Getting started with:
Conversions API
Introduction How it works How to set it up Best practices Resources
“In a perfect world, I want to see how marketing drives
conversions. It’s one of our biggest challenges, across all our
channels, to connect our actions to revenue.
I want to be able to report on LinkedIn influence, not just
marketing influence. I want to be able to say that 15 of the leads
we got came from LinkedIn and 12 converted to an opportunity.”
– B2B Digital Marketing Manager
Introduction How it works How to set it up Best practices Resources
Introducing
Conversions API
Introduction How it works How to set it up Best practices Resources
We know the world of conversion tracking
is increasingly complex.
Measuring the Preparing for impending Prioritizing data control
full customer journey privacy changes and security
Your customer journey is long and Industry-wide privacy changes, like third You need control over how you share
spans touch points on your website, over the party cookie deprecation, are here. data with LinkedIn. Maybe your
phone, and in-person. You want to measure Your business is trying to figure out business even has requirements that
and optimize towards the outcomes that what to expect and how to prepare. prevent you from installing the Insight
truly matter to you, but it can be difficult to Tag on your website.
get everything connected.
What you will learn in this guide
1 Introduction 2 How it works 3 How to set it up 4 Best practices 5 Resources
• What is CAPI? • How does CAPI work? • Setting up conversions via • Use multiple data-sharing • FAQs
partner integration methods
• What can you do • What types of data can I • Resource links
with CAPI? stream? • Setting up conversions via • Send multiple user IDs
direct integration
• Why CAPI? • Implementing CAPI • Optimize your conversion
• Activities after you’ve set up setup
• About LinkedIn Marketing conversions
partners • Send events in real time
• Comparing
implementation options
• Comparing CAPI partners
TIP: Use the presentation mode for an interactive experience
Introduction How it works How to set it up Best practices Resources
Connect your campaigns to
the outcomes that matter
most with Conversions API
Introduction How it works How to set it up Best practices Resources
What is
Conversions API?
Conversions API is a direct
connection between
marketing data from your
server and LinkedIn. This
allows you to measure results
wherever they happen and
improve performance.
Introduction How it works How to set it up Best practices Resources
What can you do with Conversions API?
Improve full-funnel Unlock greater Strengthen performance Increase data control
measurement optimization and privacy Decide what, when, and how
Connect online and offline Power your campaign Drive a more efficient Cost Per you share data with LinkedIn,
conversions to LinkedIn to optimization with all kinds of Action with a reliable and secure meeting your business’ exact
measure performance across conversion data to drive data connection that doesn’t rely needs.
your entire customer journey. more of the actions you care on cookie-based tracking.
about, cost-effectively.
Introduction How it works How to set it up Best practices Resources
Why Conversions API?
⇡31% $
⇣20%
increase in attributed decrease in
conversions cost per action
Source: Conversions API beta study across 829 campaigns from July 1 to August 26, 2023
Introduction How it works How to set it up Best practices Resources
How does
Conversions API work?
Introduction How it works How to set it up Best practices Resources
How does Conversions API work?
Conversions API establishes a direct connection between marketing data from your server and
LinkedIn
Server /
app activity, Your
Offline Server
Conversions API
actions
LinkedIn LinkedIn
Member Ad Platform
Website Web
Activity browser
Insight Tag
Introduction How it works How to set it up Best practices Resources
What sorts of data can I stream?
Online actions from your website
such as in-person sales, calls,
Offline actions
or trade show leads
Introduction How it works How to set it up Best practices Resources
How do I implement Conversions API?
There are two options:
A Build your own direct integration B Leverage a LinkedIn Marketing Partner’s
existing integration with LinkedIn
Introduction How it works How to set it up Best practices Resources
About LinkedIn Marketing Partners
Qualified technology and service providers
that help marketers achieve more on LinkedIn
Our partners are:
ü Experts
ü Innovators
ü Vetted
Introduction How it works How to set it up Best practices Resources
How do implementation options compare ?
