LinkedIn Insight Tag is a lightweight JavaScript tag that allows you to track user engagement and conversion data on your website. It provides insights into how users interact with your content and site. The Insight Tag collects a variety of data that can help optimize your website and LinkedIn ad campaigns.
Page Views
The LinkedIn Insight Tag collects data on page views – how many times a specific page on your site is viewed. This allows you to see which pages on your site are most popular and engage visitors. It also helps you identify high traffic landing pages from LinkedIn Sponsored Content and Message ads.
Page URL
The Insight Tag captures the specific URL of each page view. This shows you the top entrance pages on your site and landing pages from LinkedIn ads. It also indicates which pages users exit from.
Referrer URL
The referrer URL shows the previous webpage a user was on before coming to your site. This reveals how they arrived at your page – via search, social media, direct, or a link on another site.
Page Title
Page title data shows the titles of your webpages users viewed most. This helps you identify your most engaging content.
Sessions and Users
The Insight Tag provides data on website sessions and unique users. A session is the period a user is actively engaged with your site. The tag tracks when a session starts and ends. The unique users metric shows the number of unduplicated visitors to your site during a specified time.
Session Duration
This shows how long visitors spend actively viewing and interacting with pages on your site per session. Longer durations indicate engaging content.
Pages Per Session
The number of pages viewed per session indicates how many pages on average users view before leaving your site. More pages suggest you are providing content visitors find valuable.
Conversions
The Insight Tag allows tracking of conversions – when visitors complete a desired goal like downloading a file, registering, making a purchase, etc. This shows how well your content converts users.
Conversion Name
You can customize conversion names like “Downloads”, “Registrations”, “Purchases” etc. This shows the specific conversion types occurring on your site and their values.
Conversion Value
For ecommerce transactions, you can pass the monetary value of purchases to track revenue generated. This shows the financial impact of your website content.
Conversion URL
The page URL where the conversion occurred indicates which pages are driving your conversions. This shows which content is performing best.
Device and Browser Data
The Insight Tag collects information on the devices and browsers used to access your website. This shows how visitors engage with your content across platforms.
Device Category
This data shows percentages of visitors using desktop, tablet and mobile devices. It indicates how optimally your site displays across devices.
| Device | Percentage |
|---|---|
| Desktop | 50% |
| Tablet | 30% |
| Mobile | 20% |
Operating System
The operating system used, like iOS or Windows, shows which devices and platforms visitors prefer to engage your content on.
Browser
Data on the most used browsers like Chrome, Safari, Firefox etc. enables understanding how your site renders across browsers. Browser versions indicate if users have the latest for best experience.
Geographic Location
The Insight Tag provides geographic data on website visitors, including country, region and city. This identifies your best customer locations.
Country
Visitor countries show the global appeal of your content and where your brand resonates most. You can focus international marketing appropriately.
Region
Regional data indicates visitor concentrations at the state or province level. You can tailor content and offers based on local interests.
City
City level data shows your top metro areas for engagement. You can optimize locally targeted ad campaigns to these locations.
| Country | Region | City |
|---|---|---|
| United States | California | Los Angeles |
| Canada | Ontario | Toronto |
| Australia | New South Wales | Sydney |
Engagement Metrics
The Insight Tag provides key engagement metrics to optimize your content.
Time on Page
This shows the average time visitors spend viewing each page. Longer durations indicate higher engagement.
Scroll Depth
Scroll depth tracks how far down a page visitors scroll before leaving. Further scrolling suggests they are more interested in the content.
Clicks
The tag captures clicks on call-to-action buttons and outbound links. This shows interest levels in your offers and content.
LinkedIn Profile Data
If visitors are logged into LinkedIn, the Insight Tag can capture limited member profile data with consent. This provides insights into your target audience.
Job Title
Visitor job titles show which roles engage most with your content. You can tailor content to resonate with key functions.
Company
Company name data reveals the types of organizations interested in your offerings. You can shape messaging for their industries.
Country
The country where a member’s profile says they are located provides additional geographic visitor data.
Custom Variables
You can leverage custom variables in the Insight Tag to track additional data unique to your business. For ecommerce sites, this can include product SKUs, categories, discounts and more.
Product SKUs
Capturing product SKUs shows the specific items and services resonating most with your audience. You can refine your inventory and recommendations.
Content Categories
Tags for categories like blog posts, videos, whitepapers etc. reveal your top performing content formats. You can expand production in those areas.
Discount Codes
Tracking discount codes entered at checkout shows which promotions are most popular and effective. You can emphasize those in your marketing.
Conclusion
In summary, the LinkedIn Insight Tag provides a wealth of data to optimize both your website and LinkedIn ad campaigns. It captures information on visitors and their engagement across devices, geographies, conversions, LinkedIn profiles and custom variables unique to your business. Implementing the tag is crucial for maximizing your LinkedIn advertising results and audience targeting.
