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LinkedIn

LinkedIn

LinkedIn Insight Tag is a conversion tracking and audience analytics tool for LinkedIn advertising. Scripts set a first-party cookie and send page view and conversion events to LinkedIn's servers. Data supports campaign attribution, demographic reporting on site visitors, and LinkedIn retargeting audience creation.

Microsoft
Part of Microsoft
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Overview

LinkedIn Insight Tag is LinkedIn's conversion tracking and website analytics tool for advertisers. It enables campaign attribution, demographic reporting on website visitors, and audience building for LinkedIn ad retargeting.

What This Script Does

The LinkedIn Insight Tag (snap.licdn.com/li.lms-analytics/insight.min.js) performs extensive tracking:

  • First-party cookie: Sets the li_fat_id first-party cookie when a visitor arrives from a LinkedIn ad click. This cookie persists the LinkedIn member identifier for conversion attribution.
  • Third-party cookie: The bcookie and lidc cookies on the linkedin.com domain identify LinkedIn members across advertiser sites, enabling cross-site tracking.
  • Page view tracking: Sends a tracking pixel request to px.ads.linkedin.com on every page load, including the page URL, referrer, and the LinkedIn member identifier if available.
  • Conversion events: Fires specific conversion events (purchases, signups, downloads) that are configured in LinkedIn Campaign Manager. These events include conversion values and custom data attributes.
  • Demographic reporting: LinkedIn matches visitor data against its member database to provide aggregate demographic breakdowns (job title, company, industry, seniority) of website visitors in Campaign Manager.
  • Retargeting audiences: Builds audience segments of website visitors that can be targeted with LinkedIn ads. Supports URL-based rules and event-based segmentation.
  • DOM scraping: The Insight Tag may read page metadata (title, description, canonical URL) and form submission events depending on configuration.

The script communicates with px.ads.linkedin.com, snap.licdn.com, and www.linkedin.com.

Consent & Compliance

Consent Category: Marketing

The LinkedIn Insight Tag is an advertising and tracking tool. Key compliance considerations:

  • GDPR/ePrivacy: The Insight Tag sets both first-party and third-party cookies for advertising purposes. It performs cross-site tracking by matching website visitors to LinkedIn member profiles. This requires explicit opt-in consent. LinkedIn acts as a joint controller with the advertiser for data collected via the Insight Tag.
  • CCPA: The data sharing between your site and LinkedIn for ad targeting and demographic reporting constitutes sale/sharing of personal information. Requires disclosure and opt-out rights.
  • Cross-site tracking: The tag's ability to match visitors to LinkedIn profiles via third-party cookies makes it a cross-site tracker subject to browser blocking (Safari ITP, Firefox ETP) and regulatory scrutiny.
  • Data minimization: Even when the tag fires, LinkedIn receives the full page URL. Ensure no sensitive data (health, financial) is exposed in URL paths or query parameters.

Should You Block This Without Consent?

Yes. The LinkedIn Insight Tag performs cross-site tracking, sets advertising cookies, and shares visitor data with LinkedIn for ad targeting and demographic profiling. It is purely a marketing tool with no functional necessity for your website. Block until the user grants marketing consent.

Is LinkedIn GDPR compliant?

LinkedIn typically loads marketing trackers, which are not strictly necessary for your site to work. Under the GDPR and the ePrivacy Directive, non-essential cookies and trackers must stay blocked until a visitor gives clear opt-in consent. So LinkedIn can be fully GDPR compliant, but only if your site holds its scripts until consent is granted and lets visitors decline just as easily. Compliance depends on how your site loads LinkedIn, not on LinkedIn itself.

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Products (4)

LinkedIn Ads
LinkedIn Ads
LinkedIn Ads is LinkedIn's advertising platform for B2B marketing and professional audience targeting. Conversion tracking scripts and pixels fire on advertiser websites to measure sign-ups, downloads, and purchases driven by LinkedIn ad campaigns. Sets cookies for audience matching, retargeting list building, and cross-device attribution reporting.
LinkedIn Insight Tag
LinkedIn Insight Tag
LinkedIn Insight Tag is a JavaScript tracking pixel for LinkedIn's advertising and analytics platform. The tag fires on every page view to collect URL, referrer, IP address, and device data for conversion tracking, website demographics reporting, and retargeting audience building. Sets cookies to identify LinkedIn members across advertiser websites.
LinkedIn Learning
LinkedIn Learning
LinkedIn Learning is an online education platform that can be embedded on websites to deliver professional development courses. Scripts load video players, course catalogs, and progress tracking widgets from LinkedIn's servers. Sets session cookies to authenticate learners and track course completion status across browsing sessions.
LinkedIn Share Button
LinkedIn Share Button
LinkedIn Share Button is a social sharing widget that lets website visitors share content directly to their LinkedIn feed. Scripts load the share button interface from LinkedIn's platform servers and open sharing dialogs when clicked. Sets cookies that can identify logged-in LinkedIn users and track sharing activity back to LinkedIn's analytics.