Leverage a Partner Direct build
Upfront resources Can vary, but generally significantly less Requires developer resources
than a direct build
Time to complete 1 - 2 hours; in some cases, just a few Typically takes 2 to 4 weeks
minutes*
Ongoing resources May have associated fees, minimal Requires developer resources
Marketing resources
Best for You want simple setup with minimal You want to own data sharing from start to
ongoing resources required finish and to customize the integration to
your exact needs
* Varies by partner, but Conversions API integration can be significantly faster and easier if you're currently accessing another platform's
conversions API through a partner and use the same partner for LinkedIn Conversions API
Introduction How it works How to set it up Best practices Resources
LinkedIn Marketing Partners: You have options
Choose from a variety of certified Conversions API partners to get set up quickly and seamlessly
Availability / ETA Now Now Now
Description The LinkedIn Conversions API Tag Set up automated workflows that allow Unified data platform for B2B go-to-market
template directly connects marketing data users to send conversion events from data, from collection to activation
from an advertiser’s server or Google Tag 6000+ apps
Manager(GTM) and LinkedIn.
Service Model Self Service Self Service & Managed Service Self Service
Pricing No license fee; potential variable costs Tiered pricing with LI integrations starting at 14-day free trial; CAPI included in
depending on server usage $19.99/ month $599/month package
We’re also working on expanding integration options with additional platforms, like Supermetrics, Adobe, ActionIQ, Lytics, Segment, Tealium, SwitchGrowth
As these additional integrations become available, you can visit the LinkedIn Marketing Partner Directory for the most up to date list.
Introduction How it works How to set it up Best practices Resources
How to set up
Conversions API
Introduction How it works How to set it up Best practices Resources
In this section we’ll cover:
1. Setting up Conversions API via
partner integration
HowHow
to set up
to set it
up
Conversions API in 2. Setting up Conversions API via
direct integration
Campaign Manager
3. Activities after Conversions API
is set up
Introduction How it works How to set it up Best practices Resources
Partner | Direct | After setup
Setting up Conversions API:
partner integration
Introduction How it works How to set it up Best practices Resources
Partner | Direct | After setup
Connect a Partner
Integration
1. Navigate to the conversions data
sources page in Campaign Manager.
2. Select the Partner to connect
3. Follow the instructions to connect
the integration
Introduction How it works How to set it up Best practices Resources
Partner | Direct | After setup
Create a
conversion rule
1. Navigate to the conversions page in
Campaign Manager.
2. Click on “Create Conversion” dropdown and
select the “Imported conversion” option.
3. Select the relevant partner integration and
follow the steps to define the conversion settings
and associate it with relevant campaigns.
4. Once the conversion is created, you will be
able to see it in your conversions table.
Introduction How it works How to set it up Best practices Resources
Partner | Direct | After setup
Associate Conversions API conversions with campaigns
1. In Campaign Manager: Go to “Analyze” > “Conversion
Tracking” and look for the conversion rule created in the
previous step. Click “Next Step” and select campaigns to
track.
2. Alternatively, you may be able to do this in your partner’s
platform. Review your partner’s documentation to
understand if this is supported.
BEST PRACTICES
Associate your CAPI conversions to as many applicable campaigns
as possible in order to maximize attribution and visibility.
Make sure the associated campaigns are active.
Introduction How it works How to set it up Best practices Resources
Partner | Direct | After setup
How to set up Conversions API:
direct integration
Introduction How it works How to set it up Best practices Resources
Partner | Direct | After setup
Before you get 1. If you don't already have access to the Developer
started… Portal, create a developer application
2. Review our LinkedIn Marketing API Program
Terms
3. Connect and verify your business page
4. Apply to Conversions API under the Products tab
of your app
Review the full instructions here.
Introduction How it works How to set it up Best practices Resources
Partner | Direct | After setup
How does
Conversions API’s 1. Your developers will apply to Conversions API
from the Developer Portal
direct integration 2. Your developers will generate an access
token and ensure each team member has the
work? correct authorization to build
3. Your developers will follow the API
CAPI is a direct connection documentation to build access to the CAPI
between marketing data from endpoints and begin streaming conversion events
your server to LinkedIn to LinkedIn
4. Your marketing team will partner with
your developers to create CAPI-based
conversion rule(s) and associate them to the
proper campaigns for measurement
Introduction How it works How to set it up Best practices Resources
Partner | Direct | After setup
Set up your direct
API Access
1. Request an authorization code for
each individual developer that will need
access to the API and get an access token
2. Ensure you have the
right permissions (rw_conversions and r_a
ds)
3. Validate that you have the required
ad account user roles to connect your
ad account(s) to the API
Introduction How it works How to set it up Best practices Resources
Partner | Direct | After setup
Next, follow the API
documentation
Implement access to the API endpoints
using Conversions API documentation
• Best practices – LinkedIn API Best Practices
• Troubleshooting – Error Handling for error status codes
Introduction How it works How to set it up Best practices Resources
Partner | Direct | After setup
Create a conversion rule BEST PRACTICES
Leverage naming specific taxonomy
(i.e. include “CAPI_”) to be able to easily
Create via Campaign Manager Create via API delineate between CAPI & Insight Tag
conversions.
