LinkedIn Insight Tag 2.0
The LinkedIn Insight Tag is the basic tracking code for LinkedIn advertising. Version 2.0, recommended by LinkedIn since 2024, gives better performance and support for Conversions API integration. The tag is installed through GTM with the LinkedIn Insight Tag 2.0 template from the Community Template Gallery, or as a Custom HTML tag with the base code's Partner ID from Campaign Manager.
The tag should trigger on All Pages with a consent condition tied to your CMP. For EU traffic the tag must not be activated before the visitor has given consent for LinkedIn tracking.
Conversion types in LinkedIn Campaign Manager
LinkedIn supports three types of conversions. URL-based conversions trigger when a visitor loads a specific page. Event-based conversions trigger when a specific JavaScript event occurs, which is the right approach for single page applications and modal forms. Hybrid combines URL for simple flows and events for complex ones.
For B2B sites, event-based conversions are recommended because they are more flexible. Create separate conversion actions for demo bookings, contact forms and PDF downloads to get granular data.
LinkedIn Conversions API
The LinkedIn Conversions API (CAPI) is a server-side integration that sends conversion data from your server directly to LinkedIn without passing through the browser. It gives tracking that is immune to ad blockers and ITP, and LinkedIn recommends it as a complement to the Insight Tag.
Best practice is a dual setup where both the Insight Tag and CAPI run simultaneously. LinkedIn handles deduplication automatically. Stape offers a LinkedIn CAPI tag for server GTM that simplifies the implementation considerably.
The minimum size for retargeting audiences
LinkedIn requires at least 300 matched members in a retargeting audience before campaigns can deliver. That is a considerably higher threshold than Meta (100 matched users). For B2B sites with limited traffic, it can mean retargeting campaigns do not work until the site has enough volume.
Verification and troubleshooting
- Install LinkedIn Insight Tag 2.0 through GTM with a consent condition
- Create event-based conversion actions for all important conversion points
- Implement LinkedIn CAPI through server GTM for complete data coverage
- Verify with the LinkedIn Insight Tag Helper extension
- Check that your audiences reach the 300 threshold before launching retargeting campaigns
Frequently asked questions
Do I need both the Insight Tag and CAPI?
A dual setup is best practice. Both run simultaneously and LinkedIn handles deduplication automatically.
Which conversion type is best for B2B?
Event-based conversions are recommended because they are more flexible. Create separate actions for demo bookings, contact forms and PDF downloads.
How big must a retargeting audience be?
At least 300 matched members, compared with 100 matched users on Meta.