LinkedIn Insight Tag Setup: The Conversion Tracking Guide (2026)

The LinkedIn Insight Tag is one of the first things you should set up before running LinkedIn Ads.

Not after the campaign goes live.

Not once you have spent the first £500.

Before.

Because without it, you are guessing.

You may know how many people clicked your advert.

You may know how much you spent.

You may know your click-through rate.

But you will not have a clean view of what happened after the click.

Did the person fill in the form?

Did they visit the pricing page?

Did they read three service pages and leave?

Did visitors from your LinkedIn campaigns match your ideal customer profile?

Did your website attract founders, marketing managers, HR directors, finance teams, recruiters, students, suppliers, or people who were never likely to buy?

That is what the Insight Tag helps you understand.

The LinkedIn Insight Tag is often described as the LinkedIn version of the Meta Pixel.

That is partly true.

But LinkedIn is different.

Meta knows interests, behaviours, and consumer patterns.

LinkedIn knows professional identity.

That means the Insight Tag can help you understand your website traffic through a B2B lens.

It can help you:

1. Track conversions
2. Build retargeting audiences
3. Improve campaign optimisation
4. Understand website visitor demographics
5. Measure lead generation more clearly
6. Exclude people who have already converted
7. Support better B2B targeting decisions

This matters because LinkedIn Ads are not cheap.

You cannot afford to run campaigns with weak tracking.

You cannot afford to optimise for clicks when the real goal is pipeline.

You cannot afford to judge performance only by surface metrics.

Clicks are not enough.

Impressions are not enough.

Even leads are not enough if you cannot understand where they came from and what happened before they converted.

The Insight Tag gives you the foundation.

It is not a full analytics system.

It will not replace GA4, your CRM, or proper sales reporting.

But it is essential.

And even if you are not ready to run LinkedIn Ads today, you should still consider installing it early.

Why?

Because audiences need time to build.

Website Demographics needs traffic before it becomes useful.

Conversion tracking needs testing before you rely on it.

And good data is always better when it starts earlier.

In this guide, we will cover:

1. What the LinkedIn Insight Tag is
2. Why it matters for B2B marketing
3. How to install it with Google Tag Manager
4. How to install it manually
5. How to verify that it is working
6. How Website Demographics works
7. How to create conversion actions
8. When to use page load conversions
9. When to use event-based conversions
10. Which retargeting audiences to build first
11. How Enhanced Conversion Tracking works
12. How to test your full setup
13. Common mistakes to avoid
14. A simple setup checklist

This is a fundamentals guide.

But do not mistake fundamentals for basic work.

Tracking is not decoration.

Tracking is infrastructure.

If it is wrong, everything built on top of it becomes weaker.

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What is the LinkedIn Insight Tag?

The LinkedIn Insight Tag is a small piece of JavaScript that you add to your website.

Once installed, it allows LinkedIn Campaign Manager to collect information about visits, conversions, and audience behaviour connected to your website.

It supports three main functions.

This is especially useful for B2B businesses.

A normal analytics report might tell you that 600 people visited a page.

LinkedIn Website Demographics may help you understand whether those visitors included directors, managers, sales teams, HR teams, IT professionals, founders, or people from certain industries.

That is useful.

Not perfect.

Not complete.

But useful.

It gives you another way to judge whether your marketing is attracting the right people.

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Why the Insight Tag matters before you spend money

Many advertisers make the same mistake.

They build a campaign first.

Then they think about tracking.

That is backwards.

You should set up tracking before campaign launch because LinkedIn needs clean signals from the start.

If you launch without the Insight Tag, you may lose early conversion data.

You may also struggle to understand whether campaign performance improved or declined after tracking was added.

A clean setup gives you a clean baseline.

That matters.

Especially when budgets are limited.

For example, imagine you run a campaign for a B2B software company.

The campaign gets:

At first glance, you might think the campaign generated 19 leads.

But without proper LinkedIn conversion tracking, you may not know:

• Which campaign drove the best leads
• Which audience converted best
• Whether conversions happened after several visits
• Whether view-through attribution influenced the numbers
• Whether people returned later from another channel
• Whether your retargeting pool is growing
• Whether website visitors match your target customer

That is why the Insight Tag matters.

It does not answer every question.

But it gives LinkedIn the data it needs to report and optimise more intelligently.

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What the Insight Tag does not do

It is important to be clear.

