If you’re advertising on LinkedIn , then you should install the LinkedIn Insight Tag on your site right now .
In fact, even if you don’t advertise on LinkedIn, the Insight Tag can be very useful for you to better understand your site’s audience. Especially if your product/service is aimed at professionals.
Perhaps you have already heard of this LinkedIn tag?
It is thanks to this handy piece of code that you will be able to retarget your site visitors, create similar audiences, track your conversions, optimize your advertising campaigns, or even analyze the professional characteristics of your site visitors using the free Website Demographics tool.
It is thanks to the Insight Tag, for example, that Talent.io can retarget visitors to its site who have not converted :
advertising talent.io linkedin ads
You see, it’s really useful to take the time to put this piece of code on your site and learn about its possibilities.
What is the LinkedIn Insight Tag?
As I said, the LinkedIn Insight Tag is a piece of Javascript code to place on all pages of your site.
LinkedIn provides this tag to all users of its advertising platform, LinkedIn Campaign Manager.
This is what it looks like in concrete terms (the hidden part is the tag ID, a number that makes the tag unique for each advertiser):
code insight tag linkedin
This code must be placed on ALL pages of your site. I will explain how to do this a little later.
Why use the LinkedIn Insight Tag?
Do remarketing
Are your visitors leaving your site and never coming back? You don’t know what to do when it’s already taken you a lot of effort to attract these qualified visitors to your site?
Remarketing campaign is the solution.
Simply put, it serves to show ads to Internet users who already know you. For example, visitors to your site who left without purchasing or filling out your contact form.
You then have a second chance (or even more) to capture their attention and convince them of the usefulness of your product/service!
Track your conversions
By the way, the LinkedIn Insight Tag also helps you track conversions made on your website, aka the actions you want your visitors to take on your site.
Analyze your site’s professional audience
But that’s not all! Setting the LinkedIn Insight Tag will also allow you to obtain valuable information on the professional characteristics of your site visitors.
For example, their profession or the companies and industries in which they work.
So much information that you will have access to for free thanks to the Website Demographics tool!
I’ll talk about it a bit more later and explain all the features of the tool and what you can do with it
How to create the LinkedIn Insight Tag and install it on your site?
To get your Insight Tag, go to Account Assets (top menu) and click on Insight Tag. As in the screenshot below.
Account Assets – Insight Tag LinkedIn
Until you have placed your Insight Tag on your site, you will get the following page, which indicates that the tag is not active. Click on See my Insight Tag.
create insight tag linkedin
You will then have three options:
Install the Insight Tag yourself
Send the instructions to a developer or another member of your team by email
Install the tag via a tag manager like Google Tag Manager
installation insight tag linkedin
If you choose the first option, you will then get the piece of code (your Insight Tag) to place on your site. It looks like this (the hidden part below corresponds to your Partner ID, specific to your advertising account):
code insight tag linkedin
You need to copy and paste it into the footer of your site, on all pages, just before the </body> tag.
It’s not very complicated if you have access to your site’s code. But the easiest way is to use a tag manager, like Google Tag Manager. It will make your life much easier, and not just for placing your LinkedIn Insight Tag.
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In this case, installing your Insight Tag is a breeze!
LinkedIn will only show you your Partner ID (hidden ID, in black below) which you will only have to copy and paste into your tag manager. For example, if you use Google Tag Manager, choose LinkedIn Insight as the tag type and then copy and paste your Partner ID.
How to set up conversion tracking?
To set up conversion tracking, go to Account Assets > Conversions.
linkedin ads conversions
Then click on the Create a conversion button.
Creating a conversion event is a 4-step process.
creation conversion linkedin ads
1. Name the conversion
The first step. The most obvious. Of course, choose a clear name for your conversion. For example, “purchase”, “contact”, “registration”, “brochure download”, etc.
2. Set up the conversion
You will need to configure several elements:
Action type : This could be an add to cart, download, install, major page view, lead, purchase, signup, or other type of action
Conversion Value : This parameter is optional but advertising Listing useful if you know how much the conversion in question brings you.
Conversion window : The post-click conversion window can be set to 1, 7 or 30 days and the post-view conversion window can also be set to 1, 7 or 30 days.
Attribution model : There are two attribution models available, Last Touch – Each campaign and Last Touch – Last campaign. “Last Touch – Each campaign” means that for a conversion action associated with multiple campaigns, each campaign that had an interaction within the conversion window will be credited with a conversion. In contrast, with “Last Touch – Last campaign”, only the most recent campaign that had an ad interaction within the conversion window will be credited with a conversion.
linkedin conversion settings
3. Indicate the campaigns that should follow this conversion
If you already know which campaigns you want to associate the conversion with, you can do so at this level.
Note that you can also associate conversions with campaigns when creating a LinkedIn Ads campaign.
4. Choose a conversion tracking method
There are two methods of conversion tracking, depending on the complexity of what you want to do.
Use the Insight Tag placed on the entire site. This is the simplest, no code to add to your site and the setup is done in a few seconds. With this method, you afb directory just need to indicate a conversion URL, for example the purchase confirmation page or the contact form submission confirmation page.
Place an event pixel on your site. This method is a bit more complex because you have to place a piece of code on your site again. However, it is super useful if you don’t have a conversion URL and want to track a click on a button (submit button on your contact form, etc.). LinkedIn will then provide you with a pixel to place on your site, to be triggered when your conversion occurs (ie. button click).
[activecampaign]
How to create remarketing audiences?
Simply put, a remarketing audience is an audience of visitors to your site that you want to retarget with LinkedIn advertising.
To create them, go to Account Assets > Matched Audiences.
matched linkedin audiences
Then click on Create audience (on the right) then on Website.
LinkedIn remarketing audience
You will then have the option to create audiences of visitors to your site. You can start by creating a global audience of all visitors to your site by entering your domain name, as shown below:
retargeting linkedin ads
If your site traffic is high enough (an audience must contain at least 300 people to be used), you can also create audiences of visitors to specific pages (product pages, contact forms, etc.). Indeed, an Internet user who has already visited some of your product pages will be more likely to convert if they click on your ad than an Internet user who has only visited your home page.
How to create lookalike audiences?
Similar audiences , or lookalike audiences in English, allow you to target Internet users with characteristics similar to a basic audience. They are also called “marketing twins”.
For example, to target people who are similar to your site visitors who converted , you can create a Lookalike Audience for people who converted on your site. LinkedIn will analyze the characteristics of these people (based on data from the Insight Tag on your site) and create a new audience of other LinkedIn users with similar characteristics based on a proprietary algorithm.
website demographics
This tool allows you to analyze the popularity of your site among different categories of Internet users according to their professional characteristics. The only metric available is the share of page views by category.
