The LinkedIn Insight tag is a cookie that is used to track user activity on websites in order to provide analytics and advertising services. Cookies are small text files stored on a user’s browser that contain information about their online activity. The Insight tag in particular collects data on pages viewed, links clicked, and other user interactions to provide website owners and advertisers with information about their website traffic and audiences.
What is the LinkedIn Insight tag?
The LinkedIn Insight tag, also known as the LinkedIn Pixel, is a snippet of tracking code that website owners can add to their pages. It enables LinkedIn to collect data on users visiting those pages, even if they do not have a LinkedIn account or are not logged into LinkedIn. The tag uses cookie technology to recognize return visitors across different sites.
When implemented, the Insight Tag places a cookie on the visitor’s browser containing a unique identifier. This allows LinkedIn to track that browser’s activity across sites with the Insight Tag installed. Data collected through the tag includes pages visited, content interactions like playing videos or downloading files, and basic information about the device and browser.
Website owners can then use LinkedIn Analytics to view aggregated reports on their website visitors based on the Insight Tag data. These may include demographics like age, gender, job role, and company information for known LinkedIn members. The tag also enables LinkedIn Pixel advertising capabilities.
Main uses of the LinkedIn Insight tag
- Collecting analytics on website visitors
- Targeting LinkedIn ads based on website audiences
- Retargeting website visitors with LinkedIn ads
- Matching website data to LinkedIn member profiles
Is the LinkedIn Insight tag a cookie?
Yes, the LinkedIn Insight tag does use cookie technology and is classified as a cookie. When added to a webpage, it instructs the visitor’s browser to place a cookie called “bcookie” containing a unique identifier. This cookie tracks the browser across multiple sites to tie visits and activity to the same user for the purposes of analysis and ad targeting.
Here are some key facts about the Insight Tag cookie:
- The name of the cookie is bcookie
- It is typically set to expire after 1 year
- The cookie stores a browser-specific anonymous ID string
- It can track activity across sessions and sites
- No personal information is stored within the cookie itself
So in summary, while the Insight Tag mainly operates in the background through database tracking, it does rely on a browser cookie as part of its functionality. The tag instructs the browser to store the bcookie, which enables linking website activity to LinkedIn data.
What data does the Insight tag collect?
The Insight Tag collects a range of behavioral data points about visitors to tagged websites. This allows LinkedIn to build up detailed profiles of website audiences for analytics and ad targeting. Some of the key types of data collected include:
- Pages visited – URLs, page titles, time on page
- Links clicked – Outbound URLs clicked on the site
- Searches – Internal site search keywords
- Content interactions – Playing videos, downloading assets
- Device and browser data – Device type, OS, browser
- Geolocation – Country and city-level location data
In addition, for visitors who are logged into LinkedIn or have LinkedIn cookies on their browsers, the Insight Tag can collect:
- LinkedIn profile data – Employer, job title, age, gender
- LinkedIn ad exposure and actions
- Other LinkedIn activity like page views and clicks
All of this data is linked together through the unique cookie ID placed on each visitor’s browser. It provides a rich profile of the types of users visiting each website and their engagement on those sites.
Data protection
While the Insight Tag does collect a significant amount of user data, LinkedIn states that it is all aggregated and anonymized in reports. Advertisers only see overall statistics about audiences and engagement, not individual user data. However, the unique cookie ID can be linked to LinkedIn profile information for targeting.
Websites implementing the Insight Tag will need to ensure they follow required data protection regulations like the GDPR and CCPA when collecting user data through cookies. Appropriate notice and consent procedures should be in place.
How does the Insight tag work?
