Many companies work with advertisements on LinkedIn, but it appears that few use the LinkedIn Insight Tag. However, this is an indispensable piece of code on your website that will ensure that you get much more insights from your ads. Curious what it is and how to install it? Feel free to read along here!

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What is the LinkedIn Insight Tag?

The LinkedIn Insight Tag is a simple JavaScript code that you add to your website to gain insights about your website visitors. You can also create extensive campaign reports with it.

How do you set it up?

Installing the Insight Tag doesn’t take that long. Through your LinkedIn account you can obtain a unique piece of JavaScript code and add it to every page of your website. LinkedIn indicates that it is best to place the code in the <body> of your website. Once the code has been added, you no longer have to maintain it and you can start tracking your visitors.

Can’t easily add the tag to your source code? Then you can also use Google Tag Manager to add the code to your website. The Google tool already has a fixed configurator for the Insight Tag.

Need help? Contact me!

Why use the LinkedIn Insight Tag?

As an advertiser on LinkedIn, you can use the tag in the same way as you use the Facebook Conversion API, for example. You can track conversions, gain extra insights about people who respond to your ads and even re-reach your website visitors via LinkedIn.

Conversion Tracking

Anyone who does not use a LinkedIn Insight Tag can only measure clicks to the website. But this is not a good KPI. About 50% of the “clicks” actually view your web page. You want to know more about your visitors and measure whether they actually convert or not?

If you install the tag, you can set events that you want to keep track of, just like with Facebook. This way you can measure in a much more targeted way whether people have seen your page, whether they have been on your website and which landing page they have visited.

If you create an event for different pages, for example the landing page, registration page and thank you page, you can easily see how the customer journey of your visitors is progressing. You can also retarget people at different stages of the funnel to bring them back to your website and possibly convert them anyway.

Retargeting in LinkedIn

Retargeting on LinkedIn is done through ‘Matched Audiences’. This option can be found under the ‘Assets’ tab. Creating ‘Matched Audiences’ is not that difficult and can be done in three ways. Based on pages that:

  • start with this URL
  • have this exact URL
  • have a URL containing the specified text

The first is to collect all your website traffic into a target audience. In the case of my website it would go here All traffic from both my homepage and subpages is stored in this target group.

The second is to store traffic from a specific subpage. This could be, for example: In this case, only the traffic coming to this page will be saved.

The third is intended to target individuals who have expressed an interest in a specific product or service. In my case, I could put the word linkedin (input is case sensitive, so check your URL) here. From that moment on LinkedIn stores traffic that has been on the above URL, but also on, for example, blogs about LinkedIn. Provided the URL contains the word ‘linkedin’.

This option is very useful for your recruitment. Visitors who have visited a URL containing, for example, the word vacancy can be retargeted with a cool message about the working atmosphere at your organization. You can then retarget visitors to a specific vacancy based on the second option.

Website Demographics

With the help of the ‘Demographic website data’ tool you can see which companies’ employees have visited your website or specific web pages. A very nice tool to use in your sales process, of course. Because you can call a certain company when you see that their employees have visited your site several times in the past few weeks.

Combination with the Image Pixel

Do you really want to be able to track everything? Then combine the Insight Tag with the Image PixelMultiple elements on the page can be tracked with this piece of code. You do need to edit each code individually (form or button code) with your own image pixel code and then add it to your website. The img pixel code must be in quotes in your html code. If you want to track more than one button, copy and paste the button tracking code and edit it if necessary.

You see it. If you spend a little more time setting the right codes on your website, you will immediately gain much more insight into the visitors to your website. Not only does it allow you to better target your ads, but it also allows you to retarget or even contact relevant visitors!

Do you have questions about the LinkedIn Insight Tag, the Image Pixel or something else? Please don’t hesitate to contact me.