What is LinkedIn?

LinkedIn is a professional networking platform that allows users to connect, share content, and explore job opportunities. It also provides advertising solutions through LinkedIn Ads, enabling businesses to reach targeted professional audiences. Through campaign tracking parameters, LinkedIn helps advertisers measure and optimize their performance on the platform. This integration focuses on capturing marketing identifiers to enhance attribution and targeting within server-side events.

Product Type: Advertising

Integration Type: Starter Kit & ID Sync

Capabilities

• Captures li_fat_id from URLs and stores it for marketing attribution.
• Updates stored values when the parameter is detected again, refreshing the expiration.
• Enhances server-side events with LinkedIn marketing identifiers.
• Supports long-lived identifier storage (default 365 days, configurable in UI).
• Enables better attribution of LinkedIn Ads campaign performance.

Sync Details

• IDs:

  • li_fat_id – A LinkedIn Ads tracking ID appended to ad destination URLs. Used to attribute user activity back to LinkedIn ad engagements.

• Description:

  • The sync captures li_fat_id from URL parameters.
  • Each value is stored in first-party storage for a configured duration.
  • Values are refreshed when new data is detected.
  • The identifiers are added to server-side event payloads for attribution or targeting.

• Server-side Event Payload:
  Upon completion of all vendor's sync, the server-side events will incorporate all resolved identifiers as described above. The following object will be appended to the context.providers property within the event's JSON payload.

  JSON

  {
    "linkedIn": {
      "li_fat_id": "URL parameter value from li_fat_id"
    }
  }
  
  

• Cookie Name:

  • Cookie: _meta_linkedIn_li_fat_id
  • IndexedDB: [your storage prefix]_linkedIn_li_fat_id
  • For a general guide on ID Sync validation, see here.

Sync Setup Guide

1. Add a LinkedIn Sync in MetaRouter

To gather the li_fat_id, you must add a LinkedIn sync.

1. From the Pipelines page, find the pipeline associated with the web property you’d like to add a sync to. Hover over the three dot dropdown and select “Build AJS File.”
2. In the Identity Syncs section, select the LinkedIn sync.
3. Fill out the following fields:
   1. Cookie Lifetime (in days) – Defines how long the identifier will be stored (e.g., 30). Use numeric values only.
4. Scroll down and click the Save and Build File button.
5. Deploy your AJS file to propagate changes to your web property.