Why and How to Install it?

The Linkedin Insight Tag, also called Pixel Linkedin, is a script to configure and integrate on all the pages of its website in order to obtain information both on the performance of advertising campaigns carried out via Linkedin but also to obtain demographic data. interesting on visitors to its website. Here’s why and how to install it.

The Linkedin pixel, what is it?

the Linkedin Insight Tagalso called Pixel Linkedin, is a JavaScript script to be installed on its website that allows you to track the conversions of its advertising campaigns. It is also useful for collect demographic information interesting on visitors to its website connected to their Linkedin account (industry, job title, company, etc.).

Why install the Linkedin pixel? 4 good reasons.

When targeting a b2b audience, the Linkedin pixel can be very interesting. Here are some good reasons to install it without delay on its website:

  1. Track the performance of your Linkedin Ads campaigns : the primary utility of the Linkedin pixel is to provide data on conversions generated via Linkedin advertising campaigns.
  2. Obtain demographic data on the traffic of its website : thanks to the Insight tag, many demographic data can be collected free of charge on visitors to your website (job title, sector of activity, company, seniority, etc.).
  3. Set up Linkedin retargeting campaigns : thanks to the data collected by the Linkedin pixel, it is possible to configure audience segments that can be retargeted as part of Linkedin retargeting campaigns.
  4. Customize Linkedin Ads campaigns : by analyzing the demographic data collected by the Linkedin pixel, it will be possible to identify the content and favorite pages of any type of audience. Once this data has been analyzed, it will then be useful for optimizing future campaigns by personalizing them further.

How to install the Linkedin pixel?

The Linkedin pixel can be installed in two ways depending on the case:

  • Manually before the html tag of all the pages of the site (this corresponds to the footer of all the pages of the site);
  • Through a tag manager Google Tag Manager type (or similar).

Here are the different steps to follow to be able to install it on its website:

  • Go to the “campaign manager” section of the Linkedin Ads interface and create an advertising account if it has not already been done;
linkedin advertising account
  • Click on the Linkedin Ads account for which you want to associate a pixel;
Linkedin pixel demographics
  • Then click on the ” Website demographics » then click on « Configure your insight tag » ;
set up pixel linkedin
  • Depending on your case, you can then either copy the Javascript code to install on your site to finalize the installation or copy your Linkedin Partner ID to then carry out the configuration directly in your tag manager;
linkedin pixel code
  • If you have chosen the manual installation option, you will need to ensure that insert the Linkedin pixel script on all pages of your website before the HTML code closing tag (. If you use WordPress, the code can be added simply on all the pages of your site with a free plugin of this type.
create linkedin pixel conversion
  • (Optional but highly recommended) : Then create one or more “ Conversions ” in the section ” Conversion Tracking“. This will allow you to measure the number of events triggered via your Linkedin Ads advertising campaigns.
create Linkedin pixel audience
  • (Optional but recommended) : Then create site audiences so that you can then set up targeted retargeting actions. To do this, simply return to the “Website demographics” section after installing the pixel on its website. A new section dedicated to audiences will appear and allow you to configure several distinct audiences. It is possible to create audiences by exact matching of URLs or by using the “Contains” feature to integrate all the pages that contain a word, a set of words or an ID.

Once these steps are complete, your Linkedin pixel is ready to record data about your visitors. When data on more than 300 visitors has been collected, it will begin to appear on your dashboard and you can start analyzing it.

The faster the insight tag will be installed on a new site, the more interesting the history of data collected will be. It is therefore recommended to install it as quickly as possible and to check that it remains installed during redesigns in particular.

Some frequently asked questions about the Linkedin insight tag:

How do I check that the Linkedin pixel is installed on my site?

To check if the Insight Tag has been correctly implemented on its site, simply analyze the code by performing:

  • A CTRL + U (Windows) or Option + command + U (Mac) to display the source code of any web page on your site;
  • Then a CTRL + F (Windows) or Command + F (Mac) then search for “linkedin_partner_id” in the source code of your page. If it is present, the script has been successfully integrated. If nothing is present, it may be a cache problem, then it may be worth emptying it (or asking your developer to do so).

How long does it take before the tag starts sending data?

Your tag should send data as soon as it is correctly installed on your website, but the first data can take up to 24 hours to appear in the Linkedin interface. For privacy reasons, website demographics and audiences require a minimum of 300 people to visit your page for you to view the data.

How do I use a Linkedin pixel already installed on my website?

To use an Insight Tag already installed on a website, it is necessary to contact the owner of the existing tag by email to ask them to grant access for this tag to your account. The tag owner must assign access from their account.

How does the Linkedin pixel load?

It is loaded asynchronously and therefore should not slow down the loading of the web page.

How does it work in video?

If this article on the Linkedin pixel was useful to you, do not hesitate to share it around you. For any questions, the comments section is available at the end of the article, we will answer them with pleasure.

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