Adding The LinkedIn Insight Tag To Google Tag Manager

Adding the LinkedIn Insight Tag to Google Tag Manager
Ravi Davda Rockstar Marketing CEO

Written by Ravi

Oct 28, 2022

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LinkedIn is a major player in the field of data and analytics in which we now reside. You can find out how people connect with your material by using tools such as the LinkedIn Insight Tag, which may then help you get the most out of your advertising budget.

So, do you want to get more information from your LinkedIn ad campaigns? We’re here to assist you!

You may measure conversions, better target website visitors, and learn more about users interacting with your advertising with the aid of the LinkedIn Insight Tag. You can add this tracking code snippet to your site using Google Tag Manager. See below for how to do this.

Benefits of the LinkedIn Insight Tag

Before we get into how you can add the LinkedIn Insight Tag to your Google Tag Manager account, let’s first take a glimpse at some of the perks of doing so.

Accurate campaign reporting

The LinkedIn Insight Tag enables you to tie your website’s conversion goals (signups, downloads, etc.) to the analytical tools of LinkedIn. This means you’ll have access to more complete data that you can lean on for your optimisation efforts.

In other words, with the LinkedIn Insight Tag, you might be able to answer some of these questions:

  • Which creative works best for my audience?
  • Where am I generating the best ROI?
  • And more

Learn more about your visitors

With the LinkedIn Insight Tag, you can tap into the LinkedIn website demographics. This allows you to get an idea of the numerous specs of your audience, such as their job title, seniority, function, location, company, and more.

Such info could be utilised to better focus your marketing efforts on the platform and boost ad and content engagement.


Beyond the demographic data and accurate reporting, the LinkedIn Insight Tag can also be used to set up retargeting campaigns. Using LinkedIn’s Matched Audiences, you can track website visitors and then serve them the right ads down the line.

What’s great about retargeted ads is the fact that they tend to be way more efficient, and the average clickthrough rate can be 10 times higher than a standard display ad.

Adding the LinkedIn Insight Tag to Google Tag Manager: Obtaining LinkedIn partner ID

Adding the LinkedIn Insight Tag to Google Tag Manager: Obtaining LinkedIn partner ID

First and foremost! Check to see if Google Tag Manager has been installed on your website by using an article we’ve previously written on the topic here. Enter preview mode to see if it was installed properly. Next, you need to get your LinkedIn partner ID in order to add the LinkedIn insight tag:

  • Go to Work, then Advertise on your LinkedIn profile. You will be directed to the LinkedIn campaign manager by this
  • Select Account Assets, then Insight Tag 
  • The domain from which the insight tag can retrieve data must then be specified
  • Select Add domain
  • Next, click Save after entering the domain name in the box provided
  • Click Manage Insight Tag, then See tag. This brings up a window that displays the various ways to install the insight tag
  • Choose “I’ll apply the tag myself” and then duplicate the tag’s code
  • That’s a bunch of code, but no need to be concerned. Only the LinkedIn partner ID is required at this point
  • Copy the partner ID from the second line of the code after pasting the complete block of code into a text editor

You may use Google Tag Manager to apply the LinkedIn insight tag now that you’ve got the partner ID.

Setting up Google Tag Manager to install the LinkedIn Insight Tag

Setting up Google Tag Manager to Install the LinkedIn Insight Tag
  • Click Add a new tag in your Google Tag Manager account.  After giving the tag a name, select Tag Configuration.
Picture 2.1 - Setting Up Google Tag Manager (step 1)
  • Search the selection of templates for LinkedIn. Choose the LinkedIn Insight tag template after that
  • Click on Triggering after pasting the partner ID into the box given
  • Choose the All Pages trigger
  • Lastly, select Save
  • With the help of this LinkedIn insight tag, you can retarget users and track conversions in addition to getting information about page views
  • By reloading the preview and debug mode, let’s check to see if the tag functions
  • Select Refresh
  • When you visit your website, the insight tag should appear in the debug pane as having been successfully fired
  • This typically indicates that no signal has been detected, and it takes some time to get a signal. It can take up to 24 hours, depending on how busy your website is. In order to ensure that the insight tag is functioning properly, check this again later. Let’s roll out this tag to everyone that visits our website
  • Reopen Google Tag Manager, then select Submit
  • After adding a version name, press Publish

Conversion tracking installation for LinkedIn ads

You can now track conversions for your LinkedIn ad campaigns after installing the LinkedIn insight tag:

