How to Unlock Value with the LinkedIn Insight Tag

October 2, 2017

LinkedIn Insight Tag

When we ask members what they like best about using LinkedIn, one of the most common responses is that it offers a wealth of data and analytics, unparalleled by other social networks. Through these features, you can learn about the people interacting with your shares and content, which then enables you to refine your targeting and get the most out of your ad spend.

Now, you have another powerful marketing tool at your disposal: the LinkedIn Insight Tag. With it, you can take your LinkedIn ad campaigns to another level. Read on, and we’ll tell you everything you need to know about this tracking tag and why it’s a must for your website.

What is the LinkedIn Insight Tag?

At its core, it is very simple. The LinkedIn Insight Tag is a piece of lightweight JavaScript code you can easily drop on your website. It’s quick and easy to install, and unlocks robust campaign reporting, retargeting, and deeper insights about visitors.

The idea of altering your site’s code might seem intimidating if you’re a non-developer like me, but don’t worry. It’s easy to do and you won’t screw anything up. Just follow the step-by-step instructions below and we’ll walk you through it. But first, we’ll outline the benefits of the LinkedIn Insight Tag.

Why Use LinkedIn Insight Tag?

What are the perks of adding these code snippets to your website? What kind of new information and capabilities can you tap into?

Here’s a look at the three key advantages of the LinkedIn Insight Tag:

Robust Campaign Reporting

The Insight Tag enables you to tie website conversion goals (form fills, email signups, eBook downloads, etc.) to the analytical tools for LinkedIn ads. By implementing these conversion tracking features on your site, you will have much stronger data to lean on when optimizing your ad spend. Which creative works best with your target audience? Where are you generating the best ROI? These insights are crucial in today’s marketing environment.

Learn More About Website Visitors

You can also tap into LinkedIn Website Demographics, opening a window to pertinent professional specs about who’s visiting your pages. Through this feature, you can view a number of visitor details, such as job title, seniority, and function, as well as location, company, and industry. With this information in hand, you’ll be ready to greatly focus your marketing efforts and boost engagement.


Beyond the added demographic and reporting depth, the LinkedIn Insight Tag also allows you to set up retargeting campaigns. Using LinkedIn Matched Audiences, you can track visitors and then serve them ads down the line while they surf their favorite sites, with the idea being that familiarity and recognition will. The data backs this up; stats suggest retargeted ads are 70 percent more likely to convert, and the average clickthrough rate is 10 times higher than a standard display ad.

You can click here to learn more about retargeting on Linkedin.

How to Add LinkedIn Insight Tag to Your Website

Now that we have nailed down the “why,” let’s examine the “how.” Follow these instructions to add the Insight Tag code snippet to your website, no sweat.

1. Access Your Unique LinkedIn Insight Tag Code

First, sign in to Campaign Manager. On the account dashboard, click on the “Account Assets” dropdown and select Insight Tag. (If you don’t see this option listed, please view the instructions for first-time users here.)

2. Copy the Entire JavaScript Code

After you select Insight Tag from the menu, a window will pop up containing a string of code. Add the Insight Tag to your site by copying and pasting the code into the body section of your site’s HTML, right above the </body> tag. (Note: the code below is an example. Do not copy and paste into your site’s HTML as your code will be unique to you).

3. Paste Snippet Into the HTML on Each Page of Your Website

When editing the source code on your website, scroll down to the footer area and paste in the HTML code snippet just ahead of the </body> tag. Repeat this step for each page on your domain that you wish to add the functionality for.

4. Add Domains to Configuration Page

Go back to the Insight Tag config page and type in each domain you’ve updated with the snippet. (Just enter the name-dot-com, no “www” required.)

After completing these four steps, you’re ready to click Next and select which actions you want to measure. Options include downloads, signups, purchases, and more.

Sharing Insight Tag Permissions

By nature, the LinkedIn Insight Tag is unique to your company and your account. But let’s say you have two different teams in your organization with separate accounts, or an agency working for you, and multiple parties want access to conversion-tracking and retargeting features for the same website. We’ve got you covered with permissioning.

The video below walks you through this process step-by-step:

You can provide another team or account with either full-access or use-only access. Read more about LinkedIn Insight Tag permissions here.

LinkedIn Insight Tag Success Stories

By powering conversion tracking and demographics, the LinkedIn Insight Tag has been a clear difference-maker for many companies who have integrated it. Here is how it has helped a couple:

“Cornerstone’s EMEA marketing team then used LinkedIn conversion tracking to monitor how that engagement translated into completed form fills, downloaded eBooks – and leads. This approach enabled Cornerstone to beat all campaign targets in terms of engagement rates, number of leads and CPL, with an engagement rate of over 1% and a CPL less than half that of search advertising.” – Bhanu Chawla, Head of Digital Strategy, CornerStone OnDemand
“LinkedIn's Website Demographics provides us unique visibility of our engagement with enterprise marketers. For our tentpole events, we're able to see a 12% increase of quality traffic to registration landing page.” - Ary Esfahani, Digital Marketing Manager, Spredfast

Ready to reach your ideal audience and use insights to optimize for engagement? Get started today by creating your ad.