How To Install The LinkedIn Insight Tag (on a WordPress Website AND with Google Tag Manager)
The Linkedin Insight tag is unique as it is one of the only pixels which can give us data on job demographics that we can use to analyse the types of traffic hitting our landing pages. Facebook and Google have a wealth of data that we can use, but only Linkedin can refer back to its vast database of information on job demographics. The great thing is it is totally free.
Article by Philip Ilic, Linkedin Ads Specialist.
How To Install The LinkedIn Insight Tag (on a WordPress Website AND with Google Tag Manager)
The Linkedin Insight tag is unique as it is one of the only pixels which can give us data on job demographics that we can use to analyse the types of traffic hitting our landing pages. Facebook and Google have a wealth of data that we can use, but only Linkedin can refer back to its vast database of information on job demographics.
Article by Philip Ilic, Linkedin Ads Specialist.
Some of the data we can get from the LinkedIn Insight Tag and see what types of traffic is hitting our website and landing pages is…
Job Function (think department)
Job Titles
Company (this is literally the names of the larger companies)
Industry
Company Size
Location
What Is A Tag Or Pixel?
A tag or tracking pixel (as it is often called) is a snippet of javascript code installed on the pages of your website that collects information about the user. This information that is collected is often location-based, demographic and behavioural.
How it works is that when the page loads the browser reads the source code and when it gets to the javascript, the code executes what it is designed to do (collect information about the user) and this is then fired, sending this relevant data to your analytics.
I would always recommend installing the tag/pixel via Google Tag Manager rather than directly on your website as then you get more control and do not need to rely on any developers or the IT department. In this article, I will show you how to instal the Linkedin Insight Tag on both a WordPress website and using Google Tag Manager.
How Can A Pixel Be Used
Generally speaking, the two main purposes of the tags are…
For attribution. This means we can track what users are doing and what conversions they are making. For demand generation this is useful as then we can understand better what the traffic we are buying from the platforms are doing, where they are converting, and at what rate. This is important as then we can use this data to make better decisions on which marketing efforts, landing pages and ads are working best and optimise based on this.
Behavioural Information. This is so we can learn about the behaviours of people hitting our pages. This may be time spent on a page, how much they scrolled down and if they clicked on the video for example.
Demographic information. With this, we can learn about the age, gender, locations and type of device the users are. Linkedin will give us job-specific data such as which types of job titles, departments and even specific companies are hitting our pages.
The LinkedIn Insight Tag
Linkedin’s Insight Tag is especially useful as it is the only tag that gives us job-specific demographic information including job titles, industry types, the size of the companies and the exact companies of the people visiting our site. This is so valuable. No other tag can do this.
Linkedin has this capability mostly because it has a wealth of data on job-related stuff about us. Linkedin is a platform where we share accurate information about where we work and what we specifically work as.
Where To Find Your LinkedIn Insight Tag
Sign Up To A LinkedIn Ads Account
If you do not already have a LinkedIn ad account then you can do so by going to LinkedIn, clicking on ‘work’ and then ‘advertise’ or for some users is may just already be on the top bar as it is on mine. From then you can fill out your info and you will have an ad account.
Check out this video on campaign manager – also near the beginning i go into how to set up an ad account.
The next step is to go to ‘Account Assets’ then ‘Insight Tag’ and then on the next page click on ‘See My Insight Tag’.
Once you click on ‘See My Insight Tag’ you should be on the page that will give you an option on how to instal it.
The next step is to go to your WordPress backend by going to www.wordpress.com/home/(your domain).
If you have not installed the ‘Insert Headers And Footers’ plugin then follow these steps.
Go to Plugins on the sidebar.
Search for Insert Headers and Footers
Click ‘Install Now’.
Then Click ‘Activate’
When you now click on ‘setting’ you should see ‘Insert Headers and Footers’.
How To Install The LinkedIn Insight Tag Directly On Your WordPress Website
To directly instal the code onto your WordPress website click on ‘I will install the tag myself’ in Linkedin and then click on the code when the toggle toggles down which will copy it for you.
Next, you have to paste the code you copied from before into the section which says ‘scripts in the footer’. Click ‘save’ and you should be good to go. Congrats you now have the Linkedin Insight Tag installed directly on your WordPress Website.
How To Install The LinkedIn Insight Tag With Google Tag Manager
The first thing you need to do is sign up for Google Tag Manager.
Sign up to Google tag manager
The first thing you need to do is sign up to google tag manager which you can do so by going to https://tagmanager.google.com and sign up. It is straightforward to do so and you will then be taken to the home page.
In Linkedin, as shown in the above step, click ‘I will use a tag manager’ and then copy the ‘partner ID’.
Then go to Google Tag Manager and click on ‘New Tag’.
And now follow these steps:
Give the tag the name ‘Linkedin Insight Tag’.
Click on ‘Tag Configuration’ which will trigger a sidebar from the right to appear.
Scroll down on the sidebar until you see the Linkedin Insight Tag integration – click on this.
In the section called ‘Insight Tag ID’ paste the partner ID you copied from before.
Click on ‘Trigger’ which will again trigger a sidebar to appear.
Click on the tick box ‘All Pages’ and click ‘Save’.
Install Tag Manager on your website
send you the page with the tag manager code on it.
Copy the header code
Go to your WordPress backend and click on ‘settings’ and then ‘insert headers and footers’.
Paste the header code you just copied from Google Tag Manager to the section in WordPress which says ‘Scripts In The Header’.
Go back to tag manager and copy the code which says it is meant to go in the ‘<body>’.
Back in WordPress paste this code you just copied into the ‘Scripts In The body’.
Final Step (do not forget this)
The final step is to go back to Google Tag Manager and click ‘Submit’ and the ‘Publish’ from a sidebar that appears.
Useful Resources & Tutorials
I hope you found this article helpful. Down below, I’ve listed some links to other articles and videos you may find useful.
LinkedIn Campaign Manager Article – this is a mega article which is everything you need to know about Linkedin Campaign Manager
Linkedin Ads Targeting Like a Pro Article – a great place to learn about LinkedIn ad targeting (beyond just job title).
How To Maximise Your Cold Email Deliverability – this is a big guide on making sure your cold emails get into your prospects inbox.
Is Cold Email Illegal? (Fully Explained) – this goes over cold email laws and explains if cold email is illegal in different regions.
Philip Ilic | B2B Growth Specialist
Phil helps B2B SaaS companies with growth marketing and is a deep specialist in Linkedin advertising and paid social more generally (Facebook, Twitter, LinkedIn). He runs a paid social agency called Superlumen.co and is the founder of B2Bhero.co.
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