Documentation

LinkedIn Ads - Conversions

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This integration is currently in beta. Contact your MetaRouter support team to get started.

What Is LinkedIn Ads - Conversions?

LinkedIn Ads is LinkedIn’s advertising platform for targeting professionals by job title, company, industry, and seniority. Advertisers can run Sponsored Content, Message Ads, Dynamic Ads, and Text Ads. The Conversions API enables server-to-server delivery of conversion events, ensuring consistent tracking when client-side pixels are limited. Each event must include a conversion rule URN, timestamp, and at least one user identifier to be processed by LinkedIn.

Product Type: Advertising
Integration Type: Starter Kit & ID Sync
Event Source Type: Web
Event Scope: Full-Funnel Events

Capabilities

  • Streams full-funnel conversion events to LinkedIn Campaign Manager via Conversions API
  • Accepts multiple identifiers for attribution (e.g., hashed email, li_fat_id)
  • Supports enriched payloads with transaction value and user info
  • Provides deduplication support using unique event IDs
  • Works with batch delivery to conversionEvents endpoint

Considerations

  • Conversion rules must be created in LinkedIn Campaign Manager before sending events
  • At least one supported user identifier is required for every event
  • Website retargeting and event-based Matched Audiences require the LinkedIn Insight Tag or a supported partner integration. While Matched Audiences are not supported with MetaRouter’s Conversions API integration, conversion data delivered via CAPI can be leveraged by LinkedIn for predictive audiences and optimization.

Limitations

  • Lacks demographic reporting enrichment available with client-side tagging (Insight Tag). For example, Conversions API events do not provide breakdowns by:
    • Job title
    • Job function
    • Industry
    • Company name
    • Company size
    • Seniority
    • Location
  • Matched Audiences are not supported with MetaRouter’s Conversions API integration

Identity Sync

  • Sync Available: Yes
  • Required for Starter Kit: Yes
  • Prerequisites: N/A
  • Documentation: LinkedIn Sync

Sync Details

  • Captures li_fat_id from URLs
  • Stores value in first-party storage for attribution
  • Ensures events can be matched to ad clicks

Starter Kit Setup Guide

1. Deploy the LinkedIn Ads Sync

  • To collect the sync values (e.g. li_fat_id), you must implement a LinkedIn sync. Refer to the following documentation to complete the setup: LinkedIn Sync

2. Gather Credentials

  • Access Token
    Please refer to the following guide for instructions on generating an access token: Create an Access Token.

  • Conversion Source and Rules
    Please refer to the following guide for instructions on setting up Conversions API (CAPI) as a data source and creating conversion rules: Set up and create conversions using Direct API.

    • Ensure that you complete steps 1–4 in the document.

  • Conversion URN
    You will need the Conversion Rule URN for configuration in this starter kit.
    To find the URN:

    1. Go to LinkedIn Campaign Manager.
    2. Navigate to Signals Manager > Direct API > Direct API Conversions table.
    3. Copy the ID listed under each event you would like to track.

3. Add a LinkedIn Ads Integration

From the integration library, add a LinkedIn Ads - Conversions integration. Then, fill out the Connection Parameters:

Connection ParameterDescription
ACCESS_TOKENOAuth token for API authentication
PROTOCOL_VERSIONLinkedIn REST protocol header. Default value 2.0.0
LINKEDIN_VERSIONLinkedIn Marketing API version header. Default value 202507

4. Configure Event Mapping

  • MetaRouter provides all of the event mappings that LinkedIn Ads integrations typically require. You may add custom events, parameters or mappings in accordance with LinkedIn Ad’s API standards. Please see below for details on event mapping.

5. Deploy to Pipeline

  • In the Pipelines tab, add your LinkedIn Ads - Conversions integration.
  • Select the correct integration revision
  • Click Add Integration to finalize deployment.

Event Mappings

Global

Output KeyDescriptionExpected Input
conversionHappenedAt
Required		Integer: Event time in epoch msExpression – convert RFC3339 timestamp
user.userInfo.firstNameString: User first nametraits.firstName
user.userInfo.lastNameString: User last nametraits.lastName
user.userInfo.companyNameString: Company nametraits.company
user.userInfo.titleString: Job titletraits.title
user.userInfo.countryCodeString: Country codetraits.countryCode
user.userIds
Required		Array: One or more user IDs (hashed email, li_fat_id)Expression – auto-generates list
eventIdString: Unique event identifiermessageId
user.externalIdsArray: Anonymous or external IDsExpression – auto-generates values

Event Specific

Identify

Output KeyDescriptionExpected Input
conversion
Required		String: Conversion rule URNExpression – generates URN

Page

Output KeyDescriptionExpected Input
conversion
Required		String: Conversion rule URNExpression – generates URN

Checkout Started

Output KeyDescriptionExpected Input
conversion
Required		String: Conversion rule URNExpression – generates URN
conversionValueObject: Currency and amount of cartExpression – totals products

Order Completed

Output KeyDescriptionExpected Input
conversion
Required		String: Conversion rule URNExpression – generates URN
conversionValueObject: Currency and amount of purchaseExpression – totals products

Payment Info Entered

Output KeyDescriptionExpected Input
conversion
Required		String: Conversion rule URNExpression – generates URN

Product Added

Output KeyDescriptionExpected Input
conversion
Required		String: Conversion rule URNExpression – generates URN
conversionValueObject: Currency and item valueExpression – totals properties

Product Viewed

Output KeyDescriptionExpected Input
conversion
Required		String: Conversion rule URNExpression – generates URN
conversionValueObject: Currency and item valueExpression – totals properties

Products Searched

Output KeyDescriptionExpected Input
conversion
Required		String: Conversion rule URNExpression – generates URN

Promotion Clicked

Output KeyDescriptionExpected Input
conversion
Required		String: Conversion rule URNExpression – generates URN

Required & Recommended Identifiers

These identifiers must be mapped to LinkedIn Ads in order for successful user matching to occur. Without these IDs, events may not be accurately reflected in reporting.

AttributeExampleSync Injector Required?
li_fat_id
Required		abc123xyzYes
sha256_email
Recommended		e1a2b3c4d5e6f7...No
external_id
Recommended		anon-uuid-123No

Integration Validation

Additional LinkedIn Ads Documentation

Updated 1 day ago