LinkedIn Insight Tag — consent fix

The LinkedIn Insight Tag sets the bcookie (valid for 2 years) and bscookie (valid for 1 year) to track visitor behaviour. When this script loads before a visitor has accepted your cookie banner, you are sharing personal data and website activity with LinkedIn without permission. Because this script is used for retargeting and ad measurement, it falls into the strictest GDPR category (marketing).

Why the LinkedIn tag loads too early

The LinkedIn Insight Tag is usually implemented via Google Tag Manager (GTM). The problem often arises because marketers blindly rely on Google Consent Mode v2.

Unlike Google Ads tags, LinkedIn does not fully support automatic Consent Mode v2. If you simply leave the trigger in GTM set to All Pages, LinkedIn will load immediately — regardless of your cookie banner's status.

The Fix: Hard blocking via GTM

Because LinkedIn does not have a cookieless "ping mode" like Google does, the only correct solution is to block the entire tag until explicit consent is given.

Add an Exception Trigger in GTM

Follow these exact steps in your GTM workspace:

1. Open your LinkedIn Insight Tag.
2. Go to the Triggering section.
3. Click Add Exception.
4. Click the + icon to create a new trigger.
5. Choose the trigger type Custom Event.
6. For Event name, enter .* and check the box for Use regex matching.
7. Select Some Custom Events.
8. Set the condition: Consent State — marketing_storage does not equal granted (or ad_storage, depending on your CMP configuration).
9. Save the trigger and publish your GTM container.

Alternative: You can also use GTM's built-in Consent Settings (Advanced Settings > Consent Settings > Require additional consent for tag to fire > marketing_storage), but an exception trigger is often more robust in practice as it acts as a hard block.

How to Verify the Fix

Rely on your browser's Network tab to see if the script is truly being blocked.

1. Open your website in an incognito window.
2. Ignore the cookie banner (do not click anything).
3. Open Developer Tools (F12) and navigate to the Network tab.
4. Search for snap.licdn.com. There must be absolutely no scripts loading from this domain.

Not sure if the fix worked, or want to verify that no other scripts are leaking data? Run a free scan with ConsentChecker.eu for instant confirmation.

Sources

• Adding the LinkedIn Insight Tag (LinkedIn Help)