LinkedIn Conversions API
Server-side B2B conversions attached to a Campaign Manager conversion rule.
LinkedIn does not take named event types. Conversions attach to a conversion rule you create in Campaign Manager, so instead of a pixel id you connect an access token and the rule the events belong to.
Credentials
| Field | Where to find it |
|---|---|
| Access token | Campaign Manager → Analytics → Conversions API → generate a token for the ad account. Needs the r_ads_conversions and w_conversions scopes. |
| Conversion rule | Analytics → Conversions → your rule. Paste either the numeric id or the full urn:lla:llaPartnerConversion:12345 - PixelFox accepts both. |
Which events are forwarded
Only the conversions a single B2B rule can meaningfully represent: purchase, lead, complete_registration and submit_application. Everything else would inflate one rule with traffic it cannot distinguish. If you want separate rules for separate events, connect the destination per site.
What gets sent
conversion(the rule URN),conversionHappenedAt,eventId= the SDK event UUIDuser.userIds- the strongest match keys available, any one of which is enough:SHA256_EMAIL,LINKEDIN_FIRST_PARTY_ADS_TRACKING_UUID(theli_fat_idclick id),ACXIOM_ID,ORACLE_MOAT_ID,PLAINTEXT_IP_ADDRESS(IPv4 only) andGOOGLE_AID. An event with none of them is skipped rather than rejected by LinkedIn.user.userInfo- first name, last name, job title, company and country. LinkedIn rejects the call whenuserInfois present without both names, so PixelFox sends it all-or-nothing.user.externalIds- your own customer id, when the visitor is identified.conversionValue- amount and currency, summed from line items when the event carries a basket but no total. Sent only when the event has a real ISO-4217 currency: a taka amount reported as dollars is worse than reporting no value.
li_fat_id is captured from the landing URL and from LinkedIn's own first-party cookie,
so a conversion days after the click still carries it.
Server-side tagging with Google Tag Manager
The web container template ships LinkedIn's Insight Tag
(set LinkedIn Partner ID, or leave the placeholder to keep it off) and carries
li_fat_id on every hit to your sGTM host, so the PixelFox send matches on it.
If you run your own Google server container instead, add
stape-io's LinkedIn Conversion API tag
from the Community Template Gallery, then map its Event ID to the incoming event_id
parameter and LinkedIn First Party Ads Tracking UUID to li_fat_id. Disable the
LinkedIn destination in PixelFox in that case, or the conversion is sent twice.
Verify
Campaign Manager → Analytics → Conversions → your rule shows conversions arriving and the share LinkedIn could attribute. The destination card in PixelFox shows delivery state and LinkedIn's own error text when a call is rejected.