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LinkedIn Pixel Tracking for Your Event

Ariane Ramirez avatar
Written by Ariane Ramirez
Updated over 3 weeks ago

You can use the LinkedIn Insight Tag (pixel) to track actions attendees take on your event site, such as registration and ticket purchases. This helps you measure the effectiveness of your LinkedIn ads.

Actions on your event page that you can track using the LinkedIn pixel include:

  • Add to cart

  • page view

  • checkout - added billing info

  • payment - added purchase key

Notes:

  • Ensure your payment or credit card information is updated on LinkedIn to run your campaign.

  • If you're using widgets (Settings > Widget Options), you will be unable to incorporate the LinkedIn Insight Tag within the widget or track the ticket purchase event for action tracking.

Create a Campaign on LinkedIn

  1. Log in to your LinkedIn account.

  2. Click the Advertise button.

  3. Click Create account and Enter the information needed to create your account, and click Save

  4. Click Create > Campaign

  5. Select Website visits on Objective selection, then click Next.

  6. Select Classic on campaign type, then click Next.

  7. Select or create a campaign group, enter the group budget and schedule, then click Next.

  8. Set up the rest of your campaign. In URL Parameters, associate your company page by placing the name or URL. Click Associate Company Page.

  9. Scroll down and click Save and exit.

💡 This creates the campaign framework and saves your campaign as draft.

Add the LinkedIn Site-wide Insight Tag to Google Tag Manager

After creating your campaign, you'll need to get you LinkedIn Partner ID, which you will add in the LinkedIn site-wide Insight Tag you will create in Google Tag Manager. You'll need to do this step to identify the purchase.

Click the arrow to see the steps

  1. In your LinkedIn Campaign Manager, go to Data > Signals manager

  2. Click Insight Tag

  3. Click I will use a tag manager and copy Your partner ID

  4. Next, you'll need to link a tag manager and for this example we are using Google Tag Manager. When you click Google Tag manager like in the screenshot below, it will give you the next steps on how to do that (here's the link). The next steps are also outlined below.

  5. Go to https://tagmanager.google.com/ and create an account or select an existing account and your container.

  6. After you create an account it will give you the GTM scripts you need to add to your event page.

  7. Add this to Settings > Integrations > Landing Page Custom Script

  8. Click Add a new tag

  9. Click Tag Configuration

  10. Click Discover more tag types in the Community Template Gallery and look for Linkedin InsightTag 2.0

  11. Click Add to workspace

  12. Add the partner ID from your Insight tag from Linkedin into the Partner ID field.

  13. Add a trigger and click Add. To select all pages, click the checkbox next to All Pages.

  14. Click Save, then click Submit in upper-right corner to publish your container version.

Create an Insight Tag Conversion in LinkedIn

Add to Cart

Click the arrow to see the steps

Create a Conversion Tracking for Add to Cart

  1. Go to Measurement > Conversion tracking, click Create conversion, then select Insight Tag conversion

  2. In this step, you will set up tracking for Add to Cart.

    • Enter the tracking name (e.g., Checkout or Add to Cart)

    • Choose Add to Cart in Define the key conversion behavior you want to track

    • Choose 1 day on Views

    • Click Next step

  3. Select Manual conversion setup

    • Select Or use the image pixel which is less accurate than the Insight Tag. Copy the LinkedIn Tracking Partner Id and LinkedIn Tracking Conversion Id from the code. You will insert this later to your event.

    In this example, this is the code:

    <img height="1" width="1" style="display:none;" alt="" src="https://px.ads.linkedin.com/collect/?pid=7182508&conversionId=19774300&fmt=gif" />

    The LinkedIn Tracking Partner Id is 7182508

    The LinkedIn Tracking Conversion Id is 19774300

  4. Select Page Load

    • Add 2 rules under Page load conversion, then click Next Step.

      • (1) Match a URL that starts with the URL of your checkout page (click the buy tickets button from your event page, then copy the URL of that page, e.g. https://www.accelevents.com/e/u/checkout/linkedin-ariane/tickets/order)

      • (2) Match a URL that contains checkout/

  5. Click Edit on Campaigns, then select the campaign if available. Click Save.

  6. Click Create

  7. Add the LinkedIn IDs to Accelevents

    • Go to Settings > Integrations in your Accelevents admin console

    • Click Configure next to the LinkedIn Tracking Partner

    • Paste your LinkedIn Tracking Partner Id and LinkedIn Tracking Conversion Id

    • Click Save.

  8. That's it. You're done! Your conversion tracking should be working now.

Note: You will need to add the add the LinkedIn site-wide Insight Tag to Google Tag Manager to identify the purchase and to set the status as active.

Page View

Click the arrow to see the steps

Create a Conversion Tracking for Page View

  1. Go to Measurement > Conversion tracking, click Create conversion, then select Insight Tag conversion

  2. In this step, you will set up tracking for Page View.

    • Enter the tracking name (e.g., Page View)

    • Choose Ad View in Define the key conversion behavior you want to track

    • Choose 1 day on Views

    • Click Next step

  3. Select Manual conversion setup

    • Select Or use the image pixel which is less accurate than the Insight Tag. Copy the LinkedIn Tracking Partner Id and LinkedIn Tracking Conversion Id from the code. You will insert this later to your event.

