LinkedIn Insight Tag: Setup & Conversion Tracking Guide 2026

The LinkedIn Insight Tag is the foundation of effective B2B advertising on the platform. This small piece of JavaScript code, installed on your website, unlocks LinkedIn's most powerful advertising features: conversion tracking to measure ROI, Website Demographics for audience insights, and Matched Audiences for retargeting campaigns. Without it, you're limited to measuring clicks and impressions with no visibility into what happens after someone leaves LinkedIn and visits your site.

For B2B marketers running LinkedIn campaigns, proper Insight Tag implementation is not optional—it's essential. The tag enables you to attribute leads and revenue to specific campaigns, understand which professional audiences engage with your content, and build retargeting lists of decision-makers who've shown interest. This guide covers everything from initial installation to advanced conversion tracking strategies, ensuring you capture the data needed to optimize your LinkedIn advertising investment.

What the LinkedIn Insight Tag Enables

Before diving into implementation, let's understand what capabilities the Insight Tag provides. Each feature builds on the core tracking functionality to support different aspects of your LinkedIn advertising strategy.

Conversion tracking

Conversion tracking measures specific actions visitors take on your website after clicking or viewing your LinkedIn ads. Whether someone submits a demo request form, downloads a whitepaper, or completes a purchase, conversion tracking attributes these actions to your campaigns. This data is essential for calculating cost per lead, return on ad spend, and identifying which campaigns, audiences, and creatives drive actual business results rather than just clicks.

Website Demographics

Website Demographics reveals the professional characteristics of people visiting your website, even without running ads. You'll see breakdowns by job function, seniority level, industry, company size, and location. This feature is invaluable for understanding whether your content marketing attracts your target audience and for identifying new professional segments showing interest in your offerings. Think of it as LinkedIn's equivalent of Google Analytics demographic reports, but with B2B-specific insights.

Matched Audiences for retargeting

The Insight Tag enables website retargeting through Matched Audiences. You can build audiences of LinkedIn members who visited specific pages, spent a certain amount of time on your site, or took particular actions. These audiences become targetable in Campaign Manager, allowing you to serve relevant follow-up messaging to people who've already shown interest in your business. For consideration-stage campaigns in B2B sales cycles, retargeting is often the highest-performing tactic.

Getting Your LinkedIn Insight Tag

Every LinkedIn ad account has a unique Insight Tag associated with it. You'll need admin access to your Campaign Manager account to retrieve and install the tag. The same tag works across all domains and pages—you only need one Insight Tag per ad account, regardless of how many websites or conversion types you want to track.

To access your Insight Tag, log into LinkedIn Campaign Manager and navigate to Analyze, then Insight Tag. You'll see your unique Partner ID and the complete JavaScript code snippet. The Partner ID is a numeric identifier (like 123456) that's embedded in the tag code and used for all LinkedIn tracking functionality.

Insight Tag code structure

The LinkedIn Insight Tag consists of two parts: the base JavaScript code that loads LinkedIn's tracking library, and the initialization call with your unique Partner ID. The standard tag looks like this:

<script type="text/javascript">
_linkedin_partner_id = "YOUR_PARTNER_ID";
window._linkedin_data_partner_ids = window._linkedin_data_partner_ids || [];
window._linkedin_data_partner_ids.push(_linkedin_partner_id);
</script>
<script type="text/javascript">
(function(l) {
if (!l){window.lintrk = function(a,b){window.lintrk.q.push([a,b])};
window.lintrk.q=[]}
var s = document.getElementsByTagName("script")[0];
var b = document.createElement("script");
b.type = "text/javascript";b.async = true;
b.src = "https://snap.licdn.com/li.lms-analytics/insight.min.js";
s.parentNode.insertBefore(b, s);})(window.lintrk);
</script>
<noscript>
<img height="1" width="1" style="display:none;" alt=""
src="https://px.ads.linkedin.com/collect/?pid=YOUR_PARTNER_ID&fmt=gif" />
</noscript>

The noscript fallback ensures basic tracking even when JavaScript is disabled, though this is rare in B2B environments. Replace YOUR_PARTNER_ID with your actual Partner ID from Campaign Manager.

Installation Methods

LinkedIn supports several installation approaches depending on your technical setup and preferences. Each method achieves the same result—the tag loading on every page of your website—but differs in implementation complexity and ongoing maintenance requirements.

