LinkedIn Insight Tag Setup & Tracking

Most marketers install the LinkedIn Insight Tag (Pixel) just to track conversions. That is a waste. The Insight Tag is a surveillance tool. Even if you never spend a dollar on ads, you should install it today. Why? Website Demographics. It's a free report that shows you exactly who is visiting your website, based on their LinkedIn profile data.

Step 1: Installation

1. Go to Campaign Manager → Analyze → Insight Tag.
2. Get the Code: Select "I will use a tag manager."
3. Google Tag Manager (GTM):
   • Create New Tag.
   • Type: LinkedIn Insight.
   • Enter Partner ID (found in the code).
   • Trigger: All Pages.
4. Verify: Use the "LinkedIn Insight Tag Checker" Chrome Extension to ensure it's firing.

Step 2: The "Website Demographics" Goldmine

Once the tag is live, wait 24 hours. Then go to Campaign Manager → Analyze → Website Demographics. You can slice your website traffic by:

• Job Function: "Are we attracting Marketing Managers or HR Managers?"
• Company Name: "Oh look, 50 people from Microsoft visited our Pricing page yesterday."
• Seniority: "We have too much 'Entry Level' traffic. We need to change our content to appeal to VPs."

Step 3: Setting Up Conversions

Don't just track "Thank You Page." Track the funnel.

1. Create Conversion: Settings → Conversions → Create.
2. Define Key Actions:
   • "Viewed Pricing" (URL contains /pricing).
   • "Started Application" (Click Event).
   • "Demo Request" (Thank You Page).
3. Attribution: Set the window to "30-Day Click, 7-Day View." (B2B cycles are long).

Retargeting Audiences

The Tag allows you to build specific audiences for retargeting.

• Matched Audience: People who visited /pricing but didn't convert.
• Exclusion Audience: People who visited /thank-you (don't show them ads).

Summary

The LinkedIn Insight Tag is free market research. It tells you if your SEO and Organic Social are actually attracting the right crowd. Install it. Check the Demographics tab weekly. It’s the only analytics tool that gives you "Company Names" for free.