website code. Wear fingerless gloves and a wallet chain like in the movie hackers. It makes more fun. Trust me.

Source: LinkedIn screenshot

• Sign in and go to LinkedIn Campaign Manager.
• Click on Account Assets and select Insight Tag from the drop-down menu.
• Click the Upload My Insight Tag blue button.

Source: LinkedIn screenshot

• From there, click Manage Insight Tag and then select View Tag from the drop-down menu.
• Select the “I’ll install the tag myself” checkbox to view the Insight Tag code.

Source: LinkedIn screenshot

• Copy the Insight Tag code to the clipboard.
• In the backend of your website, you can use this Insight Tag code in the public footer on every page of your site, including the subdomains. Paste it at the end of the tag.

Next, let’s make sure your LinkedIn Pixel is actually working.

• Go to LinkedIn Campaign Manager and click Account Assets.
• Select Insight Tag from the drop-down menu.
• Here you should see your website name under Tagged Domains.
• Your domain is marked as “Active” when a LinkedIn member visits.

Note that it can take up to 24 hours for it to appear. If nothing happens after a little patience, you might want to check out LinkedIn support on this topic.

How to use the LinkedIn pixel to create website retargeting lists?

Now that you have a LinkedIn Pixel in your life… now what?

Essentially, it’s a magic tool that can help you find out which LinkedIn members visit your site. Not only that, you can specifically target the demographic in the LinkedIn membership for a more specific marketing campaign.

• Go to Campaign Manager
• Click on Account Assets and select Matched Audiences from the drop-down menu.
• Click the blue Create Audience button (at the top right of the page) and select Website Audience from the drop-down menu.
• Give your audience a name and add the website URL you want to retarget (aka: the domain where you placed your LinkedIn Tag).
• Click Create.

Once your segments generate 300 members, you will be able to create campaigns to deliver ads directly to a specific audience.

Of course, the time it takes to do this will depend on your site’s traffic volume. For a detailed breakdown, go to the official LinkedIn troubleshooting page.

However, when enabled, you will be able to customize subsets of your visitors to target people who have visited specific pages on your website using filters. Choose from “Pages Beginning With This URL”, “Pages With Full URL” or “Pages With URLs Containing The Specified Text”.

If you want to get started with LinkedIn Ads after you’ve created your retargeting list, see Moyens I/O’s guide to promoting your LinkedIn page. (One thing to keep in mind: you’ll only be able to retarget users who have visited your site in the last 180 days.)

How to set up LinkedIn conversion tracking with LinkedInPixel

Another thing you can do with this helpful little Pixel (basically your new BFF) is track conversions from your LinkedIn ads.

• Get back to that trusted Campaign Manager.
• Click Account Assets and select Conversions from the drop-down menu.
• Click Create Conversion (top right).
• Give your conversion a name (only you can see it).

Source: LinkedIn

• Now, enter your settings:
  • Conversion type: This defines what behaviors you will monitor. Maybe you want to know how many people watched your new music video, downloaded a PDF or filled out a lead form.
  • Conversion value: This is optional, but if there is a dollar figure associated with the action, it can be helpful to enter it here to really see the ROI on your marketing investment in precise numbers.
  • Conversion window: This is the time period in which your conversions will be counted, whether it’s one day, one week, one month or three months.
  • Attribution model: Here you will define how each ad interaction is credited for a conversion.
• Then use the checkboxes to choose which campaigns to track for conversions.
  • All campaigns in an account are automatically attributed to your conversions, unless you specifically select any.
• Choose your preferred conversion method (Insight Tag) and enter the URL of the site to track those conversions.
  • Tip: This can be a Thank You or acknowledgment page that appears after a visitor completes the requested action (for example, signing up for your newsletter).
• Optional: Use Boolean rules to be more specific about which URLs count as conversions, such as “Have the full URL”, “Start with this URL” or other parameters.
• Click Create!

When your campaign has been running for a while, return to Campaign Manager to take a look at the analytics and find out exactly how successful the entire marketing plan was. You can even download campaign reports for the entire account or for specific campaigns here.

I can guarantee you will do better with the results of my fake sample ad than I did. You’re welcome:

Source: LinkedIn

Here you go: That’s the inside scoop on the LinkedIn Pixel’s powerful tracking potential.

But there is always something new to learn about the ever-evolving world of this platform.

Check out our LinkedIn ads guide or get some pro tips on making your LinkedIn Business page the best it can be.

Easily manage your LinkedIn Page along with your other social channels using Moyens I/O. You can schedule and share content, including video, and interact with your network from a single platform. Try it today.