101 Guide

What Is The LinkedIn Insight Pixel?(aka Insight Tag)

Background info, how To install it and how to use it correctly.

You’ve heard of LinkedIn right? Good. Hey, you probably even use it for B2B lead generation campaigns… but do you truly know how to harness the full power of LinkedIn? This is where the LinkedIn Insight Tag comes into play.

You might know the Insight tag by other common names: the Linkedin tracking pixel, or the LinkedIn conversion pixel? No matter what you call it, or others call it, at the end of it all there is a rather neat bit of code which opens up an enormous amount of data, and as we know, data is key to marketing success.

Read on below to learn the benefits of the LinkedIn Insight Tag, what it is, how to install the tracking code, and how you can use it to create retargeting lists for your ad campaigns.

So, first off…

What is the LinkedIn insight tag?

Well, it is essentially a small piece of JavaScript code that you install on each page of your website (ideally the global footer).

This unobtrusive little script will leave a cookie in the browser of any visitors that come through to your website. So, whenever someone with a LinkedIn account comes to your website, you can target them again on LinkedIn later – sounds cool right?

It goes much, much further than that though. It allows you to measure performance against a number of demographics touch points, such as:

– Job Title
– Job Function
– Company Name
– Seniority
– Location
– Company Industry

…and more.

linkedin demographics list


In reporting, you can measure the performance of your campaign against any of the above, this will report back line by line data as shown below.

Here, we are looking at Leads generated by Job Function.


image of linkedin job function report


But it gives us much more information than just what Job Function generated a lead, it informs us of which functions are mostly opening the LinkedIn lead generation form and completing / not completing it. This enables us to optimise our campaign to remove those job functions that are not generating leads, leaving the budget to focus on those functions which are. There is more to do in the way of optimisation for badly performing areas than just turning them off, for example, is your ad messaging targeted too broadly? Finance message for finance, sales message for sales – that is the ideal, rather than a generic message across multiple job functions.

You can also use the insight tag to track conversions as potential customers click through from your LinkedIn ads to your website.

Is there anything this code cannot do?!

Why do I need the LinkedIn insight tag?

The age old saying of ‘data is power’ comes into play here… but you can’t collect data if you don’t have the right tracking set up in the right way.

Adding the LinkedIn Insight tag to the pages of your website (ideally the global footer to make it super simple!) will allow you to track exactly who has visited your page. Before you ask, yes, we can see where you work, your job title, job function, how many employees your business has – but, we do not know who you are as an individual. We only know that if you complete a form on our website, or a LinkedIn lead generation from one of our campaigns.

In a single line, the LinkedIn Insight tag tracks conversions and events, offering an opportunity to learn what’s working – and what is not – and gain valuable insight into your ad campaigns as I mentioned above.

The tag allows you to track user interactions with your website after they click so that you can retarget lost leads and incomplete purchases.

Later, via LinkedIn ads manager, you can use that data to specifically retarget LinkedIn ads to those same people, with the objective of further nurturing / informing those users of why they need your product / service.


linkedin audience dropdown menu


Basically, if you are not using the LinkedIn Insight tag on your website, pause your ad campaigns now!

How do I create a LinkedIn insight tag and add it to my website?

It’s quite easy really, the code will auto-generate in LinkedIn for you at the push of a button, so no coding required – yay!

Here’s a step-by-step of where to find the code:

  • Log in to your LinkedIn ads account.
  • Click on Account Assets and select Insight Tag from the drop-down menu.
  • Click the Install my Insight Tag


screen showing install insight tag button


You are then presented with the three options shown in the image below. If you are confident at coding, hit the first option and following the instructions.


linkedin insight tag setup screen


If you have a website developer, then click the second option and have the code / instructions emailed over to them.

The third option, if you are using Google Tag Manager (other options are available), gives you a neat shortcut on installing the code using the container tag you will already have on your website – so if you are not a dev, but have access and experience with Google Tag Manager then this option is for you.

The below covers the first option, installing the code yourself:

  • Hover your mouse cursor over the code and Copy the Insight Tag code to the clipboard.
  • On the backend of your website, paste this Insight Tag code right before the end of the </body> tag in the global footer on every page of your site, including subdomains.

Next, let’s make sure that your LinkedIn Pixel actually is working.

  • 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.”

Bear in mind that it might take up to 24 hours to show up. If nothing is happening after 24hrs, revisit the installation instructions or you may want to take a look at this LinkedIn support thread.

Once it’s you have the green light, though, you’ll be able to customise 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.”

How do I create website retargeting lists using the LinkedIn Insight tag?

Now that you have the LinkedIn pixel on your website, and confirmed it is alive & kicking, what next?

First off, before you jump in to creating specific retargeting audiences, we suggest you create a generic ‘All visitors’ website audience. To do this:

  • 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 and select Website from the dropdown.
  • Give your audience a name.
  • Select ‘Match a URL that starts with…’
  • Add the homepage website URL that you’d like to retarget (a.k.a: the domain where you placed your LinkedIn Tag.)
  • Click Create.


creating a linkedin audience


That’s it! You’ve just created your first retargeting audience with the LinkedIn Insight tag, easy right?

Once your newly created audience segment has generated 300 members, you’ll be able to utilise it in new campaigns to deliver ads directly to your specifically targeted audience – pretty neat we think you’ll agree.

It’s important to note however, the time it takes for you to be ready to use these new audience segments will depend on the volume of traffic your site receives. For more info, read the LinkedIn guide – Get Started with LinkedIn Website Retargeting.

How to set up LinkedIn conversion tracking with LinkedIn Pixel

Ever wondered if people take action on your website after clicking through from an ad? Well, one other thing you can do with this helpful little Pixel is track conversions from your LinkedIn ads.


linkedin account assets image


  • Head back to 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).


creating a conversion in linkedin ads manager


  • Now, enter your settings:
    • Conversion type:This defines which behaviours you’ll track. Maybe you want to know how many people are downloading a PDF, or filling out a lead form.
    • Conversion value: This is optional, but if there’s a monetary figure associated with the action, it could be helpful to enter here to really see the ROI of your marketing investment in hard numbers. We recommend adding ‘banana’ values to each conversion to increase visibility on performance – for example, a download maybe worth 10, a lead form 30. So 6 downloads @ 60pts is not greater than 3 forms @ 90… comprender?
    • Conversion window: This is the time frame in which your conversions will be counted, whether a day, a week, a month, or three months.
    • Attribution model: Here, you’ll define how each ad interaction will be credited for a conversion.
  • Next, use the checkboxes to select which campaigns will be monitored for conversions.
  • Select your preferred conversion method—the Insight Tag—and enter the URL of the site where you’ll be tracking those conversions.
    • Tip: This could be a Thank-you or confirmation page that is revealed after a visitor has completed the desired action (for example, completing a form then seeing a download page).
  • Optional: Use Boolean rules to get more specific about what URLs count as conversions—that could be “Have this exact URL,” “Start with this URL,” or other parameters.
  • Click Create!
  • Job done.

Analytics and performance reporting in LinkedIn Ads Manager

When your campaign has been running a few days (this can take longer if using smaller budgets), head on back to the Campaign Manager to take a look at the analytics and find out exactly how successful (or not so successful) the campaign is currently performing.


linkedin performance report screen


You can even download campaign reports here for the account as whole, or specific campaigns.


linkedin demographics report screen


So there you have it.

That’s the 101 on the powerful tracking potential of the LinkedIn Insight Tag.

Got a question for us or would like to know more about our services? Contact us.