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Why Every B2B Company Should Set Up LinkedIn Ad Tracking (Even If You Don’t Advertise On LinkedIn)


Paid Media / July 21, 2020

Lead generation and B2B sales can be tough. Depending on the product, you might be serving a very specific niche with a tiny audience, or maybe you serve a broader category but have serious competition from established players. Either way, you need every advantage you can get, especially when those advantages come at no added cost.

Enter the LinkedIn Insight Tag, LinkedIn Audiences, and the phenomenal insights these tools can provide, absolutely free.

What Is The LinkedIn Insight Tag?

If you’ve already set up Google Analytics and Facebook Pixels, you’re probably familiar with tracking pixels. The Insight Tag is the tracking pixel from LinkedIn Ads, and as the name suggests, by applying it to your website, you get access to all sorts of unique insights that you won’t get from other tracking platforms.

The LinkedIn Insight Tag is used for tracking conversions from LinkedIn Advertising campaigns, but it can also be used to monitor traffic on your website and uses LinkedIn profile data to give you incredibly valuable insights on what type of people are browsing your website. This includes the following categories:

  • Job Function
  • Job Title
  • Job Seniority
  • Company Name
  • Company Industry
  • Company Size
  • Location (City)
  • Country/Region
  • County

Think about it, wouldn’t you want to know if people from the companies that you are targeting have visited your website? Don’t you want to be sure that the type of traffic you are getting on your website and landing pages makes sense based on your product or service?

For example, if you sold sophisticated software meant to streamline IT departments, you likely want to ensure that the traffic on your website is mainly from people with an IT or Operations job function. If you find out on the other hand that the people visiting your site are in Sales or Marketing for example, you might decide to take a closer look at the campaigns you’re running and the keywords you’re ranking for to make sure you’re attracting the right audience.

How to Set Up and Check if Your LinkedIn Insight Tag Is Working

If you don’t already have a LinkedIn company page or a LinkedIn ads account, you’ll want to start there. Once, you have your LinkedIn Ads Account, you can create an Insight Tag and apply it to your website. Here are the steps:

  1. In your Ad Account , move your cursor over the Account Assets tab in the top navigation bar and select Insight Tag from the dropdown.
  2. Click Install my Insight Tag.
  3. Select the method you’d like to use to install your tag. To see the tag code, select I will install the tag myself.
  4. Add the JavaScript code to every page on your domain, preferably right before the end of the <body> tag in the global footer. Note, you can also use Google Tag Manager or other supported Tag Managers to install the tag on your site.
  5. Once LinkedIn receives a signal from the tag you’ve placed on your website, your domains will appear under “Insight Tag.”

Once your LinkedIn Insight Tag is built and signals are being received, you’ll want to build a LinkedIn Matched Audience to start getting insights. It is a good idea to start with an “All Visitors” audience that tracks everyone who comes to your website. You can also build separate audiences just for your landing pages to get insights about the types of visitors you received from specific campaigns.

When you’re ready to view your data, click the “WEBSITE DEMOGRAPHICS” tab in the LinkedIn Campaign Manager and use the Display to cycle through the data:

Bloom’s website sees a lot of traffic from Marketing Managers, Founders, and CEOs. Looks like our efforts are on target!

On this screen you can select your date range and cycle between the different audiences you’ve built. You can even arrange a head-to-head comparison for two different audiences, perfect if you want to see how traffic on two different landing pages compare to each other.

With the LinkedIn Insight Tag installed and LinkedIn Audiences set up, you can now collect informative data about your visitors, without spending a dime on ads. Of course, Bloom does recommend testing LinkedIn Ads for most B2B companies, you can find out why (and how) in this blog post: Getting started with LinkedIn Ads 

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