LinkedIn Insight Tag

Last updated: 14 hours ago

The LinkedIn Insight Tag is a piece of lightweight JavaScript code that you can add to your website to enable in-depth reporting. With the Insight Tag, you can track conversions, retarget website visitors, and view Audience Insights on LinkedIn member accounts that visit your website. 

Here's a tip

For the best results, we recommend installing only one Insight Tag per website. If you have multiple ad accounts, you can share an Insight Tag across accounts so that each ad account is able to receive data from the same tag on your site. 

Features available with the Insight Tag

With the Insight Tag installed on your website or through a tag management system, you can use the below features:

  • Conversion Tracking - Create conversions to track when a LinkedIn member account visits a page or takes an action on your website after viewing or clicking your ads.
  • Website audiences - Create and build website audiences to retarget LinkedIn member accounts that visit your site.
  • Website Actions - When the Insight Tag is installed on your website, you can build conversions and website retargeting audiences based on Website Actions, without requiring additional setup or code. Website Actions automatically collects and tags all the actions potential buyers perform on your website. Learn more about Website Actions, including the button layout and engagement data involved. 

When the Insight Tag is installed on your website, you can build conversions and website retargeting audiences based on Website Actions, without requiring additional setup or code. Website Actions automatically collects and tags all the actions potential buyers perform on your website.

How the Insight Tag works

When you install the Insight Tag on your site, the tag creates cookies and a first-party pseudonymous identifier called a LinkedIn Ads ID on visitors' web browsers when they visit your website. 

  • Cookies enable the collection of data regarding member accounts’ visits to your website. 
  • The LinkedIn Ads ID (li_adsid) is a first-party identifier generated by the Insight Tag to help support conversion tracking as an additional signal on top of cookies. It is only applicable to website traffic from outside the EU, EEA, Quebec, and UK territories.

Each Insight Tag has a unique partner ID that matches the data received from an Insight Tag with an ad account. The partner ID is generated when you create an Insight Tag on your ad account. 

Here's a tip

We recommend enabling first-party cookies for your Insight Tag to more accurately measure conversions and build website audiences. Many browsers block the creation of third-party cookies by default, which can cause conversion data loss.

Insight Tag and Microsoft’s UET tag

Please note, LinkedIn also receives data from Microsoft’s UET tag, which is similar to the Insight Tag and further improves conversion tracking.

  • The UET tag helps measure visits to your website. When available, we use this data to capture more website conversions and improve campaign optimization. Please note, data from countries in the European Economic Area (EEA) and Switzerland (Designated Countries) and restricted countries (https://www.microsoft.com/en-us/exporting/faq) is excluded from the information provided by the UET tag. Learn more about the UET tag on the Microsoft website.
  • When you use both the Insight Tag and UET tag, conversions are counted using LinkedIn’s existing attribution rules. If the same action is detected by multiple tracking sources, it is only counted once. Learn more about deduplication for conversion tracking.
  • We use UET data to help calculate your conversion metrics, so you might see a difference in your conversion data. Keep in mind, the Insight Tag will be the primary data source, with the UET tag providing additional information where available. If you disconnect the UET tag, you could see decreased attributed conversions, depending on where each tag is setup on your website.

Keep in mind, you can disconnect the UET tag in Campaign Manager at any time.

Preparing for the Insight Tag

LinkedIn provides services that are meant to be used in a legally compliant manner. You are responsible for ensuring you’ve obtained any necessary permissions or consents from your users before sharing any data with a third-party, including with LinkedIn. LinkedIn is unable to provide legal guidance or recommendations to customers.

We recommend you engage your internal stakeholders, such as your legal counsel, early in the process and share the following resources related to how data shared via Insight Tag will be used: 

Insight Tag data privacy

Important to know

Consistent with our terms, the Insight Tag should not be installed on web pages that collect or contain Sensitive Data. This can include pages offering specific health-related or financial services or products to consumers.  

 

For example, depending on the content of the pages, the Insight Tag may be included on a generic homepage for a pharmacy or a bank, or business-to-business pages directed only to organizations and financial or healthcare professionals, but should not be included on consumer pages for certain types of medications or pages where users manage their financial accounts and transactions or medical appointments, since it could lead to the inadvertent collection and sharing of sensitive information regarding the health or finances of individuals who visited that page.  

 

This does not constitute legal advice. Please consult with your webmaster and legal counsel to determine which pages may or may not collect sensitive data. 

When using the Insight Tag, keep in mind the following privacy measures: 

  • Pseudonymization - Information that directly identifies an individual member is removed from data within seven days in order to make the data pseudonymous. 
  • Data retention - Remaining pseudonymized data is deleted within 180 days. 
  • Enhanced matching - If you enable enhanced matching, you can also send email addresses associated with the respective visits. Those email addresses are hashed on the website before being sent to LinkedIn, to protect members’ privacy – we only match information we already have, the rest remains unreadable. Learn more about enhanced matching for your website.
  • Data storage - Data is stored in LinkedIn’s servers in the U.S. Please note that LinkedIn complies with the EU-U.S. Data Privacy Framework, which ensures an adequate level of protection for personal data transferred from the EU/EEA. Learn more about EU/EEA, UK, and Swiss data transfers. 
  • Data processing - No subcontractors or sub-processors are involved. 
  • Member transparency and controls - LinkedIn members can access their ad settings at any time to control how their data may be used for ads, including data that is shared by a customer via the Insight Tag. Members also have the ability to have their data deleted, among other rights, as covered in Section 4 of our Privacy Policy.

For more information about cookies, please see LinkedIn’s Cookie Policy and refer to LinkedIn's Cookie Table.

To learn more about LinkedIn’s Insight Tag, check out LinkedIn’s free, expert-built training course on this topic. 

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