Updated December 10, 2021
For anyone running LinkedIn ads, the Insight tag provides both conversion tracking and the ability to build retargeting audiences from website visitors. Using the built-in conversion tracking is crucial for proper campaign optimization, while audiences are useful both for targeting and excluding individuals.
Google Tag Manager (GTM) helps to simplify the process of adding the Insight tag and creating custom events. If GTM isn’t in place on your site, walk through the steps in this help article to set up an account and add the code to the site. In this article, we’ll review how to install the tag through GTM as well as some details on customization.
Setting Up Your Insight Tag
If you haven’t yet created an Insight Tag, navigate to Account Assets > Conversion Tracking from the top menu within your ad account. You’ll see a prompt to make your insight tag.
LinkedIn will present multiple options for setting up your tag. You can select “I will use a tag manager” to see the Partner ID, which you can hang onto for entering into Google Tag Manager.
Installing the Insight Tag in GTM
Now, within GTM, navigate to the container associated with the domain you want to track and create a new tag.
Within the box that appears click “Choose a tag type” under “Tag Configuration.” You’ll be presented with a lengthy list of tag options. Use the search bar to quickly locate the LinkedIn Insight tag and select that.
In the box that appears, paste the previously referenced number from the LinkedIn script into the Partner ID field.
To deploy your tag across the entire site (allowing you to define conversions and audiences by URL within LinkedIn), choose “All Pages” under “Triggering.” Now, select “Save” in the upper right-hand corner. Finally, select “Submit” to deploy your new tag live.
You can verify that the Insight pixel is sending data properly by looking at conversions you’ve set up under the Conversion Tracking section in LinkedIn. You’ll see a green circle along with the time the last signal was received for active conversions. Note that it may take a few hours after placing the tag for data to start registering here.
Setting Up an Event Tag
In addition to tracking by URL, you can also set a LinkedIn conversion to trigger when an event is triggered on your site. This could entail anything from a form that submits without going to a Thank You page or a PDF download.
In the Conversion Tracking section of LinkedIn, create a new conversion. Give it a name and select the key action you’re wanting to measure. In this example, we’ll track a PDF download.
On the next screen, you can choose to associate your conversion with specific campaigns. When you reach the final screen, select “Event” as the conversion tracking method.
Next, you’ll want to grab the code that’s shown. Create a Custom HTML tag in your GTM account, and paste that code into the box.
The next step will be to create the trigger for your tag to fire. In this case, we’ll use a trigger that targets any link click containing the “.pdf” extension, in order to fire every time a person clicks a link to a PDF document.
Finally, save your tag and submit your GTM workspace changes to push them live.
Start Tracking Your Audience!
Now that you’ve learned to install the LinkedIn Insight tag using GTM, set it up and begin tracking conversions. In addition, create some audiences based on your website visitors. For more, see our Ultimate Guide to LinkedIn Retargeting.
If you’re interested in learning more about the capabilities of Google Tag Manager, see our other related posts: