Set up Conversion Tracking for Insight Tag conversions

Last updated: 2 days ago

You can use Insight Tag conversions, also known as online conversions, to track conversions that happen on your website. For example, a member account clicks on an ad that leads to your website and then fills out a form for a demo request. Insight Tag conversions in Campaign Manager include conversions based on the Insight Tag and conversions based on an image pixel.

Important to know

Insight Tag conversions need to be verified to provide reporting. Conversions can only be verified if the Insight Tag is installed on your website.

Here's a tip

For Accelerate campaigns, you can choose to add existing conversions or create new conversions when creating your campaign. Learn more about how to add conversions to your Accelerate campaign.

Prerequisites

Before you set up Insight Tag conversions, decide the conversion tracking method you’d like to use:

Conversion Tracking method Insight Tag required Description
Website Actions Required

Website Actions automatically collects and tags all the actions potential buyers perform on your website, like button clicks, page visits, or form submissions, without requiring additional setup or coding.
Manual conversions setup: Page load (sitewide tracking) Required Page load conversions are counted when LinkedIn members visit pages on your website. Define which page conversions are counted from by setting URL parameters.
Manual conversions setup: Event specific Required Event-specific conversions are counted when LinkedIn members take an action on your website. Add an event-specific code to a link or button on your website to define which actions conversions are counted for. 
Manual conversions setup: Image pixel Not required (image pixel) Image pixel (event-specific tracking) conversions are counted when LinkedIn members take an action on your website. You'll need to install an event-specific image pixel that loads when the conversion action is taken.
Tag manager Required Choose this option if you’re using a tag manager to implement your Insight Tag and track conversions. The LinkedIn Insight Tag is currently supported by Google, Adobe, Tealium, Ensighten, and Floodlight.

Conversions based on the Insight Tag, such as page load tracking or event tracking, enable both first- and third-party cookies. Event-specific image pixel conversions are less accurate, since they only enable third-party cookies, and you can't use enhanced conversion tracking with image pixel.

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 Conversion Tracking for Insight Tag conversions:

Step 1: Choose Insight Tag 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.

Step 2: Create a conversion rule

Here's a tip

Name your conversion in a way that defines the key conversion behaviors you'll be tracking, like filling out a lead form or downloading a white paper. Use naming conventions that will easily keep track of different conversion events.

  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. Below Choose the conversion tracking method, select the circle next to the type of conversion method you’d like to use (Website actions, Manual conversions setup, or Tag manager).

  2. If you choose Website actions:

    • If you have more than one domain, click the dropdown menu in the upper-right and select the relevant domain.
    • Select the checkbox next to the actions you’d like to use.
    • Click Next step and use Add filters to exclude pages or track only specific pages.

  3. If you choose Manual conversions setup, choose between:

    • Page load - For Page load conversions, add the URL from the conversions that should be counted when the page loads.
    • Event-specific - For Event-specific conversions, click Copy code to copy the code generated. 
    • Use the image pixel which is less accurate than the Insight Tag - For image pixel conversions, click Copy code to copy the code generated.

  4. If you choose Tag manager, follow the instructions for your specific tag manager.

  5. 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.

Conversions will only be tracked when attached to a campaign. When selecting campaigns for your account, keep in mind that all campaigns in an account will be automatically associated with a conversion if the following conditions apply: 

  • You have exactly one active or inactive conversion already created. 
  • That conversion is not yet added to one or more campaigns. 
  • You are creating the first conversion for an account. 

After creating a conversion, you can review the status of the conversion to see the signal LinkedIn is receiving from your website. 

Add conversions when creating a campaign

Once you’ve set up an Insight Tag conversion, you can add campaigns to your conversion from your Conversion Tracking page, or you can add conversions when you’re creating your campaign. If you’re adding conversions when creating a campaign, keep in mind, we’ll automatically select conversions to associate with your campaign based on your conversion category and campaign objective selection. You can review, add, or remove conversions as needed.

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