Setting Up the LinkedIn Insight Tag with Google Tag Manager

For anyone running LinkedIn ads, the Insight tag provides both conversion tracking and the ability to build retargeting audiences from website visitors. Using the built-in conversion tracking is crucial for proper campaign optimization, while audiences are useful both for targeting and excluding individuals.

Google Tag Manager (GTM) helps to simplify the process of adding the Insight tag and creating custom events. If GTM isn’t in place on your site, walk through the steps in this help article to set up an account and add the code to the site. In this article, we’ll review how to install the tag through GTM as well as some details on customization.

Setting Up Your Insight Tag

If you haven’t yet created an Insight Tag, navigate to Account Assets > Conversion Tracking from the top menu within your ad account. You’ll then see a screen prompting you to enter the website URL you’d like to track. Enter your domain name and select “Next.”

In the next step, you’ll see the code that needs to be added to your site. Look for the Partner ID, a 6-digit number contained within quotes after the following portion of the script: _linkedin_data_partner_id =. For reference, see where the red block appears in the screenshot. Hang onto this code to add once you’ve begun setting up the tag in GTM.

Next, you can go ahead and set up a conversion you’d like to track. If your site uses separate URLs for Thank You pages, you can enter those to track form submissions.

In this example, we’re tracking hits to a Thank You URL as leads. Finally, select “Finish” to complete the setup process on the LinkedIn end.

Installing the Insight Tag in GTM

Now, within GTM, navigate to the container associated with the domain you want to track. Choose to “Add a New Tag.”

Within the box that appears click “Choose a tag type” under “Tag Configuration.” You’ll be presented with a lengthy list of tag options. Use the search bar to quickly locate the LinkedIn Insight tag and select that.

In the box that appears, paste the previously referenced number from the LinkedIn script into the Partner ID field.

To deploy your tag across the entire site (allowing you to define conversions and audiences by URL within LinkedIn), choose “All Pages” under “Triggering.” Now, select “Save” in the upper right-hand corner. Finally, select “Submit” to deploy your new tag live.

You can verify that the Insight pixel is sending data properly by going to Account Assets > Insight Tag. In the right-hand sidebar, you can see a list of URLs you’ve set up to track, with green “Verified” text if LinkedIn is receiving data.

Setting Up an Event Tag

In addition to tracking by URL, you can also set a LinkedIn conversion to trigger when an event is triggered on your site. This could entail anything from a form that submits without going to a Thank You page or a PDF download.

Start by creating a new conversion within LinkedIn. You’ll go through a similar process as before. However, at the bottom of the setup options, choose “Event-specific pixel” as the conversion method. You’ll see a code snippet appear at the bottom for tracking your event.

Next, you’ll need to create a new tag in GTM. Unfortunately, the LinkedIn tag template (at the time of writing this article) does not allow for utilizing the individual event code. Instead, choose a Custom Image tag type (thanks to Analytics Mania for this tip). Next, copy the URL that’s contained within the quotes following src= in the tag. Paste this into the Image URL field.

Finally, you’ll need to choose the event that triggers your tag to fire. In this case, we’ve defined a trigger to include all link clicks that include a .pdf file extension; you can customize this for any specific activity you’d like to track on the site.

Finally, save your tag and submit your GTM workspace changes to push them live.

Start Tracking Your Audience!

Now that you’ve learned to install the LinkedIn Insight tag using GTM, set it up and begin tracking conversions. In addition, create some audiences based on your website visitors. For more, see our Ultimate Guide to LinkedIn Retargeting.

If you’re interested in learning more about the capabilities of Google Tag Manager, see our other related posts: