How to Set Up LinkedIn Ads Website Conversion Tracking for Form Fills Using the Insight Tag

Overview

Website conversion tracking in LinkedIn lets you track form submissions as conversions. This helps you see which ads drive leads. This guide explains how to set it up using the LinkedIn Insight Tag on your site.

Step-by-Step Instructions

1. Get your LinkedIn Insight Tag

• Log in to LinkedIn Campaign Manager.

• Go to Account Assets > Insight Tag.

• Click Install my Insight Tag.

• Copy the code snippet.
  
  

2. Install the Insight Tag on your website

• Paste the Insight Tag code on every page of your website.

• Place it before the closing tag.

• Or install it through Google Tag Manager:

• In GTM, click Tags > New.

• Choose Custom HTML tag.

• Paste the Insight Tag code.

• Set trigger to All Pages.

• Click Save and Publish.
  
  

3. Create a website conversion in LinkedIn Ads

• In LinkedIn Campaign Manager, go to Account Assets > Conversions.

• Click Create Conversion.

• Choose Website.

• Name your conversion (example: "Form Submission").

• Set an attribution window.

• Click Next.
  
  

4. Define the conversion rules

• Choose Event-specific or URL-based tracking.

• For form fills, choose URL-based if the user lands on a thank you page.

• Enter the thank you page URL (example: https://yourdomain.com/thank-you).

• If no thank you page, you’ll need event-specific using JavaScript.
  
  

Pro Tip: URL-based is easiest if your form redirects to a thank you page.

5. Add the conversion to your campaign

• Go to your LinkedIn campaign.

• Under Conversions, select the conversion you created.
  
  

6. Test the conversion tracking

• Submit a test form on your site.

• Go to LinkedIn Campaign Manager > Insight Tag > Manage Insight Tag.

• Check if the tag is active and firing.

• Check Conversions > Last recorded to confirm a test conversion.
  
  

Final Checklist

✅ Install LinkedIn Insight Tag on your site
✅ Create a website conversion in LinkedIn Ads
✅ Set URL or event-based rules for form fills
✅ Assign conversion to your campaign
✅ Test with a form submission
✅ Confirm conversion is tracking in LinkedIn

By setting this up, you’ll see which LinkedIn ads are driving form fills and leads from your website.