Direct installation (hardcoded)

Direct installation involves adding the Insight Tag code directly to your website's HTML. Place the code in the header section (between the opening and closing head tags) of every page, or add it to a global template or include file that loads on all pages. This method requires access to your website's source code and is best for simple sites without a tag management system.

For WordPress sites without a tag manager, you can add the code using a plugin like Insert Headers and Footers, or by editing your theme's header.php file. For custom websites, work with your developer to add the code to your global header template. The key requirement is that the tag loads on every page visitors might access.

Google Tag Manager installation

Google Tag Manager (GTM) is the recommended installation method for most organizations. It centralizes all your marketing tags in one interface, simplifies updates, and provides better version control. LinkedIn offers an official GTM template that handles the technical implementation.

To install via GTM:

1. Open your GTM container and navigate to Tags, then New
2. Click Tag Configuration and choose "Discover more tag types in the Community Template Gallery"
3. Search for "LinkedIn Insight" and select the official template
4. Enter your Partner ID from Campaign Manager
5. Set the trigger to "All Pages"
6. Save and publish your container

The GTM approach also simplifies event tracking for conversions. You can create separate tags for specific conversion events that fire on triggers like form submissions or button clicks, all managed within the GTM interface. For more on tag management best practices, see our Meta Pixel Setup Guide which covers similar principles applicable across platforms.

Platform integrations

Many website platforms and marketing tools offer native LinkedIn Insight Tag integrations. HubSpot, Marketo, Pardot, WordPress plugins, and various CMS platforms include built-in options to add your Partner ID without touching code. Check your platform's integration settings or marketplace for LinkedIn tracking options.

Platform integrations are convenient but sometimes offer less flexibility for advanced event tracking. If you need custom conversion events beyond standard form submissions, GTM typically provides more control.

Verifying Your Installation

After installation, verification ensures the tag fires correctly before you rely on its data. LinkedIn provides multiple verification methods, and you should use all of them to confirm proper implementation.

Campaign Manager verification

In Campaign Manager under Analyze then Insight Tag, you'll see a verification status for your domains. After installing the tag, visit your website (ensuring you're not using an ad blocker), then return to Campaign Manager. The status should update to show the tag is active. This may take up to 24 hours for initial verification, though it's often faster.

LinkedIn Insight Tag Helper

LinkedIn offers a browser extension called the Insight Tag Helper (available for Chrome) that shows real-time tag activity on any page you visit. Install the extension, navigate to your website, and check that the extension shows your Partner ID firing correctly. The helper also displays any errors or warnings that might affect tracking.

Browser developer tools

For technical verification, open your browser's developer tools (F12 or right-click and Inspect), go to the Network tab, and filter for "linkedin" or "snap.licdn". When you load a page with the tag installed, you should see requests to LinkedIn's tracking domain. A successful request returns a 200 status code. This method helps diagnose issues when the tag appears installed but isn't reporting data.

Setting Up Conversion Tracking

With the Insight Tag verified, you can configure conversion tracking for specific actions that matter to your business. LinkedIn supports two conversion types: URL-based (triggered by page views) and event-specific (triggered by JavaScript events).

Creating conversion actions

In Campaign Manager, navigate to Analyze, then Conversion Tracking, then Create Conversion. You'll define the conversion name, type, attribution settings, and the trigger method. Consider creating conversions for each meaningful step in your funnel: content downloads, demo requests, free trial sign-ups, purchases, and any other valuable actions.

URL-based conversions

URL-based conversions trigger when someone loads a specific page, typically a thank-you or confirmation page that appears after completing an action. This is the simplest setup method—just specify the URL pattern (exact match, starts with, or contains) that indicates a conversion occurred.

URL-based conversions work well when you have dedicated confirmation pages. They require no additional code beyond the standard Insight Tag installation. However, they cannot track actions that don't generate a new page load, such as single-page application interactions or form submissions that show inline confirmation messages.

Event-specific conversions

Event-specific conversions use the Insight Tag API to track actions triggered by JavaScript events rather than page loads. This method is more flexible, allowing you to track button clicks, video plays, form submissions (even without page redirects), and other interactive elements.

To implement event-specific tracking, you'll add a JavaScript call when the conversion action occurs:

// Track a conversion event
window.lintrk('track', { conversion_id: YOUR_CONVERSION_ID });

The conversion_id comes from Campaign Manager after you create an event-specific conversion. You can trigger this code on form submissions, button clicks, scroll depth milestones, or any other JavaScript-detectable event. For GTM users, create a new LinkedIn Insight tag configured for the specific conversion, triggered by the relevant event.

