LinkedIn Insight Tag 2026: How to Install, Verify and Use It

What is the LinkedIn Insight Tag?

The LinkedIn Insight Tag is a lightweight, free JavaScript snippet you add to your website so LinkedIn can track conversions from your ads, build retargeting audiences of your visitors and report on who engages. LinkedIn calls it "lightweight JavaScript code that you can add to your website" and says you need it for website audiences and Conversion Tracking (LinkedIn Help, Access your Insight Tag).

In 2026 the tag powers three features in Campaign Manager (LinkedIn Help, LinkedIn Insight Tag):

Sources: LinkedIn Help, LinkedIn Insight Tag; LinkedIn Help, Conversions API. Fetched 14 Nov 2026. LinkedIn shows relative "last updated" dates on Help articles, not calendar dates.

Three facts from The B2B House guide still hold. The tag is free. It does not slow your site down: LinkedIn says it loads asynchronously and uses standard Gzip compression (LinkedIn Help, Insight Tag FAQs). And it is easy: LinkedIn says installation "takes a few minutes" and needs no maintenance once the code is in place.

One rule is new enough to matter. LinkedIn says "the Insight Tag should not be installed on web pages that collect or contain Sensitive Data", such as consumer pages for specific medications or pages where people manage financial accounts or medical appointments. B2B pages aimed at organisations or professionals may be fine depending on the content, and LinkedIn tells you to ask your own legal counsel. LinkedIn also recommends "installing only one Insight Tag per website" and sharing it across ad accounts rather than adding a second one.

Cite: "The LinkedIn Insight Tag is free JavaScript that tracks conversions and builds retargeting audiences; LinkedIn recommends one tag per website (LinkedIn Help, 2026)." Kiin Labs, kiin.co/blog/linkedin-insight-tag#what-is

Why does the Insight Tag matter for B2B advertisers?

Without the tag, LinkedIn can tell you what your ads cost but not what they produced, and you can't retarget the people who visited your site. That is the whole case. Everything useful you do after the first month of a LinkedIn programme depends on it: conversion-optimised bidding, retargeting sequences, excluding existing customers, and proving the channel to finance.

The audience behind it is bigger than when The B2B House wrote its guide. The guide said LinkedIn had "over 800 million members"; LinkedIn now says it has more than 1.4 billion (LinkedIn Pressroom, About Us, 2026). The tag is how you connect your site's visitors to that member base without either side seeing who the other is.

Two things the old guide promised have changed:

• Lookalike audiences are gone. The guide said you could build lookalikes of your website visitors. LinkedIn discontinued lookalike audiences on 29 February 2024 and points advertisers to Predictive Audiences and Audience Expansion instead (LinkedIn Help, Lookalike audiences have been discontinued). Predictive Audiences can be seeded from your conversion data, which the tag supplies.
• Website Demographics is gone. The free report of who visits your site was retired in November 2023. See what replaced it.

Who you should target in the first place is covered in our guide on how to target LinkedIn ads.

How do you create a LinkedIn Insight Tag?

In Campaign Manager, open your ad account, click Measure in the left menu, then Signals manager, then Insight Tag, and accept the LinkedIn Ads Agreement with Agree & create. LinkedIn has moved the tag twice since The B2B House's guide: from Account Assets, to Analyze, and now to Signals manager under Measure (LinkedIn Help, Create and manage your Insight Tag).

How to get a LinkedIn Insight Tag in 2026

1. Go to your ad account in Campaign Manager. If you don't have one yet, you need an ad account and a LinkedIn Page first.
2. Click Measure in the left menu, then Signals manager.
3. Click Insight Tag in the Sources catalog. If a recommendation to create one appears at the top of the page, you can use that instead.
4. Review the LinkedIn Ads Agreement and click Agree & create if this account has no tag yet.
5. Choose an installation method: "I will install the tag myself", send it to a developer, or "I will use a tag manager".
6. Copy the code or the partner ID. For a tag manager you only need the partner ID: click the partner ID box to copy it.

