LinkedIn Conversion Tracking: How to Set It Up With the Insight Tag and CAPI

LinkedIn conversion tracking connects actions on your website or in your CRM to the ads that caused them. Without it, Campaign Manager reports clicks and leads from its own forms, and nothing about leads on your site.

This guide shows how to set it up, from the Insight Tag to the Conversions API and tests. If you would rather have it set up with your campaigns, our LinkedIn Ads management includes it.

Conversion tracking on LinkedIn: what you need to set it up

LinkedIn conversions can come from four data sources: website tags, the Conversions API, a CRM, or a file. LinkedIn’s own guide lists them, along with the setup each needs (LinkedIn Help).

Data source	What it sends	Setup	LinkedIn’s accuracy rating
Insight Tag (and Microsoft UET tag)	Website actions, from the browser	JavaScript on your site, or a tag manager with no coding	Medium: cookie-based
Conversions API	Online and offline actions, server to server	A data partner, or a developer with an access token	High: does not rely on cookies
CRM Sync	Offline actions as CRM-based auto-created conversions	Connect the CRM in Business Manager	High: direct connection with the CRM partner
CSV file upload	Online and offline actions you upload	No partner or code; upload new data regularly	Medium: relies on manual data input

Most B2B accounts need two. The Insight Tag covers website actions; the Conversions API or CRM Sync covers what sales qualifies later. LinkedIn recommends sending both browser and server events for reliability (Microsoft Learn).

Step 1: install the LinkedIn Insight Tag

The Insight Tag is LinkedIn’s JavaScript tag, and website conversions depend on it. LinkedIn says Insight Tag conversions can only be verified if the tag is installed (LinkedIn Help).

1. Copy the tag from Campaign Manager, with straight quotation marks intact.
2. Add it to every page, before the closing body tag in the global footer. Google Tag Manager users can add the LinkedIn Insight Tag 2.0 instead (LinkedIn Help).
3. Load a page so LinkedIn can see it. Validation can take from a few minutes to 24 hours (same source).

LinkedIn also warns against installing the tag on pages that collect or contain sensitive data, such as some health or financial pages. Check this with your legal team before going live.

Step 2: create a conversion rule for each action

A conversion rule tells LinkedIn which action to count, how to value it and which ad sets it belongs to. You create rules on the Conversion tracking page in Campaign Manager.

LinkedIn offers four ways to count a website conversion (LinkedIn Help):

• Website Actions: LinkedIn collects clicks, page visits and form submissions automatically, with no extra code.
• Page load: counted when a visitor reaches a URL you define, such as a thank you page.
• Event-specific: counted when code on a button or link runs.
• Image pixel: an event-specific pixel. LinkedIn says it is less accurate, because it only uses third-party cookies.

For each rule, choose the category, the value and the attribution windows. LinkedIn notes that with no value set you cannot measure the impact of your ads (same source).

Step 3: track button actions with event-specific code

Event-specific conversions fire from code you run when the action happens, such as a successful form submission. LinkedIn’s documentation shows the call, with the conversion rule’s ID and an optional event ID (Microsoft Learn):

// Fire after the form has actually been submitted, not on the button click.
window.lintrk('track', {
  conversion_id: 12345,          // the conversion rule ID from Campaign Manager
  event_id: 'lead-8f3c2a91'      // unique per conversion; the server sends the same value
});

Fire it on success, not on the click. A tag on the click counts attempts, including forms that fail validation. We found exactly that on Killian’s HVAC’s Google Ads account, where one form fill could count twice.

Step 4: add the Conversions API for server events

The Conversions API sends conversions from your server or CRM straight to LinkedIn, without cookies. LinkedIn rates its reliability high because it does not rely on cookies, against medium for the cookie-based Insight Tag (LinkedIn Help).

You can set it up through a data partner or directly. For a direct connection, a developer generates an access token in Campaign Manager and calls the API (LinkedIn Help). LinkedIn does not store the token, so keep it somewhere safe.

The Conversions API matters most for B2B. A form fill happens on your site. The qualified lead and the closed deal happen in your CRM, days or weeks later.

Step 5: deduplicate browser and server events

When the same action is sent by the Insight Tag and the Conversions API, both must carry the same event ID. LinkedIn then discards the Conversions API event and counts the Insight Tag event (Microsoft Learn).

LinkedIn asks for a separate conversion rule for each source, browser and server. For page load conversions, set the ID on the window before the Insight Tag base code runs:

<script>
  // Set before the Insight Tag base code, so the page load conversion carries it.
  window._linkedin_event_id = 'very-unique-page-load-event-id';
</script>
<!-- LinkedIn Insight Tag base code follows here -->

Then check the conversion breakdown in reporting. LinkedIn says the Insight Tag rule usually shows the higher count when deduplication works (same source). The same rule applies on Meta, which we explain in Meta Pixel and Conversions API deduplication.

Step 6: check the status of every conversion

A conversion reports nothing until it receives data and is attached to an ad set. Check its status on the Conversion tracking page after setup (LinkedIn Help).

1. Unverified: LinkedIn has not received a signal yet. The status stays Unverified until there is traffic on the page, so visit it yourself.
2. Check the tag: LinkedIn’s common causes are an incomplete copy of the code and curly instead of straight quotation marks (LinkedIn Help).
3. Check the ad sets: LinkedIn says conversions are only tracked when attached to an ad set. The Ad sets selected column shows how many.

Then submit a test lead from a LinkedIn ad click and confirm it appears. A conversion still showing Unverified after real traffic is reporting nothing.

What LinkedIn conversion data can and cannot tell you

LinkedIn’s conversion reports cover actions after a LinkedIn ad interaction, inside your attribution windows. It is not a full record of your leads.

Compare LinkedIn’s count with the leads in your CRM for the same period. A large gap usually means the tag misses some forms, or that leads come from other channels. LinkedIn notes that when the Insight Tag and Microsoft UET tag both detect an action, it is counted only once (LinkedIn Help).

LinkedIn is an expensive channel, so the tracking is worth getting right before spending. We set out what the clicks cost in LinkedIn Ads cost.

Frequently Asked Questions

Why am I getting clicks but no conversions?

Clicks with no conversions usually mean the conversion is not being recorded, not that nobody converted. Check the tag is on the page where the action finishes and the conversion is receiving data. Then check it is attached to the right campaigns. If tracking is sound, review the landing page and the audience.

Sources (6)

All checked on 15 October 2026.

1. LinkedIn Help, Get started with LinkedIn Conversion Tracking
2. LinkedIn Help, Set up Conversion Tracking for Insight Tag conversions
3. LinkedIn Help, Add the LinkedIn Insight Tag to your website
4. LinkedIn Help, Set up and create conversions using Direct API
5. Microsoft Learn, LinkedIn Marketing API: Deduplication
6. BlazeByte client audit report, named with permission: Killian’s HVAC (25 July 2026).