How To Implement the LinkedIn Insights Tag Using Google Tag Manager?

LinkedIn drives 80% of B2B social media leads so why not track those on your site?

However, the problem is which tool gives the best result for tracking LinkedIn insights tags. 

Let’s try Google Tag Manager and see how it helps implement the LinkedIn insights tag.

This blog will help you know how you can seamlessly add the LinkedIn insights Tag to track essential metrics like page views and conversions from LinkedIn visitors. 

Get in touch to learn about Analytico’s Digital Analytics Audit services or GA4 audit services.

What is LinkedIn Insight Tag?

The LinkedIn Insights Tag, also known as the LinkedIn tracking pixel or LinkedIn pixel, is a small JavaScript code snippet that allows you to monitor how LinkedIn users interact with your website. 

Once installed on your website, it collects data on visitor behavior, which feeds directly into LinkedIn’s analytics tools. 

This provides essential information, helping you track conversions, analyze demographics, retarget users, and optimize ad campaigns based on real user data.

LinkedIn Insight Tag Use Cases

Understanding where the LinkedIn Insight tag can add the most value helps businesses use it effectively. 

Here are common use cases:

1. Retargeting for Website Audience: 

Build custom audiences of LinkedIn members who’ve already visited your site. With retargeting, you can engage people who have shown interest, boosting conversions and making your campaigns more effective.

1. Campaign Optimization: 

With insights from the LinkedIn Insights tag, you can adjust your campaigns, such as pausing ineffective ads, increasing the budget on high-performing ones, and refining audience targeting.

1. Conversion Rate Tracking: 

Easily track when a LinkedIn member visits a specific page or completes an action on your site after interacting with your ad. This way, you know exactly which campaigns are driving meaningful results.

If your data shows high bounce rates from LinkedIn visitors, you can adjust the landing page’s content or CTA to meet LinkedIn users’ expectations better.

1. Detailed Demographic Analysis: 

Leveraging LinkedIn’s demographic insights helps you fine-tune content, targeting, and offers based on user data like job role, industry, and company size.

How to Implement the LinkedIn Insight Tag Using Google Tag Manager

Setting up the LinkedIn Insight Tag through Google Tag Manager is a streamlined process that eliminates the need to manually alter your website’s code.

Follow these steps to get started:

Step 1: Access Your LinkedIn Insight Tag

To use the LinkedIn Insight Tag, you’ll need to generate the code from your LinkedIn Campaign Manager.

1. Log in to your LinkedIn Campaign Manager.
2. Click Analyze in the left menu from your account dashboard, then select Sources.

         3. Click on Insight Tag and then choose the “I will install the tag myself” option from the dropdown menu. You can also send the tag to a developer or use a tag manager.

         4. Hover over the Insight Tag code and click to copy it from the window. Make sure to use straight quotation marks instead of curly quotation marks.

Step 2: Set Up a New Tag in Google Tag Manager

Now, navigate to your Google Tag Manager account to set up the tag.

1. In GTM, go to your workspace and click on Tags from the sidebar.
2. Click on New to create a new tag.
3. Name your tag, ideally recognizable like “LinkedIn Insight Tag” or “LinkedIn Pixel.”
4. Click on Tag Configuration and select Custom HTML.

Step 3: Paste the LinkedIn Insight Tag Code

In the Custom HTML tag type:

1. Paste the LinkedIn Insight Tag code that you copied from LinkedIn.
2. Ensure that the code is intact without any modifications. The code should resemble the snippet provided by LinkedIn exactly.

Step 4: Set Up the Trigger

Now, configure when the tag should fire on your website:

1. In the Triggering section, click on Trigger and choose the All Pages trigger if you want the LinkedIn pixel to track activity on every page of your site.
2. You can create custom triggers based on your goals if you want to track specific pages or events. 

For instance, you might set the tag to fire only on pages with URLs that contain “thank you” for tracking conversions.

Step 5: Save and Publish the Tag

Once your tag configuration and triggers are set:

1. Click Save to complete the setup of the LinkedIn Tag.
2. To ensure that everything works, click on Preview in Google Tag Manager, which allows you to test the tag’s functionality before making it live.
3. If everything looks good in Preview mode, go back to Google Tag Manager and click on Submit. Then, choose Publish to push the LinkedIn tracking tag live on your website.

Verifying the LinkedIn Insight Tag Installation

To confirm that your LinkedIn Insight Tag is firing correctly, you can use one of these methods:

1. Tag Assistant: Google’s Tag Assistant can be installed as a browser extension. When enabled, it checks the status of all tags on your site, ensuring that the LinkedIn tag is active.
2. LinkedIn Campaign Manager: Within LinkedIn Campaign Manager, go to the Insight Tag section. You should see a green status indicator if the tag is correctly placed and tracking visitors.

Configuring Additional Conversions on LinkedIn

LinkedIn allows you to track specific actions, such as form submissions or product purchases, known as “conversion events.” Here’s how you can configure these:

1. Log in to your LinkedIn Campaign Manager.
2. Go to Account Assets and select Conversions.
3. Click on Create a Conversion and enter a name and description for your event.
4. Define the parameters for the conversion event, such as URL or specific actions taken on your site.
5. Once created, you can track these conversions through LinkedIn, which will give you insight into how LinkedIn users are interacting with your marketing campaigns.

Common Issues with LinkedIn Insight Tag and GTM

Implementing the LinkedIn Tag with Google Tag Manager is generally straightforward, but you might encounter a few challenges. Here’s how to resolve them:

• Tag Not Firing: 

If your LinkedIn tag isn’t firing, double-check that the trigger configuration is correct in GTM. Ensure that your triggers match the pages or events you wish to track.

• Data Not Appearing in LinkedIn Campaign Manager: 

It may take up to 24 hours for data to appear on LinkedIn after setting up the tag. If data doesn’t appear after this time, verify the tag installation using Tag Assistant and check your LinkedIn Campaign Manager for tag health status.

• Duplicate Tags: 

Adding multiple tags can cause issues with tracking accuracy. Ensure you only have one LinkedIn tag on each page to avoid duplicate data.

LinkedIn Insight Tag Best Practices

To maximize the effectiveness of your LinkedIn tracking, consider the following best practices:

1. Limit Tag Placement: 

If your goal is conversion tracking, apply the LinkedIn tag to specific pages like checkout, thank-you, or lead capture pages rather than all pages.

1. Update Regularly: 

Keep an eye on your conversion goals and update the LinkedIn Insight Tag setup if your goals shift or you add new website pages.

1. Monitor Tag Health: 

Regularly review your tag’s performance in LinkedIn Campaign Manager. If there’s a change in website structure, revisit your GTM setup to ensure it’s still correctly configured.

1. Utilize Retargeting Early: 

To increase LinkedIn campaign success, enable retargeting soon after setting up the LinkedIn tag. This way, you’ll start building a custom audience early on.

1. Optimize for Performance: 

Use LinkedIn’s demographic insights to refine your ads and retargeting strategy. Focusing on high-engagement demographics helps allocate ad spending more effectively.

Final Thoughts 

Using the LinkedIn Insight Tag through Google Tag Manager is a powerful way to track LinkedIn ad performance and gain deeper insights into your audience. 

From conversion tracking to retargeting, the LinkedIn pixel offers essential data that can refine your LinkedIn marketing strategies. 

By following these setup steps and implementing best practices, you can make data-driven decisions that optimize your LinkedIn ad spend and improve user engagement on your website.

Whether you’re just starting with LinkedIn advertising or looking to enhance your ad tracking, implementing the LinkedIn Insight Tag can give you a competitive edge. 

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