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The LinkedIn Insight Tag tracks visitors from your LinkedIn ad campaigns. It lets you measure conversions, build retargeting audiences, and unlock demographic reporting for your site visitors based on their LinkedIn profiles.

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Why use the LinkedIn Insight Tag

  • See which campaigns actually convert. Track signups, downloads, and other actions back to the exact LinkedIn campaign that drove them.
  • Bring back visitors who didn’t convert. Retarget people who visited your site with follow-up ads on LinkedIn.
  • Understand who your visitors really are. See your audience broken down by job title, company, industry, and seniority — powered by LinkedIn profile data.
  • Build smarter audiences for future campaigns. Create audiences from page visits and use them to target or exclude groups in your ads.

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What you need

Before you start, make sure you have:
  1. Go to LinkedIn Campaign Manager
  2. Click Analyze in the left sidebar, then select Insight Tag
  3. If you haven’t installed the tag yet, LinkedIn shows your Partner ID in the setup instructions
  4. If you’ve already set it up, your Partner ID is shown at the top of the Insight Tag page

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Add the Insight Tag to your project

Open the chat in your Macaly project and ask the agent: 
Add the LinkedIn Insight Tag to my site. My Partner ID is 1234567.
The agent adds the Insight Tag script to your project. Once published, LinkedIn starts collecting visitor data automatically.
Replace 1234567 with your actual Partner ID from LinkedIn Campaign Manager.

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Verify it’s working

1

Go to Campaign Manager

Open LinkedIn Campaign Manager and navigate to Analyze then Insight Tag.
2

Check the tag status

LinkedIn shows the status of your Insight Tag. After your first visitor, it should change from Unverified to Active. This can take up to 24 hours.
3

Check Website Demographics

Once active, go to Analyze then Website Demographics to start seeing visitor data broken down by job title, company, and industry.
Tracking scripts run in the editor preview too, but data will be attributed to the preview domain. For accurate demographics and conversion data, verify in Campaign Manager after deploying.

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Track conversions

The Insight Tag tracks page visits by default. To measure specific actions, you can set up conversions in two ways:

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URL-based conversions (set up in LinkedIn)

For simple conversions like a thank-you page, you don’t need to change anything in Macaly. Just configure the conversion in LinkedIn:
  1. In Campaign Manager, go to Analyze then Conversion tracking
  2. Click Create conversion
  3. Choose Online conversion and select a trigger (like a specific page URL)
  4. LinkedIn tracks it automatically using the Insight Tag that’s already on your site

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Event-specific conversions

For actions that don’t have a dedicated page (like a button click or form submission), ask the agent:
What to trackExample prompt
Form submission”Fire a LinkedIn conversion event when someone submits the contact form”
Content download”Track when someone clicks the ‘Download whitepaper’ button as a LinkedIn conversion”
Signup”Send a LinkedIn conversion event after someone creates an account”
Demo request”Fire a LinkedIn conversion when the demo form is submitted”
Cookie consent. The LinkedIn Insight Tag sets cookies to identify visitors. If your site has visitors from the EU, UK, or other regions with privacy laws, you are responsible for ensuring a cookie consent solution is in place before the tag loads.

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Good to know

  • The Insight Tag needs at least 300 visitors before Website Demographics data appears
  • Demographic data is based on LinkedIn profiles. Visitors who aren’t logged into LinkedIn won’t be included
  • You only need one Insight Tag per LinkedIn ad account. It works across all your campaigns automatically
  • If you also use Google Tag Manager, you can add the Insight Tag through GTM instead. The agent can help with either approach