The B2B House's seven steps map onto the 2026 interface like this:

Sources: LinkedIn Help, Create and manage your Insight Tag; LinkedIn Help, Access your Insight Tag. Fetched 14 Nov 2026. Campaign Manager menus are being renamed often; if you see "Data" instead of "Measure", the Signals manager item is the same.

From the same screen, the Manage Insight Tag dropdown offers Manage sharing, Settings and Delete, and the data connection section shows the tag's status and connection date.

Cite: "In 2026 the LinkedIn Insight Tag is created in Campaign Manager under Measure, then Signals manager, then Insight Tag (LinkedIn Help, 2026)." Kiin Labs, kiin.co/blog/linkedin-insight-tag#create

How do you install the Insight Tag on your website?

Paste the full tag on every page, ideally just before the closing body tag in your site's global footer, or add the LinkedIn InsightTag 2.0 template in Google Tag Manager with your partner ID and an All Pages trigger. The B2B House recommended a tag manager and that is still our advice: it keeps the tag out of your codebase and puts it behind the same consent rules as your other marketing tags.

Install the LinkedIn pixel via Google Tag Manager

These are LinkedIn's steps (LinkedIn Help, Add the site-wide Insight Tag to Google Tag Manager):

1. Sign in at tagmanager.google.com and select your account and container.
2. Click Add a new tag, then Tag Configuration, then Discover more tag types in the Community Template Gallery.
3. Search for LinkedIn InsightTag 2.0 and click Add to workspace (or Choose template if it is already added).
4. Paste your partner ID into the Partner ID field.
5. Add a trigger: tick All Pages to fire on every page.
6. Click Save, then Submit to publish the container version.

LinkedIn's GTM article does not mention consent settings. If you serve visitors in the EU, EEA, UK or Switzerland, set the tag to fire only after marketing consent in your consent tool. See privacy and consent.

Other tag managers and partner integrations

LinkedIn lists five compatible tag management systems: Google Tag Manager, Tealium Tag Management, Adobe Tag Management, Ensighten Manage and DFA Floodlight (LinkedIn Help, Tag management systems compatible with the Insight Tag). That is the same list The B2B House gave. For others, LinkedIn says to check with your vendor. Many site builders and CMS plugins also take just the partner ID; those are third-party integrations, not LinkedIn's, so check the tag fires after you add it.

How to add the LinkedIn tag manually (WordPress or any CMS)

LinkedIn's manual steps (LinkedIn Help, Add the Insight Tag to your website):

1. In Signals manager, click Insight Tag and open I will install the tag myself.
2. Copy the code. Check that it uses straight quotation marks, not curly ones: rich-text editors and some CMS fields convert them and break the tag.
3. Add it to every page on your domain, "preferably right before the end of the <body> tag in the global footer".

On WordPress that means your theme's footer setting, a header-and-footer plugin, or the footer template of a child theme. The B2B House showed the theme-settings route and it still works. Don't paste it into a block or a page builder's text widget, which is how curly quotes get in.

Cite: "LinkedIn recommends placing the Insight Tag right before the closing body tag in the global footer, or adding it through Google Tag Manager's LinkedIn InsightTag 2.0 template (LinkedIn Help, 2026)." Kiin Labs, kiin.co/blog/linkedin-insight-tag#install

What is the Insight Tag partner ID, and where do you find it?

The partner ID is the number that identifies your Insight Tag and the ad account that owns it; you find it in Signals manager under the "I will use a tag manager" option, and in your site's code after _linkedin_data_partner_id =. The B2B House called it the partner ID, the Insight Tag ID or the pixel ID, and said the terms are interchangeable. That is still true.

You need it for three things: installing through a tag manager, checking the right tag is on your site, and troubleshooting. LinkedIn's troubleshooting article says that if you manage several ad accounts, the most common mistake is a tag whose partner ID belongs to a different account from the one you are reporting in (LinkedIn Help, Troubleshoot the Insight Tag).

