LinkedIn Insight Tag and Conversions API through your server container

LinkedIn attributes B2B leads and purchases through the Insight Tag and, for the conversions that matter, the Conversions API. The server copy survives ad blockers, which are common on B2B audiences, and carries the hashed email LinkedIn matches on. The Measurebase import sets up the Insight Tag, the browser conversions and their server copies with one event ID.

What you need

• Partner ID: Campaign Manager → Analyze → Insight Tag → the ID in the tag code.
• Conversion IDs for purchase and lead: Campaign Manager → Analyze → Conversion tracking → create a conversion with the Conversions API as source; the ID is in its URL. The import only creates a conversion tag when its ID is filled in.
• Conversions API token (optional, for the server copies): Campaign Manager → Analyze → Conversion tracking → Data sources → Conversions API → access token.

Step 1 · Add it to your measurement setup

Open the domain in your dashboard, go to its Settings page and find Measurement setup. Tick the destination card and fill in the IDs below. Tokens and API keys are stored encrypted, outside the setup itself. The setup sends nothing on its own: it is the reference the tracking audit and the template builder work from, so what you fill in here is what the audit expects to find in your containers.

Step 2 · Generate and import the containers

Go to Resources → GTM templates in the dashboard. Under Destinations, tick the platform (Google Analytics 4 and the e-commerce events are on by default; pick the Shopify, WordPress or Shopware data layer if your site runs one of our plugins). Fill in the same IDs on the next step, choose Web + server under Containers and download the two JSON files.

In Google Tag Manager, open each container, go to Admin → Import Container, choose the matching file, pick a new workspace and Merge. The import only adds: new tags, triggers and variables with their own names, plus the gallery templates they need. Check the result in Preview, then publish.

Step 3 · What the import contains

Web container: LinkedIn's official Insight Tag 2.0 template with LinkedIn - Configuration on every page, LinkedIn - Purchase on the purchase event and LinkedIn - Lead on generate_lead, each conversion only when its ID is filled in. The tags require ad and analytics consent, because LinkedIn does not read Consent Mode itself.

Server container: the LinkedIn Conversion API template (Stape, from the gallery) with one tag per conversion ID. It maps event ID, value, currency and hashed email, takes li_fat_id from the landing URL or the Insight Tag's cookie, and only sends with ad consent.

Step 4 · One event ID for browser and server

A platform that receives the same event from a browser pixel and from a server tag counts it twice unless both carry the same event ID. The import takes care of that: the Unique Event ID variable creates one ID per event in the web container, the GA4 event settings send it to your server container as event_id, and both the pixel tag and the server tag send that same value in their deduplication field. The platform keeps one copy and discards the other.

With the Shopify app, the WordPress plugin or the Shopware plugin, a purchase that is also forwarded server-side carries the order number as mb_event_id, so the two purchase copies can be paired as well.

LinkedIn deduplicates the browser conversion against the API conversion on that event ID; the base Insight Tag page view has no server copy and nothing to deduplicate.

Step 5 · Consent

The imported tags carry the consent settings of the reference containers they were copied from. Check them against your own consent setup before you publish: a browser pixel should require ad_storage under Additional consent checks or fire on your consent tool's event, and the server tags should only send when the hit carries ad consent. The audit's consent checks and the guide on tags that fire before consent show how to verify both.

Step 6 · Test it

Campaign Manager → Analyze → Conversion tracking shows each conversion's status and the last received event, per source. Submit a test lead and check that both sources report it once.

On the Measurebase side, open the domain's Request logs: a browse through your site should show GA4 events arriving at your server container with a green 200. Open the server container's Preview mode to see the server tag fire on those events, with the event ID and the user data it picked up.

Click IDs and cookies

A click from LinkedIn lands with li_fat_id, which the Insight Tag keeps in its own first-party cookie. Sites without the Insight Tag lose it; the audit flags a domain with LinkedIn landings and no Insight Tag. The LinkedIn Ads switch in Click ID Restorer additionally captures the ID in a first-party cookie for the server copies, and Cookie Keeper keeps LinkedIn's cookies past Safari's 7-day cap.

What the tracking audit checks

Every night the tracking audit compares your measurement setup with your live containers and your site. For every destination it checks that the tags exist in the container your setup expects, that the ID in the container matches the one in your setup, that a browser pixel and its server tag share an event ID, and which of the platform's cookies are still set after a visitor rejects. Findings open an alert the first time they appear; what the audit can fix, it proposes as a change in a separate Measurebase workspace in your container.

For LinkedIn the deduplication check applies to the conversion tags only, the server tag is expected once a token is stored, and the crawl records the li_fat_id, li_sugr, bcookie and lidc cookies in its reject pass.

Frequently asked questions

Where does generate_lead come from?

The WordPress plugin pushes it from its form integrations, and a custom site can push it itself. The Shopify app and the Shopware plugin have no lead event, so the import leaves the lead tags out there.