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Tracking SOP

LinkedIn Setup

Company Page through Campaign Manager, the Insight Tag, and conversion action creation.

Foundational Setup (Company Page + Campaign Manager + base Insight Tag)

  1. 1.linkedin.com → the "For Business" grid icon → Create a Company Page → Small business → fill in name, URL, industry, size, logo.
  2. 2.From the Page → Admin tools → Create ad account, or go directly to linkedin.com/campaignmanager → create an ad account linked to the Company Page, set currency, add a payment method.
  3. 3.In Campaign Manager → Account Assets → Insight Tag → choose "I will use a tag manager" → copy only the Partner ID (a numeric string) — ignore the full raw JavaScript snippet shown alongside it.
  4. 4.In GTM: Tags → New → search the Community Template Gallery for "LinkedIn Insight Tag" — use the current version if multiple are offered, published by linkedin specifically (confirmed live: this project uses "LinkedIn InsightTag 2.0," the official template published by linkedin).
  5. 5.Add to workspace → build the tag: Partner ID via a Constant variable → Trigger: Initialization - All Pages.
  6. 6.Consent-gate it the same way as every other non-Google tag (Additional Consent Check requiring ad_storage + ad_user_data, paired with a Consent Update retry-trigger).
  7. 7.Submit → Publish → verify via the Testing Methodology guide.

Conversion Action Creation

  1. 1.Campaign Manager → Analyze → Conversion tracking → Create a conversion.
  2. 2.First fork: "Insight Tag conversion" vs. "Conversions API" vs. "CSV conversion" — select Insight Tag conversion for a real-time, GTM-based online conversion (the other two are for offline/CRM-driven data, covered in the Offline Conversion Loop guide).
  3. 3.Category, name, value (same static-value reasoning as Google Ads) — LinkedIn’s UI may not offer a literal "no value" option; a defensible static proxy value is required.
  4. 4.Conversion tracking method: choose "Tag manager" → "Google Tag Manager."
  5. 5.Second, critical fork — "Define your conversion tracking method": choose "Event-specific," not "Page load." Page load requires brittle URL-pattern matching; Event-specific uses a real GTM custom-event trigger, matching this project’s consistent explicit-tracking philosophy.
  6. 6.This reveals a Conversion ID for Google Tag Manager — copy this exact number (not the raw JS snippet shown alongside it, which is for the manual/non-GTM path).
  7. 7.In GTM: add this Conversion ID to a second instance of the LinkedIn Insight Tag template (Partner ID reused, Conversion ID added, triggered on the specific conversion event only) — never add a Conversion ID to the same tag instance that also fires on "All Pages," or every page view gets reported as a conversion.
  8. 8.Confirmed live: this second instance (LinkedIn - Conversion (Generate Lead)) fires on exactly one trigger — Generate Lead Event only. An earlier round had this tag also carrying a Consent Update trigger, which caused it to fire on cookie-acceptance alone with zero actual leads — fixed and reverified; see Debugging Journal #13.