LinkedIn Conversions Connector Setup Guide | Server-Side Connectors

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: 202311
API Endpoint: https://api.linkedin.com/rest
Documentation: Conversion Tracking

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 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 enables you to 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>

For example linkedin_event_id_11563522_123.

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 > Online Conversion or Offline Conversion, depending upon your use case. For more information, see Create a Conversion.
Enter the required Settings values, including the Key Conversion Behavior that you want to track.
Select Next Step.
Select any campaigns to be tracked.
Under Define your Conversion Tracking Method, select Event-Specific or use the Image Pixel code to view the Conversion ID.
- Select the value of your conversion_id parameter when viewed.
Click Create after all required forms are created and you have copied your Conversion ID value.

Automatic deduplication

When the Automatic Deduplication value is set, the connector looks for the corresponding variable 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 is 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 is set, but the value is not found, the mapped Event ID is used, if it is set.

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 Conversions API 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. Default 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`. Default is `30`	`90` (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 shoppping 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 3rd 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_singup). `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 wishlist. `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, Axciom 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 is a plain text and 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 in order to activate first-party cookies that appends a Click ID parameter li_fat_id to the click URLs.
Axciom 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 standardized two letter country code representing the country of the contact.
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 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.

Batch Conversion Events

Batch Limits

This action uses batched requests to support high-volume data transfers to the vendor. Requests are queued until one of the following thresholds is met:

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 is plain text and 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 in order to activate first party cookies that appends a Click ID parameter li_fat_id to the click URLs.
Axciom 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 standardized two letter country code representing the country of the contact.
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 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.

Vendor documentation

LinkedIn - Conversions API