Agencies see this constantly: a site carries a tag from an old agency's account, the new account's tag is never installed, and conversions show up in an account nobody looks at. Write the partner ID down when you create the tag, as The B2B House advised, and compare it with the number in your page source.

How do you check your Insight Tag is firing?

Visit a page with the tag, then check its status in Signals manager: it should change from Unverified to Active within 24 hours. To test a specific page right now, open your browser's developer tools, filter the Network tab for ads.linkedin.com and look for a request with status 302. LinkedIn's own steps (LinkedIn Help, Troubleshoot the Insight Tag; Add the Insight Tag):

Sources: LinkedIn Help, Troubleshoot the LinkedIn Insight Tag; Add the LinkedIn Insight Tag to your website; Set up Conversion Tracking. Fetched 14 Nov 2026.

The B2B House guide pointed to its own one-click checker at tag-checker.theb2bhouse.com and called the Campaign Manager status "not as accurate" because it shows the whole site, not a page. That criticism still holds: an Active status only proves the tag fired somewhere on your domain once. The network check is the one that proves a specific page is tagged, which matters for your thank-you and demo-confirmation pages. Do it in a private window with your consent banner accepted, or the tag won't load and you'll think it is broken.

Seeing the request is not the end of the check. LinkedIn notes that a tag can fire with errors, so confirm the partner ID in the request matches yours. If you use Google Tag Manager, GTM's own Preview mode shows whether the LinkedIn tag fired on each page and which trigger fired it.

Cite: "A LinkedIn Insight Tag shows as Active within 24 hours of the first visit; a 302 response from ads.linkedin.com in the browser's Network tab confirms it fired on that page (LinkedIn Help, 2026)." Kiin Labs, kiin.co/blog/linkedin-insight-tag#check-firing

How does the LinkedIn Insight Tag work?

When someone loads a tagged page, the tag sends LinkedIn the page URL, referrer, IP address, browser details and a timestamp, and sets cookies so LinkedIn can match the visit to a member it already knows; you only ever see aggregated, non-identifying reports and audiences. LinkedIn's description of what it collects (LinkedIn Help, Insight Tag FAQs; LinkedIn Insight Tag):

Sources: LinkedIn Help, Insight Tag FAQs; LinkedIn Insight Tag; Data from others: Insight Tag and Website Actions. Fetched 14 Nov 2026.

The B2B House said the data is "anonymous" and that "the personal identities are not provided". The second half is right: LinkedIn does not share members' personal data with advertisers. "Anonymous" is too strong; LinkedIn's own word is pseudonymous, because LinkedIn itself can match the visit to a member for 180 days.

The guide also said that if a visitor reaches you from Facebook or anywhere else, you can still retarget them if their browser carries a LinkedIn cookie. That is still how it works: the tag doesn't care where the visit came from, which is why website audiences fill up even when you aren't running LinkedIn ads. It is a useful quality check on other channels: if your paid search traffic never joins a website audience built for ICP job titles, it probably isn't ICP traffic.

The cookies the tag uses

LinkedIn's cookie table lists, among others, li_fat_id (set on your domain as a first-party cookie, a member indirect identifier for conversion tracking, retargeting and analytics, 30 days), UserMatchHistory (LinkedIn Ads ID syncing, 30 days), AnalyticsSyncHistory (30 days), bcookie (1 year), lidc (24 hours) and li_sugr (probabilistic matching, 90 days) (LinkedIn Cookie Table). LinkedIn recommends turning on first-party cookies because many browsers block third-party cookies by default; a site-wide image pixel can't use them and is less accurate (LinkedIn Help).

How do you share an Insight Tag with another ad account?

In Signals manager, open the Insight Tag, choose Manage Insight Tag, then Manage sharing, pick full access or use-only access, search for the receiving account and click Save. Sharing lets several ad accounts, for example a regional account or an agency's account, use one tag on one website for conversions and retargeting. The steps (LinkedIn Help, Share an Insight Tag across ad accounts):

1. In Campaign Manager, open the ad account that owns the tag.
2. Click Measure, then Signals manager, then Insight Tag in the Sources section. Its status should be Active.
3. In Data connection information, open Manage Insight Tag and select Manage sharing.
4. Expand full access or use-only access.
5. Search for the account by name or ID, and click Save.

