You might know the Insight tag by its aliases: the Linkedin tracking pixel, or the LinkedIn conversion pixel. Does a LinkedIn tag by any other name, uh, track as sweet? It sure does—as long as you’ve added it to your website code.
Read on to learn 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 the LinkedIn pixel?
This will leave a cookie in the browser of any visitors. That way, whenever someone with a LinkedIn account comes to your website, you can target them again on LinkedIn later.
Data is power… but you can’t collect data if you don’t have tracking set up.
Adding a LinkedIn Insight tag to the pages of your website (including any subdomains or blog sections!) will allow you to track exactly who has visited your page.
The LinkedIn Pixel tracks conversions and events, offering an opportunity to learn what’s working—or what’s not—and gain valuable insight into your ad campaigns.
You’ll be able to track website interactions after they click so that you can retarget lost leads and purchases. You’ll also create better quality optimization and better analytics.
Later, you can use that information to specifically retarget those same people with LinkedIn ads.
All-knowing, all-powerful—you’re basically the Wizard of Oz, but for the world’s biggest business networking site.
How to create a LinkedIn pixel and add it your website
Head to the LinkedIn Campaign Manager and click on Account Assets.
Select Insight Tag from the drop-down menu.
Here, you should see your website name under Tagged Domains.
Once a LinkedIn member has visited, your domain will be marked as “Active.”
Keep in mind that it might take up to 24 hours to show up. If nothing is happening after you’ve practiced some patience, you might want to check out LinkedIn support on this topic.
How to use the LinkedIn pixel to create website retargeting lists
So now that you’ve got a LinkedIn Pixel in your life… now what?
It’s essentially a magic tool that can help you find out which LinkedIn members have visited your site. Not only that, you can specifically target demographics within the LinkedIn membership for a more specific marketing campaign.
Head over to the Campaign Manager
Click on Account Assets and select Matched Audiences from the drop-down menu.
Click the blue Create Audience button (top right of the page) and select Website Audience from the dropdown.
Give your audience a name, and add the website URL that you’d like to retarget (a.k.a: the domain where you placed your LinkedIn Tag.)
Once your segments have generated 300 members, you’ll be able to set campaigns to deliver ads directly to a specific targeted audience.
Once it’s active, though, you’ll be able to customize subsets of your visitors to target people who have visited specific pages on your website, by using filters. Choose between “Pages That Start with This URL,” “Pages That Have This Exact URL,” or “Pages That Have URLs That Contain The Specified Text.”
If you’re looking to get started with LinkedIn Ads after you create your retargeting list, check out Hootsuite’s guide to promoting your LinkedIn page. (Something to keep in mind: you’ll only be able to retarget users who 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 (your new BFF, basically) is track conversions from your LinkedIn ads.
Head back to that trusty Campaign Manager.
Click on Account Assets and choose Conversions from the drop-down menu.
Click Create a Conversion (top right).
Give your conversion a name (this will only be visible to you).