# LinkedIn Ads Conversions API Quick Start Guide

## Destination Info

* Supports [Track](https://documentation.freshpaint.io/developer/freshpaint-sdk-reference#track) calls
* Supports [HIPAA mode](https://documentation.freshpaint.io/hipaa-mode)
* Supports forwarding from the [Google Tag Manager Integration](https://documentation.freshpaint.io/integrations/google-tag-manager-integration)
* Refer to this destination as **LinkedIn Ads Conversions API** in the [Integrations object](https://documentation.freshpaint.io/reference/developer/freshpaint-sdk-reference#using-the-integrations-object)
* Connection Modes:

<table><thead><tr><th width="200.33333333333331" align="right"> </th><th data-type="checkbox">Client-side</th><th data-type="checkbox">Server-side</th></tr></thead><tbody><tr><td align="right">Web</td><td>false</td><td>true</td></tr><tr><td align="right">Mobile</td><td>false</td><td>true</td></tr><tr><td align="right">Server</td><td>false</td><td>true</td></tr></tbody></table>

## Getting Started

This guide enables you to fully enable the LinkedIn Ads Conversions API destination for your site.  For simplicity the event used for demonstration purposes is the generic `Page View` event.  For more complex events see[ our additional documentation](https://documentation.freshpaint.io/readme/setting-up-your-events).  Additionally this guide assumes you have the Freshpaint snippet installed on your site, if you do not please follow[ this guide](https://documentation.freshpaint.io/readme/guides/quickstart/installing-freshpaint).&#x20;

1. [Enable the Freshpaint LinkedIn Ads destination](#enable-the-linkedin-a-ds-destination)
   * If in HIPAA mode enable the required fields
2. [Find/create your conversion IDs](#your-first-conversion-id)
3. [Enable LinkedIn Ads destination for the appropriate events](#enable-linkedin-a-ds-events)
4. [Connect the conversion ID to appropriate events](#connect-conversion-id-to-events)
5. [Confirm and validate events](#confirm-and-validate-conversions-in-linkedin)

### Configure Freshpaint

To configure your LinkedIn Ads Conversions API destination you will need to connect with LinkedIn via OAuth 2.0. Click the "Connect With LinkedIn" button on the destination configuration page to get started. You must have one of the following Ad Account Roles in LinkedIn to authenticate:

* Account Billing Admin
* Account Manager
* Campaign Manager
* Creative Manager

<figure><img src="https://1666823438-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F-MA7aDqsXMFbUsWVqonF%2Fuploads%2FIspLdyKA3EyATh5ZsdYV%2FScreenshot%202025-07-29%20at%209.28.06%E2%80%AFAM.png?alt=media&#x26;token=e65048c6-8b0e-4c05-a4ab-33f1bcc59b39" alt=""><figcaption></figcaption></figure>

1. Customers that use HIPAA mode should then configure the required properties and enable `conversion_id`.

<figure><img src="https://1666823438-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F-MA7aDqsXMFbUsWVqonF%2Fuploads%2FQWgJWb2ilYwFMi3LmgWU%2FScreenshot%202025-10-27%20at%203.38.51%E2%80%AFPM.png?alt=media&#x26;token=cb836959-4c0f-4570-9695-c56aeb6ae26b" alt=""><figcaption></figcaption></figure>

2. At least one of `$li_fat_id`, `email`, `acxiom_id`, or `oracle_moat_id` are required to send conversions to LinkedIn Ads Conversion API. Enable at least one of these properties under recommended properties.

<figure><img src="https://1666823438-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F-MA7aDqsXMFbUsWVqonF%2Fuploads%2Fh1wucXVeZmCN0pzHi8B9%2FScreenshot%202025-10-27%20at%203.39.11%E2%80%AFPM.png?alt=media&#x26;token=07519391-1271-4814-a434-49a00c6c59af" alt=""><figcaption></figcaption></figure>

3. Click "Enable"

Once you've successfully authenticated and follow the steps above you can start sending events to LinkedIn Conversions API.&#x20;

### Your First Conversion ID

To configure your LinkedIn Ads Conversions API destination events, you'll first need at least one Conversion Rule.

