SOP 108: Installing the LinkedIn pixel on your site
Add the LinkedIn pixel to your site in order to create remarketing audiences and set up conversions for your campaigns that better optimize your ads.
Last Updated / Reviewed: 03/27/2024
Execution Time: 5-10 minutes
🚀 Goal: To add the LinkedIn pixel on your site.
🤞 Ideal Outcome: The LinkedIn pixel is properly installed without any technical issues.
🤔 Why this is important: The LinkedIn Pixel is essential if you want to use LinkedIn advertising features such as retargeting, conversion tracking, and identifying demographics for your website.
🧐 Where this is done In Google Tag Manager and LinkedIn Campaign Manager.
🗓️ When this is done: Before you run any LinkedIn advertising campaign on your website. You only need to do this once unless you’re running LinkedIn ads on multiple websites.
👨 Who does this: The person responsible for website management, analytics, or paid advertising.
__⚠️Prerequisites or requirements: __
You’ll need access to an active LinkedIn Ad account. Also, you’ll need access to Google Tag Manager (GTM) that was set up on your website.
If you don’t have a LinkedIn Ad account, sign up here.
If you haven’t set up Google Tag Manager, refer to the following SOPs:
• SOP 004 (web version) to Set up Google Tag Manager on WordPress
• SOP 065 (web version) to Set up Google Tag Manager on Shopify
• SOP 066 (web version) to Set up Google Tag Manager on Squarespace
Click here to get the most up-to-date version of this SOP
Environment Setup
Before you start: Open a new browser window with your LinkedIn and Google Tag Manager account signed in.
Retrieving your LinkedIn Partner ID
Note: The LinkedIn partner ID is synonymous with LinkedIn’s pixel and insight tag. It’s used in GTM to identify and connect your website to your LinkedIn account.
01▸ Sign in to LinkedIn Campaign Manager with your login details.
02▸ Select your ad account.
03▸ Under the left navigation menu, click ‘Analyze’ and select ‘Insight Tag’.
04▸ If you are new to this, click ‘Create Insight Tag’ to proceed.
05▸ Next, it is recommended to click the option ‘I will use a tag manager’ so there is no doubt about your code being removed from your website.
06▸ Click on the LinkedIn partner ID (AKA, the Insight Tag ID). This will automatically copy the ID.
Add LinkedIn Pixel to Google Tag Manager
Note: If you don’t have Google Tag Manager set up on your website, you will want to follow the procedure covered in: SOP 004 (web version) to Set up Google Tag Manager on Wordpress SOP 065 (web version) to Set up Google Tag Manager on Shopify SOP 066 (web version) to Set up Google Tag Manager on Squarespace
01▸ Sign in to Google Tag Manager (GTM). This should be the same GTM account used to set up your website. You should see your website listed under Container Name.
02▸ Click the container where you want to add the LinkedIn pixel.
03▸ Create a new tag. A tag is a piece of information/code that you add to your website. In this case, we’re adding the LinkedIn Pixel.
04▸ Rename your tag and choose a tag type
Name this tag to identify it’s LinkedIn Pixel you’re installing and click on the tag icon to select a tag type.
05▸ Click on the box as illustrated below to discover the new LinkedIn InsightTag 2.0:
06▸ Search for ‘LinkedIn’ in the top right and select the LinkedIn InsightTag 2.0.
07▸ Click ‘Add to workspace’.
08▸ Click ‘Add’.
09▸ You will be directed to a page to paste the LinkedIn Partner ID (which you have copied from LinkedIn previously) into the Insight Tag ID field.
10▸ Once you’ve set up the tag configuration. Scroll down and click on the Trigger icon to select a trigger. Here, you’ll define where and how the LinkedIn Pixel will fire.
11▸ Select All Pages. This tells GTM to fire the LinkedIn Pixel on all pages. Alternatively, you can create a custom trigger with the '+' on the right top.
12▸ Save this new tag that you’ve just created.
13▸ By now, you’ll be taken back to the GTM dashboard. Check if the LinkedIn Pixel is added and hit the submit button.
Before you publish:
14▸ Name this change you’re about to make.
15▸ Write a description for this change.
16▸ Double check that the LinkedIn Pixel is in the 'Workspace Changes'.
17▸ Hit 'Publish' once everything checks out.
That’s it! You have now set up the LinkedIn Pixel on your website.
Verifying the LinkedIn Pixel is installed correctly
01▸ Add LinkedIn Insight Tag Checker extension by the B2B House to your chrome.
02▸ Visit the website you have dedicated to install the LinkedIn Pixel, click the pinned extension followed by ‘Inspect’.
03▸ Ensure that the Linkedin Partner ID is correct before clicking ‘OK’ and you ‘re done!
If you encounter any issues, please refer here for more information on how to troubleshoot the LinkedIn Insight Tag.