Facebook Conversion Pixel. Twitter Website Tag. LinkedIn Insight Tag.

Social media platforms have their own naming convention and their very own setup and way of doing things. I have gone through this a couple of times and have struggled with it. That is why I want to document this to maybe help you out. Let’s start with Twitter today,

Twitter Website Tag: How to Install It And Share Audiences

1. Log in to your Ad Account.

2. Go to Tools> Conversion tracking

3. Select View Code and Installation Instructions

4. Send the code to the web development team for them to install at the bottom of all your web pages.

5. Create Custom Audiences

Tools>Audiences>Create new conversion event>Create audience

You will then be prompted to choose between these types of audiences. Choose the right type and name your audience in an easy way to identify. If you are reading this articles, I somehow expect that you are interested in retargeting visitors of your website so you might want to choose that?

Once the audience is created your retargeting lists will start building and you are ready to leverage them in campaigns and also share them with partners so…move on to step #6!

6. Add your partner’s Twitter Handle as a Partner Audience Manager

First you need to click on your Ad Account Name (upper right corner) and select Edit access to account.

Then you just add the Twitter handle you want to grant access to your Custom Audiences to and make them (at least) Partner Audience Manager, if not more than just that.

The handle should now have access to Custom Audiences you built during step #5. They can view, create, modify, and delete Custom Audiences through the Twitter API. 

LinkedIn Insight Tag: How To Install It And Share Audiences

Step 1: Install The Insight Tag

Go to your ad account (I assume you already have one), go to Account Assets>Insight Tag> Install my Insight Tag.

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You then have to choose the way you want to install your tag.

  1. I will install the tag myself: you will copy the tag code yourself and paste the Insight Tag code below in your website’s global footer, right above the closing HTML <body> tag. Adding the tag to the footer will let you track conversions or retarget on any page across your whole site. You need to have access to your website code and be comfortable with editing it.
  2. I will send the tag to a developer: just as it reads, you send instructions to your developer and it will get done by someone writing code daily. Nice and easy.
  3. I will use a tag manager – does Google Tag Manager ring any bell? You can choose between different tag managers, starting with GTM, Tealium tag manager, Adobe tag manager, IBM, Ensighten tag manager, Floodlight tag manager. You choose the one that best fits your needs.

And there you have it: Your tag should send data as soon as it has been installed correctly on your website. For privacy purposes, Website Demographics and Website Audiences require 300 visitors or more to visit your page before you will see data.

Step 2: Create Custom Audiences

Go to Account Assets>Matched Audiences. Your next step is to decide what type of retargeting audience you want to create.

You can choose from:

  1. Company page – your page followers
  2. Event
  3. Lead gen form – people who opened a form you promoted, but did not fill it in
  4. Video – people who watched your videos,
  5. Website traffic – this is what we want for this exercise.

You will have to, of course, name your audience and decide what webpage traffic you want to retarget. You can insert multiple links and combine multiple links.

Let’s say you would like to retarget people who read your blog – then you would select starts with and type in something like www.mycompany.com/blog .

Or let’s take a different scenario: you have a campaign landing page you would like to retarget and offer the readers a discounted price. Instead of starts with you select equals and insert the landing page url.

Pretty straightforward, right? Now let’s see how you can share that retargeting audience with a partner, maybe another division in your company that runs paid advertising from their own ad account. Or maybe you want to share that audience with an agency you’ve contracted.

Step 3: How To Share Matched Audiences

Once again go to Account Assets>Matched Audiences and select the audience you want to share. Click on that top button Share a copy and enter the account name, ID, or URL of your partner in the next screen. You are done!