LinkedIn Insight Tag

Why LinkedIn Advertising Matters for Your Store

LinkedIn is the world's largest professional network with over 900 million members. While most ecommerce stores focus on Meta and Google advertising, LinkedIn offers a unique advantage: professional targeting. You can reach people by their job title, company, industry, seniority level, skills, and education — targeting dimensions that simply don't exist on other platforms.

The LinkedIn Insight Tag is the JavaScript pixel that enables all of LinkedIn's marketing capabilities on your website: conversion tracking, audience building, and the unique Website Demographics feature. This module installs it on your PrestaShop store with one configuration field.

Who Should Use LinkedIn Ads?

LinkedIn advertising and the Insight Tag are particularly valuable if your store sells:

• B2B products — office supplies, professional tools, industrial equipment, software licenses
• Professional services — consulting, training, certifications, SaaS subscriptions
• High-value consumer goods — luxury items, premium electronics, professional equipment where income/job level matters
• Educational products — courses, books, training materials for professionals
• Wholesale/bulk products — where the buyer is typically a purchasing manager or business owner

Website Demographics — LinkedIn's Unique Feature

Even if you're not running LinkedIn ads, the Insight Tag provides Website Demographics — a free analytics feature that reveals the professional makeup of your website visitors. Once the tag has collected enough data, you can see:

• Job function — engineering, marketing, sales, finance, operations, etc.
• Seniority — entry-level, senior, manager, director, VP, C-suite
• Industry — technology, healthcare, manufacturing, retail, finance, etc.
• Company size — 1-10, 11-50, 51-200, 201-500, 501-1000, 1000+
• Location — geographic distribution of your professional visitors

This data is aggregated and anonymized (you don't see individual visitors), but it's incredibly valuable for understanding your audience. If you discover that 40% of your visitors are IT managers at companies with 500+ employees, that insight shapes your entire marketing strategy — not just LinkedIn campaigns.

Conversion Tracking

When you run LinkedIn ad campaigns (Sponsored Content, Message Ads, Dynamic Ads, Text Ads), the Insight Tag tracks conversions on your PrestaShop store. You define conversion events in LinkedIn's Campaign Manager — typically a "thank you" or order confirmation page URL — and the tag reports back when a LinkedIn ad click leads to that conversion.

With conversion data, LinkedIn can:

• Report cost per conversion and ROAS for your campaigns
• Optimize ad delivery toward people most likely to convert
• Provide conversion demographics (which job functions, industries, and seniority levels convert most)

Retargeting Audiences

The Insight Tag enables LinkedIn's Matched Audiences — retargeting audiences built from your website visitors. You can create segments such as:

• All website visitors in the last 30, 60, or 90 days
• Visitors of specific pages (product categories, pricing pages, checkout)
• Visitors who viewed a product but didn't purchase

These audiences can be used for remarketing campaigns or combined with LinkedIn's professional targeting. For example: "Retarget visitors who viewed our enterprise product page AND are Directors or VPs at companies with 1000+ employees." This level of targeting precision is unique to LinkedIn.

Technical Implementation

• Async loading — the Insight Tag loads asynchronously from LinkedIn's CDN, never blocking page rendering.
• Single snippet — one JavaScript tag handles all features (demographics, conversions, audiences).
• Lightweight — minimal footprint with no impact on Core Web Vitals.
• First-party cookie — LinkedIn uses a first-party cookie (set on your domain) for visitor identification, with fallback to localStorage.

Privacy Considerations

The LinkedIn Insight Tag sets cookies for tracking purposes. Under GDPR, you should obtain consent before firing the tag for EU visitors. LinkedIn provides built-in consent controls in the Insight Tag, and this module works with standard cookie consent solutions in PrestaShop. LinkedIn is also a signatory of the IAB Europe Transparency and Consent Framework.

Setup

1. Go to LinkedIn Campaign Manager → Account Assets → Insight Tag.
2. Copy your Partner ID (a numeric value).
3. Install this module in PrestaShop, paste the Partner ID, and save.
4. Verify the tag using LinkedIn's Insight Tag Helper Chrome extension.
5. Website Demographics data will begin populating within 24-48 hours.