LinkedIn Conversions Connector Setup Guide

The LinkedIn Conversions API (CAPI) is a conversion tracking tool that creates a direct connection between marketing data from an advertiser’s server and LinkedIn. This integration enables advertisers to measure the performance of their LinkedIn marketing campaigns no matter where the conversion happens and use this data to power campaign optimization. The Conversions API can help strengthen performance and decrease cost per action with more complete attribution, improved reliability, and optimized delivery.

API information

This connector uses the following vendor API:

API Name: LinkedIn API
API Version: 202406
API Endpoint: https://api.linkedin.com/rest
Documentation: LinkedIn: Conversions API

Connector actions

Action Name	AudienceStream	EventStream
Stream Conversion Event	✓	✓
Batch Conversion Events	✓	✓

Configure settings

Navigate to the Connector Marketplace and add a new connector. For general instructions on how to add a connector, see About Connectors.

After adding the connector, configure the following settings:

Ad Account: (Required) Select an ad account ID that aligns with your sponsored account.

Deduplication

Deduplication is the ability for the system to identify the same event being sent from both the Insight Tag and CAPI, and then discard one to ensure proper counting. Deduplication lets you send the same events through both sources, allowing CAPI to work in tandem with your LinkedIn Insight tag to provide maximum visibility into the conversions your campaigns are driving.

To configure this connector action to receive event IDs from the LinkedIn Insights tag in your iQ Tag Management account, look for event attributes using the following naming convention:

linkedin_event_id_{CONVERSION_ID}_{TAG_UID}

Find your tag’s UID in the Tealium iQ Tags table or the tag details screen:

For example, an event from a tag with a UID of 172 would send the following attribute value:

linkedin_event_id_11563522_172

Your Conversion ID can be found in your LinkedIn Campaign Manager account while configuring your LinkedIn Insights tag to track a specific event:

Navigate to Analyze > Conversion Tracking.
Select Create Conversion > Conversions API or CSV depending upon your use case. For more information, see LinkedIn: Conversion Tracking.
Select the integration and enter the required Settings values, including the Key Conversion Behavior that you want to track.
Select Next Step.
Select any campaigns to be tracked.
From the left side menu, select Analyze > Insight Tag.
Click I will use a tag manager and copy the partner ID listed on the page.
After all required forms are created and you have copied your Partner ID value, click Create.

Automatic deduplication

When the Automatic Deduplication values are set, the connector looks for the corresponding variables within the UDO object. You are no longer required to add an event ID if this section is populated and you are using Tealium iQ. However, the following approach may still be needed when using EventStream without Tealium iQ.

The connector uses the following order of operations:

If Automatic Deduplication values are set, and the value is found in the data layer, (for example, linkedin_event_id_10501014_30) and this value supersedes any mapping for event ID.
If Automatic Deduplication values are set, but the values are not found, the mapped event ID is used, if it is set.

Deduplication limitations

LinkedIn does not currently offer a way to properly deduplicate conversion events that are tracked by both the Insight Tag (pixel) and the Conversions API (CAPI). When both methods send tracking signals for the same event, LinkedIn keeps only the most recent signal and discards the earlier one—even if both signals use the same event ID. This means that if you use both the Insight Tag and the Conversions API to track the same conversion event, you may encounter missing or overwritten data in your LinkedIn reporting.

There are also differences in the data fields each method supports. The Insight Tag cannot accept value or currency information for conversion events. These fields are supported only in Conversions API implementations.

To ensure accurate reporting, such as calculating return on ad spend (ROAS) and total revenue, LinkedIn recommends that you use only one tracking method (either the Insight Tag or the Conversions API) for each specific conversion event and not both at the same time. For advertisers who need comprehensive conversion tracking and ROAS optimization, LinkedIn recommends using the Conversions API with all relevant event details, including value and currency.

Create a conversion

You can use Tealium to create a conversion event to be tracked within your Campaign Manager interface. Creating a conversion within Tealium negates the need to configure a conversion event for tracking within the LinkedIn Campaign Manager. These values will be used to track the conversion events and be used to associate the conversion event values with campaigns being run. These will appear in the Analyze > Conversion Tracking section. The events will appear with a data source value of Tealium when viewing within the LinkedIn Campaign Manager platform.

Field / parameter	Description	Example and/or Type
Account (`account`)	The Sponsored Ad Account URN that this conversion resides under. This can be either specified in URL query parameter or in the request JSON body.	`urn:li:sponsoredAccount:1234567` URN
Name (`name`)	Short name for this rule, which will be shown in the UI and in reports.	`Summer_Sale CRM Conversions` / string
Enabled (`enabled`)	Set to `true` or `false` to enable or disable this rule from matching conversions. The initial state can be either, but only rules that are enabled will trigger conversion events. The default value is `true`.	`true`
Post Click attribution window size (`postClickAttributionWindowSize`)	Conversion window timeframe (in days) of a member clicking on a LinkedIn Ad (a post-click conversion) within which conversions will be attributed to a LinkedIn ad. Allowed values are `1`, `7`, `30`, or `90`. The default value is `30`	`90` (integer)
View Through Attribution Window Size (`viewThroughAttributionWindowSize`)	Conversion window timeframe (in days) of a member seeing a LinkedIn ad (a view-through conversion) within which conversions will be attributed to a LinkedIn ad. Allowed values are `1`, `7`, `30`, or `90`. The default value is `7`	7 (integer)
Attribution Type (`attributionType`) Parameter values: `LAST_TOUCH_BY_CAMPAIGN` `LAST_TOUCH_BY_CONVERSION`	The model that describes how conversion actions are to be counted: Each Campaign: Conversion actions are counted once for each campaign to which they can be attributed (Default) Last Campaign: (single campaign) Conversion actions are counted once for each Conversion with at least one associated campaign.	Drop-down supporting both of the values in the left section: Each campaign: For a conversion action associated with multiple campaigns, every campaign that has had an interaction in the conversion window will get credited with a conversion. Last campaign: For a conversion action associated with a campaign, the most recent campaign that has had an ad interaction in the conversion window will get credited with a conversion.
Type (`type`)	Type of conversion to track for this conversion rule: `ADD_TO_CART`: The user added one or more things to their shopping cart. `DOWNLOAD`: The user downloaded a file. `INSTALL`: The user installed a plugin or an app. `KEY_PAGE_VIEW`: The user viewed an important web page/app screen. `LEAD`: The user filled out a lead generation form. `PURCHASE`: The user made a purchase. `SIGN_UP`: The user signed up for a web site / app service. `OTHER`: Something that’s not listed. `TALENT_LEAD`: User submitted their information as a lead on LinkedIn Talent Media’s Pipeline Builder page. `JOB_APPLY`: User clicked apply to a job on LinkedIn. `SAVE`: Saves a form or state in the flow. `START_CHECKOUT`: Begins the checkout process. `SCHEDULE`: Schedule a service or appointment. `VIEW_CONTENT`: The user viewed a section of the page or app screen (webview). `VIEW_VIDEO`: The user played a video. `ADD_BILLING_INFO`: The user added credit card or purchase details. `BOOK_APPOINTMENT`: The user reserved an appointment. `REQUEST_QUOTE`: The user requested a quote. `SEARCH`: The user searched within the app. `SUBSCRIBE`: The user subscribed to a service. `AD_CLICK`: The user clicked a third-party ad. `AD_VIEW`: The user viewed an ad. `COMPLETE_SIGNUP`: The user completed registration process. `SUBMIT_APPLICATION`: The user submitted an application (same as complete_signup). `PHONE_CALL`: The user started a call, or performed phone-call specific event or submission. `INVITE`: The user sent/shared an invite. `LOGIN`: The user logged in to advertiser’s service account. `SHARE`: The user shared content. `DONATE`: The user performed a donation. `ADD_TO_LIST`: The user added a product to a wish list. `RATE`: The user rated a service or a product. `START_TRIAL`: The user started a trial subscription. `OUTBOUND_CLICK`: The user left the app or page by clicking a link. `CONTACT`: The user attempted to contact, by filling a form.

Associate campaigns to conversions

It is important to associate the conversion events that are generated to the required campaign values. These conversion events can have a one-to-many relationship with LinkedIn campaigns that are running. Tealium will also retrieve conversion events for population into the actions that are to be mapped. Use the Associate Campaigns to Conversions overlay to map your conversions to campaigns. After you select your conversion and campaign values, select Create Association and wait for the Success message to appear.

Parameter	Description
Conversion	(Required) Select the conversion or provide conversion ID as a custom text.
Campaign	(Required) Select the campaign or provide campaign ID as a custom text.

Actions

The connector’s actions are used to send the contact information from the conversion to LinkedIn.

Enter a name for the action and select the action type from the drop-down menu.

The following section describes how to set up parameters and options for each action.

Stream Conversion Event

Parameters

You must send at least one of the following parameters: Email Address, LinkedIn First Party Ads Tracking UUID, Acxiom ID, Oracle Moat ID, or First Name and Last Name. If you send any user information (for example: Company, Title, or Country Code), you must include the First Name and Last Name parameters, regardless if you provide other identity parameters.

Parameter	Description
Conversion	Select the conversion rule created through the API. Conversion ID can be provided as a custom text.
Email Address (already SHA256 hashed)	Provide an email address that has been already SHA256 hashed.
Email Address (apply SHA256 hash)	Provide a plain text email address and the connector will trim blank space, lowercase, and hash this value using SHA256 hash.
LinkedIn First Party Ads Tracking UUID	First Party Cookie ID. Advertisers need to enable enhanced conversion tracking from Campaign Manager to activate first-party cookies that appends a Click ID parameter `li_fat_id` to the click URLs.
Acxiom ID	User identifier for matching with LiveRamp identity graph.
Oracle Moat ID	User identifier for matching with Oracle Moat Identity.
First Name	The first name of the contact to match the conversion. Required if Company, Title, or Country Code attributes are populated.
Last Name	The last name of the contact to match the conversion. Required if Company, Title, or Country Code attributes are populated.
Company	Represents the company of the contact to match.
Title	Title name of the contact to match.
Country Code	ISO 3166 standardized two letter country code representing the country of the contact.

Conversion Event Attributes

Parameter	Description
Conversion Time	Epoch timestamp in milliseconds at which the conversion event happened. If not mapped, it will be initialized with the current timestamp.
Conversion Amount	The monetary value for this conversion. Required to send conversionValue object.
Currency Code	Currency code in ISO 4217 format. Required to send conversionValue object
Event ID	The unique ID generated by advertisers to indicate each event. This field will be used for deduplication.

Automatic Deduplication

Because LinkedIn recommends that you use a separate conversion ID for tags and for the CAPI, deduplication is based on event ID regardless of the conversion ID. When the Tealium iQ Tag ID is provided, the connector will automatically look for your event ID value that is sent from Tealium iQ. If the tag conversion ID differs from the connector conversion ID, map that ID value to LinkedIn Insight Tag Conversion ID.

Parameter	Description
Tealium iQ Tag ID	The Tealium iQ tag that provides the event ID value.
LinkedIn Insight Tag Conversion ID	The LinkedIn Insight Tag Conversion ID to map the tag conversion ID to.

Batch Conversion Events

Batch Limits

This action uses batched requests to support high-volume data transfers to the vendor. For more information, see Batched Actions. Requests are queued until one of the following thresholds is met or the profile is published:

Max number of requests: 1000
Max time since oldest request: 10 minutes
Max size of requests: 1 MB

Parameters

Parameter	Description
Conversion	Select the conversion rule created through the API. Conversion ID can be provided as a custom text.
Email Address (already SHA256 hashed)	Provide an email address that has been already SHA256 hashed.
Email Address (apply SHA256 hash)	Provide a plain text email address and the connector will trim blank space, lowercase, and hash this value using SHA256 hash.
LinkedIn First Party Ads Tracking UUID	First Party Cookie ID. Advertisers need to enable enhanced conversion tracking from Campaign Manager to activate first-party cookies that append a Click ID parameter `li_fat_id` to the click URLs.
Acxiom ID	User identifier for matching with LiveRamp identity graph.
Oracle Moat ID	User identifier for matching with Oracle Moat Identity.
First Name	The first name of the contact to match the conversion. Required if Company, Title, or Country Code attributes are populated.
Last Name	The last name of the contact to match the conversion. Required if Company, Title, or Country Code attributes are populated.
Company	Represents the company of the contact to match.
Title	Title name of the contact to match.
Country Code	ISO 3166 standardized two letter country code representing the country of the contact.

Conversion Event Attributes

Parameter	Description
Conversion Time	Epoch timestamp in milliseconds at which the conversion event happened. If not mapped, it will be initialized with the current timestamp.
Conversion Amount	The monetary value for this conversion. Required to send conversionValue object.
Currency Code	Currency code in ISO 4217 format. Required to send conversionValue object.
Event ID	The unique ID generated by advertisers to indicate each event. This field will be used for deduplication.

Automatic Deduplication

Parameter	Description
Tealium iQ Tag ID	The Tealium iQ tag that provides the event ID value.
LinkedIn Insight Tag Conversion ID	The LinkedIn Insight Tag Conversion ID to map the tag conversion ID to.

Vendor documentation

LinkedIn: Conversions API