Attribution windows and settings

When creating conversions, you'll set attribution windows that determine how long after an ad interaction a conversion can be attributed. LinkedIn offers:

• Post-click window: 1, 7, 30, or 90 days after someone clicks your ad
• Post-view window: 1, 7, or 30 days after someone views your ad without clicking

For B2B with longer sales cycles, longer attribution windows (30-90 days post-click) often make sense. Shorter windows may miss conversions that occur after extended consideration periods typical in enterprise purchasing. However, longer windows can also over-attribute conversions to LinkedIn if users interact with multiple channels. Balance these considerations based on your typical sales cycle length. For deeper insights into attribution modeling, see our Google Ads Conversion Tracking guide which covers similar concepts.

Website Demographics Setup

Website Demographics automatically activates once the Insight Tag is installed and verified—no additional configuration required. However, data only displays after your site accumulates at least 300 matched LinkedIn members, as this threshold protects individual user privacy.

Access Website Demographics through Campaign Manager under Analyze, then Website Demographics. You'll see breakdowns of your website visitors by:

• Job Function: Marketing, Sales, Engineering, Finance, etc.
• Seniority: Entry, Senior, Manager, Director, VP, C-Suite, Owner
• Industry: Technology, Healthcare, Financial Services, etc.
• Company Size: From 1-10 employees to 10,000+
• Location: Geographic distribution of visitors
• Country: National-level breakdown

Use this data to validate your content marketing strategy, identify new audience segments worth targeting, and understand which professional personas show the most interest in your offerings. If Website Demographics shows a different audience than you expected, consider whether your messaging attracts the right decision-makers.

Building Retargeting Audiences

The Insight Tag enables powerful website retargeting through LinkedIn's Matched Audiences feature. Unlike broad targeting based on LinkedIn profile data, retargeting reaches people who have already demonstrated interest by visiting your website. These audiences typically show higher engagement and conversion rates because they're already familiar with your brand.

Creating website audiences

In Campaign Manager, navigate to Plan, then Audiences, then Create Audience, then Website. You'll define the audience based on pages visited, with options for:

• All website visitors: Everyone who visited any page with the Insight Tag
• Visitors of specific pages: Only people who viewed particular URLs
• Visitors who match URL rules: Using contains, starts with, or exact match

Audience segmentation strategies

Rather than creating one broad retargeting audience, segment visitors based on their behavior and intent level:

Recency and frequency controls

LinkedIn allows you to set recency windows for retargeting audiences (30, 60, 90, 180, or 365 days). More recent visitors typically convert at higher rates, but narrower windows reduce audience size. Test different recency windows to find the balance between relevance and scale for your campaigns. Also consider excluding recent converters from retargeting to avoid wasting spend on people who already completed your desired action.

For detailed strategies on building and using retargeting audiences, see our LinkedIn Ads Guide which covers campaign setup using these audience types.

Conversions API: Server-Side Tracking

The LinkedIn Conversions API (CAPI) provides server-side tracking that complements the browser-based Insight Tag. Similar to Meta's Conversions API, LinkedIn CAPI sends conversion events directly from your server, bypassing browser limitations like ad blockers and cookie restrictions that can prevent the Insight Tag from firing.

Why implement CAPI

In 2026, browser-based tracking faces increasing challenges from privacy regulations, browser restrictions, and ad blockers used by a significant portion of B2B audiences. CAPI ensures you capture conversions that the Insight Tag might miss, providing more complete attribution data for campaign optimization.

CAPI implementation basics

CAPI implementation requires server-side development to send conversion events to LinkedIn's API. The basic workflow involves:

1. Generate an access token in Campaign Manager under Account Assets, then Conversions API
2. When a conversion occurs, construct a payload with event details and user information
3. Send the payload to LinkedIn's Conversions API endpoint
4. LinkedIn matches the event to ad interactions using hashed user identifiers

POST https://api.linkedin.com/rest/conversionEvents
Authorization: Bearer YOUR_ACCESS_TOKEN
Content-Type: application/json

{
  "conversion": "urn:lla:llaPartnerConversion:YOUR_CONVERSION_ID",
  "conversionHappenedAt": 1705750800000,
  "user": {
    "userIds": [
      {
        "idType": "SHA256_EMAIL",
        "idValue": "HASHED_EMAIL_ADDRESS"
      }
    ],
    "userInfo": {
      "firstName": "HASHED_FIRST_NAME",
      "lastName": "HASHED_LAST_NAME",
      "companyName": "HASHED_COMPANY_NAME",
      "title": "HASHED_JOB_TITLE",
      "countryCode": "US"
    }
  }
}

Hash all personally identifiable information (PII) using SHA256 before sending. The more user data you provide, the higher the match rate for attribution. LinkedIn supports email, phone, first name, last name, company name, job title, and country code as matching parameters.

