Goal:

To seamlessly add the LinkedIn Pixel to your website.

Ideal Outcome:

The LinkedIn Pixel is correctly installed on your website without any technical issues.

Why This Is Important:

The LinkedIn Pixel is essential for leveraging LinkedIn advertising features such as retargeting, conversion tracking, and understanding the demographics of your website visitors.

Where This Is Done:

In Google Tag Manager and LinkedIn Campaign Manager.

When This Is Done:

Before running any LinkedIn advertising campaign on your website. You only need to do this once unless you’re managing LinkedIn ads on multiple websites.

Who Does This:

The person responsible for website management, analytics, or paid advertising.

Introduction: The Power of the LinkedIn Pixel

LinkedIn has evolved into a powerhouse for B2B marketing, and installing the LinkedIn Pixel on your website is a crucial step in unlocking its full potential. The LinkedIn Pixel, also known as the LinkedIn Insight Tag, allows you to track conversions, retarget website visitors, and gain valuable insights into your audience’s behavior.

Whether you're new to LinkedIn advertising or looking to refine your strategy, installing the LinkedIn Pixel is a straightforward process that can provide significant benefits. This guide will walk you through every step, ensuring that your LinkedIn Pixel is installed correctly and ready to drive your marketing efforts.

Prerequisites for Installing the LinkedIn Pixel

Before you dive into the installation process, ensure you have the following prerequisites in place:

1. LinkedIn Ad Account: You must have an active LinkedIn Ad account. If you don’t have one, sign up here.

2. Google Tag Manager: Google Tag Manager (GTM) should already be set up on your website. If it’s not, you can follow these guides:

○     Set Up Google Tag Manager on WordPress

○     Set Up Google Tag Manager on Shopify

○     Set Up Google Tag Manager on Squarespace

3. LinkedIn Partner ID: The LinkedIn Partner ID, also known as the Insight Tag ID, is crucial for linking your website to your LinkedIn Ad account. You’ll retrieve this ID during the installation process.

Step-by-Step Guide to Installing the LinkedIn Pixel

Step 1: Environment Setup

Before you begin, ensure you’re signed in to both your LinkedIn and Google Tag Manager accounts. This will streamline the process and prevent any unnecessary delays.

Step 2: Retrieving Your LinkedIn Partner ID

The LinkedIn Partner ID is the key identifier that connects your website to your LinkedIn Ad account. Here’s how to retrieve it:

1. Sign in to LinkedIn Campaign Manager:

○     Use your LinkedIn login details to access the LinkedIn Campaign Manager.

2. Select Your Ad Account:

○     Choose the ad account you plan to use for the LinkedIn Pixel.

3. Navigate to the Insight Tag Section:

○     On the left navigation menu, click ‘Analyze’ and select ‘Insight Tag’.

4. Create or Retrieve the Insight Tag:

○     If you’re new to this, click ‘Create Insight Tag’ to generate your LinkedIn Partner ID.

○     Select the option ‘I will use a tag manager’ to ensure your code isn’t removed from your website by mistake.

5. Copy the LinkedIn Partner ID:

○     Click on the LinkedIn Partner ID (Insight Tag ID) to automatically copy it.

This ID will be used in Google Tag Manager to install the LinkedIn Pixel on your website.

Step 3: Adding the LinkedIn Pixel to Google Tag Manager

Now that you have your LinkedIn Partner ID, it’s time to add the LinkedIn Pixel to your website using Google Tag Manager.

1. Sign in to Google Tag Manager:

○     Access Google Tag Manager and log in with your credentials.

2. Select Your Website’s Container:

○     You should see your website listed under the Container Name. Click on the relevant container.

3. Create a New Tag:

○     In GTM, a tag is a snippet of code that tracks user activity on your website. Here, you’ll create a new tag for the LinkedIn Pixel.

○     Rename Your Tag:

■     Name your tag something identifiable, like “LinkedIn Pixel” or “LinkedIn Insight Tag”.

