In the world of digital marketing and conversion attribution, accurate tracking is key to optimizing the performance of advertising campaigns. If you're a CMO, Performance Manager or data manager at a digitally active company, you probably already know how important it is to have reliable and transparent data. One of the best ways to achieve this is by implementing the LinkedIn Server-Side Tracking.
In this article, I will show you how to properly implement this tracking solution and how it can improve the accuracy of your LinkedIn Ads campaigns. In addition, you will learn how to do it efficiently, taking advantage of our expertise in Analytic Pixel Pro to ensure that your implementation is foolproof and allows you to scale your advertising spend with confidence.
What is LinkedIn Server-Side Tracking?
Before getting into the details of implementation, it is important to understand what is the LinkedIn Server-Side Tracking and why it is so important.
The LinkedIn Server-Side Tracking is an advanced technique that allows you to send event data from your website or platform directly to LinkedIn's servers, rather than through the user's browser. This is especially useful in a context where cookies are being blocked or restricted, as server-side tracking does not rely on browser cookies, making it more reliable and robust.
Why use LinkedIn Server-Side Tracking?
The use of server-side tracking has several advantages:
- Increased reliability: Data is sent directly from the server, which reduces the possibility of errors due to ad blockers or cookie restrictions.
- Improved attribution accuracy: You can get more accurate data on conversions and attributions, even when users browse in more restrictive environments with respect to cookies.
- Compliance with regulations: By tracking without relying on browser cookies, you ensure better compliance with privacy regulations such as GDPR, as data processing is more controlled.
Steps for Implementing LinkedIn Server-Side Tracking
1. LinkedIn Insight Tag Configuration on the Server
The first thing you need to do is to configure the LinkedIn Insight Tag on the server. To do this, you must have access to your website server and make sure your development team is ready to work with APIs and events.
The Insight Tag is a small piece of code that is inserted into your website pages to collect information about visits and conversions. In the server-side model, this Insight Tag runs through your server instead of in the user's browser.
To configure the Insight Tag on the server, follow these steps:
- Step 1: Login to your LinkedIn Ads account.
- Step 2: Go to the «Account» section and select «Insight Tag».
- Step 3: Copy the Insight Tag code and configure it to run from your server.
This code will then be sent to LinkedIn with each conversion event, providing more accurate and reliable data.
2. Configure Google Tag Manager (GTM) for Server-Side Tracking
The implementation of Google Tag Manager (GTM) is key to server-side tracking management. GTM allows you to manage and trigger tracking tags from the server. The advantage of using GTM is that you can have complete control over the tags and events that are sent to LinkedIn without the need to constantly touch the code of your site.
To configure GTM for server-side tracking, follow these steps:
- Step 1: Install a Google Tag Manager Server-Side (you can do it on platforms such as Google Cloud).
- Step 2: Configure GTM so that tracking tags are sent from your server. This is done through a configuration in the GTM container that acts as an intermediary between your server and LinkedIn.
- Step 3: Verify that the tags and events are triggered correctly. You can do this by using the GTM preview to make sure that the events are sent properly.
3. Event Activation and Conversions
Once the Insight Tag y GTM are configured on your server, the next step is to define and activate the events you wish to track. This can include events such as:
- Page display: Every time a user visits a key page of your site.
- User registration: When a user registers on your site or performs a significant action.
- Purchase or conversion: When a transaction or conversion, such as a purchase, takes place.
These events must be configured in GTM and sent to the server for processing and then to LinkedIn for attribution.
4. Verification and Testing
Once the events have been implemented, it is essential to perform extensive testing to ensure that everything works as it should. You can use tools such as the GTM Preview or the LinkedIn Debug Mode to verify that the events are being sent correctly from your server.
It is important to verify that conversion events are recorded in your LinkedIn Ads account and that the data is correct and reflects actual user behavior.
Why choose Analytic Pixel Pro to implement LinkedIn Server-Side Tracking?
At Analytic Pixel Pro, we specialize in the advanced technical implementation of monitoring and data analytics for businesses like yours that need to optimize their performance on advertising platforms like LinkedIn. We know how crucial it is to have accurate and reliable data to make informed decisions about your marketing campaigns.
By choosing us, you are assured of the following:
- Robust technical implementation: We take care of the entire technical process, from GTM configuration to event and conversion verification.
- Continuous optimization: We make periodic adjustments to ensure that the tracking continues to work perfectly as your business grows.
- Privacy compliance: We ensure that your implementation complies with all privacy regulations and that data handling is transparent.
Conclusion
Implement the LinkedIn Server-Side Tracking is a great way to ensure that your LinkedIn Ads campaigns are more accurate and effective. Although the process may seem technical, with the proper setup of tools such as Google Tag Manager and the Insight Tag LinkedIn, you can significantly improve the quality of your conversion and attribution data.
If you are ready to take your tracking strategy to a new level and need help to do it professionally, we are ready to help you. Analytic Pixel Pro we are here to help you. Contact us and start optimizing your conversions today.
