LinkedIn Conversions API Destination

The LinkedIn Conversions API (CAPI) is a conversion tracking tool that creates a direct connection between marketing data from an advertiser’s server and LinkedIn. This integration 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. The Conversions API can help strengthen performance and decrease cost per action with more complete attribution, improved reliability, and optimized delivery.

This destination is maintained by Segment. For any issues with the destination, contact the Segment Support team.

Getting started

1. From the Segment web app, click Catalog, then click Destinations.
2. Search for “LinkedIn Conversions API” in the Destinations Catalog, and select the destination.
3. On the LinkedIn Conversions API overview page, click Add destination.
4. Select the source that you want to connect to the LinkedIn Conversions API and click Next.
5. Enter a name for your destination and click Create destination.
6. On the Settings tab, click Connect to [destination-name] and follow the prompts to authenticate with LinkedIn using OAuth.
7. Enable the destination and click Save Changes.

Set up a mapping to Stream Conversion Events

Follow the steps in the Destination Actions documentation on Customizing mappings. You must create 1 mapping for every conversion rule. After you create a conversion rule, you cannot update the connected LinkedIn Ad account.

1. On the Mappings tab, click on + New Mapping and Select Stream Conversion Event.
2. Select the events you’d like to map and send to your LinkedIn Conversions API destination.
3. Create a conversion rule or enter the link to an existing rule. If you chose to create a new conversion rule, Segment creates the conversion rule as soon as you click Save.
4. Configure the mappings to map event fields and user attributes from your source to the Conversion API.
5. Click Save.

After you’ve created a Stream Conversion Event mapping, Segment displays the connected rule for each mapping on the Mappings tab. To update the conversion rule you created, select the menu icon for the mapping you’d like to update and click Edit Mapping. Scroll to section 3, Create a Conversion Rule, and select Edit your configuration. After making changes to your conversion rule, click Save to save your changes. You can make changes to all fields except for the Ad account field. After you save your changes, Segment updates the conversion rule in LinkedIn.

Available Actions

Build your own Mappings. Combine supported triggers with the following LinkedIn Conversions API-supported actions:

• Stream Conversion Event

Stream Conversion Event

Directly streams conversion events to a specific conversion rule.

Stream Conversion Event is a Cloud action. The default Trigger is: type = "track"

Click to show / hide fields

FAQ and troubleshooting

Why are my inputs failing?

Your inputs must meet the following criteria:

• Contains a valid URN with the following format:
  urn:lla:llaPartnerConversion:id
• The authenticated user must have write access to the ad account used to create conversion rules
• Contains a userInfo combination that requires firstName and lastName OR a userId mapped to at least one of the following idTypes:
  • SHA256_EMAIL
  • LINKEDIN_FIRST_PARTY_ADS_TRACKING_UUID
  • ACXIOM_ID
  • ORACLE_MOAT_ID
• conversionHappenedAt must be a valid timestamp (milliseconds since epoch) and must have happened in the past 90 days

Any deviations from this specification might lead to failed inputs.

Engage

You can send computed traits and audiences generated using Engage to this destination as a user property. To learn more about Engage, schedule a demo.

For user-property destinations, an identify call is sent to the destination for each user being added and removed. The property name is the snake_cased version of the audience name, with a true/false value to indicate membership. For example, when a user first completes an order in the last 30 days, Engage sends an Identify call with the property order_completed_last_30days: true. When the user no longer satisfies this condition (for example, it’s been more than 30 days since their last order), Engage sets that value to false.

When you first create an audience, Engage sends an Identify call for every user in that audience. Later audience syncs only send updates for users whose membership has changed since the last sync.

Settings

Segment lets you change these destination settings from the Segment app without having to touch any code.