16 Apr

How to Implement the LinkedIn Insights Pixel with Google Tag Manager

It wasn’t a long time ago that the sole benefit of implementing the LinkedIn insights was conversion reporting directly in the campaign manager. That’s no bad thing, however with all the new features released last year (read here) advertisers now get a lot more benefit than just conversion tracking from implementing the pixel.

If you haven’t had a chance yet to catch up on the new options available for advertisers, here’s a quick recap on what you can now do via LinkedIn once you have the pixel installed on your website:

  1. You can retarget website traffic via LinkedIn
  2. You can get insights on your audience demographics and interests via the ‘website demographics’ report
  3. You can still track conversions!

Enabling all of the above goes someway to helping LinkedIn catch up with competing platforms.

So – if you’re looking to get started with LinkedIn and / or simply collect data via the website demographics reports, you’ll need to get the pixel implemented on your website. As the title suggests, we’re going to assume that you have Google Tag Manager (GTM) installed and ready to use.

How Do I Implement the LinkedIn Insights Pixel?

Thankfully, with GTM it’s incredibly easy. We’ll go through the steps in detail below, however if you just want the short version:

  1. Navigate to ‘account assets’ and then ‘insights pixel’ in your LinkedIn campaign manager
  2. Copy the pixel code and paste into a text editor. Then copy the ‘ID’ number only.
  3. In Google Tag Manager, create a new tag and scroll through the ‘tag type’ options until you see ‘LinkedIn Insights’.
  4. Drop your pixel ID into the box
  5. Set to trigger on all pages

Actions on the LinkedIn Side

As mentioned in the list above, everything you will need is housed in the ‘account assets’ option on your campaign manager navigation. Incidentally, this is the area of the account that houses your lead forms, so if you’re running lead forms and you need to download your data, this is where you can find it.

Once you get to the insights pixel, LinkedIn will run you through a simple set up giving you the pixel code and then helping you to set up your first conversion.

LinkedIn Insights Pixel

If you’re dropping the full pixel code into your websites header, you’ll need to copy everything you see above over. If you’re using GTM however, the only information you will need is the pixel ID. Annoyingly, you can’t just highlight the ID to copy it from within the pixel, so you will need to paste the full code into a text editor and then pull out the ID.

In terms of setting up conversions, again this is really simple. With the pixel implemented on all your website pages, the conversions work by tracking views of URLs that you specify. If you’ve set up a destination goal in GA before you’ll be familiar with this.

The main frustration here is that you can’t configure a conversion based on an event such as a ‘submit’ button click on a form. Given that a lot of B2B conversions are based on form fills, this is hopefully an area where LinkedIn will catch up.

Creating Your Tag in Google Tag Manager

Once you have your pixel ID, you will then need to set up a tag in GTM. Thankfully, within GTM’s pre-configured tags there is an option for the LinkedIn insights pixel. As a result, all you need to add is your pixel ID, rather than copying all the code in:

LinkedIn Insights Tag Google Tag Manager

You could of course copy the full pixel script and use a custom html tag if you wish, but with the option above there should be no reason to do so.

Once you have the ID entered into your tag, you will then need to set the pixel to fire on all pages. Unlike other tracking, essentially what you do with LinkedIn is to fire the pixel on all pages, and then set conversions via the campaign manager later.

All Pages GTM Trigger

The best way to check if you’ve done this correctly is to use GTM’s preview mode. By entering preview mode, you can navigate to a page on your website and see exactly which tags are fired and when. If your LinkedIn pixel tag is showing for all pages, you know you’re OK!

GTM Preview Mode LinkedIn Insights Pixel

Hope this helps, and happy tracking!

15 Jan

How to Track Phone Calls With Facebook Custom Conversions

There are numerous options available for tracking and attributing phone calls. Many are sophisticated, provide a multitude of options and are well worth a look, but this post is about a quick and dirty way to measure ‘click to calls’ via the Facebook Ad Manager.

If you’re working on a campaign that’s driving great conversions, you could still be under reporting on success by missing out on call data. OK, even if you don’t have the ability to know what eventual revenue is driven by phone calls, getting a sense of how your campaigns lead to calls is still a useful metric to measure.

What you’ll need for this method:

  1. A website with click to call functionality on the contact number (duh)
  2. A Facebook account with the pixel correctly installed
  3. GTM implemented and used for your pixel implementation
  4. Pixel helper chrome plugin

So – really nothing complicated at all.

Assuming you’ve got steps one and two above sorted, let’s jump into the ‘how’.

Step 1 – create your custom event

The basis for your custom conversion in Facebook is going to be a custom event that essentially, we’ll just adapt the standard lead event slightly and rename as needed.

In this example, we’re going to start by taking the short script for the Facebook ‘lead’ event as you can see below:


fbq(‘track’, ‘Lead’);


All we’re going to do is change the script slightly by renaming from ‘Lead’ to ‘Click to Call’, and changing ‘track’ to ‘trackCustom’:


fbq(‘trackCustom’,’Click to Call’)


Step 2 – Fire your new event via Google Tag Manager

Once you’ve created the event above you’ll need to make sure it fires on the correct action – when someone clicks on your phone number.

Thankfully this is really easy using Google Tag Manager, and assuming you already manage your pixel implementation in GTM, there are only two steps you will need to take in order to make this work.

Firstly, you’ll need to create a brand new tag for your custom event. In this case we’ll name it ‘Facebook Pixel – Phone Call Click Event’ to make sure it’s nice and clear. Selecting a ‘Custom HTML’ tag, you simply add your event script in as follows:

Implementing Facebook Events in GTM

The second point here is that you will need to make sure your base pixel code fires before your custom event.

To do this, click on ‘tag sequencing’, then tick the ‘Fire a tag before Facebook Pixel – Phone Call Click Event fires’ option. In the ‘Setup Tag’ dropdown, simply select your base pixel tag:

GTM Tag Sequencing

The final step is to setup a trigger to make sure your new custom event is fired when the correct action is taken.

Because we want our event to fire whenever someone clicks on our phone number, we are going to use ‘tel:’ as the identifier. When setting up the trigger, use a ‘click – all element’ trigger type, and set your rules as follows:

Click to Call Trigger GTM

You can then save your tag and test using GTM’s preview mode. Once you’re satisfied your new event is firing only when someone clicks on your phone number, hit publish to set your new tracking live.

Step 3 – test Facebook is receiving your custom event

Now you have your custom event firing correctly it is time to do a few more tests to make sure Facebook is receiving the data correctly.

The first port of call for me is always the Facebook pixel helper chrome extension. Navigate to the website in question, click on the phone number, and you should see your new event appear:

Facebook Events in Pixel Helper

This is the first check. The second way to test your new event is firing correctly is to view the event data in your Ad Manager. Once in your ad manager, head to the ‘pixels’ option on the menu, click on ‘Details’ and then scroll down to see your event activity:

Facebook click to call custom event

If everything is correct, you should see activity being reporting here.

Step 4 – create your Custom Conversion

The next and final step is to create your custom conversion. This allows you to report back on the number of ‘click to call’ actions generated as a result of your campaigns, but also means you can then optimise the delivery of your ad sets towards this action.

To create a custom conversion, go to the ‘Custom Conversion’ option in the ‘Measure & Report’ section of the main navigation and click to create your new goal.

On the dropdown menu, select your new ‘Click to Call’ event as the criteria for your conversion and select ‘Lead’ as the category:

Click to Call Custom Conversion Facebook

And there you have it – a custom conversion quickly set up to track click to calls from your campaigns.