1. Log in to [LinkedIn Campaign Manager](https://www.linkedin.com/campaignmanager/)
2. Click `Measurement > Conversion tracking` on the left menu
3. Click `Create Conversion`
4. Click `Conversions API`

<figure><img src="https://1666823438-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F-MA7aDqsXMFbUsWVqonF%2Fuploads%2FhA2F0o5k4ln1ZtTOQRGx%2Fscreenshot_2025-08-28_at_2.20.57___pm.png?alt=media&#x26;token=8accc917-cc42-42c4-86f5-3be4bd2769f1" alt=""><figcaption></figcaption></figure>

5. Select **'Direct API' as the Data Source**

<figure><img src="https://1666823438-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F-MA7aDqsXMFbUsWVqonF%2Fuploads%2FqbIsrkHwCjJEzM3V9HcA%2Fscreenshot_2025-08-28_at_2.20.27___pm.png?alt=media&#x26;token=e17b3409-096e-4a24-b60d-0d699c1f6b7d" alt=""><figcaption></figcaption></figure>

6. Save the event

### Finding the Conversion ID

Once you have created a Conversion Rule, you'll need to locate the Conversion ID to configure your Freshpaint events.

1. Log in to your LinkedIn campaign manager account
2. Select the ‘Measurement tab’ on the left toolbar
3. Select ‘Conversion tracking’
4. Click into the applicable conversion event.
5. Reference the 2nd ID listed in the URL string – this is the numeric portion of the `conversion_id`, also known as the Conversion Rule ID (or `conversion_ruleid`) within LinkedIn Campaign Manager:

   `https://www.linkedin.com/campaignmanager/accounts/{account_id}/conversions/{conversion_ruleid}`

   1. Your `conversion_id` will be `urn:lla:llaPartnerConversion:{conversion_ruleid}`
      1. **Example**: With the URL `https://www.linkedin.com/campaignmanager/accounts/123/conversions/2233445566`, your final `conversion_id` will be `urn:lla:llaPartnerConversion:2233445566`

{% hint style="danger" %}
**Conversion rules must have a data source of 'Direct API', otherwise conversion events will not be able to be streamed to your account.**
{% endhint %}

### Enable LinkedIn Ads Events

1. Navigate to the [Event Library](https://app.freshpaint.io/events/schema).
2. Select/create the event you want your `conversion_id` to be associated with.
   * In this example we are going to associate it with every page view for demonstration purposes.
3. At the bottom of the event page enable `LinkedIn Ads Conversions API`.

<figure><img src="https://1666823438-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F-MA7aDqsXMFbUsWVqonF%2Fuploads%2FPZytWtuSzD7kd7ZCckiS%2FScreenshot%202025-07-29%20at%2010.36.02%E2%80%AFAM.png?alt=media&#x26;token=6a971e89-2449-4184-a0ba-6f610516fa09" alt=""><figcaption></figcaption></figure>

### Connect Conversion ID to Events

The best way to send the required Conversion ID depends on how you're generating your events. Below are two of the most common scenarios.

#### Using Autotrack

1. Navigate to [Event Transformations](https://app.freshpaint.io/transformations).
2. Click the `Create New` button.
3. Select `Modify Data.`
   * Select your event  (in this demo we will select `Page View`) .
   * Select `LinkedIn Ads Conversions API` for the destination.
4. Set the following values for the transform fields.
   * `Send Constant Property` for transform type.
   * Your conversion ID for the property value.
   * `Text` for the property type.
   * `conversion_id` for property name.

<figure><img src="https://1666823438-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F-MA7aDqsXMFbUsWVqonF%2Fuploads%2FqYtU9Zlh8TQq5ciTStHh%2FScreenshot%202025-07-28%20at%202.05.10%E2%80%AFPM.png?alt=media&#x26;token=6d6be201-e3d5-44c5-aed2-5e78bcc03d46" alt=""><figcaption><p>Send conversion_id as a constant property transformation</p></figcaption></figure>

#### Using the GTM Integration

When using the [google-tag-manager-integration](https://documentation.freshpaint.io/integrations/google-tag-manager-integration "mention"), the Conversion ID is specified by the Freshpaint LinkedIn Ads Conversions API tag:

<figure><img src="https://1666823438-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F-MA7aDqsXMFbUsWVqonF%2Fuploads%2FEMsOD5ulfDWBfWRb8Ohl%2FScreenshot%202025-08-05%20at%2010.47.31%E2%80%AFAM.png?alt=media&#x26;token=438b7d1a-6734-4e0a-93f7-2068cd167d0f" alt=""><figcaption></figcaption></figure>

### Confirm and Validate Conversions in Freshpaint

1. Navigate to your site and visit a page that should trigger your event (For demonstration purposes we will use [FreshHealth.co](https://www.freshhealth.co/)).
2. Add a query parameter called `li_fat_id` to the URL (Example: [https://www.freshhealth.co/?li\_fat\_id=TEST](https://www.freshhealth.co/)).
3. Trigger your event (Our demonstration event is any `Page View`).
4. Navigate to the [Event Verification tool](https://app.freshpaint.io/event-verification).
5. Select `LinkedIn Ads Conversions API` and verify your event went through.
   * This can take up to 90 seconds.
6. Verify the event is marked as `OK` or resolve missing property issues.