    In this example, this is the code:

    <img height="1" width="1" style="display:none;" alt="" src="https://px.ads.linkedin.com/collect/?pid=7190420&conversionId=19792460&fmt=gif" />

    The LinkedIn Tracking Partner Id is 7190420

    The LinkedIn Tracking Conversion Id is 19792460

  4. Select Page Load

    • Add 2 rules under Page load conversion, then click Next Step.

      • (1) Match a URL that starts with the URL of your checkout page (click the buy tickets button from your event page, then copy the URL of that page, e.g. https://www.accelevents.com/e/u/checkout/linkedin-apr-2025/tickets/order)

      • (2) Match a URL that contains checkout/

  5. Click Edit on Campaigns, then select the campaign if available. Click Save.

  6. Click Create

  7. Add the LinkedIn IDs to Accelevents

    • Go to Settings > Integrations in your Accelevents admin console

    • Click Configure next to the LinkedIn Tracking Partner

    • Paste your LinkedIn Tracking Partner Id and LinkedIn Tracking Conversion Id

    • Click Save.

  8. That's it. You're done! Your conversion tracking should be working now.

Checkout - added billing info

Click the arrow to see the steps

Create a Conversion Tracking for Add Billing Info

  1. Go to Measurement > Conversion tracking, click Create conversion, then select Insight Tag conversion

  2. In this step, you will set up tracking for Add Billing Info.

    • Enter the tracking name (e.g., Added Billing Info)

    • Choose Add Billing Info in Define the key conversion behavior you want to track

    • Choose 1 day on Views

    • Click Next step

  3. Select Manual conversion setup

    • Select Or use the image pixel which is less accurate than the Insight Tag. Copy the LinkedIn Tracking Partner Id and LinkedIn Tracking Conversion Id from the code. You will insert this later to your event.

      In this example, this is the code:

      <img height="1" width="1" style="display:none;" alt="" src="https://px.ads.linkedin.com/collect/?pid=7571932&conversionId=20690732&fmt=gif" />

      LinkedIn Tracking Partner Id: 7571932

      LinkedIn Tracking Partner Id: 20690732

    • Select Event-Specific, then click Next Step.

  4. Click Edit on Campaigns, then select the campaign if available. Click Save.

  5. Click Create

  6. Add the LinkedIn IDs to Accelevents

    • Go to Settings > Integrations in your Accelevents admin console

    • Click Configure next to the LinkedIn Tracking Partner

    • Paste your LinkedIn Tracking Partner ID and Conversion Id

    • Click Save.

    Note: If you previously added a LinkedIn Tracking Conversion Id in this field while setting up another Conversion Tracking, you will need to remove it from this field and replace it with the new one. Your previous Conversion Tracking will still work as long as the conversion tracking has a site-wide tag.

  7. That's it. You're done! Your conversion tracking should be working now.

Payment - added purchase key

Click the arrow to see the steps

Create a Conversion Tracking for Purchase

  1. Go to Measurement > Conversion tracking, click Create conversion, then select Insight Tag conversion

  2. In this step, you will set up tracking for Purchase.

    • Enter the tracking name (e.g., Purchase)

    • Choose Purchase in Define the key conversion behavior you want to track

    • Choose 1 day on Views

    • Click Next step

  3. Select Manual conversion setup

    • Select Or use the image pixel which is less accurate than the Insight Tag. Copy the LinkedIn Tracking Partner Id and LinkedIn Tracking Conversion Id from the code. You will insert this later to your event.

      In this example, this is the code:

      <img height="1" width="1" style="display:none;" alt="" src="https://px.ads.linkedin.com/collect/?pid=7571932&conversionId=20690732&fmt=gif" />

      LinkedIn Tracking Partner Id: 7571932

      LinkedIn Tracking Partner Id: 20690732

    • Select Event-Specific, then click Next Step.

  4. Click Edit on Campaigns, then select the campaign if available. Click Save.

  5. Click Create

  6. Add the LinkedIn IDs to Accelevents

    • Go to Settings > Integrations in your Accelevents admin console

    • Click Configure next to the LinkedIn Tracking Partner

    • Paste your LinkedIn Tracking Partner Id and Conversion Id

    • Click Save.

    Note: If you previously added a LinkedIn Tracking Conversion Id in this field while setting up another Conversion Tracking, you will need to remove it from this field and replace it with the new one. Your previous Conversion Tracking will still work as long as the conversion tracking has a site-wide tag.

  7. That's it. You're done! Your conversion tracking should be working now.

After setting up your insight tags and assigning them to your campaign, you can now publish your campaign. Once your ads are live, visitors to your event site will trigger the pixel and report conversions.

Learn More About Creating Campaigns in LinkedIn

You can also install the LinkedIn Insight Tag Checker for LinkedIn Chrome extension to check and confirm if the pixel is firing for your event website.

Once your campaign is live and the Insight Tag is firing, LinkedIn records the events.

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