Universal Pixel DebuggerNetworks · LinkedIn
LinkedIn Insight Tag requests and parameters
Updated 2026-09-27
The LinkedIn Insight Tag is the website tag LinkedIn Ads uses for page views and conversions. The script loads from snap.licdn.com/li.lms-analytics/insight.min.js, and its events are sent to the /collect path on px.ads.linkedin.com or px4.ads.linkedin.com, identified by one or more partner IDs in pid.
Where the events go
| Endpoint | Method | What it carries |
|---|---|---|
px.ads.linkedin.com/collect | — | Page views and conversions: partner IDs in pid, optional conversionId, type, val, cur, oid, page URL in url |
px4.ads.linkedin.com/collect | — | The same request on the alternate host |
A pid can join several partner IDs with commas. Each distinct partner gets its own row, tied to the same request, and the original pid list stays visible. Identity sync requests and px.ads.linkedin.com/wa/ are not decoded.
Event names as sent
LinkedIn does not send a standard event name like other pixels. The tag's conversion options are sent under short keys: conversion_id as conversionId, the conversion type as type, value as val, currency as cur and order_id as oid. The name shown depends on which of these the request carries.
| Request carries | Shown as | Notes |
|---|---|---|
type | The value of type, exactly as sent | The only case where LinkedIn sends a name. |
conversionId without type | Conversion (<id>), grey label | The ID points to a conversion configured in LinkedIn. It does not say whether that action is a purchase, a lead or something else. |
| Neither | PageView, grey label | The base page view. |
Value, currency, order ID and products
| Field | Key(s) | Notes |
|---|---|---|
| Value | val | Conversion value. |
| Currency | cur | Missing currency stays missing. |
| Order ID | oid | A configured conversionId is never used as an order ID. |
| Event occurrence ID | eventId | Separate from the configured conversionId. |
| Products | None | The supported /collect format has no product fields. |
| Page and source | url, tm | Page URL and tag management source. |
The conversion keys type, val, cur and oid come from LinkedIn's own tag code. They have not yet been observed in a live LinkedIn conversion.
Common problems
- No conversion on cart actions. On live stores with the Insight Tag, adding to cart sent only the base page view, with no
typeorval. If a conversion is expected, check that it is set up to fire on that action. - A conversion ID is not an event type. A request with
conversionIdand notypeis shown asConversion (<id>). Which action it measures is set in LinkedIn, not in the request. - Joined partner IDs. One request with several partner IDs in
pidappears as one row per partner. This is one request, not several. - Undecoded
/wa/requests. Some live sites also sendpx.ads.linkedin.com/wa/with a compressed body. Its purpose is not identified, and the same page visit is decoded from/collect.
How to check it with Universal Pixel Debugger
- Open the site and click the Universal Pixel Debugger toolbar icon to open the side panel. Reload the page if nothing is captured yet.
- Find the LinkedIn lane on the signal board and click it to show only LinkedIn events.
- Click an event. Value and currency are shown with the key they came from (
val,cur), followed by the order ID and partner ID, or Not observed where nothing was sent. - Open the LinkedIn parameters checklist. It reads "N of M known fields sent", groups the sent keys, and lists the rest under Not sent.
- Check the issues: invalid numeric value, invalid currency format, potential duplicates, and value or currency mismatches with other networks that sent the same order ID.
A request that sent no event name is shown with a grey label instead of a sent name. For LinkedIn that is PageView or Conversion (<id>); only a sent type appears as a real name.