○     Choose a Tag Type:

■     Click on the tag icon to select a tag type.

■     Search for ‘LinkedIn’ in the top right and select the ‘LinkedIn InsightTag 2.0’.

○     Add to Workspace:

■     Click ‘Add to workspace’ to include the LinkedIn Pixel tag in your GTM workspace.

■     Click ‘Add’ to proceed.

4. Configure the Tag:

○     You will be directed to a page where you’ll paste the LinkedIn Partner ID (which you copied earlier) into the Insight Tag ID field.

5. Set Up the Trigger:

○     Scroll down and click on the Trigger icon to define where and how the LinkedIn Pixel will fire.

○     Select ‘All Pages’ to fire the LinkedIn Pixel on every page of your website. This is recommended for most businesses as it provides comprehensive tracking.

○     Alternatively, you can create a custom trigger with the '+' button in the top right, specifying particular pages or events where you want the pixel to fire.

6. Save Your Tag:

○     Once the tag configuration is complete, click ‘Save’.

7. Submit Your Changes:

○     You’ll be taken back to the GTM dashboard. Here’s how to finalize the process:

■     Name the Change: Provide a name for this change, like “LinkedIn Pixel Installation”.

■     Describe the Change: Write a brief description, such as “Added LinkedIn Pixel for conversion tracking”.

■     Check Workspace Changes: Ensure the LinkedIn Pixel tag is listed in ‘Workspace Changes’.

■     Publish: Once everything checks out, hit ‘Publish’ to make the changes live.

Step 4: Verifying the LinkedIn Pixel Installation

After setting up the LinkedIn Pixel, it’s crucial to verify that it’s working correctly.

1. Install the LinkedIn Insight Tag Checker:

○     Add the LinkedIn Insight Tag Checker extension by the B2B House to your Chrome browser.

2. Visit Your Website:

○     Go to the website where you installed the LinkedIn Pixel.

3. Use the Insight Tag Checker:

○     Click on the pinned extension in Chrome, followed by ‘Inspect’.

○     The extension will check if the LinkedIn Pixel is firing correctly.

4. Confirm Your LinkedIn Partner ID:

○     Ensure that the LinkedIn Partner ID displayed matches the ID you copied earlier.

○     If everything looks correct, click ‘OK’—you’re done!

If you encounter any issues during this process, LinkedIn provides additional resources to help you troubleshoot the LinkedIn Insight Tag.

Understanding the LinkedIn Pixel: What It Is and Why It Matters

What Is the LinkedIn Pixel?

The LinkedIn Pixel, also known as the Insight Tag, is a small snippet of JavaScript code that you place on your website. It allows LinkedIn to track visitors to your website and report on actions they take after seeing your LinkedIn ads. This tracking capability is essential for understanding the effectiveness of your LinkedIn campaigns and for optimizing future efforts.

Key Features of the LinkedIn Pixel

1. Conversion Tracking:

○     Track when users take specific actions on your website after clicking on your LinkedIn ads. This could be anything from completing a purchase to signing up for a newsletter.

2. Retargeting:

○     Retarget website visitors with LinkedIn ads based on their behavior. For example, you can show ads to users who visited a specific product page but didn’t make a purchase.

3. Audience Insights:

○     Gain valuable insights into the demographics of your website visitors, such as their job titles, industries, and company sizes. This information helps you refine your ad targeting.

4. Campaign Optimization:

○     Use the data collected by the LinkedIn Pixel to optimize your ad campaigns. For example, you can adjust your targeting, messaging, and bidding strategy based on how different audience segments respond to your ads.

Why Installing the LinkedIn Pixel Is Crucial

Without the LinkedIn Pixel, you’re essentially flying blind with your LinkedIn advertising campaigns. Here’s why it’s so important:

1. Accurate Performance Measurement:

○     The LinkedIn Pixel provides accurate data on how your ads are performing. You can see exactly how many conversions your ads are driving, which helps you measure ROI and make informed decisions.

