LinkedIn isn’t just a platform to show off your cute professional headshot (nice haircut, by the way!) And try to get a job at the startup with the best snacks.

It’s also a place that 675 million people sign up every month, which means that using the LinkedIn Insight Tag, you’ll have an audience that is ripe for targeting.

You may know the Insight Tag by its alias: the LinkedIn tracking pixel or the LinkedIn conversion pixel. Is a LinkedIn tag called cute by any other name? It sure does – as long as you’ve added it to your website code.

Read on to learn the benefits of the LinkedIn Insight Tag, how to install the code, and how to use it to build retargeting lists for your ads.

What is the LinkedIn Pixel?

In essence, the LinkedIn pixel is a piece of the Javascript code that you install on every page of your website.

This leaves a cookie in the browser of all visitors. This is a great way to re-approach people with a LinkedIn account who come to your website on LinkedIn.

Source: LinkedIn Blog

You can also use the pixel to track conversions when potential customers click on your website through LinkedIn ads. What can’t that thing ?! (As it turns out: unfortunately make me real cookies.)

Facebook Pixel does the same thing, but for your Facebook audience. (You probably guessed that. You are smart, I can say.) Check out our Facebook Pixel installation guide here.

Why do you need the LinkedIn pixel?

Data is power … but you can’t collect data if you don’t have tracking in place.

By adding a LinkedIn Insight tag to the pages of your website (including any subdomains or blog sections!) You can keep track of exactly who visited your page.

The LinkedIn Pixel tracks conversions and events and offers the opportunity to find out what is working and what is not – and to gain valuable insights into your advertising campaigns.

You can track website interactions after the click to redirect lost leads and purchases. You also create better quality optimization and analysis.

Later, you can use this information to target the same people with LinkedIn ads.

Knowing Omnipotent – you are basically the Wizard of Oz, but made for the world’s largest business networking site.

Here’s how to create a LinkedIn pixel and add it to your website

In order to use the LinkedIn Pixel, you need to insert this Javascript code into the code of your website. Put on fingerless gloves and a wallet chain like you do in the Hackers movie. It’s more fun. Trust me.

Source: LinkedIn screenshot

  • Sign in and go to the LinkedIn Campaign Manager.
  • Click Account Assets and select Insight Tag from the drop-down menu.
  • Click the blue Install My Insight Tag button.

Source: LinkedIn screenshot

  • From here, click Manage Insight Tag, then select View Tag from the drop-down menu.
  • Select the “I’ll install the tag myself” check box to see the Insight Tag code.

Source: LinkedIn screenshot

  • Copy the Insight Tag code to the clipboard.
  • In the backend of your website, add this Insight Tag code just before the end of the Tag in the global footer on every page of your website, including subdomains.

Then make sure that your LinkedIn Pixel is actually working.

  • Go to the LinkedIn Campaign Manager and click Account Assets.
  • Select Insight Tag from the drop-down menu.
  • Here your website name should appear under Tagged Domains.
  • As soon as a LinkedIn member has visited, your domain will be marked as “Active”.

Note that it can take up to 24 hours to display. If, after a little patience, nothing happens, you should check out LinkedIn support on the subject.

Using the LinkedIn pixel to create website retargeting lists

Now that you have a LinkedIn pixel in your life … now what?

It’s essentially a magical tool that you can use to find out which LinkedIn members have visited your website. In addition, you can target demographic characteristics within the LinkedIn membership for a more specific marketing campaign.

  • Go to the campaign manager
  • Click Account Assets and select Matching Audiences from the drop-down menu.
  • Click the blue Create Audience button (at the top right of the page) and select Website Audience from the drop-down list.
  • Name your audience and add the website URL that you want to realign (aka: the domain where you placed your LinkedIn tag).
  • Click Create.

Once your segments have generated 300 members, you can set up campaigns to deliver ads directly to a specific audience.

The time it takes to do this, of course, depends on the traffic on your website. A detailed breakdown can be found on the official LinkedIn troubleshooting page.

Once active, however, you can use filters to match subsets of your visitors to people who have visited certain pages on your website. Choose from Pages that begin with this URL, Pages with this exact URL, or Pages with URLs that contain the specified text.

If you want to get started with LinkedIn ads after you’ve created your retargeting list, see Hootsuite’s guide on promoting your LinkedIn Page. (Note that you can only retarget people who have visited your website in the last 180 days.)

How to set up LinkedIn conversion tracking with LinkedInPixel

Another thing you can do with this helpful little pixel (basically your new BFF) is tracking conversions from your LinkedIn ads.

  • Get back to that trusted campaign manager.
  • Click Account Assets and choose Conversions from the drop-down menu.
  • At the top, click Create a Conversion (top right).
  • Give your conversion a name (only you can see it).

Source: LinkedIn

  • Now enter your settings:
    • Conversion type: This defines what behaviors you pursue. You might want to know how many people are watching your new music video, downloading a PDF, or filling out a lead form.
    • Conversion value: This is optional, but if the action has a dollar number attached to it, entering here can be helpful to see the ROI of your marketing investment in hard numbers.
    • Conversion window: This is the period during which your conversions will be counted, whether it is a day, a week, a month or three months.
    • Attribution model: This is where you determine how each ad interaction is credited for a conversion.
  • Next, use the check boxes to select which campaigns to monitor for conversions.
    • If you don’t select a specific one, all campaigns in an account are automatically assigned to your conversions.
  • Select your preferred conversion method – the Insight Tag – and enter the URL of the site on which you want to track these conversions.
    • Tip: This can be a thank you or confirmation page that appears after a visitor takes the desired action (e.g. signing up for your newsletter).
  • Optional: Use Boolean rules to further refine which URLs count as conversions. This could be, for example, “Have this exact URL”, “Start with this URL” or other parameters.
  • Click Create!

When your campaign has been running for a while, come back to the Campaign Manager to see the analytics and see how successful the overall marketing plan was. You can even download campaign reports for the entire account or specific campaigns here.

I can guarantee that with the results of my sample fake ad, you will do better than me. You’re welcome:

Source: LinkedIn

So there you have it: This is the glimpse into the powerful tracking potential of the LinkedIn Pixel.

But there is always something new to learn about the constantly evolving world of this platform.

Read our guide to LinkedIn Ads or get some professional tips on how to make your LinkedIn Business Page the best it can be.

Easily manage your LinkedIn Page along with your other social channels with Hootsuite. You can schedule and share content – including video – and engage your network on a single platform. Try it out today.

Getting started