<figure><img src="https://1666823438-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F-MA7aDqsXMFbUsWVqonF%2Fuploads%2FtAQpJHRshnjF4bwemjDG%2FScreenshot%202024-04-03%20at%201.33.28%E2%80%AFPM.png?alt=media&#x26;token=781cbce6-554f-41e1-9df9-b0cc7537cdc3" alt=""><figcaption><p>Our LinkedIn Ads event went through smoothly with all required properties in place</p></figcaption></figure>

### Confirm and Validate Conversions in LinkedIn

To check whether LinkedIn Ads is receiving events.

1. [Sign in to LinkedIn Campaign Manager](https://www.linkedin.com/campaignmanager/)
2. Click `Analyze > Conversion tracking` on the left menu.
3. Click on `Data sources` in the middle of the screen.

The source status should show up as `Active` if receiving events from your website. More information on status definitions is available in the official [LinkedIn documentation](https://www.linkedin.com/help/lms/answer/a489395).

<figure><img src="https://1666823438-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F-MA7aDqsXMFbUsWVqonF%2Fuploads%2FzgsF0o8nVjhLnxsYKYpz%2FScreenshot%202025-07-28%20at%201.32.22%E2%80%AFPM.png?alt=media&#x26;token=400ac4c2-4825-481f-9e0d-cac502de9f42" alt=""><figcaption><p>Example of conversion with no data</p></figcaption></figure>

## Required Properties

`$li_fat_id`, `email`, `acxiom_id`, and `oracle_moat_id` are all considered "external IDs" by LinkedIn. At least one of these properties is required to be allowlisted if in HIPAA mode.

> External IDs provide a way to leverage unique/proprietary identifiers for improved signal quality and identity resolution. This helps in accurately matching users across devices and platforms, thereby enhancing the overall effectiveness of advertising efforts while complying with global privacy regulations.

{% hint style="info" %}
The following event properties are **required** in order to attribute events to specific ads, and if in HIPAA mode, must be selected in the Required Properties Allow List.
{% endhint %}

<table data-header-hidden data-full-width="true"><thead><tr><th width="165"></th><th width="164"></th><th width="103"></th><th></th><th></th></tr></thead><tbody><tr><td><strong>Freshpaint property</strong></td><td><strong>LinkedIn Ads</strong><br><strong>parameter</strong></td><td><strong>Type</strong></td><td><strong>Requirement</strong></td><td><strong>Description</strong></td></tr><tr><td><code>conversion_id</code></td><td><code>conversion</code></td><td>string</td><td>Required</td><td> A conversion rule ID provided by LinkedIn that allows you to trigger a specific event.<br><br>The conversion ID will have a similar format to: <code>urn:li:sponsoredAccount:5123456</code></td></tr><tr><td><code>$li_fat_id</code></td><td><code>LINKEDIN_FIRST_PARTY_ADS_TRACKING_UUID</code></td><td>string</td><td>Required [conditional]</td><td>A query parameter that connects a page view or conversion event to a specific ad, which Freshpaint captures as <code>$li_fat_id</code>. <br><br>At least one of <code>$li_fat_id</code>, <code>email</code>, <code>acxiom_id</code>, or <code>oracle_moat_id</code> are required.</td></tr><tr><td><code>email</code></td><td><code>SHA256_EMAIL</code></td><td>string</td><td>Required [conditional]</td><td>The email address of the contact associated with the conversion event. Used for view-through conversions.<br><br>Use with caution. LinkedIn will be able to match hashes with original emails if the emails are recorded in their system. <br><br>At least one of <code>$li_fat_id</code>, <code>email</code>, <code>acxiom_id</code>, or <code>oracle_moat_id</code> are required.</td></tr><tr><td><code>acxiom_id</code></td><td><code>ACXIOM_ID</code></td><td>string</td><td>Required [conditional]</td><td>User identifier for matching with LiveRamp identity graph. Used for view-through conversions.<br><br>At least one of <code>$li_fat_id</code>, <code>email</code>, <code>acxiom_id</code>, or <code>oracle_moat_id</code> are required.</td></tr><tr><td><code>oracle_moat_id</code></td><td><code>ORACLE_MOAT_ID</code></td><td>string</td><td>Required [conditional]</td><td>User identifier for matching with Oracle MOAT Identity. Used for view-through conversions.<br><br>At least one of <code>$li_fat_id</code>, <code>email</code>, <code>acxiom_id</code>, or <code>oracle_moat_id</code> are required.</td></tr></tbody></table>