Troubleshooting Common Issues

Even with careful implementation, Insight Tag issues arise. Here's how to diagnose and resolve the most common problems.

Tag not verified

If Campaign Manager shows your tag as unverified:

• Confirm the tag appears in your page source code (View Page Source in browser)
• Verify your Partner ID is correct and matches Campaign Manager
• Check that the tag loads on all pages, not just the homepage
• Disable ad blockers and privacy extensions when testing
• Wait 24 hours—verification can be delayed

Conversions not tracking

If the Insight Tag is verified but conversions are not recording:

• Test the conversion yourself and verify the thank-you page loads (for URL-based)
• Confirm URL patterns match exactly what visitors see (including https, www, etc.)
• For event-specific conversions, verify the JavaScript fires using browser console
• Check attribution windows—conversions outside the window are not counted
• Ensure the conversion action is associated with active campaigns

Website Demographics not populating

Demographics data requires 300 matched LinkedIn members:

• Check your traffic volume—low-traffic sites take longer to accumulate matches
• Not all visitors have LinkedIn profiles or can be matched
• Wait 24-48 hours after tag installation for data to begin appearing
• Verify the tag fires on content pages, not just conversion pages

Duplicate conversions

If you see inflated conversion numbers:

• Check for multiple tag installations (common with GTM plus direct code)
• Verify URL patterns do not match multiple pages (especially "contains" rules)
• For event-specific conversions, ensure the tracking code only fires once per action
• Review CAPI implementation to ensure events are not double-sent

Advanced Implementation Strategies

Once basic tracking works reliably, these advanced strategies can improve your data quality and campaign capabilities.

Enhanced conversion tracking

Pass additional parameters with your conversion events to enable richer reporting and optimization. You can include conversion value, currency, order ID, and custom variables that help segment performance data.

window.lintrk('track', {
  conversion_id: YOUR_CONVERSION_ID,
  value: 5000.00,
  currency: 'USD'
});

Multi-domain tracking

If your business operates multiple websites (regional sites, product microsites, etc.), the same Insight Tag works across all domains. Install your Partner ID on each domain, and LinkedIn will aggregate data while still allowing you to segment by domain in reporting. For audiences, you can specify which domains to include when creating retargeting lists.

Combining with other platforms

For a complete view of your marketing funnel, implement LinkedIn tracking alongside other platform pixels. The Insight Tag coexists with Meta Pixel, Google tags, and other tracking code. Use consistent conversion naming across platforms to simplify cross-channel analysis and attribution.

Privacy and Compliance Considerations

The Insight Tag collects user data, making privacy compliance essential. Key considerations for responsible implementation:

• Consent management: Implement a consent banner that allows users to opt out of tracking, particularly for GDPR (EU) and CCPA (California) compliance
• Privacy policy updates: Disclose LinkedIn tracking in your privacy policy, including what data is collected and how it is used
• Data retention: Understand LinkedIn's data retention policies and your obligations to users regarding their data
• Cookie notice: The Insight Tag sets cookies; ensure your cookie policy reflects this

LinkedIn provides documentation on privacy-compliant implementation, including consent mode that allows the tag to operate in a limited capacity when users decline tracking cookies.

Measuring Insight Tag Impact

After implementing the Insight Tag, track these metrics to quantify its value:

• Attribution accuracy: Compare LinkedIn-reported conversions to your CRM or analytics data
• Retargeting performance: Measure CTR, conversion rate, and CPA for retargeting audiences versus prospecting
• Audience growth: Monitor website audience size over time for retargeting capacity
• Demographic insights: Track changes in visitor composition as you adjust content strategy

Most B2B advertisers see measurable improvement in campaign performance within 2-4 weeks of implementing proper conversion tracking. The optimization algorithms require conversion data to identify which audiences, placements, and creatives drive results, making the Insight Tag essential for cost-efficient LinkedIn advertising.

Ready to maximize your LinkedIn advertising investment? Benly's platform can help you monitor conversion tracking health, analyze cross-platform attribution, and identify opportunities to improve your B2B campaigns based on comprehensive performance data across all your advertising channels.