The Insight Tag is not magic.

It does not guarantee accurate tracking in every case.

It does not show you every visitor.

It does not replace consent management.

It does not automatically prove return on investment.

It does not tell you lead quality on its own.

It does not connect closed sales unless you build that reporting process.

You still need:

• A clear conversion strategy
• Good campaign naming
• GA4 tracking
• A CRM or lead tracking system
• Proper consent management where required
• Clean landing pages
• Sales feedback
• Regular reporting

The Insight Tag is one part of the system.

But it is a very important part.

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The simple LinkedIn tracking structure

A good LinkedIn tracking setup usually has four layers.

Do not judge LinkedIn Ads only inside LinkedIn.

Do not judge them only inside GA4 either.

Use both.

LinkedIn tells you how the platform sees campaign performance.

GA4 tells you how users behaved on your site.

Your CRM tells you whether the lead was any good.

That is the real picture.

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Part 1: Installing the Insight Tag with Google Tag Manager

The easiest way to install the Insight Tag is through Google Tag Manager.

This is the best route for most marketing teams because it keeps tracking easier to manage.

You can add, edit, pause, and test tags without editing website code every time.

Step 1: Open LinkedIn Campaign Manager

Go to LinkedIn Campaign Manager.

Select the correct ad account.

Then go to:

Analyse → Insight Tag

LinkedIn may show several installation options.

Choose the option for using a tag manager.

You are looking for your Partner ID.

This is often shown as a number.

Copy it.

Step 2: Open Google Tag Manager

Go to your website container in Google Tag Manager.

Then go to:

Tags → New

Name the tag clearly.

Use a name like:

LinkedIn Insight Tag - All Pages

Clear naming matters.

Do not call it something vague like:

LinkedIn

That may seem fine today.

It will not be fine when you have 80 tags in the container and someone else has to understand your setup.

Step 3: Choose the LinkedIn tag template

In GTM, choose:

Tag Configuration → LinkedIn Insight 2.0

Paste your LinkedIn Partner ID into the required field.

Then set the trigger to:

All Pages

This tells GTM to fire the LinkedIn Insight Tag across your website.

Step 4: Save and publish

Before you publish, use Preview mode in Google Tag Manager.

Visit your website.

Check that the LinkedIn tag fires on the page.

Once confirmed, publish the container.

Add a useful version name, such as:

Added LinkedIn Insight Tag across all pages

Do not publish with no notes.

Future you will thank you.

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GTM installation checklist

Use this checklist before you move on.

Do not skip testing.

Most tracking issues happen because people assume the tag works.

Assumption is not tracking.

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Part 2: Installing the Insight Tag manually

Manual installation is also possible.

This means adding the LinkedIn Insight Tag code directly to your website.

You may do this if:

• You do not use Google Tag Manager
• Your CMS has a header script area
• Your developer prefers direct installation
• Your website setup is very simple

In LinkedIn Campaign Manager, choose the manual installation option.

LinkedIn will provide a JavaScript snippet.

Place the code before the closing </body> tag on every page of your website.

For most modern websites, this should be done through your layout file, theme header/footer settings, or global script manager.

Do not paste the tag into only one landing page unless you have a very specific reason.

You normally want it across the whole site.

That allows conversion tracking, retargeting, and Website Demographics to work properly.

Manual installation checklist

Manual installation can work well.

But GTM is usually cleaner for long-term management.

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Part 3: How to verify the Insight Tag is working

Installing the tag is not enough.

You need to verify it.

There are three practical ways to do this.

1. Use LinkedIn Campaign Manager

Go to:

Analyse → Insight Tag

LinkedIn should show whether the tag is active.

There can be a delay before activity appears.

So do not panic if it does not show instantly.

Visit your website a few times.

Try different pages.

Then check again.

2. Use Google Tag Manager Preview mode

If installed through GTM, this is your first test.

Open GTM Preview mode.

Enter your website URL.

Load the site.

Click through several pages.

Check whether the LinkedIn Insight Tag fires on each page.

You want to see it fire once per page load.

Not zero times.

Not five times.

Once.

3. Use a browser extension

LinkedIn has offered browser tools to help check whether the Insight Tag is firing.

Availability and naming may change over time.

But the idea is simple.

Use a tag helper or browser developer tools to confirm the LinkedIn request is present.

You can also check your browser network activity for LinkedIn tracking requests.