2. Improved Ad Targeting:

○     With the LinkedIn Pixel, you can retarget website visitors who are already familiar with your brand. This improves the relevance of your ads and increases the chances of conversion.

3. Better Understanding of Your Audience:

○     The insights gained from the LinkedIn Pixel help you better understand your audience. You can see which segments are most engaged with your ads and tailor your content to appeal to them.

4. Enhanced Campaign Optimization:

○     The data from the LinkedIn Pixel allows you to optimize your campaigns for better results. You can adjust your bidding, targeting, and messaging based on real-time data, leading to more effective advertising.

Best Practices for Installing and Using the LinkedIn Pixel

1. Install the Pixel on All Pages

To get the most comprehensive data, install the LinkedIn Pixel on all pages of your website. This allows you to track user behavior across the entire site and ensures that no valuable data is missed.

2. Use Custom Conversions

Define custom conversions based on specific actions you want users to take on your website. For example, you might create a custom conversion for users who download a whitepaper or complete a contact form. This allows you to track the exact metrics that matter most to your business.

3. Leverage Retargeting

Use the LinkedIn Pixel to create retargeting audiences. Retargeting is a powerful way to re-engage users who have already shown interest in your brand. For example, you can retarget users who visited your pricing page but didn’t complete a purchase, offering them a special discount to encourage conversion.

4. Monitor and Optimize Regularly

Regularly review the data collected by the LinkedIn Pixel to monitor the performance of your campaigns. Use this data to make informed decisions about how to optimize your ads for better results. This might involve adjusting your targeting, tweaking your ad copy, or changing your bidding strategy.

5. Ensure Compliance with Privacy Regulations

When using the LinkedIn Pixel, it’s essential to comply with privacy regulations, such as GDPR and CCPA. Make sure you have a privacy policy in place that informs users about the data you’re collecting and how it will be used. Additionally, consider implementing a cookie consent banner on your website to obtain user consent for tracking.

Common Mistakes to Avoid When Installing the LinkedIn Pixel

1. Not Installing the Pixel on All Pages

Installing the LinkedIn Pixel on only a few pages of your website can lead to incomplete data and missed opportunities. To get the full picture of user behavior, install the pixel on every page.

2. Forgetting to Test the Pixel

After installing the LinkedIn Pixel, it’s crucial to test it to ensure it’s working correctly. Use tools like the LinkedIn Insight Tag Checker to verify that the pixel is firing on all pages and tracking the correct events.

3. Not Defining Custom Conversions

Failing to define custom conversions can limit your ability to measure the effectiveness of your campaigns. Make sure to set up custom conversions for the key actions you want users to take on your website.

4. Ignoring Privacy Regulations

Non-compliance with privacy regulations can result in hefty fines and damage to your brand’s reputation. Ensure that your website complies with all relevant privacy laws and that users are informed about the data you’re collecting.

5. Not Using Retargeting

Retargeting is one of the most effective strategies for increasing conversions. If you’re not using retargeting, you’re missing out on a significant opportunity to re-engage users who are already familiar with your brand.

Conclusion: Start Tracking and Optimizing with the LinkedIn Pixel

Installing the LinkedIn Pixel on your website is a simple yet powerful way to enhance your LinkedIn advertising strategy. With the LinkedIn Pixel, you can track conversions, retarget website visitors, and gain valuable insights into your audience’s behavior.

By following the steps outlined in this guide, you’ll be well on your way to successfully installing the LinkedIn Pixel and unlocking its full potential. Remember, the key to success with the LinkedIn Pixel is continuous monitoring and optimization—use the data it provides to refine your campaigns and drive better results.

Ready to Get Started?

Install the LinkedIn Pixel on your website today and start making data-driven decisions for your LinkedIn advertising campaigns. For more tips on optimizing your LinkedIn presence, check out our LinkedIn Marketing Best Practices Guide. Happy tracking!