What it is
The Insight Tag reports conversions, supports LinkedIn advertising audiences and provides website-demographics reporting. Its advertising and company-demographics uses require more specific disclosure than a generic “site analytics” label.
Its cookie footprint is larger than most pixels because LinkedIn sets both platform cookies and first-party identifiers written through the page. A domain-based audit will attribute the first-party ones to your own site unless it matches names.
What a scan matches
A verification scan drives a real browser and records the outbound requests observed during its configured journeys, so LinkedIn Insight Tag is identified by request hosts and paths rather than by source-code claims. Requests on unvisited paths, after unperformed interactions or solely on the server remain outside that observation.
- licdn.com and snap.licdn.com: where the tag is served
- ads.linkedin.com: the conversion endpoint
Cookies are classified by name before domain because many analytics and advertising tags write first-party cookies through the page, which places a vendor-related identifier on your domain. Matching known names helps attribute those values without assuming that every first-party cookie came from your own application.
| Cookie | What it is for |
|---|---|
| li_sugr | Browser identifier used for probabilistic matching |
| bcookie | LinkedIn browser identifier |
| bscookie | Secure browser identifier |
| lidc | Routing for LinkedIn services |
| UserMatchHistory | Advertising ID sync state |
| AnalyticsSyncHistory | Sync timing for analytics |
| ln_or, _lc2_fpi | First-party identifiers written by the tag |
Controlling it with consent
There is no named adapter. Declare it as a custom script attached to marketing, or add it as a container tag with a consent setting. Either way the loader must not be created before the category is granted.
If your site uses LinkedIn lead-generation forms or conversion APIs alongside the tag, those are separate integrations with their own consent considerations.
No named adapter: choose the appropriate control
The product ships named adapters for Google Tag Manager, Google Analytics, the Meta and TikTok pixels, and Klaviyo. Choose the control route that fits this technology: a custom HTTPS script declaration for a browser loader, an individual consent condition inside a tag manager, a platform or app setting, or a click-to-load placeholder for a frame. Server-side integrations need their own enforcement because a browser runtime cannot stop them.
What breaks if it is refused: LinkedIn retargeting and conversion measurement for refusing visitors.
Verifying it
Before consent there should be no request to licdn.com and none of the cookies above. Check an internal page as well as the homepage: the tag is often placed globally but conversions are fired on specific routes.
- Before a choice: optional tracking endpoints and optional identifiers are absent; any intentionally loaded necessary or functional surface matches the control model described above
- After rejecting optional categories: optional activity remains absent and the refusal persists across a reload
- After granting the relevant category: the expected loader or embed appears and the feature behaves normally
- After withdrawing: new optional activity stops; where the vendor supports a consent signal, verify that the signal is sent as well as checking network behavior
Common questions
Are LinkedIn cookies first-party or third-party?
Both. Platform cookies such as bcookie sit on LinkedIn domains; ln_or and _lc2_fpi are written through your page onto your domain. Classification by cookie name is what keeps the second group attributed correctly.
Sources and verification
Verified on . Product-behaviour statements were checked against the current implementation and tests. The links below are the verification basis recorded for this article. They support the stated facts, not a legal conclusion for every site or configuration; recheck changing vendor behaviour before relying on it in production.
- LinkedIn: off-LinkedIn data and the Insight Tag
Vendor documentation
Checked
See what your own site is loading
A browser scan reports the requests and storage it observed during the sampled journey. Use configured workspace scans to compare the states and pages that matter to your implementation.