If you are not technical, GTM Preview and Campaign Manager are usually enough.

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Common verification problems

Do not move to campaign optimisation until tracking is working.

Bad tracking leads to bad decisions.

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Part 4: Website Demographics

Website Demographics is one of the most useful parts of the LinkedIn Insight Tag.

It can show professional information about your website visitors.

This may include categories such as:

• Job function
• Job title
• Company
• Company industry
• Company size
• Seniority
• Location
• Country or region

The exact data available can vary.

It also depends on visitor volume and LinkedIn's privacy thresholds.

You should not expect it to show every single visitor.

You should not treat it as a perfect company identification tool.

But it can still be very useful.

Why Website Demographics matters

Most website analytics tools focus on behaviour.

They show pages, sessions, devices, traffic sources, and engagement.

That is useful.

But B2B marketers also need to know who the visitors are professionally.

For example:

Website Demographics helps with this kind of question.

It gives you market intelligence.

Not perfect intelligence.

But useful intelligence.

How to access Website Demographics

After the Insight Tag has been installed, wait until LinkedIn has enough data.

Then go to:

Campaign Manager → Analyse → Website Demographics

You can then review visitor data by professional category.

If you have enough traffic, this can help you spot patterns.

For example:

This is where you need judgement.

Do not overreact to one report.

Look for repeated patterns.

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How to use Website Demographics strategically

Website Demographics can help with practical marketing decisions.

1. Improve your LinkedIn targeting

If you find that many good visitors come from certain job functions, you can test those in campaigns.

For example:

This does not mean you should blindly target everyone who visits.

It means the data can shape your hypotheses.

2. Improve your website copy

If your ideal buyers are finance directors but your visitors are mainly junior marketers, you may have a positioning problem.

Your copy might be too tactical.

Your landing pages might be aimed too low.

Your offer might not speak to senior decision-makers.

Website Demographics can help you ask better questions.

3. Find content gaps

If your website attracts a lot of visitors from one industry, consider creating content for that industry.

For example:

• A sector-specific landing page
• A practical guide
• A case study
• A comparison page
• A checklist
• A webinar
• A downloadable resource

Good content often starts with observed demand.

Website Demographics can show you signs of that demand.

4. Sense-check campaign quality

If you are running LinkedIn Ads and your Website Demographics data shows a mismatch, investigate.

For example, you may be targeting senior operations leaders, but the site traffic is mostly junior sales staff.

That does not automatically mean the campaign is wrong.

But it does mean you should check:

• Audience settings
• Audience expansion settings
• Ad copy
• Landing page message
• Content angle
• Job title targeting
• Job function targeting
• Seniority targeting

The goal is not to chase perfect data.

The goal is to reduce waste.

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A careful note on company names

The original appeal of Website Demographics is that it can show companies visiting your website.

That can be valuable.

But be careful with how you use that information.

It does not mean a specific person at that company is ready to buy.

It does not mean the CEO visited your site.

It does not mean the whole company is interested.

It simply suggests that visitors associated with that company may have visited.

Use it as a signal.

Not as proof.

A sensible approach would be:

Do not send strange sales messages saying:

"We saw someone from your company visited our website."

That feels uncomfortable.

Instead, use the insight quietly.

Improve your targeting.

Adjust your content.

Inform your outreach.

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Part 5: Setting up LinkedIn conversions

The Insight Tag lets you create conversion actions in LinkedIn Campaign Manager.

A conversion is a valuable action.

For most B2B websites, this might include:

• Contact form submission
• Demo request
• Consultation booking
• Audit request
• Pricing enquiry
• Whitepaper download
• Webinar registration
• Newsletter sign-up
• Account creation
• Purchase
• Key page visit

Not every action should be treated equally.

A demo request is not the same as a blog visit.

A pricing enquiry is not the same as a newsletter sign-up.

Set up conversions based on business value.

How to create a LinkedIn conversion

In Campaign Manager, go to:

Analyse → Conversion Tracking → Create Conversion

Then complete the setup.

You will usually need to define:

Use clear naming.

For example:

Lead - Contact Form - Thank You Page

Or:

Lead - Demo Request - Website Event

Avoid names like:

Conversion 1

That will become messy very quickly.

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Page load conversions

A page load conversion fires when someone visits a specific page.

This is the easiest setup.

The most common example is a thank you page.

