Many marketers are familiar with Facebook Pixels and have one or more installed on their website.

If you’re unfamiliar, it’s essentially a javascript code snippet that saves a cookie to a visitor’s web browser.  Using this cookie, the managing platforms (Facebook/LinkedIn) are able to determine which Facebook/LinkedIn users have visited your site and which pages they visited.

You can even track custom events such as video plays, link clicks, registrations, and more.

While the Facebook Pixel is great for retargeting your website audience with ads, the LinkedIn Tag Insight Tag is more for providing additional insights about your visitors such as: company size, seniority within a company, industry, and more.

Why Does It Matter?

You can use both in conjunction to build a strategically targeted campaign.  Imagine you wanted to convert small businesses focused on renewable energy to paid customers.

What you would do is create a target page with some offering (white paper, discount, templates) geared towards the renewable energy industry.  Install both the Facebook Pixel and LinkedIn’s Insight Tag on this page.

Run a Facebook ad focused on traffic to get a lot of people to inexpensively visit that page (ideally in your target demographic).  Use LinkedIn’s insights to confirm that a majority of the visitors fall into your target demographic.  If so, run another target ad on Facebook, this time with the goal being conversions, targeted at that Pixel’s website audience.

Still following?  Good!

Essentially what we’re doing is taking a very broad audience that we think is our target demographic and narrowing it down to who we know is our target audience by offering some free resources.  We’re using the LinkedIn Insights Tag to confirm our suspicions.  Then, running a more expensive Facebook ad to convert our target audience.

 

Installing the Insight Tag

1. Sign in to Campaign Manager.

2. Click the account for which you want to implement conversion tracking.

3. Under the Account Assets tab in the top navigation bar of the page, select Conversion Tracking from the drop-down.

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4. Enter the high-level domain URL for which you want to track conversions. For example, advertiser.com, or mybusiness.co.uk. You don’t need to include subdomains, http:// or https://, or www.

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5. Copy the LinkedIn Insight Tag provided for the website associated with your ads account and place the code on every page of your website where you want to track conversions.

6. Add a conversion to track – choose a specific page

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