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The success of a LinkedIn Ads campaign does not rely solely on a good audience or a good message.
True performance comes from measurement.
And to measure correctly, you need to master a central element: LinkedIn Ads conversion tracking.
Without precise tracking, LinkedIn cannot understand which campaigns generate leads, sign-ups, or sales.
With reliable tracking, your campaigns become smarter, more profitable, and more predictable.
In this complete guide, you will discover the exact workings of LinkedIn tracking, its limitations, how to integrate it client-side and server-side, and why A-Track is the benchmark solution for compliant, robust tracking hosted in Switzerland.
1. What is LinkedIn Ads Tracking?
LinkedIn Ads tracking allows LinkedIn to measure actions taken on your site:
form submitted
strategic page visited
document downloaded
contact made
B2B or B2C purchase
newsletter or webinar sign-up
This tracking relies on two complementary technologies:
Insight Tag (client-side): a JavaScript script executed in the browser.
LinkedIn Conversions API (server-side): sending events from your server via GTM Server.
These two systems allow LinkedIn to correctly attribute conversions, optimize campaign learning, and improve cost per lead.
2. How does the Insight Tag work (client-side tracking)
The Insight Tag is the equivalent of the Meta Pixel for LinkedIn.
It is used to:
collect viewed pages,
identify when a user performs an action (sale, lead, progress in a funnel),
attribute this action to a LinkedIn campaign,
build retargeting audiences,
feed optimization models.
Limitations:
blocked by ad blockers,
disrupted by disabling third-party cookies,
prevented by privacy settings in certain browsers.
This is the simplest method, but not the most reliable.
3. Install the Insight Tag via Google Tag Manager
Step 1 - Activate the Insight Tag in Campaign Manager
In LinkedIn Campaign Manager:
=> Resources => Insight Tag => Install.
Step 2 - Copy the Partner ID
This is the unique identifier for your advertising account.
Step 3 - Create a tag in GTM
In Google Tag Manager:
Step 4 - Publish
Always test in GTM before publishing.
4. Configure LinkedIn Conversions
In Campaign Manager => Conversions
You need to define:
a name (e.g., Contact Form - Lead)
a category (Lead, Purchase, Signup…)
a monetary value (if applicable)
an attribution window
an attribution model (first click / last click)
the tracking method (URL or event)
LinkedIn offers 2 types of implementation:
URL-based
JavaScript event-based via GTM
Advanced conversions (form, button click, action not based on page view) must use the event method.
5. Advanced Tracking: Conversion ID + Event Triggers
To track a specific event (e.g., form submission), LinkedIn provides:
your Partner ID (account)
your Conversion ID (specific event)
In GTM, you create:
an InsightTag Conversion tag
Partner ID
Conversion ID
trigger on the desired action (Submit Form, Click, Custom Event…)
This is the basis for clean and granular tracking.
6. Server-side LinkedIn Tracking
Server-side tracking is the modern, reliable, and compliant version.
It involves sending your events from your own infrastructure to LinkedIn, rather than from the user's browser.
Key Advantages:
more reliable (does not depend on cookies)
less affected by iOS, Firefox, Safari
less exposed to ad blockers
improves the quality of the signal sent to LinkedIn
reduces latency => faster site
Disadvantages:
more complex technical installation
requires a server or a GTM Server container
may incur additional costs
A-Track addresses these barriers with a LinkedIn API hosted 100% in Switzerland, ready to use.
7. Understanding Event ID and Deduplication
When you activate both methods (client + server), you risk sending 2 signals for the same conversion.
=> LinkedIn must merge them to count only one conversion.
This is the role of the Event ID.
Each conversion (lead, form, purchase) must transmit the same Event ID client-side and server-side to allow for automatic deduplication.
GTM offers a native “Event ID” variable
8. Integrate LinkedIn Conversion API with GTM Server
Prerequisites:
Insight Tag installed client-side
An operational GTM Server container
LinkedIn access token generated in Campaign Manager
Integration:
Add:
LinkedIn access token
Partner ID
Conversion ID
Event ID
Trigger on the same event as client-side
Publish changes
This configuration allows for the transmission of reliable, compliant, reconciled signals that are actionable by LinkedIn Ads.
9. Why Combine Client-side + Server-side
This is the model recommended by LinkedIn and modern platforms.
• client-side feeds retargeting audiences
• server-side ensures reliable measurement
• Event ID prevents duplicates
• LinkedIn's machine learning receives a cleaner signal => better optimization
This is exactly the model we implement at A-Track.
10. How A-Track Strengthens LinkedIn Tracking
A-Track provides 3 critical layers:
1. Total Swiss Compliance (nFADP/GDPR)
Data hosted exclusively in Switzerland
No personal data sent to LinkedIn without consent
Complete logging
Integrated Consent Mode
2. High-Performance Server Tracking
Events transmitted server-side
Automatic deduplication
Resilience to ad blockers
Increased reliability of conversions
Improvement of LinkedIn optimization algorithms
3. Simplified Installation
No need to manage the GTM Server container
LinkedIn API configured and maintained by A-Track
Continuous monitoring
Result:
Your LinkedIn Ads campaigns become more predictable, more effective, and more scalable.