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:
Installation
- Integrated
- Bundled
Configuration
This destination uses the standard destination config wrapper (consent, data, env, id, ...). For the shared fields see destination configuration. Package-specific fields live under config.settings and are listed below.
Settings
| 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). |
Mapping
Per-event rules under config.mapping. For the standard rule fields (consent, condition, data, batch, name, policy) see mapping.
| Property | Type | Description | More |
|---|---|---|---|
conversion | any | Resolves to a LinkedIn conversion object with short keys: { id (required number — the Campaign Manager conversion_id), value? (number), currency? (ISO code), eventId? (string for deduplication with a future server/Conversions API destination) }. Events without a resolved id are silently ignored. |
Examples
conversion skipped
demo request lead
missing conversion id ignored
order complete full conversion
page view conversion
partial fields omitted
simple conversion id
unmapped event ignored
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.
Falsy guards
The destination protects against misconfigured mappings:
- If
idresolves to falsy or0the 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.