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Conversions - Overview

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Warning

Deprecation Notice
The Marketing Version 202403 (Marketing March 2024) has been sunset. We recommend that you migrate to the latest 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.

The Conversions API creates a direct connection between marketing data from an advertiser's server and LinkedIn. This enables advertisers to measure the performance of their LinkedIn marketing campaigns no matter where the conversion happens and use this data to power campaign optimization. Conversions API can help strengthen performance and decrease cost per action with more complete attribution and improved data reliability.

Once properly ingested, LinkedIn will attribute these events to campaigns and customers will see Conversions API reporting directly in Campaign Manager at the account, campaign group, campaign, and ad level. Refer to LinkedIn Conversions API for more information.

conversions overview

What types of businesses should use Conversions API?

  • Customers who want to understand a fuller picture of their marketing impact and have important business outcomes that take place across online, offline, or custom touch points.
  • Customers who want to prepare their business for upcoming privacy changes, including cookie deprecation and browser-related issues.
  • Customers who are looking for more control and flexibility over what data they share and when they share it, perhaps due to compliance or privacy requirements.

What are the key benefits of Conversions API?

  • Improve full-funnel measurement: Connect online and offline conversions to LinkedIn to measure performance across your entire customer journey.
  • Unlock stronger optimization: Power your campaign optimization with all kinds of conversion data to drive more of the actions you care about, cost-effectively.
  • Strengthen performance and privacy: Drive a more efficient Cost Per Action with a reliable and secure data connection that doesn't require cookie-based tracking.
  • Increase data control: Decide what, when, and how you share data with LinkedIn, meeting your business' exact needs.

What is server-to-server tracking?

Server-to-server refers to the connection between the customer's server and LinkedIn's server. The data is shared from one server to another, so this form of conversion tracking is sometimes called server-to-server (S2S) or server-side.

Apply for Access

Direct API access for Advertisers (through Campaign Manager)

Advertisers who want to send their conversion data directly to LinkedIn, without integrating through supported partner platforms, can generate access tokens for authentication from their Campaign Manager ad account. They do not need to create a developer application or apply for the Conversions API through the developer portal. The generated access tokens do not expire. Learn more.

Note

Campaign Manager does not store previously generated access tokens, so be sure to copy and save your token in a secure location.

API access for Partners (through Developer Portal)

API product Availability How to Request
Conversions API Available to all developers approved for Conversions API access Apply to Conversions API.

You will have access to the following permissions under the Conversions API product bundle from Developer Portal:

  • Conversions: APIs to create/retrieve conversion rules, stream conversion events, associate campaigns to conversions. Permission required is rw_conversions.
  • Account Structure: APIs to retrieve information across sponsored accounts, campaign groups, campaigns, and creatives. Permission required is r_ads.
  • Lite profile information: APIs to retrieve the name and photo of the authenticated user. Permission required is r_liteprofile.

Note

Applications must be authorized and authenticated before they can fetch data from LinkedIn or get access to LinkedIn member data. To know more about the OAuth flows, see here.

Postman Collection

Try in Postman

Payload Builder

The payload builder supports building the payload for steaming the Conversion Events. For more information, see:

Versioning

LinkedIn’s Marketing API Program supports versioning so that developers can release changes over time. To know more about how to use versioned APIs, see here.

Frequently Asked Questions

We have prepared a list of FAQs that would help answer frequently asked questions related to this API.

Stay Informed and Get Support

These resources can help you stay on top of new features, migrations, and deprecations: