12.9% of B2B websites load the LinkedIn Insight Tag, LinkedIn's ad tracking code, about ten times the 1.3% rate across all websites. That still leaves 87% of B2B websites, companies with serious marketing software, without it.
Analysis of 494,111 B2B websites and 15,470,478 website homepages · the public HTTP Archive crawl of 15.5 million websites, September 2026
Key Findings
- 1.12.9% of B2B websites load the LinkedIn Insight Tag, 63,709 of 494,111.
- 2.B2B websites are about 10 times as likely as the average website to run the LinkedIn Insight Tag, which is on 1.3% of all websites.
- 3.87% of B2B websites, companies running marketing tools such as HubSpot or Marketo, do not load the LinkedIn Insight Tag.
- 4.0.27% of the 1,000 most visited websites load the LinkedIn Insight Tag on their homepage, against a peak of 2.29% among websites ranked 10,000 to 100,000 by traffic.
- 5.Online stores load the LinkedIn Insight Tag 0.96% of the time and Shopify stores 0.55%, a fraction of the B2B rate.
Summary
A software company spends thousands a month on LinkedIn ads aimed at finance directors. The clicks arrive, but nobody can say which ones turned into demo requests, because the website never had LinkedIn's tracking code installed. The campaign gets cut for lack of proof, whether or not it worked.
The LinkedIn Insight Tag is that tracking code: a snippet from LinkedIn that reports website visits and conversions from LinkedIn ads, lets advertisers show ads again to their visitors, and tells them which companies and job titles visit the site. For businesses that sell to other businesses, LinkedIn is the main ad platform that targets buyers by job, company and industry, so the tag matters most to them.
B2B companies do use it far more than anyone else. 12.9% of B2B websites load the LinkedIn Insight Tag, about ten times the 1.3% rate across all websites, and the tag is the fourth most common social ad tag on the web. But 87% of B2B websites, companies already paying for marketing software, still do not run it.
What we measured
We used the public HTTP Archive crawl of September 2026, which loads the homepages of 15,470,478 websites on a mobile device and records the software each one uses. We counted every homepage that loads the LinkedIn Insight Tag and compared B2B websites with all websites, online stores, popularity groups and country domains.
B2B websites are the 494,111 websites that run at least one business-to-business marketing automation or sales tool, such as HubSpot, Marketo, Pardot or 6sense, a sign of a company that sells to other businesses and invests in marketing. Online stores are websites running store platform or shopping-cart software. Popularity comes from Google's Chrome UX Report, which ranks websites by real Chrome traffic.
B2B websites run the tag 10 times as often
That is 63,709 B2B websites, about ten times the 1.3% rate across all websites. No other website type comes close: 1.59% of WordPress websites, 0.96% of online stores and 0.55% of Shopify stores load the tag. LinkedIn ads target people by job title, company and industry, which suits high-value business sales, so the companies that install its tag are the ones selling to businesses.
Source: Suff Digital analysis of 494,111 B2B websites and 15,470,478 website homepages · the public HTTP Archive crawl of 15.5 million websites, September 2026
| Website type or country | Websites | With LinkedIn Insight Tag |
|---|---|---|
| B2B websites | 494,111 | 12.89% |
| WordPress websites | 4,945,342 | 1.59% |
| Online stores | 3,911,812 | 0.96% |
| Shopify stores | 729,553 | 0.55% |
| Australian domains | 183,104 | 3.10% |
| Canadian domains | 140,815 | 2.21% |
| UK domains | 326,939 | 1.57% |
| .us domains | 24,234 | 1.51% |
| EU country domains | 2,845,274 | 0.94% |
| German domains | 554,459 | 0.43% |
Even so, 87% of B2B websites do not run the tag. These are companies with marketing automation in place, the kind most likely to advertise to business buyers, and most of them either do not advertise on LinkedIn or advertise without measuring the results on their own site. By country, Australian websites lead at 3.1% and German websites trail at 0.43%.
The biggest websites rarely show the tag
0.27% of the 1,000 most visited websites load the LinkedIn Insight Tag on their homepage. The rate peaks at 2.29% among websites ranked 10,000 to 100,000 by traffic and falls to 0.95% outside the top 10 million. The middle of the web, where established mid-sized companies sit, is where LinkedIn tracking is most common.
Source: Suff Digital analysis of 494,111 B2B websites and 15,470,478 website homepages · the public HTTP Archive crawl of 15.5 million websites, September 2026
| Popularity | Websites | With LinkedIn Insight Tag |
|---|---|---|
| Top 1,000 | 754 | 0.27% |
| 1,000 to 10,000 | 6,746 | 1.94% |
| 10,000 to 100,000 | 67,308 | 2.29% |
| 100,000 to 1 million | 708,042 | 2.20% |
| 1 million to 10 million | 7,646,204 | 1.48% |
| Outside the top 10 million | 7,041,424 | 0.95% |
What this means for B2B marketers
If you sell to businesses, install the LinkedIn Insight Tag now, even before you run ads. It starts building audiences of your site visitors and shows which companies and job titles are reading your pages, data you can use the day you launch a campaign. Most B2B competitors are not doing this.
When you advertise, set up conversion tracking for the actions that matter, demo requests, contact forms and trial sign-ups, and pass lead quality back from your CRM so LinkedIn optimizes for pipeline rather than form fills. Retarget your site visitors on LinkedIn with case studies and proof, since B2B buyers rarely convert on a first visit.
Suff Digital's linkedin ads agency team sets up Insight Tag tracking and runs LinkedIn campaigns for B2B companies.
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<p style="font:14px/1.5 system-ui,sans-serif">Source: <a href="https://www.suffdigital.com/resources/data-studies/linkedin-insight-tag-b2b-websites">12.9% of B2B Websites Run the LinkedIn Insight Tag vs 1.3% of All Websites - Suff Digital</a></p>
Cite this study
Suff Digital. (2026). 12.9% of B2B Websites Run the LinkedIn Insight Tag vs 1.3% of All Websites. https://www.suffdigital.com/resources/data-studies/linkedin-insight-tag-b2b-websites
12.9% of B2B Websites Run the LinkedIn Insight Tag vs 1.3% of All Websites - Suff Digital - https://www.suffdigital.com/resources/data-studies/linkedin-insight-tag-b2b-websites
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