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.
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_idfirst-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
bcookieandlidccookies on thelinkedin.comdomain identify LinkedIn members across advertiser sites, enabling cross-site tracking. - Page view tracking: Sends a tracking pixel request to
px.ads.linkedin.comon 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.
Products (4)
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 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 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 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.comMarketinglicdn.comMarketingbizographics.comMarketingadsymptotic.comMarketingdc.ads.linkedin.comMarketingsnap.licdn.comMarketingpx.ads.linkedin.comMarketingplatform.linkedin.comMarketingFrequently Asked Questions
Does LinkedIn require cookie consent?
Yes. LinkedIn's Insight Tag sets persistent cross-site cookies and shares visitor data with LinkedIn's ad platform for audience targeting and demographic profiling. GDPR and ePrivacy require explicit marketing consent. CCPA/CPRA requires opt-out rights for cross-context behavioral advertising data sharing.
What cookies does LinkedIn set on third-party sites?
The Insight Tag sets li_fat_id for member click attribution, bcookie and lidc on linkedin.com for cross-site identification, and fires a pixel to px.ads.linkedin.com on every page load with URL, referrer, IP, and LinkedIn member identifier. The script loads from snap.licdn.com. Page metadata including title and canonical URL may also be read.
How does ConsentStack handle LinkedIn consent?
ConsentStack classifies LinkedIn as marketing. The Insight Tag is blocked until marketing consent is granted. ConsentStack prevents li_fat_id and bcookie placement, stops pixel fires to px.ads.linkedin.com, and pauses audience building. When marketing consent is confirmed, ConsentStack unblocks the tag and campaign attribution resumes in full.
Other Microsoft Products
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.
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
Sets a meta tag or BingSiteAuth.xml file to confirm site ownership with Microsoft Bing. The verification asset collects no personal data; Bing then provides search performance, crawl error, and keyword analytics accessible only through authenticated Webmaster Tools dashboard sessions.
Microsoft Azure AD
Microsoft Azure AD (now Microsoft Entra ID) is a cloud identity and access management service for single sign-on and user authentication on websites. Scripts load the Microsoft Authentication Library to handle OAuth flows, display login prompts, and manage access tokens. Stores authentication cookies and session tokens to maintain user login state across visits.
Microsoft Dynamics 365
Microsoft Dynamics 365 is a suite of CRM and ERP applications that integrates with websites through tracking scripts and embedded forms. Web tracking code captures visitor behavior, page views, and form submissions to build customer profiles and score leads. Sets cookies to identify returning visitors and attribute marketing touchpoints across sessions.
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.
Power BI
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 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
Google
Google is the dominant provider of web analytics, advertising, and infrastructure tools. Scripts like Google Analytics, Tag Manager, Ads, and reCAPTCHA collect behavioral data, manage tag firing, serve targeted ads, and detect bots. Sets persistent cookies to track users and correlate activity across sites.
Google Ads
Google Ads is Google's advertising platform for search, display, and remarketing campaigns. Conversion tracking scripts fire on advertiser landing pages to measure actions taken after ad clicks. The remarketing tag builds audience lists for retargeting users across Google's ad network.
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.
Microsoft Dynamics 365
Microsoft Dynamics 365 is a suite of CRM and ERP applications that integrates with websites through tracking scripts and embedded forms. Web tracking code captures visitor behavior, page views, and form submissions to build customer profiles and score leads. Sets cookies to identify returning visitors and attribute marketing touchpoints across sessions.
Microsoft
Runs Clarity (session recording and heatmaps), the Microsoft Advertising UET tag (conversion tracking), and Bing's remarketing pixel. Clarity injects a recording script that captures mouse movements, clicks, and rage clicks. The UET tag fires conversion events to tie ad clicks to on-site actions across Microsoft's ad network.
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.
Manage consent for LinkedIn
ConsentStack automatically detects and manages LinkedIn trackers so your site stays compliant with global privacy regulations.