Understanding Website Actions

Last updated: 1 month ago

With Website Actions, you can set up new conversions and build retargeting audiences without requiring additional setup or code. Using the Insight Tag, Website Actions automatically collects and tags all the actions potential buyers perform on your website.

Actions captured by Website Actions:

  • Button clicks
  • Page visits
  • Form submissions

Website Actions requirements 

Who can use this feature?

You must have creative manager access or higher on your ad account to create Website Actions-based conversions or retargeting audiences. You only need viewer access or higher on the ad account to view your Website Actions.

When you use Website Actions, keep in mind: 

  • You must install the Insight Tag on your website. If you already have the Insight Tag installed, you won’t need to do any additional setup to start accessing your Website Actions. 
  • Website Actions are available within 24 hours after you add your Insight Tag is added to your website.
  • All domains with your Insight Tag installed are included in your Website Actions.
  • If you add a new action to your website, such as a new button or a new page, it’ll be automatically captured and added to your Website Actions list. New Website Actions are reflected in Campaign Manager within 48 hours after you add them to your website.

Important to know

Consistent with our terms, the Insight Tag should not be installed on web pages that collect or contain sensitive data. This can include pages offering specific health-related or financial services to consumers.


For example, depending on the content of the pages, the Insight Tag may be included on a generic homepage for a pharmacy or a bank, but should not be included on pages for certain types of medications or pages where users manage their financial accounts and transactions or medical appointments, since it could lead to the inadvertent collection and sharing of sensitive information regarding the health or finances of individuals who visited that page.


This does not constitute legal advice. Please consult with your webmaster and legal counsel to determine which pages may or may not collect sensitive data.

After you set up your Insight Tag:

  • As your customers engage with your website, Website Actions will automatically capture and tag all the actions (button clicks, page visits, and form submissions) taken on your website. 
    • Buttons - We group button names together according to their name on the website. For example, if a Create Account button appears on multiple site pages, you’ll see it only once in the Website Actions list.
    • Page visits - We group together different URLs with identical page titles in Campaign Manager, and only show the URL with the highest number of visits in the past 30 days. This means that, if your website has multiple pages with the same title, we'll group together the different URLs under the same name and only show the URL with the highest number of visits on your Website Actions Page Visits page in Campaign Manager. 
  • You can go to Data, then Website actions on the left menu in Campaign Manager and create conversions and retargeting audiences based on your website visitors’ behavior. 

Benefits of Website Actions for your campaigns

Benefits of using Website Actions in Campaign Manager include: 

  • Reaching potential buyers as they’re most engaged - You can set up retargeting campaigns to likely buyers, such as those signing up for a free trial. 
  • Measuring key results from your ads - Gain more understanding on how your ads drove different actions. For example, how many people downloaded an eBook.
  • Optimizing your budget - Use the results to improve your campaign performance.

When you build website retargeting audiences with Website Actions, you can:

  • Group actions into meaningful behaviors. By choosing multiple actions you can widen your audience. For example, you can select all actions that indicate a high intent level, such as sign up, demo request, and chat.
  • Trial a variety of audiences along your funnel by experimenting with various actions to identify the segments that deliver the best results. For example, you can create audiences of high-, mid-, and low-intent level visitors to target them in different ways.
  • Exclude website visitors based on their behavior, such as visitors who you might not want to target. For example, you can create an audience of visitors who signed up for a demo and exclude them from your consideration campaigns.
  • Select one of four lookback window options: 30, 60, 90, or 180 days.

When you create conversions using Website Actions, you can:

  • See how specific actions impact your campaign performance by setting the most accurate conversion for each campaign.
  • Gain visibility into how each campaign affects actions on your website by connecting key touch points. For example, you can track audiences that saw your campaign and completed a form.
  • Measure more steps along the funnel. Although each campaign has a primary conversion, Website Actions allows you to see more steps along the funnel.
  • Select one of four lookback window options: 30, 60, 90, or 180 days.

Website Actions data information 

Website Actions are built on LinkedIn’s Insight Tag. The LinkedIn Insight Tag enables the collection of data regarding members’ visits to your website, including the URL, referrer, IP address, device and browser characteristics (User Agent), and timestamp. The IP addresses are truncated or hashed (when used for reaching members across devices), and members’ direct identifiers are removed within seven days in order to make the data pseudonymous. This remaining pseudonymized data is then deleted within 180 days. 

If you choose to use Website Actions, some additional, limited data will be collected to enable classification of events: 

  • HTML DOM elements - For example, button text and page name. 

  • Button action - Whether someone clicked or viewed a button. 

  • Session-unique user hash - Used to count unique actions on your site. 

We don't share the personal data of members with you; we only provide reports and alerts (which do not identify members) about your website audience and ad performance. We also provide retargeting for website visitors, enabling you to show personalized ads off your website by using this data, but without identifying the member. We also use data that doesn't identify members to improve ad relevance and reach members across devices. LinkedIn members can control the use of their personal data for advertising purposes through their account settings. 

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