The LinkedIn Insight Tag operates through the following key steps:
- Website owner adds Insight Tag code to site pages
- Code triggers browser to store “bcookie” with unique ID when user visits page
- Cookie tracks user across site, links activity to ID
- Tag sends activity data to LinkedIn servers
- LinkedIn matches to member profile if possible
- Activity data added to LinkedIn’s databases
- Website owner can view analytics reports in LinkedIn Analytics
- Audience data used for LinkedIn ad targeting
So in summary, the tag provides the connection between websites and LinkedIn’s data stores. It instructs the browser to set the tracking cookie, collects activity data, and transmits it to be matched with LinkedIn profiles where possible. This powers both analytics and advertising use cases.
Implementing the tag
To implement the LinkedIn Insight Tag, website owners need to add the provided JavaScript tracking code to all pages of their site. The code snippet should be pasted just before the closing tag on each page.
The tag must be configured with the unique LinkedIn Partner ID for that account. Detailed implementation instructions are provided in LinkedIn’s documentation.
No additional coding is required to start collecting analytics data. However, extra tags may be needed to leverage specific advertising features. Implementation with a tag manager system like Google Tag Manager is also supported.
Uses of the LinkedIn Insight tag data
LinkedIn leverages the data collected by its Insight Tag in the following ways:
LinkedIn Analytics
Website owners can use the aggregated analytics reports in LinkedIn Analytics to better understand their site visitors. This includes demographics, interests, company information, and behavior on their site. The data can be analyzed to optimize pages and content.
Targeted advertising
LinkedIn matches website audiences to LinkedIn member profiles where possible. This allows advertisers to target specific professional audiences across LinkedIn based on the sites they visited. Visitors remain anonymous but can be retargeted based on attributes.
Lookalike modeling
Website audience data can be used to find other audiences with similar attributes for advertising. This “lookalike” modeling expands the target audience reach.
Conversion tracking
By matching website analytics to LinkedIn ad exposures, advertisers can better track conversions driven by LinkedIn ads and optimize spend.
Enhancing LinkedIn profiles
Website visit data can complement profile data to better connect members with relevant opportunities on LinkedIn.
Benefits of using the Insight tag
Here are some of the key benefits for websites implementing LinkedIn’s Insight Tag:
- Audience insights – Understand your site visitors and their professional attributes through LinkedIn’s data.
- Advertising optimization – Use your first-party website data to target and retarget professional audiences on LinkedIn more effectively.
- Lead generation – Identify the companies visiting your site to support sales prospecting.
- Conversion tracking – Measure the performance of LinkedIn ads by connecting ad exposures to website actions.
- Lookalike targeting – Expand your target audience by finding similar audiences to those already engaging with your site.
Overall the Insight Tag provides a powerful bridge between websites and LinkedIn’s powerful audience data and advertising options. It enables leveraging LinkedIn members’ professional attributes and activity for a business’s own marketing and analytics needs.
Privacy considerations
While the LinkedIn Insight Tag provides benefits, it does involve collecting user data via cookies. This raises important privacy considerations which website operators should take into account:
- User notice and consent – Clear notices should inform users of Insight Tag tracking and cookie use.
- Compliance – Ensure tracking complies with regional regulations like GDPR and CCPA.
- Data minimization – Only collect and share essential user data.
- Data security – Safely transmit and store data provided to LinkedIn.
- User controls – Provide opt-out mechanisms from tracking.
- Limited retention – Remove or anonymize user data after a fixed period.
With appropriate measures in place, the benefits of Insight Tag analytics and advertising can be realized responsibly and ethically. Transparency is key.
Conclusion
In summary, the LinkedIn Insight Tag is a cookie-based tracking pixel used to collect website analytics data and power LinkedIn advertising. The “bcookie” it sets on visitors’ browsers allows LinkedIn to assemble detailed profiles of site audiences, matching them to LinkedIn members where possible. While this raises privacy considerations, with proper notice and consent the Insight Tag can provide valuable professional audience insights and effective targeted marketing capabilities.
Website owners should weigh the pros and cons of deploying the tag, ensure proper transparency and controls, and closely monitor compliance. When implemented responsibly, leveraging the professional targeting and analytics of LinkedIn’s Insight Tag can take digital marketing results to the next level.