What is the LinkedIn Pixel — and How Does it Work?
Social media platform LinkedIn has more than 800 million members, and has carved out a niche for itself among giants like Facebook and Twitter for its ability to connect job seekers and employers across the globe.
Less talked about, however, is the
The challenge? Measuring the impact of these efforts. Sure, visitors might see your ads on LinkedIn, but what then? How do you know if they subsequently stopped by your website, signed up for your newsletter, or actually made a purchase?
This is the purpose of the LinkedIn Insight Tag, more commonly called the LinkedIn Pixel. Here’s what you need to know about what it is, what it does, how it works, and why it matters for your website.
Worth noting? This isn’t a piece of third-party code — it’s provided by LinkedIn directly and is designed to streamline the process of connecting ads campaign data with LinkedIn user information. According to the platform’s official LinkedIn Insight FAQ, the tag shouldn’t impact website performance since it’s both lightweight and designed to load asynchronously with other web elements to reduce resource demands.
In effect, the LinkedIn Pixel works like a beacon that lets the platform keep sight of users after they click through onto your website and then provides a detailed report to help you measure the impact of your campaigns.
Of course, it’s worth mentioning the obvious caveat here: Always make sure you’re up-front about the use of the LinkedIn Pixel on your site. While user agreements with LinkedIn provide the legal framework to make using this Pixel possible without users having to opt-in on every webpage, it’s a good idea to be straightforward about your policies around data collection and use.
Otherwise, post-Pixel contacts may not go as planned if visitors start asking questions about where you got their information — and don’t like the answers.
Part of this process comes from basic website engagement metrics. Overall statistics about how many unique visitors your site sees each day, how many newsletter or email signups occur, and how many users move from browsing to cart to purchase all impact your broader marketing approach.
When it comes to drilling down and pinpointing target market segments, meanwhile, tools such as the LinkedIn Pixel are critical. Here’s why: As noted above, the social nature of LinkedIn skews toward business and employment, which means that marketing campaigns must take this perspective into account when designing any ads or promotions. While general data about conversions and customer contacts offers a generalized view of success across all platforms, it doesn’t tell marketing teams if LinkedIn-specific ads are effective.
The LinkedIn Pixel makes it possible to segment traffic and determine where visitors are coming from, in turn allowing your teams to see how many click-throughs and referrals come from LinkedIn and how many are from the web at large.
Ready to get the LinkedIn Insight Tag up and running on your website? Follow this step-by-step guide.
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Source:: HubSpot Blog
