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 Parameter	Description
`ACCESS_TOKEN`	OAuth token for API authentication
`PROTOCOL_VERSION`	LinkedIn REST protocol header. Default value `2.0.0`
`LINKEDIN_VERSION`	LinkedIn 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 Key	Description	Expected Input
`conversionHappenedAt` Required	Integer: Event time in epoch ms	Expression – convert RFC3339 timestamp
`user.userInfo.firstName`	String: User first name	`traits.firstName`
`user.userInfo.lastName`	String: User last name	`traits.lastName`
`user.userInfo.companyName`	String: Company name	`traits.company`
`user.userInfo.title`	String: Job title	`traits.title`
`user.userInfo.countryCode`	String: Country code	`traits.countryCode`
`user.userIds` Required	Array: One or more user IDs (hashed email, `li_fat_id`)	Expression – auto-generates list
`eventId`	String: Unique event identifier	`messageId`
`user.externalIds`	Array: Anonymous or external IDs	Expression – auto-generates values

Event Specific

Identify

Output Key	Description	Expected Input
`conversion` Required	String: Conversion rule URN	Expression – generates URN

Page

Output Key	Description	Expected Input
`conversion` Required	String: Conversion rule URN	Expression – generates URN

Checkout Started

Output Key	Description	Expected Input
`conversion` Required	String: Conversion rule URN	Expression – generates URN
`conversionValue`	Object: Currency and amount of cart	Expression – totals products

Order Completed

Output Key	Description	Expected Input
`conversion` Required	String: Conversion rule URN	Expression – generates URN
`conversionValue`	Object: Currency and amount of purchase	Expression – totals products

Payment Info Entered

Output Key	Description	Expected Input
`conversion` Required	String: Conversion rule URN	Expression – generates URN

Product Added

Output Key	Description	Expected Input
`conversion` Required	String: Conversion rule URN	Expression – generates URN
`conversionValue`	Object: Currency and item value	Expression – totals properties

Product Viewed

Output Key	Description	Expected Input
`conversion` Required	String: Conversion rule URN	Expression – generates URN
`conversionValue`	Object: Currency and item value	Expression – totals properties

Products Searched

Output Key	Description	Expected Input
`conversion` Required	String: Conversion rule URN	Expression – generates URN

Promotion Clicked

Output Key	Description	Expected Input
`conversion` Required	String: Conversion rule URN	Expression – 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.

Attribute	Example	Sync Injector Required?
`li_fat_id` Required	`abc123xyz`	Yes
`sha256_email` Recommended	`e1a2b3c4d5e6f7...`	No
`external_id` Recommended	`anon-uuid-123`	No

Integration Validation

Please follow event validation steps here: Check the status of your conversion

Additional LinkedIn Ads Documentation