Set up LinkedIn Conversions API

Why using LinkedIn Conversions API?

Prerequisites

• A LinkedIn Campaign Manager account with access to your ad account and Insight Tag.
• A deployed server container in TAGGRS.
• Google Tag Manager (web and server containers).
• Your LinkedIn Partner ID and (if required) Conversion ID.

Prepare your data layer

1. Double-check that your website pushes relevant event data (e.g. purchase value, currency, and transaction ID) to the data layer for each conversion action.
2. For e-commerce or lead generation, use a structured data layer that includes all parameters LinkedIn recommends.

Create data layer variables in GTM

1. In both your web and server containers, create data layer variables for each parameter you plan to send (e.g., value, currency, transaction_id, email).
2. Use descriptive names for easy mapping.

Set up the LinkedIn CAPI tag in GTM server container

1. In your GTM server container, create a new HTTP Request tag (or use a LinkedIn CAPI template if available).
2. Configure the tag:
   • Endpoint URL: Use the LinkedIn CAPI endpoint provided in your Campaign Manager.
   • Method: POST.
   • Headers: Set Content-Type: application/json and include any required authorization tokens.
   • Request Body: Build a JSON payload with all required event and user parameters, using the variables created earlier.
3. Link the tag to a trigger that fires on your desired conversion event (e.g., purchase, lead).

Test and validate

1. Use GTM Preview mode and LinkedIn’s diagnostics in Campaign Manager to verify that events are firing and data is received server-side.
2. Check for deduplication if you are sending both client-side (Insight Tag) and server-side (CAPI) events.

Troubleshooting

Useful resources