The LinkedIn Insight Tag is a piece of lightweight JavaScript code that you can add to your website to enable in-depth campaign reporting. With the Insight Tag, you can track conversions, retarget website visitors, and view Audience Insights on LinkedIn members who 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 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 members who visit your site.
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 members’ 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.
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
- Consistent with our terms, you are not permitted to install the Insight Tag on web pages that collect or contain sensitive data. This can include pages offering specific health-related or financial services 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, but should not be included on 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.
- 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 - All data processing carried out by the Insight Tag is done by LinkedIn on LinkedIn’s servers in the U.S. 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.
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