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 and power campaign optimization 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.
- Unlock stronger optimization by powering 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 and optimize 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). |
If you’d like to use a partner integration, you can currently choose from:
- Google Tag Manager
- Zapier
- Dreamdata
- Supermetrics
- Tealium
- Factors.ai
- Adobe
- Hightouch
- Segment
- HubSpot (currently in testing)
- Third-party integrations via Zapier:
- HubSpot via Zapier
- Salesforce via Zapier
- Marketo via Zapier
- Active campaign via Zapier
- Dynamics 365 via Zapier
- Pipedrive via Zapier
- Zoho via Zapier
If you'd like to use a direct integration, review how to set up and create a conversion using Direct API.
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.
Learn more about Conversions API in the Microsoft Help Center
Learn more about Conversions API and Conversion Tracking