How do I add the LinkedIn Insight Tag to my website?
You add the LinkedIn Insight Tag by copying your ad account's tag from LinkedIn Campaign Manager and placing it on every page of your website, usually in the shared header or footer that every page loads. The tag is a short script that loads LinkedIn's tracking code in the visitor's browser. Each time someone opens a page, the script tells LinkedIn which page they saw, and LinkedIn matches that visit to a LinkedIn member when it can.
That one connection does three jobs for your ads:
- Conversion tracking. LinkedIn can count when someone who saw or clicked your ad later reaches a page you care about, such as a demo request confirmation page.
- Retargeting. LinkedIn can build audiences from the people who visited your site, or specific pages on it, so you can show ads to them later.
- Visitor demographics. Campaign Manager can show you the job titles, industries, and company sizes of the LinkedIn members who visit your site.
There are three common ways to install the tag. You can paste it into your site's template yourself, or send it to whoever manages your site's code. You can add it through Google Tag Manager, which has a ready-made LinkedIn Insight tag type and also accepts the snippet as a Custom HTML tag. Or you can use a site builder that offers a field or an app for the LinkedIn tag. Whichever route you choose, the tag needs to load on every page, not just the landing page for one campaign, because LinkedIn can only count a conversion on a page where the tag runs.
A good result has three parts. The tag belongs to the ad account your campaigns actually run from, it loads on every page of the live site, and LinkedIn lists your domain as firing. That last part is the one people skip, and it's why many teams discover weeks later that their campaigns recorded no conversions.
Kite does this work for you. It connects to your LinkedIn ad account, gets the right tag, puts it on the site it builds for you or hands you the snippet for any other site, and checks with LinkedIn that the tag is firing.
How to get started
Start by asking Kite in Slack to set up LinkedIn tracking on your site:
"We're starting LinkedIn ads next week. Get the Insight Tag on our website and tell me when it's working."
Kite is an AI marketer in your Slack. It researches your business, builds a growth strategy, and ships the work that brings you new customers. It already knows your website from that research, including whether Kite built and hosts it or it runs on another platform, so you don't need to explain where the site lives.
The one thing Kite needs from you is a LinkedIn Ads connection. If you haven't connected it yet, Kite sends you a link in the thread. You approve it in LinkedIn as someone who manages the ad account, such as an account manager or campaign manager. Connecting LinkedIn Ads is your approval for Kite to set up conversion tracking on your Kite sites, so the tag work starts as soon as the connection finishes.
How Kite adds the LinkedIn Insight Tag to your website
Which ad account does the tag belong to?
Kite ties the tag to the one LinkedIn ad account your campaigns run from, because a tag from the wrong account sends your conversions somewhere your campaigns can't see them. When you connect, Kite reads every ad account the connected LinkedIn member can see, along with that person's role and each account's status.
If exactly one of those accounts is active and managed by that person, Kite pins it as your team's ad account. If there are several, Kite doesn't guess. You choose the account on the LinkedIn Ads card in Kite's team settings, and every later step uses the account you picked.
Kite also refuses LinkedIn test accounts. A test account can't deliver ads, and its tag would count your real visitors into a sandbox where no campaign could use them.
Does the account already have a tag?
Kite looks for the account's existing Insight Tag before it creates anything, because LinkedIn allows only one tag per ad account and has no way to delete one. If your account already has a tag, perhaps from an earlier agency or a test you ran last year, Kite uses that tag as it is.
If the account has no tag, Kite creates it. The tag LinkedIn returns contains the full HTML snippet and the account's partner ID, the number inside the snippet that identifies your ad account to LinkedIn. Kite records the partner ID against your pinned ad account, so every site it builds for you carries the same tag.
Putting the tag on your site
How the tag reaches your site depends on where the site lives.
On a site Kite built and hosts, Kite adds the tag for you. Kite places the partner ID into the site's build, and the site loads LinkedIn's tag on every page from its next publish onward. It loads only on the live site, not on preview builds, so your own testing doesn't show up in LinkedIn's numbers.