  • Go to Conversions, then create a conversion in the LinkedIn campaign manager to do so
  • We’ll develop a buy conversion example: Choose Purchase as the conversion type after giving the conversion a name. The value of this conversion to your company can then be estimated. The buy conversion should ideally contain dynamic numbers to account for your sales revenues. You can only enter one value, though. This means that you have the option of entering the average value or leaving it empty
Picture 3.1 - Conversion Tracking Installation for LinkedIn Ads (step 1-2)
  • The conversion can then be added to an existing campaign that you have created
  • Last, you’ll specify how you want to monitor the conversion. Either implement an event-specific Pixel that activates when the user takes a specific action or utilise the site-wide insight tag.  When the conversion you want to monitor is on a particular page, you have the first option. As most eCommerce sites guide you to a thank you page or order finished page after making a purchase, this works perfectly for our example

What happens if the conversion you wish to track, such as clicking the add-to-cart button, does not have a precise URL?

Normally, while you stay on the product page, a popup window displaying the item you put to your cart displays.

This is the situation where the second choice can be used. Using the site-wide insight tag as our starting point, we’ll go over how to set up tracking for both choices.

  • First off, copy the URL from the order received page once the purchase is complete
  • Place the URL there and then choose Pages that begin with this URL. It then displays a drop-down menu. Since the rest of the order received page URL is subject to change with each transaction, you will only be able to track conversions from web pages with URLs that begin with “/order-received/”
  • Choose URLs that have the chosen text in them
  • Click Create after removing all elements of the URL but the “/order-received/” section. Now, each time a user interacts with an ad and makes the decision to buy, the conversion is recorded

Setting up event tracking

Setting Up Event Tracking

Let’s talk about how to track buy conversions by using event-specific mechanisms now that we’ve got conversion tracking set up.

Picture 4 - Setting Up Event Tracking pt.1
  • First off, in your LinkedIn campaign manager, click on Create a conversion.
  • Choose Purchase as the conversion type after giving the conversion a name
  • Select When there is no specified URL, use an event-specific pixel to track, and then copy the code for your image tag
  • This is particular to the purchase conversion that you have configured. Choose the appropriate type, copy the revised code, and then select the other events you wish to track, such as leads or add to cart
  • Then you’ll use an event-specific pixel to track. 

Now, head back to your Google Tag Manager and follow these steps:

Picture 5 - Setting Up Event Tracking pt.2
  • Click Tags, then New in Tag Manager to begin
  • Go to Tag Configuration and choose Custom Image. In the image URL field, paste the image tag code. Other HTML elements should be ignored but keep the URL in the source property
  • Then select Triggering
  • In order to create a new trigger, click the plus sign
  • Depending on how your website is configured, you should choose the correct trigger for the tag. This method’s general goal is to activate your tag in response to a specific event that takes place after completing a purchase
  • You now have a custom event as a result of configuring Google-Tag-Manager for the WordPress plugin, as seen in preview mode. This event can be used to build your own trigger
  • To do this, select the Variables tab in the Custom Event section and copy the event name.
  • After giving the custom trigger a name, choose Trigger Configuration, then Custom Event
  • In the field provided, paste the event name, then click Save
  • Lastly, give the custom image tag a name and save it

Adding the LinkedIn Insight Tag to Google Tag Manager: Testing

Now that everything has been completed let’s check to see if the tag is operating correctly by refreshing the preview mode.

  • Select Refresh
  • Return to your website and make another purchase or subscribe to a service.
  • When you arrive at the next page, the debug window should show that the custom image tag was successfully triggered
  • Return to your campaign manager and click Create to complete creating your event-specific purchase conversion
  • Then, your LinkedIn account should receive this information. You must wait before viewing data in your campaign manager, much like with the conversion tracking technique with the site-wide LinkedIn insight tag
  • You must again roll out this new tag to all visitors to your website since you just made it
  • Return to Google Tag Manager and select Submit to complete it
  • After adding a version name, press Publish

LinkedIn Ads may seem complicated, but we can make them a bit easier

All of that technical stuff may make it seem like LinkedIn Ads are impossible to master, but that’s far from the truth. All you need is a helping (expert) hand, and that’s exactly what we offer. Book a discovery call with us today!

Adding the LinkedIn Insight Tag to Google Tag Manager – FAQs 

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