Install the LinkedIn Insight Tag

The tag has to come from the same LinkedIn ad account your campaigns run from, because a tag from a different account sends your conversions somewhere those campaigns can't see them. When you connect LinkedIn Ads, Kite reads every ad account the connected LinkedIn member can see, along with that person's role on each one and whether the account is active.

If exactly one of those accounts is active and managed by that person, Kite sets it as your team's ad account automatically. If you manage several, Kite doesn't guess. An owner or admin on your team picks the account on the LinkedIn Ads card in Kite's team settings, and every later step uses that account. Kite also leaves out LinkedIn test accounts, because a test account can't run real ads and its tag would count your visitors somewhere no campaign could use them.

The care here matters more than it looks. LinkedIn gives each ad account exactly one Insight Tag and offers no way to delete it. Agencies and teams with an old account from a previous hire are the most likely to end up with the wrong one, and a wrong pick quietly sends every visit to an account you've stopped using. If you later switch accounts in settings, Kite swaps in the new account's tag on your Kite sites from their next publish.

Kite looks for your ad account's existing Insight Tag before it creates anything. Many accounts already have one, perhaps from an agency, a past campaign, or a test someone ran last year. When Kite finds it, Kite uses that tag as it is, so any audiences and history already attached to it carry over.

When the account has no tag, Kite creates it. The tag LinkedIn returns includes the full snippet and the account's partner ID, which is the number inside the snippet that identifies your ad account to LinkedIn. Kite saves that partner ID with your team's ad account, so every site Kite builds for you carries the same tag.

How the tag reaches your site depends on where the site lives.

On a site Kite builds and hosts, Kite adds the tag for you. The partner ID goes into the site's build, and every page loads LinkedIn's tag from the next publish onward. It loads only on the live site, not on previews, so your own testing stays out of LinkedIn's numbers.

On a site hosted somewhere else, such as WordPress or Webflow, Kite gives you the exact snippet LinkedIn issued and tells you where it goes. You paste it once into the head section every page shares, or add it as a Custom HTML tag set to fire on all pages in Google Tag Manager. Anyone on your team can also copy the snippet from the LinkedIn Ads card in Kite's team settings and send it to whoever edits the site.

In both cases, the goal is the same: the tag runs on every page, not only the landing page for one campaign. LinkedIn can only count a conversion on a page where the tag runs, and a retargeting audience can only include people who visited a tagged page.

You check whether the tag is firing by looking at LinkedIn's own list of domains that have sent it visits, not by looking at your page's code. A snippet can sit in the code and still never reach LinkedIn, for example when it's on a page template the live site doesn't use. LinkedIn records each domain the tag fires from and the last time it heard from it, and that record is what Kite reads.

Kite asks about your site's domain specifically. A tag that fires on your blog subdomain, or on a landing page from two years ago, says nothing about whether it fires on the site your new campaign points to. Kite counts the tag as firing only when your domain has called LinkedIn within the last 30 days and isn't blocked.

Kite reads the result in one of three ways and tells you what to do about each:

• Firing. Your domain has sent LinkedIn a visit recently. Kite tells you the tag is working and names the domain LinkedIn saw and when.
• Not firing yet. LinkedIn usually lists a domain five to ten minutes after the first page view with the tag in place. When the snippet was just pasted or the site just published, Kite waits and checks again instead of reporting a failure. If the domain still doesn't appear after that, Kite helps you work out whether the snippet is missing from some pages or belongs to a different ad account.
• Blocked. LinkedIn lists your domain, but tracking for it is blocked in Campaign Manager, so visits there aren't counted. Waiting won't change that, so Kite tells you to unblock the domain in Campaign Manager and names the domain.

The LinkedIn Ads card in team settings runs the same check while you have it open. It checks once a minute for up to 15 minutes, stops as soon as LinkedIn reports the tag firing, and shows the domain LinkedIn saw. That makes it easy for whoever pasted the snippet to confirm it worked before they move on.

A firing tag is half of LinkedIn conversion tracking. The other half is telling LinkedIn which visits count as conversions, and you define those in Campaign Manager. The most common kind counts a visit to a specific page, such as the confirmation page after someone requests a demo or the thank-you page after a signup. You then attach each conversion to the campaigns that should get credit for it.

Kite helps you decide what to count. It already knows your site from its research, including which pages your forms send people to after they submit. It can point you to the page that marks a real sign of interest, and it can suggest which conversion matters most for the campaign you're planning. A demo request is a better signal for a sales-led product than a visit to the pricing page, and Kite will tell you that rather than counting both the same way.

If your site has no clean confirmation page to count, Kite can add one on a site it hosts. For example, it can send people who submit your demo form to a dedicated thank-you page, which gives LinkedIn a simple page to treat as the conversion.

When LinkedIn shows no conversions from a campaign, the cause is usually one of a small set of problems, and Kite works through them in order. It starts with the tag itself, because nothing downstream can work if the tag isn't firing on the right domain.

These are the problems Kite checks for:

• The tag isn't firing on your domain, or it fires on another site you own but not the one your ads point to.
• The tag belongs to a different ad account than the one running the campaign.
• The domain is blocked in Campaign Manager.
• The tag is missing from the conversion page, for example when the thank-you page uses a different template from the rest of the site.
• The conversion isn't attached to the campaign, or its page address doesn't match the address visitors actually land on.

Kite can answer the first three directly from LinkedIn's records and your team's settings. For the last two, it tells you exactly what to check in Campaign Manager. Some missing conversions have other causes, too. Visitors who decline marketing cookies or use ad blockers won't be counted, and LinkedIn only credits conversions that happen within a set window after someone sees or clicks the ad.

On a site Kite hosts, Kite's own analytics give you a second count to compare. They record form submissions and show which visitors came from LinkedIn, so if your site recorded twenty demo requests from LinkedIn visitors and Campaign Manager shows none, you know the problem is in the tracking, not the campaign.