For example:

/thank-you

or:

/demo-request/thank-you

or:

/contact/thanks

The logic is simple.

If someone lands on the thank you page, LinkedIn records a conversion.

When page load conversions work well

Page load conversions are a good fit when:

• Your form redirects to a unique thank you page
• The page cannot be reached easily without submitting the form
• The URL is stable
• You do not have multiple forms sharing the wrong thank you page
• You want a simple and reliable setup

Example page load conversion setup

The value field is optional.

If you do not know the value, you can leave it blank or use a cautious estimate.

Do not invent an inflated number just to make reports look better.

Tracking should help decisions.

It should not flatter the campaign.

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Event-based conversions

Event-based conversions fire when a specific action happens.

This can be better when there is no thank you page.

For example:

• A form submits without redirecting
• A button click opens a calendar booking tool
• A single-page app changes state without changing URL
• A checkout action happens dynamically
• A lead form appears in a modal

Event tracking is more flexible.

But it also needs more care.

If the event is badly configured, conversions may be missed or duplicated.

When event-based conversions are better

Use event-based conversions when:

Example event-based conversion setup

A simple event could be:

linkedin_lead_submit

You might fire this through Google Tag Manager when a form submission is successfully completed.

Then LinkedIn can use that event as the conversion action.

This is more advanced than a thank you page.

But for many modern websites, it is the better long-term approach.

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Page load versus event-based conversions

Use this table to choose the right method.

For many small businesses, a thank you page is enough.

For more complex B2B websites, event tracking is often better.

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Part 6: Choosing your attribution window

LinkedIn lets you choose attribution windows for conversions.

An attribution window defines how long after an ad interaction LinkedIn can count a conversion.

For B2B, the buying journey is often longer than consumer ecommerce.

People do not usually click one ad and immediately buy a £20,000 service.

They research.

They compare.

They ask colleagues.

They visit again.

They speak to sales.

That is why many B2B advertisers use a longer click window.

A common starting point is:

This is not a universal rule.

It depends on your sales cycle and reporting style.

For high-value B2B offers, a 30-day click window may make sense.

For lower-cost or high-volume offers, you may choose something shorter.

Be careful with view-through conversions

View-through conversions can be useful.

But they can also make performance look stronger than it really is.

A view-through conversion means someone saw an ad and later converted without clicking it.

That may be valid.

But it may also over-credit LinkedIn if the person was already going to convert.

Do not ignore view-through data.

But do not rely on it alone.

In reports, separate:

• Click-through conversions
• View-through conversions
• Total conversions
• Cost per lead
• Lead quality
• Pipeline influenced
• Closed revenue where available

This gives a fairer picture.

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Part 7: Conversion values

LinkedIn lets you assign values to conversions.

This can help with reporting.

But only if the value is realistic.

For ecommerce, conversion value may be the purchase value.

For B2B lead generation, it is more complicated.

A form submission is not revenue.

It is a possible opportunity.

So you need to be careful.

Simple B2B value example

Imagine:

In this simple example, a lead might be worth around £250 on average.

But this depends heavily on real sales data.

If you do not have reliable sales data, use conversion values cautiously.

You can also start without values and add them later.

Accuracy matters more than decoration.

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Part 8: Retargeting audiences worth building now

The Insight Tag also lets you build Matched Audiences based on website visits.

This is one of the best reasons to install it early.

Audiences take time to build.

If you wait until the day you need them, you may have nothing useful to use.

Here are the first audiences most B2B advertisers should build.

1. All website visitors

Audience:

All Website Visitors - 90 Days

Use this for broad retargeting.

These people have already seen your brand.

They are warmer than a cold audience.

You can show them:

• Case studies
• Thought leadership
• Founder videos
• Service explainers
• Webinar invites
• Comparison content
• Trust-building content

2. High-intent visitors

Audience:

Visited Pricing or Contact Pages - 90 Days

Include pages such as:

• /pricing
• /contact
• /book-a-demo
• /request-a-quote
• /consultation
• /audit

These users may be closer to action.

You can retarget them with:

• Proof
• Testimonials
• FAQs
• Objection handling
• Case studies
• Clear next steps

3. Content visitors

Audience:

Blog or Resource Visitors - 90 Days

These people are still researching.

They may not be ready to convert.

Retarget them with:

• Helpful guides
• Educational posts
• Downloadable resources
• Explainer videos
• Newsletter sign-ups

Do not push too hard too soon.

