How to Set Up and Use the LinkedIn Insight Tag

The LinkedIn Insight Tag is essential. Here's how to set it up and use it right.

What it does:

Tracks website visitors for retargeting
Measures conversion from LinkedIn ads
Provides demographic insights about your website traffic
Enables matched audiences

How to set it up:

Step 1: Go to Campaign Manager → Account Assets → Insight Tag
Step 2: Copy the code provided
Step 3: Paste it in the section of every page on your website
Step 4: If you use Google Tag Manager, add it there instead
Step 5: Verify installation using LinkedIn's helper tool or browser extension

Setting up conversion tracking:

Define your conversions - form submissions, purchases, demo requests
Set up conversion actions in Campaign Manager
Add the conversion tracking code to your thank-you pages
Test to make sure it's firing correctly

Using the tag for retargeting:

Create audiences based on page visits
Set time windows (30, 60, 90 days)
Layer multiple behaviors (visited pricing AND watched video)
Exclude converters to avoid wasting budget

Best practices:

Install the tag on every page, not just key pages
Use specific conversion actions for different offers
Create multiple audiences based on different behaviors
Test your tag monthly to ensure it's still working
Respect privacy - add to your privacy policy

Common issues:

Tag installed on only some pages - install sitewide
Multiple tags firing - remove duplicates
Tag conflicts with other scripts - check load order
Not firing on thank-you pages - conversions won't track

Advanced uses:

Track engagement depth - people who view multiple pages
Identify company visits even without conversions
Build lookalike audiences from converter lists
Measure assisted conversions across channels

The Insight Tag is the foundation of sophisticated LinkedIn advertising. Without it, you're flying blind.

Stirling helps you create ads that capitalize on your tracking setup. Better ads + proper tracking = campaigns you can actually optimize.

Set this up before you run your first ad. Future you will thank present you.