Install LinkedIn Insight Tag on Shopify for Ad Tracking

Linkedin is a great option for marketers to reach a more professional audience. Originally, it was thought that it wasn’t an ideal advertising platform for Shopify stores, this is no longer the case.

The landscape has changed in terms of the types of products that Shopify merchants can offer. This has resulted in an increased desire by merchants to connect with a more educated, professional audience.

As well as digital products, some other interesting merchandises have become more relevant to advertise on the Linkedin platform.

These include:

  • Facemasks
  • Healthcare products
  • Social distancing sensors/equipment
  • Education products

There is certainly more opportunity to sell to the Linkedln audience than ever before so it’s important to set up your conversion tracking correctly.

So, how can you install the Linkedln insight pixel on a Shopify store?

Fortunately, this is made relatively straightforward using the Insightful Linkedln Pixel. This Shopify application takes care of managing your Linkedln insight tag.

It will help utilize the LinkedIn insight tag to discover the rate of return for LinkedIn ads so that you can refine your marketing techniques and do what works best for your product.

You can avoid having to interact with your store’s codebase to enable LinkedIn conversion tracking. Additionally, you can create your own rules known as triggers to be more specific with the events you want to track.

How to retrieve your Linkedln Insight Tag

In order to set up this application correctly, you must retrieve your Insight Tag from your Linkedln campaign manager.

This is made relatively straightforward by the following steps:

With the retrieve insight tag number, we can now add it to the entry screen of Insightful Linkedln Pixel:

Users coming from your Linkedln ads will now be tracked accordingly throughout your Shopify store.

How to track specific events

Let’s imagine that the user is tracked for every page he/she visits when making their way through the checkout process. Just installing the insight tag is more than sufficient for this type of tracking.

However, situations arise on merchant stores where a critical part of the user’s journey is not necessarily tied to navigating to a specific page URL.

For example, if a user fills out a form with multiple steps on my Shopify store, I might want to track this. This form might not have a new thank you page at the end of the process, and as a result, won’t be tracked by the insight tag alone. So how can I track this interaction?

Well, this where an event-specific pixel would come in.

An event-specific pixel helps to track conversions that don’t rely on a user navigating to a certain page. This is particularly useful when tracking the completion of a user interaction where they don’t navigate to a new page.

Insightful Linkedin Pixel allows the creation of custom triggers that allow specific events to be tracked. 

First, navigate to the triggers section of the application:

In order to create an event-specific trigger, you must get the conversion ID of the event from your Linkedin campaign manager. A conversion ID is a unique identifier for the event you are creating in LinkedIn’s campaign manager.

Note: this is different from your Linkedin Insight Tag ID.

To retrieve it:

  • Navigate to your Linkedin Ads Campaign Manager and select your account:

  • Click Account Assets:

  • Select Conversions:

  • Create Conversion:

  • Select Define Conversion:

  • Get your Conversion ID 
    • Copy Conversion ID into a trigger

With our conversion ID retrieve we can now specify that we want to track a user click.

Creating a Trigger

When creating a trigger, we want to specify the event that we want to track.

When someone coming from a Linkedin ad visits my Shopify store, let’s say I want to track when they click the quote section here.

Well, this a particular element on my page that does not navigate to anywhere else. Therefore, I must get the unique ID of this element inside the page’s HTML.

In order to retrieve its ID, right-click on the element, and in the dropdown menu select inspect.

This brings up the developer tools window, ignore all the content that this window brings up and just focus on the highlighted element id value.

If available, we want to get the id of the highlighted element. In this example, this ID is slickSlide00.

We want to make sure that the Element Selector field is set to Element ID. From here, we want to put the ID slickSlide00 into the Selector Value field.

Click save changes, and now we’ve created our first trigger!

We can use this method to pinpoint any element that we want to track when the user clicks. Insightful Linkedln Pixel lends itself for this kind of customization.

This allows you to be very precise in how you want to track your customers coming from Linkedln ads.

Gareth Dunne

Senior JavaScript Engineer and creator of JSdiaries. Passionate about the latest in web technologies and how it can provide value for my clients.