1. Navigate to the conversions page in 1. Use the /conversions endpoint to
Campaign Manager. create a conversion rule for each Set your lookback window as wide as
conversion type you want to track. possible to increase your chances of
2. Click on “Create Conversion” attributing more tracked conversions.
dropdown and select the “Imported 2. Each conversion rule should
• Consider 90-day click 90-day view
conversion” option. include conversion name, for lead or lower-funnel conversions
account, conversionMethod, type
3. Select the relevant CAPI data source (key conversion behavior). • Consider 30-day click 7-day view
(Direct API) and follow the steps to for website conversions
define the conversion settings and 3. Make sure to use CONVERSIONS_API Use the Last Touch - Each Campaign
associate it with relevant campaigns. in the conversionMethod field to set the model which gives credit to all
Once the conversion is created, you will source of each conversion rule to be campaigns that had an ad interaction
be able to see it in your conversions Conversions API. within that window.
table.
Introduction How it works How to set it up Best practices Resources
Partner | Direct | After setup
Stream conversion It’s important to send multiple user IDs.
events Each event should be accompanied by one or more user IDs that will
be used for matching. Sending multiple user IDs helps to increase
match rates. This is important, as only matched events can be used for
1. Use /conversionEvents endpoint to send conversion attribution and optimization.
events from your server to LinkedIn.
• SHA256_EMAIL
• LINKEDIN_FIRST_PARTY_ADS_TRACKING_UUID*
2. Each event should be accompanied by one or more • ACXIOM_ID
user IDs that will allow matching. • ORACLE_MOAT_ID
• firstName
• lastName
• companyName
• title
• CountryCode
• leadGenFormResponse
Please send a maximum of 300 events/minute through CAPI.
Introduction How it works How to set it up Best practices Resources
Partner | Direct | After setup
(Recommended) Do I need deduplication?
Set up deduplication • We recommend that advertisers send events
with Insight Tag through both the Insight Tag, or Image pixel, and
Conversions API for increased reliability and the
most complete view of the customer journey.
Deduplication is the ability for the system to identify the • If you are sharing the same events via multiple
same event being sent from both the Insight Tag and methods (called a redundant set up), we may
CAPI and discard one to ensure proper counting. receive the same events from the browser
• The setup steps differ depending on how you and the server. Deduplication allows us to identify
installed your Insight Tag or Image pixel. that the events are the same so we can discard the
duplicate event and only count the conversion
• Follow the steps in the deduplication setup guide once.
according to your Insight Tag or Image pixel
installation method.
Introduction How it works How to set it up Best practices Resources
Partner | Direct | After setup
Associate Conversions API conversions with campaigns
1. In Campaign Manager: Go to “Analyze” > “Conversion
Tracking”, and look for the conversion rule created in the
previous step. Click “Next Step” and select campaigns to
track.
2. Alternatively, you can use the /campaignConversions
endpoint to associate active campaigns with each
conversion ID that you created.
BEST PRACTICES
Associate your CAPI conversions to as many applicable campaigns
as possible in order to maximize attribution and visibility.
Make sure the associated campaigns are active.
Introduction How it works How to set it up Best practices Resources
Partner | Direct | After setup
Activities after
Conversions API
is set up
Introduction How it works How to set it up Best practices Resources
Partner | Direct | After setup
Enable first-party cookies so
you can use LinkedIn’s click ID
for improved match rates
Enable enhanced conversion tracking so LinkedIn can automatically
add a click ID to the end of landing page URLs. This allows you to
send LINKEDIN_FIRST_PARTY_ADS_TRACKING_UUID as a user ID,
which will help improve your match rates.
How you decide to set this up will influence what type of conversions
(click-through, view-through, or both) you’re able to track. We
recommend the following:
1. Add Insight Tag to your website
2. Enable enhanced Conversion Tracking
3. Add code to your landing page to parse the click ID from your
cookie store and pass it as a user ID for your CAPI events
Introduction How it works How to set it up Best practices Resources
Partner | Direct | After setup
Monitor Conversions API
conversions in
Campaign Manager
1. Go to “Analyze” > “Conversion Tracking” and
open the “Conversions” tab
2. The data source for CAPI conversions will be
listed as “Direct API” (or partner name
if you are using the partner integration)
3. Alternatively, you can list all the available
conversions for a selected Ad Account by using
the Find Conversions by Ad Account endpoint
in the general Conversion Tracking API.
