A LinkedIn Insight tag allows you to track user engagement and conversion events on your website. By implementing the LinkedIn Insight tag on your website, you can access valuable data and insights into how your LinkedIn advertising and content is performing. Here are some of the key things you can access with the LinkedIn Insight tag:
Engagement Data
The LinkedIn Insight tag allows you to see how well your LinkedIn sponsored content and ads are engaging your target audience. You can view metrics like:
- Impressions: The number of times your content or ad is displayed to users.
- Clicks: The number of clicks on your content or ad.
- Click-through rate (CTR): The ratio of clicks to impressions, expressed as a percentage. This shows how relevant and appealing your content is to your audience.
- Engagement rate: The total number of engagement actions (likes, comments, shares) divided by impressions.
Having access to these engagement metrics allows you to optimize your LinkedIn advertising and content strategy to improve performance over time.
Conversion Tracking
A key benefit of the LinkedIn Insight tag is the ability to track conversions from your LinkedIn campaigns. The tag allows you to track user actions that indicate conversion, such as:
- Lead generation form submissions
- Ecommerce purchases
- Content downloads
- Email newsletter signups
- Custom conversion events you define
With conversion tracking, you can accurately measure the ROI of your LinkedIn advertising and optimize campaigns to drive more high-quality conversions. You can view conversion metrics like:
- Number of conversions
- Conversion rate
- Cost per conversion
Conversion Attribution
The Insight Tag enables you to attribute conversions back to the specific LinkedIn campaigns, ads, or Sponsored Content that influenced them. This provides insights like:
- Which campaign drove the most conversions
- Which ad creative within a campaign had the highest conversion rate
- Whether display ads or Sponsored Content drove more conversions
This can help you double down on the highest performing campaigns and ads that are driving conversions for your business.
Retargeting
The Insight Tag allows LinkedIn to build custom audiences for retargeting based on who has engaged with your content or ads. For example, you can create custom audiences like:
- Viewed your Sponsored Content – for remarketing
- Visited product pages on your site – for ultra-targeted ads
- Watched 50% of your LinkedIn video ad – for highly relevant video retargeting
Retargeting these users with customized follow-up ads can improve conversion rates.
Audience Insights
With the Insight Tag implemented, you gain access to aggregated audience reporting within LinkedIn Campaign Manager. You can view insights into the demographics, interests, and professional roles of the people engaging with your LinkedIn campaigns. This can help you refine your target audience and content strategy.
Cross-Channel Insights
If you use LinkedIn’s offline conversion tracking and integrate the Insight Tag with analytics platforms like Google Analytics, you can get cross-channel insights that connect LinkedIn advertising performance with your website analytics. This allows holistic measurement and optimization of the entire conversion funnel across channels.
Custom Insights
Beyond LinkedIn’s standard Insight Tag reports, you can also leverage the data collected by the tag for custom analysis and insights tailored to your business goals. For example, you may want to analyze engagement rates segmented by audience seniority or pull a custom conversion rate report by geo-location.
How To Implement the LinkedIn Insight Tag
Implementing the LinkedIn Insight tag is a relatively quick and simple process completed in a few steps:
- Copy the Insight Tag code from LinkedIn Campaign Manager.
- Paste the code immediately before the closing
</head>tag on every page of your website you want to track. - Make sure the code is implemented on all landing pages, product pages, and any pages part of conversion funnels.
- Test that the tag is firing correctly by using LinkedIn’s Tag Assistant browser extension.
- Allow up to 24 hours for data to start populating in your LinkedIn Campaign Manager reports.
Correctly implementing the Insight Tag is crucial for tracking the performance of your LinkedIn campaigns. Detailed documentation on how to properly install the tag is available in LinkedIn’s help center.
Best Practices for Using LinkedIn Insight Tag Data
Here are some top tips for leveraging the data from LinkedIn’s Insight Tag to get the most value for your business:
- Compare performance across different campaign objectives like brand awareness, consideration, and conversions.
- Analyze engagement and conversion metrics segmented by audience, geo-location, time of day, ad creative, etc.
- Use A/B testing to experiment with different content formats, offers, and creative.
- Monitor changes over time and optimize based on trends and seasonality.
- Set up dashboards and alerts for key metrics like cost per conversion and ROI.
- Use insights to create targeted custom audiences for remarketing.
- Share results regularly with stakeholders to demonstrate LinkedIn advertising impact.
Limitations of the LinkedIn Insight Tag
While the LinkedIn Insight Tag provides powerful campaign insights, it does have some limitations:
- Data is limited to engagement with LinkedIn content – it doesn’t track users across other channels.
- Attribution is based on last-click by default – advanced attribution modeling requires integration with analytics platforms.
- Conversion metrics are limited to events you explicitly define and implement tracking for on your site.
- Data accuracy depends on tags being implemented correctly across all site pages.
- Insights are aggregated – you can’t track or analyze individual user behavior.
Despite these limitations, the LinkedIn Insight Tag remains an incredibly valuable free tool for optimizing your use of LinkedIn as a marketing platform. Combining it with wider analytics and attribution tools can provide even deeper insights.
| LinkedIn Insight Tag Data | How It Can Be Used |
|---|---|
| Impressions | Evaluate audience reach of campaigns |
| Clicks | Assess engagement levels of content |
| CTR | Benchmark creative performance |
| Engagement Rate | Identify your best performing content |
| Conversions | Measure ROI and impact of campaigns |
| Conversion Rate | Optimize campaigns for better conversions |
| Cost Per Conversion | Evaluate campaign cost efficiency |
| Conversion Attribution | Understand influence of different campaigns on conversions |
| Audience Insights | Refine target audiences and personalization |
Conclusion
Implementing the LinkedIn Insight tag provides access to actionable data and insights that can significantly improve your LinkedIn advertising and content marketing performance. By tracking key metrics like engagement, conversions, attribution, and audience insights, you can optimize both your targeting and creative approach on LinkedIn to drive better results.
The capabilities unlocked by the LinkedIn Insight tag are invaluable for demonstrating marketing impact and ROI to stakeholders as well. With the Insight tag set up correctly, you can extract key data from LinkedIn campaigns to inform decisions and strategy across your entire marketing stack.
While the tag has some limitations, the breadth of free reporting it provides makes it an essential tool for any marketer leveraging LinkedIn as a platform. Combining it with other analytics tools can provide even greater insights into your ideal audiences and how to improve engagement and conversion rates over time. Implementing the LinkedIn Insight tag provides the visibility you need to maximize the return from your LinkedIn advertising investment.