Consent Categories

Marketing

Also Known As

LinkedIn Insight Tagli_fat_idLinkedIn pixelLinkedIn retargetingLinkedIn GDPR

Industries

Computers Electronics and TechnologyProgramming and Developer Software

Tracked Domains (8)

LinkedIn's trackers are common, seen on about 14% of the sites ConsentStack has scanned. Scan your own site to see which of these are firing before consent.

linkedin.comMarketing

linkedin.com is a marketing domain operated by LinkedIn, used to serve ads, build audiences, and measure ad conversions. Seen on about 14% of scanned sites.

licdn.comMarketing

licdn.com is a marketing domain operated by LinkedIn, used to serve ads, build audiences, and measure ad conversions. Seen on about 5% of scanned sites.

bizographics.comMarketing

bizographics.com is a marketing domain operated by LinkedIn, used to serve ads, build audiences, and measure ad conversions. Seen on a small share of scanned sites.

adsymptotic.comMarketing

adsymptotic.com is a marketing domain operated by LinkedIn, used to serve ads, build audiences, and measure ad conversions. Seen on a small share of scanned sites.

dc.ads.linkedin.comMarketing

dc.ads.linkedin.com is a marketing domain operated by LinkedIn, used to serve ads, build audiences, and measure ad conversions.

snap.licdn.comMarketing

snap.licdn.com is a marketing domain operated by LinkedIn, used to serve ads, build audiences, and measure ad conversions.

px.ads.linkedin.comMarketing

px.ads.linkedin.com is a marketing domain operated by LinkedIn, used to serve ads, build audiences, and measure ad conversions.

platform.linkedin.comMarketing

platform.linkedin.com is a marketing domain operated by LinkedIn, used to serve ads, build audiences, and measure ad conversions.

Cookies LinkedIn Sets (2)

li_fat_id

LinkedIn Insight Tag first-party member identifier set on the customer apex when LinkedIn enables enhanced conversions. 30-day expiration.

li_gc

LinkedIn consent state cookie storing whether the visitor accepted non-essential cookies. Six-month expiration.

Frequently Asked Questions

Other Microsoft Products

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Microsoft Advertising UET Tag
Microsoft Advertising UET Tag
Microsoft Advertising UET Tag is the Universal Event Tracking pixel for Microsoft's ad platform, formerly Bing Ads. The JavaScript tag fires on advertiser websites to track page views, conversions, and custom events for campaign optimization. Sets cookies to identify visitors across sessions and attribute conversions to Microsoft Search and Audience Network ad clicks.
Bing Webmaster Tools
Bing Webmaster Tools
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Microsoft Azure AD
Microsoft Azure AD
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Microsoft Dynamics 365
Microsoft Dynamics 365
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Microsoft Power Apps
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Microsoft Power Apps is a low-code application development platform that enables embedded business applications on websites. Scripts load custom app interfaces from Microsoft's cloud, render form controls and data views, and connect to backend data sources through Power Platform connectors. Sets session cookies to maintain application state and user authentication.
Microsoft Power Automate
Microsoft Power Automate
Microsoft Power Automate is a workflow automation platform that connects to websites through embedded triggers and action widgets. Scripts load form interfaces, approval flows, and automated process components that interact with Microsoft's cloud services. Sets session cookies to authenticate users and maintain workflow state during multi-step automated processes.
Microsoft Teams
Microsoft Teams
Microsoft Teams is a workplace communication and collaboration platform that can be embedded on websites for chat, meetings, and document sharing. Embedded widgets load from Microsoft's servers to enable real-time messaging, video calls, and file collaboration. Sets authentication and session cookies to verify participant identity and maintain connection state.
Microsoft Viva
Microsoft Viva
Microsoft Viva is an employee experience platform that surfaces on websites through embedded engagement and learning modules. Scripts load content feeds and knowledge cards from Microsoft's cloud infrastructure. Sets authentication cookies for user identity and personalized workplace content delivery.
Power BI
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Power BI is Microsoft's business intelligence and data visualization platform. Its embedded scripts render interactive dashboards and reports within web pages, loading data visualizations through iframes or JavaScript APIs. Embedded reports may set authentication cookies and make requests to Microsoft's cloud services.
Xandr
Xandr
Xandr scripts serve programmatic display and video ads by placing cookies, collecting audience data, and participating in real-time bidding auctions. Scripts match visitors against audience segments and transmit behavioral data to Microsoft's advertising marketplace for targeting and measurement.

Related Vendors

Bing Ads
Bing Ads
Microsoft Advertising (Bing Ads) is the advertising platform for search campaigns on Bing, Yahoo, and partner networks. The Universal Event Tracking (UET) tag fires on advertiser sites to record conversions and build remarketing audiences. Data flows into the Microsoft Advertising dashboard for campaign reporting and bid optimization.
Index Exchange
Index Exchange
Programmatic advertising exchange (SSP) used by publishers to monetize inventory through header bidding. The IX script participates in Prebid.js auctions, submitting real-time bids to fill ad slots on the page. Sets cookies to sync user IDs with buyer platforms for audience targeting.
Criteo
Criteo
Specializes in commerce media retargeting, serving personalized product ads to users who have previously browsed or purchased from retail sites. The Criteo OneTag fires on product and confirmation pages to log catalog item views and conversions. Syncs user identifiers with retailers to power cross-site product recommendations.
Lotame Solutions
Lotame Solutions
Data management platform (DMP) used by publishers and advertisers to build and activate audience segments. The Lotame Crowd Control script fires on page load to collect behavioral signals and assign users to interest-based segments. Uses a universal cookie to sync audience data across Lotame's network of publisher and advertiser partners.
Amazon.com
Amazon.com
Present on third-party sites through Amazon Associates (affiliate tracking), Amazon Advertising pixels, and AWS-hosted assets. The Associates script fires conversion events when users arrive from Amazon affiliate links. Amazon Advertising's pixel tracks product page views and purchase events to build retargeting audiences on Amazon's ad network.
PubMatic
PubMatic
Supply-side platform for programmatic video and display advertising. PubMatic connects publishers to demand-side buyers via header bidding auctions. The PubMatic script participates in Prebid.js auctions and syncs user IDs across its network for audience-targeted ad serving.

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