Source: LinkedIn Help, Share an Insight Tag across ad accounts in Campaign Manager, fetched 14 Nov 2026.

The B2B House's advice still stands with one wording fix: it called the second level "view-only", then "use-only". LinkedIn's name is use-only, and it is the right level for an agency. Keep full access, and the tag itself, in an account your company owns, so the data stays with you when an agency leaves.

What happened to LinkedIn Website Demographics?

LinkedIn retired the Website Demographics report on 30 November 2023; its job is now done by Audience Insights on a website audience, and by the Demographics report on people who engaged with your ads. The B2B House described the report as a free way to see the job titles, companies and industries of your visitors, even if you ran no ads. LinkedIn's Help Center notice read: "As of November 30, 2023, our current Website Demographics page in Campaign Manager will no longer be available", and the Website Demographics Help articles now return "page not found" (B2Linked, Repurposing Website Demographics; LinkedIn Help notice seen via search, 14 Nov 2026).

Sources: B2Linked; LinkedIn Help, Demographics for your LinkedIn Ads; LinkedIn Help, website retargeting (300 members). Checked 14 Nov 2026.

The practical workaround: build a website audience of all visitors over 90 days and open it in Audience Insights to see which job functions, seniorities and companies make up your traffic. For the companies behind your ad clicks specifically, see our explainer on whether you can see who clicked your LinkedIn ads.

How do you set up conversion tracking with the Insight Tag?

Go to Measure, then Conversion tracking, click Create conversion, choose Insight Tag conversion, then set a name, category, value, click and view windows and attribution model, pick a tracking method, and attach the conversion to your ad sets. A conversion that isn't attached to an ad set is not tracked (LinkedIn Help, Set up Conversion Tracking for Insight Tag conversions).

The B2B House listed three types: page load, event-specific and image pixel. In 2026 there are five ways to track an Insight Tag conversion, plus the Conversions API:

Sources: LinkedIn Help, Set up Conversion Tracking; LinkedIn Conversions API. Fetched 14 Nov 2026.

How to track page load conversions

Page load is still the most common method, as The B2B House said. Add the URL of the page that only converters see, such as /demo/thank-you, and the conversion counts when it loads. LinkedIn's troubleshooting page lists the usual reasons the numbers don't match your CRM: the tag isn't on that page, "www" or a trailing slash differs, or the page that really loads is /thankyou123 when your rule says /thankyou (LinkedIn Help, Compare Campaign Manager conversions with third-party reporting).

How to track event-based conversions and custom events

Use event-specific tracking when the conversion happens without a new page: a demo form that shows a success message, a calendar booking inside an embed, a button click. LinkedIn generates a snippet to attach to the link or button, and the base tag must already be on that page. LinkedIn also documents firing event conversions from Google Tag Manager (LinkedIn Help, Event-specific conversion tracking with Google Tag Manager). One limit to know: buttons inside iframes don't appear in Website Actions, so embedded forms and schedulers usually need event-specific code or the Conversions API.

Attribution windows and models in 2026

Sources: LinkedIn Help, LinkedIn conversion window (updated about Sep 2026); Set up Conversion Tracking; Compare Campaign Manager conversions. Fetched 14 Nov 2026. LinkedIn's older comparison article still says 1, 7 or 30 days; the conversion window article is newer and adds 90.

The default matters more than it looks. Many third-party guides still quote 30-day click and 7-day view. If your account was set up years ago, your conversions may sit on the old windows while a new conversion gets 90/90, so two conversions on the same page can report very different numbers. Check the windows on every rule before you compare campaigns, and remember that a 90-day view window credits LinkedIn for anyone who scrolled past an ad in the last quarter. Report click-through and view-through separately.

