LinkedIn Insight Tag
The LinkedIn Insight Tag
forwards browser conversions to LinkedIn Campaign Manager for ad optimization,
retargeting, and demographic insights. This destination wraps the standard
Insight Tag snippet (loaded from snap.licdn.com/li.lms-analytics/insight.min.js);
there is no npm SDK for the browser tag. Mapped events become
window.lintrk('track', { conversion_id, conversion_value?, currency?, event_id? })
calls.
LinkedIn Insight Tag is a web destination in the walkerOS flow:
Loads the LinkedIn Insight Tag, lets the tag fire its own page view +
audience-building cookie, and forwards explicit conversions you map by
Campaign Manager conversion_id.
Installation
Setup
- Integrated
- Bundled
Configuration reference
| Property | Type | Description | More |
|---|---|---|---|
apiKey | string | Your LinkedIn Partner ID (numeric string, typically 6 to 7 digits). Find it in Campaign Manager under Insight Tag. Assigned to window._linkedin_partner_id before the Insight Tag script loads (like 1234567). |
Opt-in conversion model
LinkedIn is an opt-in conversion platform. Every tracked event must
reference a pre-created Conversion Rule in Campaign Manager via its numeric
conversion_id. Events without an explicit mapping.settings.conversion
produce zero lintrk calls.
This is the opposite of analytics destinations (Amplitude, Clarity, PostHog) which forward every event by default. Map only the events that matter for attribution.
Mapping data.examples
The code data.examples are interactive. You can edit the code to generate your individual event mapping.
Simple conversion ID
The minimum conversion: just the Campaign Manager conversion_id. Form
submissions, signups, downloads, or anything that's a one-shot Conversion Rule.
Full e-commerce conversion
The hero example: value from data.total, currency with an EUR
fallback, and eventId from the walkerOS event.id for cross-channel
deduplication. Short walkerOS keys (id, value, currency, eventId)
translate to LinkedIn's vendor parameter names at call time.
Page view as a key conversion
LinkedIn's Insight Tag automatically fires a page view on load for retargeting. This pattern fires an additional explicit conversion when a page view matches a Campaign Manager KEY_PAGE_VIEW rule (e.g., a high-intent landing page). Both calls live in the LinkedIn pipeline; they do not collide.
Skipping a fully configured rule
mapping.skip: true suppresses the call while keeping the rule on disk for
quick reactivation, which is useful for A/B testing which conversions fire or pausing
a rule mid-campaign without redeploying. Equivalent to omitting
settings.conversion entirely under the opt-in model.
Falsy guards
The destination protects against misconfigured mappings:
- If
idresolves to falsy or0→ the entirelintrkcall is skipped (no silent error or partial conversion). - If
value/currency/eventIdresolve to falsy → those individual fields are dropped from the call.idis always required.
Consent
LinkedIn is an advertising platform. The walkerOS consent key is marketing
(not analytics):
The walkerOS config.consent gate blocks unconsented events from reaching
the destination in the first place. The Insight Tag itself has no vendor
opt-out API. When consent is later revoked, walkerOS stops sending events,
but the loaded tag stays in the page.
Deferred script load
If you want the Insight Tag to load only after consent is granted, set
loadScript: true and leave config.consent.marketing un-granted at init
time. The destination will skip addScript() during init and inject the
script the first time an on('consent') event grants marketing. The
handler is idempotent. If a <script src="...snap.licdn.com..."> already
exists in the DOM, no second injection happens.
The Insight Tag fires its own page view on load and drops first-party cookies for audience building. The destination has no knob to suppress this. It is the expected behavior for retargeting, separate from explicit conversion tracking.
No identity tracking
LinkedIn identity on the web is cookie-based. The Insight Tag manages its
own first-party cookies and matches visitors against LinkedIn member profiles
server-side. There is no lintrk('identify', ...) API. The destination does
not forward user IDs, emails, phone numbers, or the li_fat_id click ID.
A future @walkeros/server-destination-linkedin (Conversions API) will
consume li_fat_id from the session source for advanced matching, sharing
the event_id field for browser↔server deduplication.