LinkedIn Conversions API

Datafly Signal delivers conversion events to LinkedIn server-to-server using the LinkedIn Marketing API Conversions endpoint. This enables accurate B2B conversion tracking for LinkedIn ad campaigns without depending on the LinkedIn Insight Tag client-side script.

Prerequisites

Before configuring LinkedIn Conversions API in Signal, you need a LinkedIn Campaign Manager account, a conversion rule, and an OAuth access token. Follow the steps below to set everything up.

Configure in Signal

Now that you have your Ad Account ID, conversion rule URNs, and access token, configure the integration in Signal.

Configuration Fields

Management UI Setup

1. Go to Integrations > Add Integration > LinkedIn Conversions API.
2. Enter your account_id.
3. Complete the OAuth flow by clicking Connect LinkedIn Account or manually enter the access_token.
4. Map your conversion events to LinkedIn conversion rule IDs (e.g. Order Completed -> urn:lla:llaPartnerConversion:987654).
5. Select consent categories (typically advertising).
6. Click Save.

Management API Setup

curl -X POST http://localhost:8084/v1/admin/integrations \
  -H "Authorization: Bearer YOUR_TOKEN" \
  -H "Content-Type: application/json" \
  -d '{
    "source_id": "src_abc123",
    "vendor": "linkedin",
    "name": "LinkedIn Conversions",
    "enabled": true,
    "config": {
      "account_id": "123456789",
      "access_token": "your_oauth_access_token",
      "refresh_token": "your_refresh_token",
      "oauth_client_id": "your_client_id",
      "oauth_client_secret": "your_client_secret",
      "conversion_rule_id": {
        "Order Completed": "urn:lla:llaPartnerConversion:987654",
        "Lead Generated": "urn:lla:llaPartnerConversion:987655",
        "Signed Up": "urn:lla:llaPartnerConversion:987656"
      }
    },
    "consent_categories": ["advertising"]
  }'

API Endpoint

POST https://api.linkedin.com/rest/conversionEvents

Authentication is via OAuth 2.0 Bearer token. Events are sent as JSON with the LinkedIn Versioned API headers.

Identity Signals

LinkedIn Click ID (li_fat_id)

The primary identity signal for LinkedIn conversions is the li_fat_id (LinkedIn First-Party Ad Tracking ID). When a user clicks a LinkedIn ad, this parameter is appended to the landing page URL:

https://example.com/landing?li_fat_id=abc123-def456-ghi789

Datafly.js automatically captures the li_fat_id from the URL and persists it as a first-party cookie for the duration of the attribution window. It is included in all subsequent events sent to LinkedIn.

User-Provided Signals (Hashed)

When user data is available via _df.identify(), the following fields are SHA-256 hashed before sending to LinkedIn:

Event Mapping

LinkedIn uses conversion rules rather than standard event names. Each conversion rule is created in LinkedIn Campaign Manager and assigned a unique URN. You map Datafly event names to conversion rule IDs in the integration configuration.

Events not mapped to a conversion rule ID are silently dropped for this integration.

Example: Lead Conversion Event

Datafly.js call:

_df.track("Lead Generated", {
  lead_source: "contact_form",
  value: 500.00,
  currency: "USD"
});

LinkedIn Conversions API payload sent by Signal:

{
  "conversion": "urn:lla:llaPartnerConversion:987655",
  "conversionHappenedAt": 1706540000000,
  "conversionValue": {
    "currencyCode": "USD",
    "amount": "500.00"
  },
  "user": {
    "userIds": [
      {
        "idType": "SHA256_EMAIL",
        "idValue": "836f82db99121b3481011f16b49dfa5fbc714a0d1b1b9f784a1ebbbf5b39577f"
      },
      {
        "idType": "LINKEDIN_FIRST_PARTY_ADS_TRACKING_UUID",
        "idValue": "abc123-def456-ghi789"
      }
    ],
    "userInfo": {
      "firstName": "John",
      "lastName": "Doe",
      "companyName": "Acme Inc"
    }
  },
  "eventId": "evt_abc123def456"
}

Testing Your Integration

Step 1: Verify Conversion Rules

1. In LinkedIn Campaign Manager, go to Analyze > Conversion Tracking.
2. Confirm each conversion rule is set to Conversions API tracking method.
3. Note the URN for each rule and verify it matches your Signal configuration.

Step 2: Send Test Events

1. Trigger events on your website with the Signal integration enabled.
2. Check the Signal event debugger to confirm events are being delivered.
3. Verify the delivery status shows 200 OK responses from LinkedIn.

Step 3: Verify in Campaign Manager

1. In Campaign Manager, go to Analyze > Conversion Tracking.
2. Click on each conversion rule. Under Recent Activity, you should see conversion events arriving.
3. Allow up to 15 minutes for conversions to appear in reporting.

Troubleshooting

Rate Limits

LinkedIn’s Marketing API has relatively strict rate limits compared to other advertising platforms. The defaults are set conservatively to avoid 429 responses.