The LinkedIn Insights Tag or LinkedIn Pixel is a snippet of JavaScript code that you can add to your website to help you optimize your LinkedIn ads. The LinkedIn Insights Tag can also be used to help retarget your customers with LinkedIn ads, as well as to discover useful insights about your website visitors.
Here is what the JavaScript of a typical LinkedIn insights tag looks like:
The JavaScript of a LinkedIn Insights Tag/Pixel (Source)
Elements In LinkedIn Insights Tag
The following are the essential elements of a LinkedIn Insights Tag, also known as the LinkedIn Pixel:
Insights Tag Code
Insights Tag Codes are the JavaScript codes used for executing the LinkedIn Insights Tag function across websites.
Domain
A domain is the name of a website where users upload the Insight Tag code throughout their website properties, including subdomains.
LinkedIn Partner ID
Your LinkedIn Partner ID or LinkedIn insight tag ID serves as a reference for your tag manager code installations.
Other Important LinkedIn Insight Tag Terms
When you are setting up and managing your LinkedIn pixel, you may also come across these key terms:
Cookies
LinkedIn Insights Tags use small text files known as cookies to track visitor journeys from website interactions to the LinkedIn platform.
Global footer
Global footers are the areas below the main content of websites, which contains JavaScript codes.
Body tags
Body tags determine the main content of a website, such as hyperlinks and images. You should position the LinkedIn Insights Tag code right before the end of a body tag.
Insights Tag page
The Insights Tag Page is the section of the LinkedIn Campaign Manager that informs you if your domain has been covered by the Insights Tag feature.
Tag permissions
Tag permissions determine if multiple ad accounts share the authority to add tags to your organization’s website. The process enables multiple teams with separate accounts to track and manage online campaigns simultaneously.
Type of Data Collected by LinkedIn Insights Tag
The LinkedIn Insights Tag can collect a wide range of data about your website visitors, including:
Referral Source
Referral source refers to the online channel from where a visitor discovered your brand. Examples of LinkedIn referral sources include search engines and social media profiles.
Website URL
The uniform resource locator (URL) is the specific online location of a website visited by the audience. URLs contain the protocol, domain, and path to the web page.
Referring Domain
A referring domain shows the location of a website that has a backlink to your site.
Operating System
An operating system (OS) is the main software on a device that manages its applications. There are a few types of OS, including mobile OS, distributed OS, and real-time OS, each differently affecting how devices process information.
IP Address
The Internet protocol (IP) address refers to a unique online address that associates a specific device with a network.
Timestamp
A LinkedIn timestamp is a sequence of encoded information generated in response to a triggered visitor event. The timestamp records the date and time of day of visitor activity, usually down to the second.
Primary Functions Of The LinkedIn Insights Tag
Here are some common uses of the LinkedIn Insights Tag:
Track conversions
LinkedIn Insights Tag tracks website conversions linked to your LinkedIn ads. The Tag can also automatically optimize your sites to garner the best traffic based on recorded visitor trends.
Retarget website visitors
LinkedIn Insights Tag identifies site visitors that leave without taking action, which enables follow-up and retargeting using LinkedIn ads.
Access valuable demographic insights
LinkedIn Insights Tags offer in-depth demographic insights of site visitors to help you personalize your Linkedin ads. These accessible demographic data include company, industry, location, and seniority.
Getting Started With the LinkedIn Insights Tag
You can access the unique LinkedIn Insights Tag linked to your ad account via the platform’s Campaign Manager. There are three ways to start applying LinkedIn Insights Tag/LinkedIn Pixels for your website needs.
1. Install the tag manually
Manually add the LinkedIn Insights Tag code by copying it from the Campaign Manager and pasting it into your website’s global footer.
2. Ask a developer to install the tag for you
Receive LinkedIn Insights Tag/LinkedIn Pixel installation instructions that you can forward to a collaborating developer.
3. Install using a tag manager
Tag manager systems compatible with LinkedIn Insights Tag (e.g., Google, Adobe, and Tealium) allow you to add and manage tags across multiple websites in a code-free manner.
Steps For Installing The LinkedIn Insights Tag
You can install your LinkedIn Insights Tag/LinkedIn Pixel on your website with the following steps.
Step 1 – Sign in to your campaign manager
Access the Campaign Manager via the “Advertise” icon at the top right corner of your LinkedIn page.
Step 2 – Select your ad account
Click on the ad account that you would like to apply the LinkedIn Insights Tag.
Step 3 – Click on ‘Account Assets’
Navigate to the Account Assets on the right side of the top menu bar and select Insights Tag. You will see a prompt to install the tags if you have none in your account. As shared in the previous section, you can choose between manual and tag manager installations.
Step 4 (optional) – Copy the tag code and apply it to every page
For manual installation, ensure you have copied and applied the code to every website page in your domain.
Step 5 – Check everything is working
Upon completing the installation, you should head back to the LinkedIn Campaign Manager to check that your domains are enabled for Insights Tag.