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Conversions FAQ

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Warning

Deprecation Notice
The Marketing Version 202401 (Marketing January 2024) has been sunset. We recommend that you migrate to the versioned APIs as well as migrate to the new Content and Community Management APIs to avoid disruptions. See the Migration page for more details. If you haven’t yet migrated and have questions, submit a request on the LinkedIn Developer Support Portal.

  1. When should I use the Conversions API?

    • To strengthen your existing conversion tracking, you can use the Conversions API and the Insight Tag together to measure and optimize both online and offline events across your customer journey.
    • You need a secure way to connect data to LinkedIn without relying on cookie-based tracking.

  2. What types of events can I send through the Conversions API?
    You can send both online and offline conversion events through the Conversions API. A complete list of supported conversions is available here.

  3. How often should I share data and why is it important to send data in real time?
    Conversions should be sent in real time as soon as they occur, or ideally within a day. Sending data in real time ensures that the data can be attributed and utilized by the campaign while it is fresh and relevant. For customers using a LinkedIn Marketing Partner, this near real-time sharing should happen automatically.

  4. Are there any minimums to the number of attributed conversions we will show in reporting?
    Currently, there are no minimums.

  5. How long does it take to process events sent through the Conversions API and see reporting for those events?
    It takes up to 24 hours to complete ingestion and an additional 48 hours for reporting; hence, it can take up to 72 hours for complete data to appear in reports.

  6. How far back can conversions be attributed?
    Conversions can be attributed for up to a maximum of 180 days. There is a 90-day lookback for each conversion, and the conversion must have occurred within the last 90 days to be attributed.

  7. What is deduplication?
    Deduplication is the process by which the system identifies the same event sent from both the Insight Tag and Conversions API and discards one to ensure accurate counting. It enables you to send the same events through both sources, allowing the Conversions API to work in tandem with your Insight Tag to provide maximum visibility into the conversions your campaigns are driving.

  8. How do I implement deduplication?
    Review the detailed guide here.

  9. Is there a max data load I can send via the Conversions API?
    Yes, you can send a maximum of 600 requests per minute and 300,000 requests per day through your member access token. For batch requests, you can send up to 5000 conversion events in each batch request payload.

  10. What are identity match rates?
    Once the conversion data is sent to LinkedIn, we match the customer parameters sent in the request payload with LinkedIn member data. The match rate indicates how effectively we can match the identity of conversion events with LinkedIn members. This is important because we can only attribute conversions to members we successfully match.

  11. What are attribution match rates?
    Once the conversion data is sent to LinkedIn and identity has been matched with members, we search for members who were served your ad from the campaigns associated with the conversion rule, and either clicked or viewed the ad within the selected attribution window of the conversion rule. The match rate indicates how effectively we can attribute conversion events with LinkedIn ads.

  12. What are customer parameters? Why do they matter?
    Sending all available customer parameters (also known as user IDs) can help increase match rates. In general, the more IDs you send with each event, the more likely we are to match it to a member. This is important because only matched events can be used for attribution and optimization. Examples of recommended customer parameters include email (SHA256_EMAIL), LinkedIn's Click ID (LINKEDIN_FIRST_PARTY_ADS_TRACKING_UUID), firstName and lastName.

  13. What customer parameters (also known as user IDs) does the Conversions API support?
    The Conversions API supports the following: SHA256_EMAIL, LINKEDIN_FIRST_PARTY_ADS_TRACKING_UUID, ACXIOM_ID, ORACLE_MOAT_ID, firstName, lastName, companyName, title, countryCode, leadGenFormResponse, and externalIds. Please refer to the API documentation for the most up to date list.

  14. Which parameters (user IDs) are required?
    An input request must provide at least one of the following:

    • A valid user ID with idType SHA256_EMAIL
    • A valid user ID with idType LINKEDIN_FIRST_PARTY_ADS_TRACKING_UUID
    • A valid user ID with idType ACXIOM_ID
    • A valid user ID with idType ORACLE_MOAT_ID
    • A valid user info combination that requires firstName and lastName We recommend sending both SHA256 EMAIL and LINKEDIN_FIRST_PARTY_ADS_TRACKING_UUID for the best matching.

  15. How do I hash identifiers?
    The Conversions API supports hashed emails using SHA-256 without salting.

  16. Is it recommended to convert emails to lower case before hashing them? Yes, it is recommended to convert emails to lowercase before hashing them for better match rates.

  17. What is LINKEDIN_FIRST_PARTY_ADS_TRACKING_UUID?
    LINKEDIN_FIRST_PARTY_ADS_TRACKING_UUID, also known as li_fat_id, is LinkedIn's first party cookie click ID. When enhanced conversion tracking is enabled, LinkedIn automatically adds a click ID to the end of landing page URLs, which allows the tag to use first-party cookie tracking. Enabling first party cookies via enhanced conversion tracking allows you to send this click ID as a parameter for improved conversion tracking accuracy. This helps increase match rates significantly.

  18. How do I enable first party cookies so I can use LINKEDIN_FIRST_PARTY_ADS_TRACKING_UUID?
    Check out Enabling Click IDs developer docs. How you choose to set this up will influence which type of conversions (click-through, view-through, or both) you're able to track.

  19. What are the implementation options for the Conversions API?

    1. Leverage a partner integration: Choose from a variety of LinkedIn Marketing Partners to quickly and seamlessly set up with the Conversions API, such as Google Tag Manager, Zapier, Dreamdata, Supermetrics, Tealium, and Adobe. Refer to the relevant partner's onboarding guide to get started.
    2. Build a direct integration: Work with your developers to build a direct integration with Conversions API.

  20. How do the two implementation options compare?

    • Leverage a partner integration
      • The partner helps facilitate the API connection
      • One-time setup with limited technical effort required from your team
      • May have associated fees that vary by partner
      • Typically fast to implement
    • Build a direct integration
      • Manage your own API connection
      • Offers the most customization and control over data sharing
      • Requires developer resources and ongoing maintenance
      • Implementation can take 2-4 weeks on average

  21. How do I apply for the Conversions API?

    1. Create a new developer application in the Developer Platform (if you/your company does not have an existing developer application with LinkedIn)
    2. Apply to the Conversions API under the Products tab of your app
    3. You can review the full set of steps here.