Cite: "LinkedIn conversion windows can be set to 1, 7, 30 or 90 days, with a 90-day click and 90-day view default; 180 and 365 days are available only through the Conversions API or CSV uploads (LinkedIn Help, 2026)." Kiin Labs, kiin.co/blog/linkedin-insight-tag#conversion-tracking

What is the LinkedIn Conversions API, and do you need it?

The Conversions API (CAPI) sends conversions from your server or CRM straight to LinkedIn, without relying on browser cookies; run it alongside the Insight Tag, and LinkedIn deduplicates the two so each conversion counts once. LinkedIn says the API lets you "connect both your online and offline data to LinkedIn", including phone sales and leads from in-person events, and that "We deduplicate information sent through Conversions API and Insight Tag" (LinkedIn Help, LinkedIn Conversions API).

For B2B the reason is simple. The tag sees a form fill. Your CRM sees whether that lead became a qualified opportunity weeks later. CAPI is how you send the second event back, so LinkedIn can report on, and optimise toward, the conversions that matter: Qualified Lead, MQL and SQL are all conversion types, and they get the 180 and 365-day windows.

Source: LinkedIn Help, LinkedIn Conversions API, fetched 14 Nov 2026.

What LinkedIn's developer documentation adds (LinkedIn Marketing API, Conversions API, updated 11 Nov 2026):

• Three steps: create a conversion rule with the method set to Conversions API, associate campaigns with it, then stream events.
• Identifiers: each event needs at least one of SHA-256 hashed email, the LinkedIn first-party ad tracking ID (the li_fat_id value), Acxiom ID, IP address, Google advertising ID, first and last name, an external ID or a lead gen form response. LinkedIn says to send several, because "only matched events can be used for attribution and optimization".
• Deduplication: each event carries an eventId; send the same ID from the tag and the server.
• Age limit: the conversion time must be within the past 90 days.
• Volume: up to 5,000 events per batch request.

Our order of work with clients: tag first, then page-load or event conversions, then CAPI from the CRM for qualified pipeline. Capturing li_fat_id in a hidden form field and storing it on the lead is what makes the CRM events match well later. Sending events is not the whole job: the conversion rule still has to be attached to the ad sets.

Cite: "LinkedIn deduplicates conversions sent through both the Insight Tag and the Conversions API; a direct API integration takes two to four weeks on average (LinkedIn Help, 2026)." Kiin Labs, kiin.co/blog/linkedin-insight-tag#capi

How do you retarget website visitors with the Insight Tag?

Go to Plan, then Audiences, click Create audience, choose Matched Audience, then Website, name it, set the lookback window and add the URLs or Website Actions to include; the audience can serve once it matches 300 members. LinkedIn's steps (LinkedIn Help, Get started with LinkedIn website retargeting):

1. In Campaign Manager, open your ad account and select Plan, then Audiences.
2. Click Create audience, choose Matched Audience, then Website, and click Next.
3. Name the audience and set When did they engage? (the lookback window).
4. Build it from Website Actions, or enter URLs with Starts with, Equals or Contains rules.
5. Save, then add the audience to an ad set.

Sources: LinkedIn Help Center articles linked in each row, fetched 14 Nov 2026. Some third-party guides list a 365-day website lookback; LinkedIn's current Help pages we checked stop at 180 days.

The B2B House's advice to use "maximum 180 days" now matches LinkedIn's ceiling, and its 300-member minimum is unchanged. The "not retroactive" rule is the one that catches people out: create your audiences the day the tag goes live, even if you won't use them for months. Combine URL rules with the AND and OR options, as the old guide described, to narrow or widen an audience.

How we structure retargeting for B2B, by page intent and time window, is in our guide to LinkedIn retargeting for B2B.