Match the message to the stage.

4. Converted users

Audience:

Converted Leads - 180 Days

This should include thank you page visitors or conversion event users.

Use this audience mainly for exclusions.

For example, exclude converted leads from campaigns asking them to submit the same form again.

You may also use it for customer nurturing, but be careful.

Do not waste budget on the wrong message.

5. Service-specific visitors

If your website has multiple services, build audiences around them.

For example:

This lets you retarget with more relevant ads.

Specific usually beats generic.

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Retargeting audience framework

Use this simple framework.

Do not show the same advert to everyone.

A blog reader and a pricing page visitor are not in the same state of mind.

Treat them differently.

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Part 9: Enhanced Conversion Tracking

LinkedIn also supports Enhanced Conversion Tracking.

This can help improve conversion matching by using privacy-conscious matching signals, such as hashed first-party data.

In simple terms, it can help LinkedIn connect a website conversion back to a LinkedIn member more accurately.

This is useful because browser tracking has become less reliable over time.

Cookie restrictions, privacy settings, consent choices, and device behaviour can all reduce tracking accuracy.

Enhanced Conversion Tracking can help improve the quality of conversion reporting.

But it must be implemented correctly.

You should also make sure your privacy notice and consent setup are suitable for your business and location.

When Enhanced Conversion Tracking is useful

It may help when:

• You generate leads on your website
• Users submit email addresses through forms
• You want better conversion matching
• Your campaigns are optimising towards leads
• You have enough conversion volume to benefit from stronger signals

What to check before enabling it

Enhanced tracking is useful.

But do it properly.

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Part 10: Consent, privacy, and trust

Tracking is not just a technical topic.

It is also a trust topic.

People care about how their data is used.

Regulators care too.

If your business operates in the UK or Europe, you should think carefully about cookie consent, privacy notices, and lawful tracking practices.

This guide is not legal advice.

But as a practical marketing rule, you should:

• Use a proper cookie consent solution where required
• Explain tracking clearly in your privacy policy
• Avoid collecting more data than you need
• Respect user choices
• Keep marketing scripts under control
• Review tags regularly
• Remove old tags that are no longer needed

Good tracking should be responsible.

You do not need to be reckless to be effective.

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Part 11: Testing your full LinkedIn tracking setup

Once everything is installed, test the full journey.

Do not only test the homepage.

Test the pages that matter.

Test journey 1: Basic page visit

1. Visit the homepage
2. Visit a blog page
3. Visit a service page
4. Visit the contact page
5. Check GTM Preview
6. Confirm the Insight Tag fires once per page

Test journey 2: Thank you page conversion

1. Submit a test form
2. Confirm the thank you page loads
3. Check the URL
4. Confirm the LinkedIn tag fires
5. Check whether the conversion rule matches the URL

Test journey 3: Event conversion

1. Submit a form that does not redirect
2. Confirm the success message appears
3. Check GTM Preview
4. Confirm the event fires only after successful submission
5. Confirm LinkedIn receives the event

Test journey 4: Retargeting audiences

1. Visit the pages used for audience rules
2. Check the audience setup in Campaign Manager
3. Confirm URLs are correct
4. Wait for audience population
5. Use clear audience naming

Testing is not glamorous.

But it protects your budget.

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Part 12: Common Insight Tag mistakes

Here are the mistakes that cause the most problems.

Mistake 1: Installing the tag after campaigns launch

This creates missing data.

Install it before launch.

Mistake 2: Using the wrong ad account

Many businesses have multiple LinkedIn ad accounts.

Make sure the Partner ID belongs to the correct account.

Mistake 3: Not publishing GTM changes

The tag works in Preview mode.

But not on the live website.

Why?

Because the container was never published.

This is common.

Mistake 4: Duplicate tags

If the tag is installed through GTM and also hard-coded into the website, it may fire twice.

That can create messy data.

Check for duplicates.

Mistake 5: Weak conversion names

Names like Lead or Form are not enough.

Use clear names.

For example:

Lead - LinkedIn Ads Audit - Thank You Page

Mistake 6: Tracking button clicks instead of successful submissions

A button click is not always a lead.

Someone can click submit and still fail validation.

Where possible, track successful form submissions.

Mistake 7: Treating all conversions as equal

A newsletter sign-up is not the same as a demo request.

