LinkedIn Conversions API | Marketing Solutions Help

With Conversions API, you can connect both your online and offline data to LinkedIn so you can see how your campaigns influenced actions taken on your website, sales completed over the phone, or leads collected in-person at an event.

Using Conversions API allows you to:

Send marketing data directly from your server to LinkedIn to measure the performance of your LinkedIn campaigns using LinkedIn’s Conversions API.
Improve full-funnel measurement by connecting online and offline conversions to LinkedIn to measure performance across your entire customer journey.
Power your campaign with multiple types of conversion data to drive more of the actions you care about.
Strengthen performance and privacy by driving a more efficient Cost Per Action with a reliable and secure data connection that doesn’t rely on cookie-based tracking.
Increase data control by deciding how you share data with LinkedIn.

Here's a tip

Using Conversions API with the Insight Tag gives you a more complete view of your conversion tracking. We deduplicate information sent through Conversions API and Insight Tag, which means we identify if an event has been sent through both and only count it once. Learn more about deduplication in the Microsoft Help Center.

When to use Conversions API

Conversions API is a good choice to use to:

Strengthen your existing conversion tracking. You can use Conversions API and the Insight Tag together to measure online and offline events across your customer journey.
You’d like to optimize your campaign toward qualified leads. To use qualified leads as the optimization goal for your campaign, we recommend setting up Conversions API first. Learn more about the qualified leads optimization goal.
Send data to LinkedIn continuously and automatically, as well as when you have larger volumes of conversions that need to be sent at high frequency. With a CSV document, you must manually upload your data, which can result in older information and requires more resources.

Ways to implement Conversions API

There are two ways you can implement Conversions API. You can work with a LinkedIn Marketing Parter or build a direct integration.

	Partner integration	Direct integration
Overview	Choose from our partners to set up Conversions API without significant developer resources from your company.	Work with your developers to build a direct integration with Conversions API.
Use cases	You want a one-time setup and no ongoing support is required from your team.	You want to own data sharing from start to finish and to customize the integration to your exact needs.
Resources	Typically fast to implement but might have potential associated fees.	Requires developer resources and ongoing maintenance, and implementation can take two to four weeks (on average).

Once you've chosen either a partner or direct integration, follow the instructions to set up the integration:

Integration	Set up instructions
Direct API (direct integration)	Set up and create conversions using Direct API
Adobe	Set up and create conversions using Adobe
Dreamdata	Set up Dreamdata integration to send conversion data to Campaign Manager
Factors.ai	Set up and create conversions using Factors.ai
Google Tag Manager	Set up and create conversions using Google Tag Manager
Hightouch	Set up and create conversions using Hightouch
HubSpot	Set up HubSpot integration to send conversion data to Campaign Manager
Make (currently in testing)	Set up Make integration to send conversion data to Campaign Manager
Segment	Set up Segment integration to send conversion data to Campaign Manager
Supermetrics	Set up and create conversions using Supermetrics
Tealium	Set up Tealium integration to send conversion data to Campaign Manager
Zapier	Set up and create conversions using Zapier
Third-party integrations through Zapier: HubSpot via Zapier Salesforce via Zapier Marketo via Zapier Active campaign via Zapier Dynamics 365 via Zapier Pipedrive via Zapier Zoho via Zapier	Set up and create conversions using Zapier third-party integrations

Best practices for privacy protection - Preparing for Conversions API

LinkedIn provides services that are meant to be used in a compliant manner. You're responsible for ensuring you’ve obtained any necessary permissions from your customers before sharing any data with a third-party, including with LinkedIn. LinkedIn is unable to provide legal guidance or recommendations to customers.

We recommend you engage your internal stakeholders, such as your legal counsel, early in the process and share the following resources related to how data shared via Conversions API will be used:

Conversions API data privacy information

Data terms and usage - Conversions API is covered by LinkedIn’s Data Processing Agreement. Data shared via Conversions API will be used in accordance with Section 13 of LinkedIn's Ads Agreement.
Pseudonymization - Email addresses are hashed using SHA-256.
Data retention - Data is deleted after 180 days. The only data that persists is the aggregate conversion reporting in Campaign Manager. In addition, LinkedIn can facilitate deletion requests within 180 days from customers where received.
Data storage - Data is stored in LinkedIn’s servers in the U.S. Please note that LinkedIn complies with the EU-U.S. Data Privacy Framework, which ensures an adequate level of protection for personal data transferred from the EU/EEA. Learn more about EU/EEA, UK, and Swiss data transfers.
Data processing - All data processing is done by LinkedIn on LinkedIn’s servers in the U.S. No subcontractors or sub-processors are involved.
Member transparency and controls - LinkedIn members can access their ad settings at any time to control how their data, including data that is shared by a marketer via Conversions API, may be used for ads. Members also have the ability to have their data deleted, among other rights, as covered in Section 4 of our Privacy Policy.