Cite: "A LinkedIn website audience must match at least 300 members before it can serve, and only includes visits from the day it is created (LinkedIn Help, 2026)." Kiin Labs, kiin.co/blog/linkedin-insight-tag#retargeting

Is the LinkedIn Insight Tag GDPR compliant? Cookies and consent

The tag can be used lawfully in the EU and UK, but LinkedIn puts compliance on you: in practice that means a consent banner that blocks the tag until the visitor accepts marketing cookies. LinkedIn's GDPR page says "Customers are responsible for legal compliance for any personal data they provide to LinkedIn", that products "such as the Insight Tag, Conversions API, and Revenue Attribution Report will adjust to consented member data", and that Matched Audiences "will only match members who have opted in from the EU, EEA, UK or Switzerland" (LinkedIn Help, LinkedIn Marketing Solutions and the GDPR).

Sources: LinkedIn Help, Marketing Solutions and the GDPR; LinkedIn Cookie Table; LinkedIn Insight Tag. Fetched 14 Nov 2026. This is not legal advice; LinkedIn itself tells advertisers to consult their own counsel.

Consent costs you data. In the EU, every visitor who declines is invisible to the tag, so your website audiences and conversion counts will be lower than your analytics. That is expected, not a bug. It is also the strongest argument for the Conversions API: a lead who gave you their email on a form, under your privacy notice, can still be matched later from the CRM within the rules.

The future of the LinkedIn Insight Tag and analytics

The B2B House predicted tracking would get harder and LinkedIn would answer with first-party cookies. Both happened: LinkedIn added first-party cookies, the li_adsid identifier outside Europe, enhanced conversion tracking, Website Actions and the Conversions API. Its conclusion still holds too: treat platform numbers as directional, and judge LinkedIn on pipeline in your CRM, not on what Campaign Manager claims.

Why is my Insight Tag not working?

Most failures are one of five things: the code was edited or has curly quotes, the partner ID belongs to another account, the tag is blocked by your consent tool or firewall, nobody has visited the page yet, or the conversion isn't attached to an ad set. LinkedIn's checklist and what we see in audits:

Sources: LinkedIn Help, Troubleshoot the LinkedIn Insight Tag; Compare Campaign Manager conversions with third-party reporting; Insight Tag FAQs. Fetched 14 Nov 2026.

Two more causes LinkedIn lists: Campaign Manager doesn't count conversions from viral (organic share) impressions or clicks, and conversions are not deduplicated across ad sets, so the same lead can count in two ad sets that both reached them.

How does Kiin use the Insight Tag for B2B?

We treat the tag as plumbing for three jobs: measuring cost per demo, feeding retargeting, and excluding people we shouldn't pay to reach. Every LinkedIn Ads account we take on gets the same tag audit in week one, because a wrong tag makes every later decision wrong.

• Demo cost, not "conversions". We set separate conversions for demo requests and content downloads and never blend them. In the Kiin panel ($65M+ in LinkedIn spend, 1,000+ accounts) the median demo cost per lead is $350, with the best quarter under $161, while content leads cost a median $164 (LinkedIn Ads benchmarks; LinkedIn Ads statistics). A conversion rule that counts both makes a demo campaign look twice as cheap as it is.
• Retargeting by intent. Pricing and demo-page visitors get different ads from blog readers. Website audiences only fill from the day they're created, so we build them at set-up.
• Exclusions. Customers and existing pipeline go into exclusion audiences, so budget isn't spent on people sales already talks to. At a median CPM of $36.23 in our panel, that waste is real money; see what LinkedIn ads cost.
• Click and view reported apart. With 90-day view windows now the default, we report click-through conversions as the primary number and show view-through beside it.
• CAPI for pipeline. Once tag conversions are reliable, we send qualified-lead and opportunity events from the CRM so LinkedIn can optimise beyond form fills.

The tag tells you which campaigns produce site actions, not which named people clicked. If that is the question, our explainer on whether you can see who clicked your LinkedIn ads covers what LinkedIn does and doesn't show.

What The B2B House guide said, and what changed

The B2B House's Insight Tag guide is cited by other marketing sites, including sotrender.com, deux.io and wilderstrategylab.com. Below are the claims they link to, and the other claims and figures from the guide, exactly as published, with the 2026 position from LinkedIn's own documentation. The full original text is archived at the end of this page.

