Why and how to install it?

The Linkedin Insight Tag, also called Pixel Linkedin, is a script to be configured and integrated into all pages of your website in order to obtain information both on the progress of advertising campaigns carried out through Linkedin but also to obtain interesting demographic data on visitors to the website. his website. Here’s why and how to install it.

The Linkedin pixel, what is it?

the Linkedin Insight Tagalso called Pixel Linkedin, is a JavaScript script to be installed on your website that allows you to track the conversions of your advertising campaigns. It is also useful for collect demographic information interesting on visitors to their site connected to their Linkedin account (sector, qualification, company, etc.).

Why install the Linkedin pixel? 4 good reasons.

When targeting a public b2b, the Linkedin pixel can be very interesting. Here are some good reasons to install it on its website without delay:

  1. Track the performance of your Linkedin Ads campaigns : the primary utility of the Linkedin pixel is to provide data on the conversions generated through Linkedin advertising campaigns.
  2. Obtain demographics of your website traffic : Thanks to the Insight tag, a lot of demographic data can be collected for free about visitors to your site (title, sector of activity, company, seniority, etc.).
  3. Set up retargeting campaigns on Linkedin : thanks to the data collected by the Linkedin pixel, it is possible to configure audience segments that can be retargeted as part of the Linkedin retargeting campaigns.
  4. Customize Linkedin Ads campaigns : by analyzing the demographic data collected by the Linkedin pixel, it will be possible to identify the content and favorite pages of any type of audience. Once these data have been analyzed, they will then be useful for optimizing future campaigns by personalizing them further.

How to install the Linkedin pixel?

The Linkedin pixel can be installed in two ways depending on the case:

  • Manually before the html tag of all the pages of the site (corresponds to the footer of all the pages of the site);
  • Through a tag manager Type of Google Tag Manager (or similar).

Here are the different steps to follow in order to install it on its website:

  • Go to the “campaign manager” section of the Linkedin Ads interface and create an advertising account if it has not already been done;
  • Click on the Linkedin Ads account to which you want to associate a pixel;
LinkedIn Pixel Demographics
  • Then click ” Website demographics »Then click on« Configure your depth tag “;
set pixel linkedin
  • Depending on your case, you can then copy the Javascript code to install on your site to finalize the installation or copy your Linkedin partner ID to then carry out the configuration directly in your tag manager;
linked pixel code
  • If you have chosen the manual installation option, you will need to make sure that insert the Linkedin pixel script on all pages of your website before the closing tag of the HTML code (. If you use WordPress, the code can simply be added to all pages of your site with a free plugin of this type.
creates the LinkedIn pixel conversion
  • (Optional but highly recommended) : Then create one or more ” Conversions ” in the section ” Conversion tracking“. This will allow you to measure the number of events triggered through your Linkedin Ads advertising campaigns.
create a Linkedin pixel audience
  • (Optional but recommended) : then create the audience segments of the site so that you can set up targeted retargeting actions. To do this, simply return to the “Website Demographics” section after installing the pixel on your website. A new section dedicated to audiences will appear that will allow you to set up several distinct audiences. Audiences can be created by exact URL matching or by using the “Contains” function to integrate all pages that contain a word, a set of words or an ID.

Once these steps are completed, your Linkedin pixel is ready to record data about your visitors. When data on more than 300 visitors has been collected, they will start appearing on your dashboard and you can start analyzing them.

The faster the insight tag is installed on a new site, the more interesting the history of the data collected will be. It is therefore recommended to install it as quickly as possible and to verify that it remains installed especially during redesigns.

Some frequently asked questions about the Linkedin in-depth tag:

How can I verify that the Linkedin pixel is installed on my site?

To check if the Insight Tag has been implemented correctly on your site, simply analyze the code by doing:

  • A CTRL + U (Windows) or Option + Command + U (Mac) to view the source code of any web page on your site;
  • Then a CTRL + F (Windows) or Command + F (Mac), then search for “linkedin_partner_id” in your page’s source code. If present, the script has been integrated successfully. If there is nothing there, it might be a cache issue, so it might be worth clearing (or asking your developer to do it).

How long does it take for the tag to start sending data?

Your tag should send data as soon as it is properly installed on your website, but the first data can take up to 24 hours before it appears in the Linkedin interface. For privacy reasons, website demographics and audience data require a minimum of 300 people to visit your page for you to view the data.

How can I use a Linkedin pixel already installed on my website?

To use an Insight Tag that is already installed on a website, you must email the owner of the existing tag to ask them to grant access for this tag to their account. The owner of the tag must assign access from their account.

How do you load the Linkedin pixel?

It loads asynchronously and therefore shouldn’t slow down the loading of the web page.

How does it work on video?

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