Use event-specific conversion tracking with Google Tag Manager

Last updated: 1 day ago

You can use tag management systems, like Google Tag Manager, to manage multiple tags added on your website in one place for conversion tracking.

When you use Google Tag Manager, you'll need to:

  • Choose event-specific conversions when setting up your conversions. Event-specific conversions help you track actions taken on your website after your ad has been displayed.

  • Access your Insight Tag conversion ID and partner ID from your LinkedIn Ads account.

Before you set up event-specific conversion tracking

Before you can set up conversion tracking using Google Tag Manager, make sure to:

  1. Add your Insight Tag to your website. 

  2. Access and copy your conversion ID.

  3. Access and copy your partner ID. 

  4. Add the LinkedIn Insight Tag 2.0 to Google Tag Manager. 

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 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.


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.

To set up event-specific conversion tracking using Google Tag Manager: 

Step 1: Select Insight Tag conversions as your source 

  1. Go to your ad account in Campaign Manager.

  2. Click Measurement on the left menu, then click Conversion tracking. 

  3. Click the Create conversion button and select Insight Tag conversion. 

    • If you’d like to edit an existing conversion, click the conversion name. 

Step 2: Create a conversion rule

  1. Name your conversion rule. This name will only be visible in Campaign Manager. 

  2. Click the Select the category of the conversion dropdown menu and select a behavior (for example, Download or Lead). 

  3. Optional: Below Set the value of the conversion, add a monetary value for your conversion. 

  4. Click the dropdown menus below Clicks and Views to select a time frame for when your clicks and views can be counted.

  5. Below Select the attribution model to specify how each ad interaction is credited, use the dropdown menu to select either:

    • Last Touch - Each campaign
    • Last Touch - Last campaign 

  6. Click Next step. 

Step 3: Choose your conversion tracking method

  1. On the Sources page, select the circle next to Tag manager.

  2. In the Define your conversion tracking method section, select the circle next to Event-specific. 

  3. Confirm that you've already added your Conversion ID to Google Tag Manager. If not, click Copy code and add the Conversion ID to Google Tag Manager.

  4. Click Next step.

Step 4: Review and update the campaigns selected for your conversion  

When you use Conversions API, Insight Tag, or a CSV file as your data source, we’ll automatically select campaigns to associate with your conversion. You can review, add, or remove campaigns as needed. Campaign selection is determined by the category chosen in the Select the category of the conversion dropdown in Step 2 above.

To review and update the campaigns selected: 

  1. On the Review page, review the details of your conversion. To see the selected campaigns, scroll to the Campaigns section and click below Selected campaigns.

  2. Optional: To edit the selected campaigns:

    1. Click Edit in the upper-right corner of the section.
    2. Select or clear the checkboxes next to the campaigns where you’d like to either apply or remove your conversion. To find a specific campaign, use the search bar at the top or filter using the Status or Objective dropdown menus.  
    3. Click Save.

  3. Click Create.

Important to know

We don't allow piggybacking off other third-party tracking pixels to identify who is converting. This is to protect the privacy of our members.

Related tasks

Learn more in the Google Help Center

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