Figures previously published by The B2B House

Claims we no longer use

• "Companies have seen an increase of conversion rates by 20% when they implemented retargeting strategies." The guide gave no source and we could not trace one. We don't quote a retargeting uplift figure; measure your own with a holdout.
• "Data will populate your LinkedIn website demographics report even though you are not running ads." The report was retired in November 2023.
• "The LinkedIn insight tag is sometimes known as the LinkedIn pixel helper, LinkedIn insight tag checker." Those are names of checking tools, not of the tag. The tag is the Insight Tag or LinkedIn pixel.
• "Yes, these data validation, matching and retargeting capabilities are free." Still free to use, but in the EU, EEA, UK and Switzerland matching now depends on member consent, so it is no longer complete.

The original B2B House guide, archived in full

The B2B House is now part of Kiin. So that every link to its guide still makes sense, the complete original is kept below, section by section, exactly as it was last published (only typos fixed). Figures in it are from the dates its authors gave; the sections above give the current numbers and sources. Open any section to read it.

Step 3: Click on the “Analyze” dropdown option

How to get a LinkedIn Insight Tag

Step 5: Click on “Create Insight Tag”

How to create an insight tag

Step 6: Click on the installation method for your tag

How to install a LinkedIn insight tag

Step 7: Get your LinkedIn Insight tag (pixel) number.

How to get the LinkedIn Pixel ID

The LinkedIn partner ID is also known as your LinkedIn insight tag ID or LinkedIn pixel ID. These terms are used interchangeably. Write down this ID as it will be useful when you are checking it’s installation.

Step 2: Enter “Manage Insight Tag” dropdown and select “Manage Sharing”

Find and click on the Manage Insight Tag dropdown in the Analyze tab

How to share a LinkedIn Insight Tag

Step 3: Select either Full Access or View-Only Access

Accounts with full access to the insight tag will also be able to edit and share you tag. Use this option if you want the ad account you’re sharing your tag with to have editing rights. Usually, if you’re working with agencies, you should grant the “use-only” access where accounts can still use your tag to track ad performance but won’t be able to edit and reshare your insight tag. Once you’ve selected your option, remember to click on “Save”

How to share a LinkedIn Insight tag with either full or view-only access

Step 3: Choose “Website” under the “Create audience”

There are many options for retargeting. Select retargeting based on website behaviors.

LinkedIn retargeting capabilities and tools

Step 4: Choose “Website” under the “Create audience”

Complete the details needed within in the next tab. I recommend using maximum 180 days. Include the URL you want to retarget next. This would refer to retargeting audience who lands on this URL specifically. There are also “AND” and “OR” Boolean options for you to either narrow or expand your retargeting audiences respectively.

Complete retargeting details

How do I add/install my LinkedIn insight tag

There are 3 ways to install the LinkedIn pixel. You can either install the tag manually, send it to your web developer, or use a tag manager. I recommend using a tag manager tool like Google tag manager for ease of installation. Google tag manager specifically is free to use as well.

How to install the insight tag

Install the LinkedIn pixel Via Google Tag Manager

The advantage of this method is that you don’t have to add complex codes manually. You can add the tag without changing your website’s code. All you need is to find the Partner ID for your insight tag in your campaign manager tool and add it into your tag manager.

Depending on which tag manager, the documentation might be different. Here are some of the common tag managers you nay refer to:

• Google tag manager

• Tealium tag manager

• Adobe tag manager

• Ensighten tag manager

• Floodlight

How to add the LinkedIn tag manually through WordPress

Add the Insight Tag to your website’s global footer, just before the closing tag. Doing so will enable you to see which pages convert best and where you need to focus your efforts.

installing the tag through wordpress

Under the settings of the WordPress theme, paste the code you’ve taken from LinkedIn.

Pasting the LinkedIn Insight Tag Script in footer

How do I know if my LinkedIn insight tag is installed?

The best way to check is to use this web based LinkedIn pixel checker. It’s a one-click solutions which tells you whether the tag is installed correctly on your site.