Segment your conversions.

Mistake 8: Ignoring exclusions

If someone already converted, exclude them from campaigns asking for the same conversion.

This saves budget and improves user experience.

Mistake 9: Over-trusting Website Demographics

Website Demographics is useful.

But it is not a complete visitor database.

Use it as directional insight.

Mistake 10: Not checking consent

Marketing teams often add tags without thinking about consent.

That is risky.

Get the basics right.

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A simple naming convention

Good naming makes reporting easier.

Use a structure like this.

Tags in GTM

Platform - Tag Type - Trigger

Examples:

• LinkedIn - Insight Tag - All Pages
• LinkedIn - Lead Event - Contact Form
• LinkedIn - Lead Event - Demo Request

Conversions in LinkedIn

Conversion Type - Action - Method

Examples:

• Lead - Contact Form - Thank You Page
• Lead - Demo Request - Event
• Download - LinkedIn Guide - Thank You Page
• Signup - Webinar Registration - Event

Audiences in LinkedIn

Audience - Page or Action - Duration

Examples:

• Website Visitors - All Pages - 90 Days
• High Intent - Pricing and Contact - 90 Days
• Converted Leads - Thank You Pages - 180 Days
• Blog Visitors - LinkedIn Ads Content - 90 Days

This looks simple.

That is the point.

Simple systems survive.

Messy systems break.

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A practical setup plan for a small B2B business

Here is a sensible setup for a small B2B service business.

Core tags

Core conversions

Core audiences

Core reports to review

This is enough to start.

You can build more later.

Do not over-engineer the first version.

Get the basics right.

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A practical setup plan for a larger B2B business

A larger B2B business may need more detail.

Recommended additions

Example conversion structure

This gives a more complete view.

But only build this once the basics are stable.

Complex tracking built on weak foundations will still fail.

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How to use LinkedIn tracking with GA4

LinkedIn and GA4 will often show different numbers.

That is normal.

They use different attribution models, data sources, windows, and tracking methods.

Do not expect them to match exactly.

Instead, use each tool for what it is good at.

If LinkedIn says 20 conversions and GA4 says 14, do not panic.

Investigate.

Ask:

• Are attribution windows different?
• Are view-through conversions included?
• Are UTMs set up correctly?
• Is GA4 tracking the same action?
• Is the LinkedIn conversion rule too broad?
• Is the thank you page being refreshed?
• Are test submissions included?
• Are consent settings affecting one platform differently?

Disagreement between platforms is common.

Wild disagreement is a warning sign.

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UTM tracking still matters

The Insight Tag does not remove the need for UTMs.

Use UTMs on LinkedIn ads so GA4 can understand the traffic properly.

A simple structure might be:

Keep naming consistent.

Do not use:

• LinkedIn
• linkedin
• LI
• paid social
• paidsocial
• cpc

all at the same time.

Messy UTMs make messy reports.

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What to review after the tag has been live for 30 days

After the Insight Tag has collected data for a while, review the setup.

Use this simple 30-day review.

Tracking is not a one-time task.

It needs maintenance.

A website changes.

Forms change.

Landing pages change.

Cookie tools change.

GTM containers change.

Someone edits a thank you page.

Someone replaces a form plugin.

Someone launches a new site and forgets the tag.

This is why regular checks matter.

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The LinkedIn Insight Tag checklist

Use this as your final action plan.

Installation

Verification

Conversions

Audiences

Website Demographics

Governance

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Final thoughts

The LinkedIn Insight Tag is not exciting.

It will not write your adverts.

It will not fix a weak offer.

It will not turn poor landing pages into strong ones.

But it gives you the foundation for better decisions.

And in paid media, foundations matter.

If you are spending money on LinkedIn Ads, you need to know what happened after the click.

You need to know whether visitors became leads.

You need to know whether your campaigns are reaching the right kind of people.

You need to know whether your retargeting audiences are building.

You need to know whether your website traffic looks like your market.

That is what the Insight Tag helps you do.

Set it up early.

Test it properly.

Name things clearly.

Build your audiences before you need them.

Use Website Demographics to understand who is really visiting.

And never treat tracking as an afterthought.

Because once the money is spent, you cannot go back and collect the data you forgot to capture.

Good tracking does not guarantee good marketing.

But bad tracking almost always leads to bad decisions.

Start with the tag.

Then build the campaign.