LinkedIn Insight Tag GTM Setup: Step-by-Step Guide

LinkedIn Insight Tag is the tracking pixel for LinkedIn Ads. It tracks website visitors, measures ad conversions, and powers LinkedIn's retargeting audiences. Installing it via Google Tag Manager (GTM) keeps your tracking centralized and avoids adding code directly to your site.

What LinkedIn Insight Tag does

LinkedIn Insight Tag is a lightweight JavaScript snippet that:

• Reports LinkedIn ad clicks and impressions to your LinkedIn Campaign Manager
• Enables conversion tracking for form submissions, purchases, and other actions
• Builds retargeting audiences based on website visitors
• Provides demographic data about your visitors (job title, industry, company size)

Before you start

You need:

• A LinkedIn Campaign Manager account
• Google Tag Manager installed on your website
• Your LinkedIn Partner ID (found in Campaign Manager → Analyze → Insight Tag)

1. Log into LinkedIn Campaign Manager
2. Go to Analyze → Insight Tag in the left menu
3. Copy your Partner ID — it is a 7-digit number

1. Open your GTM container → Tags → New
2. Click Tag Configuration → search for LinkedIn in the Community Template Gallery
3. Select the LinkedIn Insight Tag template
4. Enter your Partner ID
5. Set trigger: All Pages
6. Name the tag: LinkedIn Insight Tag — Base
7. Save

For specific conversion events (form submissions, purchases, demo requests):

1. In LinkedIn Campaign Manager → Analyze → Conversion Tracking → Create Conversion
2. Create a conversion action (e.g. "Demo Request")
3. LinkedIn will give you a conversion-specific event snippet
4. In GTM, create a new Custom HTML tag
5. Paste the LinkedIn conversion snippet
6. Set the trigger to fire only on the relevant page or action
7. Name the tag: LinkedIn Conversion — Demo Request

1. In GTM, click Preview and connect to your website
2. Navigate to the relevant pages
3. In GTM Preview panel, confirm the LinkedIn tags fired
4. In LinkedIn Campaign Manager → Insight Tag → check Status — should show Active

Once testing confirms the tags fire correctly, publish your GTM container.

Why also use LinkedIn CAPI?

LinkedIn Conversions API (CAPI) sends conversion data server-side, bypassing browser restrictions and ad blockers. For B2B advertisers spending on LinkedIn, CAPI significantly improves attribution accuracy.

Sytrics generates LinkedIn CAPI setup code alongside your pixel event code in the same scan.

Generate your LinkedIn tracking code with Sytrics →