How to check your LinkedIn Insight Tag

Input your website URL and click “Submit”

You should get a “Success” indication if your tag is installed properly with it associative Partner ID no. (PID)

Another manual, but not as accurate way, is to go to Campaign Manager, then Account Assets, and Insight Tag o check if there is an “active” label. If your Insight Tag is not yet activated, it will say “Not Active.” Click on the link to activate your Insight Tag. It may take up to 24 hours for the Insight Tag to be fully functional.

However, this method is not accurate because you can’t check specific pages and it only provides a generalized view.

You could also inspect the element of a specific URL and search for the pixel ID (PID) on the page.

How to track page load conversions

Once you have installed your pixel, you can track conversions whenever someone lands on a particular page. Assuming that you’re running a LinkedIn ad to drive webinar registrations, this method allows you to track anyone who lands on the “Thank you” page. Page load conversions are most commonly used. However, if your conversions are happening without a page load, you’ll require other methods of tracking, Which we will cover below.

Setting up conversion tracking for LinkedIn

How to Track Event-Based Conversions and custom events

Use event-specific conversion tracking when conversions are counted when a member takes action on a website without needing to visit a particular page.

event specific conversion tracking

You can also track events like button click with the event-specific pixel. You’ll need to install this code on the button and ensure it fires off only when the button is clicked. Do note that you’ll need the insight tag already installed on this page first. Here’s also a video of how you can install the event tracking through google tag manager.

LinkedIn Insight Tag: frequently asked questions

How we built this page, and every source

We started from every step and claim in The B2B House guide and every claim other sites link to it for (we checked its backlinks with Ahrefs). For each, we read LinkedIn's current Help Center articles, LinkedIn's developer documentation on Microsoft Learn and LinkedIn's legal pages on 14 November 2026. Where LinkedIn has removed a page, as with Website Demographics, we cite the best secondary source and say so. Kiin figures come from the Kiin Labs panel ($65M+ in LinkedIn spend, 1,000+ accounts), described in our method note. Corrections: [email protected].

1. LinkedIn Help, LinkedIn Insight Tag
2. LinkedIn Help, LinkedIn Insight Tag FAQs
3. LinkedIn Help, Access your LinkedIn Insight Tag
4. LinkedIn Help, Create and manage your Insight Tag
5. LinkedIn Help, Add the LinkedIn Insight Tag to your website
6. LinkedIn Help, Add the site-wide Insight Tag to Google Tag Manager
7. LinkedIn Help, Tag management systems compatible with the Insight Tag
8. LinkedIn Help, Share an Insight Tag across ad accounts
9. LinkedIn Help, Troubleshoot the LinkedIn Insight Tag
10. LinkedIn Help, Set up Conversion Tracking for Insight Tag conversions
11. LinkedIn Help, Event-specific conversion tracking with Google Tag Manager
12. LinkedIn Help, LinkedIn conversion window
13. LinkedIn Help, Compare Campaign Manager conversions with third-party reporting
14. LinkedIn Help, LinkedIn Conversions API
15. LinkedIn Marketing API, Conversions API (updated 11 Nov 2026)
16. LinkedIn Help, Get started with LinkedIn website retargeting
17. LinkedIn Help, Create a retargeting audience using Website Actions
18. LinkedIn Help, Data collection and storage for Matched Audiences
19. LinkedIn Help, Target audience size best practices
20. LinkedIn Help, Lookalike audiences have been discontinued
21. LinkedIn Help, Demographics for your LinkedIn Ads
22. LinkedIn Help, LinkedIn Marketing Solutions and the GDPR
23. LinkedIn Help, Data from others: Insight Tag and Website Actions
24. LinkedIn, Cookie Table
25. LinkedIn Pressroom, About Us
26. B2Linked, Repurposing Website Demographics
27. Business Standard, Apple iOS privacy changes will cost Meta $10 billion in 2022, Feb 2022
28. Kiin Labs, LinkedIn Ads Benchmarks 2026 and LinkedIn Ads statistics