Introduction How it works How to set it up Best practices Resources
Partner | Direct | After setup
View results
1. View your results and a breakdown of your
conversion rules from Conversion Tracking
Reporting and Metrics in LinkedIn
Campaign Manager.
2. Or you can use the existing Ad Analytics
Reporting API. Set pivot = CONVERSION
to group reporting by conversions.
Introduction How it works How to set it up Best practices Resources
Best practices
Introduction How it works How to set it up Best practices Resources
Use multiple data- • For many marketers, using multiple data-sharing methods
sharing methods together, like Insight Tag and Conversions API, will provide the
most comprehensive and accurate picture of your
performance. Sending events via multiple tools helps minimize
signal loss and improve efficiency.
• We recommend setting up deduplication.
o Deduplication is the ability for the system to identify the
same event being sent from both the Insight Tag and
CAPI and discard one to ensure proper counting.
o Deduplication enables you to send the same events
through both sources, allowing Conversions API to work
in tandem with your Insight Tag to provide maximum
visibility into the conversions your campaigns are driving.
Introduction How it works How to set it up Best practices Resources
Send multiple user IDs • Once the conversion data is sent to LinkedIn, we look for
members who were served your ad and then either clicked
or viewed that ad within the attribution window. The match
rate is how effectively we are able to match the conversion
events to LinkedIn members.
• Sending multiple user IDs can help increase match rates.
In general, the more IDs you send with each event, the more
likely we are to match that event to a member. This is
important, as only matched events can be used for
attribution and optimization.
We highly recommend enabling enhanced conversion tracking
and sending LINKEDIN_FIRST_PARTY_ADS_TRACKING_UUID.
Introduction How it works How to set it up Best practices Resources
Optimize your • Set your lookback window as wide as possible. This typically
increases the chances of attributing a tracked conversion. We
conversion setup recommend 90-day click 90-day view for lead or lower-funnel
conversions and 30-day click 7-day view for website
conversions.
• Associate your CAPI conversions to as many applicable
campaigns as possible. This helps maximize chances of
attributing a conversion.
• Consider using the Last Touch - Each Campaign model. This
gives credit to all campaigns that had an ad interaction within
that window. With this model, each conversion event counts
across all campaigns that served an impression within the
conversion window to the converting member. Otherwise, using
the Last Touch - Last Campaign attribution model will attribute
a conversion only to the most recent campaign that has had an
ad interaction.
Introduction How it works How to set it up Best practices Resources
Send events in real time • Conversions should be sent in real time as soon as they
occur, or ideally within an hour.
• Sending data in real time ensures that the data can be
attributed and utilized by the campaign while it is fresh and
relevant.
Introduction How it works How to set it up Best practices Resources
Helpful
resources
Introduction How it works How to set it up Best practices Resources
FAQs
What will Conversions API How far back can we attribute What are Conversions API’s data
reporting look like? conversions? privacy practices?
Once attributed to campaigns, CAPI Conversions can be attributed up to 180 Data is held for max 180 days and is then
conversions will be treated as any other days maximum. There is a max 90- erased. The only data that persists is the
conversion for Campaign Manager reporting. day lookback for each conversion, and the aggregate conversion reporting in Campaign
You will be able to see reporting at all three conversion must have occurred within the last Manager.
granularities: campaign, group, and account 90 days to be attributed.
level. LinkedIn’s Data Processing Agreement covers
CAPI.
Similar to Insight Tag, you can also view
breakdowns by conversion name in campaign Email addresses are hashed using SHA256.
performance reporting.
LinkedIn doesn’t use your data beyond the sole
purposes of this feature, on your behalf, as
noted in Section 12 of the Ads Agreement.
Introduction How it works How to set it up Best practices Resources
Learn more with these helpful resources
Conversions API (general) Partner integration Direct integration
Main Help Center article Partner Directory: Google Tag Manager Setting up a conversion in Campaign Manager
Setting up imported conversions Partner Directory: Zapier Demo video
Best practices Directory: Dreamdata
Importing conversions: Google Tag Manager Technical documentation / Developer resources:
Importing conversions: Zapier Overview
Importing conversions: Dreamdata Getting Access
Demo video: Google Tag Manager Deduplication Guide
Thank you
Please reach out to your LinkedIn sales
contact with any questions or feedback.
