How to implement LinkedIn Insight Tag using Google Tag Manager

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Implementing the LinkedIn Insight Tag using Google Tag Manager (GTM) is a straightforward process. The Insight Tag is a JavaScript snippet that enables tracking of conversions, retargeting, and measuring the effectiveness of LinkedIn ads. By integrating it through Google Tag Manager, you can manage your tags without altering the code directly on your website.

Here’s a step-by-step guide to implement the LinkedIn Insight Tag using Google Tag Manager:

Prerequisites:

  1. LinkedIn Campaign Manager Account: You should have a LinkedIn Campaign Manager account to create and access your Insight Tag.
  2. Google Tag Manager Account: Ensure you have an active GTM account with access to the container for your website.
  3. Admin Access: Make sure you have the necessary admin access to both your GTM and LinkedIn accounts.

Step-by-Step Implementation

Step 1: Create a LinkedIn Insight Tag in LinkedIn Campaign Manager

  1. Log into LinkedIn Campaign Manager:
    • Go to your LinkedIn Campaign Manager account.
    • In the top menu, select Account Assets and then choose Insight Tag from the dropdown.
  2. Generate the Insight Tag:
    • In the Insight Tag section, click on Create Insight Tag.
    • Name your tag (e.g., “Website Insight Tag”).
    • Copy the JavaScript code that LinkedIn provides. This is the code you will implement in Google Tag Manager.

Step 2: Set Up the LinkedIn Insight Tag in Google Tag Manager

  1. Log into Google Tag Manager:
    • Go to your Google Tag Manager account and select the container for the website where you want to add the Insight Tag.
  2. Create a New Tag:
    • In the left sidebar, click on Tags.
    • Click the New button to create a new tag.
  3. Configure the Tag:
    • Choose Tag Configuration and select Custom HTML as the tag type.
    • Paste the LinkedIn Insight Tag code that you copied from the LinkedIn Campaign Manager into the Custom HTML field.
    • Make sure to check the box for Support document.write (if it’s not already selected).
  4. Set Triggers:
    • Click on Triggering to set when the tag should fire. Typically, you want to fire the Insight Tag on all pages, so:
      • Select the All Pages trigger (this will fire the tag on every page load).
  5. Save the Tag:
    • After configuring the tag and trigger, click Save.

Step 3: Test the Tag Implementation

Before publishing, it’s important to test whether the Insight Tag is firing correctly on your website.

  1. Preview the Container:
    • In GTM, click on the Preview button in the top-right corner of the screen. This will activate GTM’s preview mode on your website.
  2. Visit Your Website:
    • Once in preview mode, visit your website in a new browser tab.
    • You should see the GTM debug panel at the bottom of the page, which shows information about which tags are firing.
  3. Check if the LinkedIn Insight Tag Fires:
    • In the GTM debug panel, check if the LinkedIn Insight Tag is listed under the “Tags Fired” section.
    • If the tag is firing, that means the tag is correctly implemented.

Step 4: Publish the Container

Once you’ve confirmed the tag is firing correctly:

  1. Publish the Container:
    • Go back to Google Tag Manager.
    • Click on Submit in the top-right corner.
    • Provide a version description and click Publish to push the changes live on your website.

Step 5: Verify the Implementation in LinkedIn Campaign Manager

To ensure the LinkedIn Insight Tag is working correctly:

  1. Log into LinkedIn Campaign Manager:
    • Go to the Insight Tag section under Account Assets in LinkedIn Campaign Manager.
  2. Check for Tag Status:
    • LinkedIn will show the status of your Insight Tag. If it’s correctly installed, you should see “Active” next to your tag.
    • It may take a few hours for data to start appearing, so don’t worry if you don’t see immediate results.

Step 6: Set Up Conversion Tracking (Optional)

After implementing the Insight Tag, you can also set up conversion tracking for your LinkedIn ads. To do this:

  1. Go to Account Assets in LinkedIn Campaign Manager.
  2. Select Conversion Tracking and click Create a Conversion.
  3. Define your conversion (e.g., form submission, page visit).
  4. LinkedIn will provide you with additional tracking parameters (e.g., event code) that you can add to your GTM setup to track specific actions on your website.

Conclusion

Implementing the LinkedIn Insight Tag through Google Tag Manager is an efficient way to manage your LinkedIn advertising and tracking setup. By following these steps, you can ensure that your website tracks conversions, engagement, and retargeting opportunities effectively. Using GTM also provides you with the flexibility to manage other tracking scripts and tags without needing to modify the code on your website directly.

Categories: Digital Marketing