On a site hosted somewhere else, such as WordPress or Webflow, Kite gives you the exact snippet LinkedIn issued, along with where it goes: once in the head section that every page shares, or in a Google Tag Manager Custom HTML tag set to fire on all pages. Anyone on your team can also copy the snippet from the LinkedIn Ads card in Kite's team settings. If you connect Google Tag Manager, Kite can add the tag to your container's workspace for you, and you publish the container when you're ready.
Is the tag working?
Kite confirms the tag is working by checking LinkedIn's own list of domains that have called your account's tag, rather than by looking at your page's code. LinkedIn records each domain the tag fires from and the last time it heard from it. Kite asks about your site's domain specifically, because a tag firing on your blog says nothing about whether it fires on your main site.
Kite reads the result one of three ways:
- Firing. Your domain has called LinkedIn within the last 30 days and isn't blocked. Kite tells you the tag is working and names the domain LinkedIn saw.
- Not firing yet. A domain usually shows up five to ten minutes after the first page view with the tag in place, though LinkedIn says it can take up to 24 hours. When the tag was just added or the site just published, Kite waits and checks again before treating it as a problem.
- Blocked. LinkedIn lists your domain but tracking for it is blocked in Campaign Manager, so visits there aren't counted. Waiting won't help, so Kite tells you to unblock the domain in Campaign Manager.
The settings card does the same check while it's open. It checks once a minute for up to 15 minutes and stops as soon as LinkedIn reports the tag firing, showing the domain LinkedIn saw.
What Kite reports back
When the work is done, Kite posts in the Slack thread where you asked. It names the ad account the tag belongs to, says whether it found an existing tag or created a new one, and lists each domain LinkedIn has seen with the last time it fired. If something needs your hands, such as pasting the snippet on another host or unblocking a domain, Kite says exactly what to do and where.
With the tag firing, your next step in LinkedIn is to define the conversions you care about in Campaign Manager, such as a visit to your demo confirmation page or your signup thank-you page. From there, Kite can read your campaign reports through the same connection and draft new LinkedIn campaigns and image ads for your team to launch.
What the finished work contains
When Kite finishes, your website reports visits to the right LinkedIn ad account, and you have proof that LinkedIn is receiving them.
One Insight Tag
Your ad account's single tag, either the one it already had or one Kite created, tied to the ad account your campaigns run from.
The tag on every page
On a Kite site, the tag loads on every page of the live site from the next publish. On another host, you have the exact snippet and the place it goes.
A firing check
The list of domains LinkedIn has seen for your tag, when each last fired, and whether any are blocked.
The Slack summary
The thread records which account Kite used, what it created or reused, and anything left for you to do.
A ready setup for campaigns
Conversion tracking and retargeting audiences can start collecting data, so they're ready by the time your first campaign launches.
Common questions
Is the LinkedIn Insight Tag a cookie?
The Insight Tag is a script, not a cookie, but it does set and read cookies to recognize visitors and match them to LinkedIn members. Because of that, sites that serve visitors in places with cookie consent rules, such as the European Union, usually load the tag only after a visitor accepts marketing cookies. LinkedIn reports conversions and audience data in aggregate, so you never see which individual member visited your site.
Do I need a separate Insight Tag for each website?
No. Each LinkedIn ad account has one Insight Tag, and you place that same tag on every site and subdomain you want tracked. LinkedIn lists each domain the tag fires from separately, which is why Kite checks your specific site's domain when it confirms the tag is working.
Why isn't LinkedIn showing my Insight Tag as active?
The most common reasons are that the tag hasn't been on a page someone visited yet, it was added to only some pages, it belongs to a different ad account than the one you're checking, or the domain is blocked in Campaign Manager. Ad blockers can also stop the tag from loading for some visitors, which lowers your counts without turning the tag off. Kite's check separates the first three cases from a blocked domain, so you know whether to wait or to change a setting.
How long does it take before I can retarget my website visitors?
Retargeting starts once LinkedIn has collected enough matched visitors to build an audience, which LinkedIn sets at a minimum of 300 members. The tag only counts visits from the day it starts firing, so adding it a few weeks before your campaigns launch gives your first retargeting audience time to fill.