LinkedIn tracking pixels allow you to track user activity on your website and optimize your LinkedIn ads and campaigns. Here’s a quick overview of how to get and implement LinkedIn tracking pixels.
What are LinkedIn tracking pixels?
LinkedIn tracking pixels (also known as LinkedIn Insight tags) are small snippets of code that you place on your website to track user activity. When a user visits a page with the tracking pixel, data about their visit gets sent back to LinkedIn. This allows you to:
- See which pages users visited
- Track conversion events like signups, purchases, etc.
- Remarket to website visitors with LinkedIn ads
- Optimize your LinkedIn ad targeting and creative
In short, LinkedIn tracking pixels give you insight into how users interact with your website so you can improve your LinkedIn marketing results.
How to get LinkedIn tracking pixels
There are a couple ways to get LinkedIn tracking pixels for your website:
Method 1: Get tracking pixels in Campaign Manager
The easiest way to get LinkedIn tracking pixels is directly through Campaign Manager, LinkedIn’s ads platform.
Here’s how:
- Log into your LinkedIn Campaign Manager account.
- Click on the Tools tab.
- Under Measurement, click on Insight Tag.
- Follow the step-by-step instructions to generate your LinkedIn insight tag.
This will give you a tracking pixel specifically for your LinkedIn ad account that will allow you to track visitor activity from your LinkedIn ads.
Method 2: Get standard tracking pixels
You can also get “standard” LinkedIn tracking pixels without connecting them directly to a Campaign Manager account. This allows you to track all website visitor activity coming from LinkedIn.
To get standard tracking pixels:
- Go to the LinkedIn Marketing Solutions page.
- Click on Tracking Tools on the top menu bar.
- Select Website Demographics Tag and click Get Started.
- Enter your website URL and select your industry.
- Copy the generated tracking pixel.
This will give you a standard LinkedIn tracking pixel to place on your website pages.
How to implement LinkedIn tracking pixels
Once you have your LinkedIn tracking pixels, you need to add them to your website code. Here are the steps:
- Log into your website via FTP, a site editor, or your web host’s control panel.
- Open your website’s header file (usually header.php).
- Paste the tracking pixel code before the
</head>
tag. - Save changes and upload the updated file.
For example:
<html> <head> <!-- Paste tracking pixel here --> <script type="text/javascript"> // LinkedIn tracking pixel </script> </head> <body> ... </body> </html>
Inserting the code in the head section ensures the tracking pixel loads on every page. Now your LinkedIn pixel will start collecting data!
Tracking events with LinkedIn pixels
In addition to basic tracking, you can use LinkedIn pixels to track custom conversion events like signups, downloads, purchases, etc. This requires adding extra JavaScript code on the pages where the events occur.
Here is sample code for tracking a signup conversion:
<script type="text/javascript"> // LinkedIn pixel code _li.push(['track', 'Signup']); </script>
Just change “Signup” to the name of your conversion event. You can track unlimited events this way.
Retargeting with LinkedIn pixels
The other key use of LinkedIn pixels is setting up remarketing ads. This allows you to show LinkedIn ads specifically to people who have already visited your website.
To enable remarketing:
- In Campaign Manager, click Audiences in the menu bar.
- Under Website Retargeting, choose Create Audience.
- Select your tracking pixel and name your audience.
- Adjust the audience size and membership duration settings.
- Click Create Audience.
Now when you create ads, you can select that audience to target your remarketing campaigns. This allows you to follow up with users who have expressed interest in your business.
Tracking pixel tips
Here are some additional tips for getting the most value from LinkedIn tracking pixels:
- Place the tracking code on every page of your website for full coverage.
- View tracking data under the Insight Tag section in Campaign Manager.
- Create specific remarketing audiences based on page visits, actions, etc.
- Use audience analytics to optimize your target audiences over time.
- Avoid making frequent changes to the conversion event names.
Conclusion
Implementing LinkedIn tracking pixels provides valuable insight into your website visitors and helps improve the targeting of your LinkedIn ad campaigns. By following the steps above to properly install and utilize LinkedIn pixels, you can unlock more value from your LinkedIn ads and marketing efforts.