LinkedIn Conversions API

Datafly Signal delivers conversion events to LinkedIn server-to-server via the Conversions API, replacing the LinkedIn Insight Tag for B2B campaign attribution, lead tracking, and audience measurement.

Prerequisites

Before configuring LinkedIn in Signal, you need:

A LinkedIn Campaign Manager account with an Ad Account ID
A conversion rule configured under Analyze → Conversion Tracking
A LinkedIn developer application with Marketing API access
An OAuth access token with r_ads and rw_conversions scopes (and ideally a refresh token)

Get your LinkedIn credentials

Sign in to LinkedIn Campaign Manager and copy your Ad Account ID from account settings.
Go to Analyze → Conversion Tracking and click Create Conversion. Choose Online Conversion with Conversions API as the tracking method. Note the numeric Conversion Rule ID.
Register an app at LinkedIn Developer Portal, associate it with your LinkedIn Page, and request access to the Marketing API (approval may take 1-3 days).

Complete the OAuth 2.0 flow against your app with scopes r_ads and rw_conversions:

https://www.linkedin.com/oauth/v2/authorization?response_type=code
  &client_id=YOUR_CLIENT_ID
  &redirect_uri=YOUR_REDIRECT_URI
  &scope=r_ads%20rw_conversions

Exchange the authorisation code for an access_token (and refresh_token). LinkedIn access tokens expire after 60 days; the refresh token lets Signal renew automatically.

See LinkedIn’s Conversions API documentation for full details.

Configure the integration in Signal

In the Management UI, go to Integrations → Add Integration.
Select LinkedIn Ads from the catalogue.
Give the integration a name (for your reference).
Choose a preset (B2B / SaaS or Retail).
Fill in the required fields:

Field	Required	Description
`account_id`	Yes	LinkedIn Ad Account ID.
`access_token`	Yes	OAuth access token with `r_ads` and `rw_conversions`.
`conversion_rule_id`	Yes	Numeric ID of the conversion rule in Campaign Manager.

Choose which pipeline(s) this integration should run on.
Select consent categories (defaults to marketing).
Click Save.

If you track multiple conversion types (e.g. Lead, Purchase, Sign-up), create one integration per conversion rule and filter events accordingly.

Event mapping

B2B / SaaS preset

Signal event	LinkedIn event
`page`	`pageView`
`Signed Up`	`conversion`
`Lead Submitted`	`conversion`
`Subscription Started`	`conversion`

Retail preset

Signal event	LinkedIn event
`page`	`pageView`
`Order Completed`	`conversion`

All conversion events are reported against the configured conversion_rule_id. To customise, edit the integration’s Field Mappings.

Identity

LinkedIn attribution relies primarily on the li_fat_id (LinkedIn First-Party Ad Tracking) parameter. Datafly.js captures it from the landing URL and stores it as a first-party cookie.

Capability	Field	Notes
Click ID	`user.userIds[].LINKEDIN_FIRST_PARTY_ADS_TRACKING_UUID`	From `li_fat_id` URL parameter
Hashed email	`user.userIds[].SHA256_EMAIL`	SHA-256 (lowercase, trimmed)
Hashed phone	`user.userIds[].SHA256_PHONE`	SHA-256 (E.164)
First / last name	`user.userInfo.firstName` / `lastName`	Plain text, supplementary signal
Company name	`user.userInfo.companyName`	Plain text, supplementary signal
Client IP / User-Agent	Forwarded from the original request

Hashing is performed by Signal before delivery.

This integration is gated on the marketing canonical consent category.

Verify it’s working

In the Management UI, open Pipelines → your pipeline → Live Events and trigger a test conversion.
The event appears in the live feed; inspect the payload sent to LinkedIn.
In Campaign Manager, open Analyze → Conversion Tracking → your rule → Recent Activity — conversions appear within 15 minutes.

Troubleshooting

401 Unauthorized. The access token has expired (60-day lifetime) or been revoked. Generate a new token via the OAuth flow or configure the refresh-token credentials.

403 Forbidden. The app lacks Marketing API access, or the OAuth user has no permissions on the ad account.

Low match rate. Ensure li_fat_id is captured on landing pages and pass hashed email/phone via datafly.identify().