# Ads Linkedin > Set up LinkedIn Ads with a self-serve Campaign Manager account, the Insight Tag, and LinkedIn Conversions API — including direct non-expiring token access, approved partner OAuth, SHA-256 email matching, li_fat_id capture, eventId deduplication, conversion-rule settings, and Campaign Manager verification. Use when wiring LinkedIn signup, lead, checkout, purchase, or subscription tracking, fixing low match rates, or launching a B2B paid test. - Skill: `pooriaarab/ads-linkedin` (Agent Skill) - Install (CLI): `npx skillmds@latest add pooriaarab/ads-linkedin` - Raw SKILL.md: https://api.skillmd.com/api/skills/pooriaarab/ads-linkedin/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Marketing & Growth - Author: pooriaarab (https://skillmd.com/u/pooriaarab) - Updated: 2026-09-17 - Page: https://skillmd.com/skills/pooriaarab/ads-linkedin --- # LinkedIn Ads LinkedIn Ads has a self-serve ad account and a real Conversions API. Create and associate a conversion rule, then send confirmed events. Use [ad-conversion-hub](../ad-conversion-hub/SKILL.md) for the canonical event envelope, consent gate, identity rules, retry policy, and adapter contract. ## Account and access Campaign Manager is self-serve. Select **For Business → Advertise** in LinkedIn, then create an ad account. A Business Manager account requires an admin. The creator gets account manager and billing admin access. Currency and Company Page cannot change later; a Company Page is required for full features. See [Create an ad account](https://www.linkedin.com/help/lms/answer/a422205). For a direct advertiser integration, use **Data → Signals Manager → Direct API → Generate access token**. This route needs no developer application. The token does not expire and appears once. Store it at once. See [CAPI access](https://learn.microsoft.com/en-us/linkedin/marketing/conversions/getting-access-conversions?view=li-lms-2026-08). For a product serving several advertisers, request the Conversions API product for a developer app. LinkedIn reviews the business details and use case. A Page super admin must verify the app. Partner OAuth uses `rw_conversions` and `r_ads`; the member needs a non-`VIEWER` role. See [partner access](https://learn.microsoft.com/en-us/linkedin/marketing/conversions/getting-access-conversions?view=li-lms-2026-08) and [the API workflow](https://learn.microsoft.com/en-us/linkedin/marketing/conversions/conversions-workflow?view=li-lms-2026-08). LinkedIn defines no environment-variable names. This skill uses the hub convention: ```text LINKEDIN_TAG_ID public Insight Tag partner ID LINKEDIN_ACCOUNT_URN urn:li:sponsoredAccount: LINKEDIN_CAPI_TOKEN server-only direct or OAuth bearer token LINKEDIN_CAPI_CONVERSION_URN urn:lla:llaPartnerConversion: LINKEDIN_INSIGHT_CONVERSION_ID browser conversion rule ID LINKEDIN_VERSION value for the Linkedin-Version header ``` ## Client-side Insight Tag Create the tag under **Data → Signals Manager → Insight Tag**. Copy its partner ID. Load it on every eligible page in the global footer, just before ``. See [Insight Tag conversion tracking](https://learn.microsoft.com/en-us/linkedin/marketing/integrations/ads-reporting/conversion-tracking?view=li-lms-2026-08). ```html ``` For a page-load conversion, set the shared ID before the base tag: ```html ``` For an event-specific conversion, pass the same ID to `lintrk`: ```js window.lintrk("track", { conversion_id: "", event_id: canonicalEvent.event_id, }); ``` ## Rule setup and event mapping The streaming payload has no free-form event name. The conversion rule's `type` supplies the LinkedIn event name. Create a rule per type. Use separate browser and server rules when you enable deduplication. | Hub event | LinkedIn rule type | Send when | |---|---|---| | `page_view` | `KEY_PAGE_VIEW` | Important page only | | `view_content` | `VIEW_CONTENT` | Meaningful product or plan view | | `lead` | `LEAD` | Qualified lead submission | | `signup` | `SIGN_UP` or `COMPLETE_SIGNUP` | Account or registration completes | | `begin_checkout` | `START_CHECKOUT` | Checkout starts | | `purchase` | `PURCHASE` | Payment provider confirms a charge | | `subscription_start` | `SUBSCRIBE` | Paid subscription activates | | `refund` | Do not dispatch | Reconcile with payment truth | These types are in the [CAPI schema](https://learn.microsoft.com/en-us/linkedin/marketing/integrations/ads-reporting/conversions-api-schema?view=li-lms-2026-08). LinkedIn documents no `REFUND` type. Create a CAPI rule: ```http POST https://api.linkedin.com/rest/conversions?autoAssociationType=ALL_CAMPAIGNS Authorization: Bearer Content-Type: application/json Linkedin-Version: X-Restli-Protocol-Version: 2.0.0 ``` ```json { "name": "CAPI purchase", "account": "urn:li:sponsoredAccount:", "conversionMethod": "CONVERSIONS_API", "postClickAttributionWindowSize": 90, "viewThroughAttributionWindowSize": 30, "attributionType": "LAST_TOUCH_BY_CAMPAIGN", "type": "PURCHASE" } ``` Save the returned ID as `urn:lla:llaPartnerConversion:`. Without automatic association, use the Campaign Conversions API or Campaign Manager UI. LinkedIn only attributes to associated campaigns. See [Conversions API](https://learn.microsoft.com/en-us/linkedin/marketing/integrations/ads-reporting/conversions-api?view=li-lms-2026-08). ## Server-side Conversions API Send the confirmed event to `POST https://api.linkedin.com/rest/conversionEvents` with the same bearer and version headers above: ```json { "conversion": "urn:lla:llaPartnerConversion:", "conversionHappenedAt": 1730017211229, "conversionValue": { "currencyCode": "USD", "amount": "25.00" }, "user": { "userIds": [ { "idType": "SHA256_EMAIL", "idValue": "" }, { "idType": "LINKEDIN_FIRST_PARTY_ADS_TRACKING_UUID", "idValue": "" } ]}, "eventId": "" } ``` `conversion`, `conversionHappenedAt`, and `user` are the event fields. The timestamp is epoch milliseconds and must be within 90 days. The value amount is a decimal string. At least one valid identity is required unless another valid user field supplies identity. A successful single event returns `201 Created`. See [the event schema](https://learn.microsoft.com/en-us/linkedin/marketing/integrations/ads-reporting/conversions-api-schema?view=li-lms-2026-08). Batch requests use `X-RestLi-Method: BATCH_CREATE` and allow 5,000 events. Use the hub's bounded retry and dead-letter policy. Do not replay an uncertain request unless the dispatch record and `eventId` rule make it safe. See [CAPI FAQ](https://learn.microsoft.com/en-us/linkedin/marketing/conversions/conversions-faq?view=li-lms-2026-08). ## Identity and consent - Require `measurement: true` in the hub before any LinkedIn event. - Require `ad_user_data: true` before hashed email, IP, or external IDs. - Remove email whitespace, lowercase it, then SHA-256 hash it. Send lowercase hexadecimal text. Do not hash an existing hash again. - Supported IDs include `SHA256_EMAIL`, `LINKEDIN_FIRST_PARTY_ADS_TRACKING_UUID`, `ACXIOM_ID`, `PLAINTEXT_IP_ADDRESS`, `SHA256_IP_ADDRESS`, and `GOOGLE_AID`. - Plain and hashed IP IDs support IPv4 only. `userInfo` is plain text and needs both `firstName` and `lastName`. `externalIds` accepts one advertiser ID. - LinkedIn preserves a matched external-ID mapping for one year across ad accounts in the same Business Manager. Pair it with a standard ID first. The hub owns normalization and consent. LinkedIn also prohibits the Insight Tag on pages that collect sensitive health or financial data. See [privacy guidance](https://www.linkedin.com/help/lms/answer/a515671). ## Click ID and first-party cookie Enable **Enhanced conversion tracking** for the Insight Tag. LinkedIn then adds `li_fat_id` to ad landing URLs. Capture it on first landing and persist first- touch and latest values in first-party storage. The cookie lasts 30 days from the latest qualifying ad click. Send it to CAPI as `LINKEDIN_FIRST_PARTY_ADS_TRACKING_UUID`. Parsing only the URL can limit view- through attribution; reading the cookie supports it. Do not require a click ID before sending a server purchase. See [Enabling Click IDs](https://learn.microsoft.com/en-us/linkedin/marketing/conversions/enabling-first-party-cookies?view=li-lms-2026-08). New tags enable first-party tracking by default. Check `firstPartyTrackingEnabled` when the cookie or `li_fat_id` is absent. Campaign Manager and the partial update API can change this setting. ## Deduplication LinkedIn reconciles browser and server copies with `eventId`. 1. Create a browser Insight Tag rule and a server CAPI rule for the action. 2. Put the same hub `event_id` in browser `event_id` and server `eventId`. 3. Set `_linkedin_event_id` before the page-load tag, or pass `event_id` to `lintrk` for an event-specific conversion. 4. Check both conversion breakdowns. For the same account and ID, LinkedIn counts the Insight Tag copy and discards the CAPI twin. See [LinkedIn deduplication](https://learn.microsoft.com/en-us/linkedin/marketing/conversions/deduplication?view=li-lms-2026-08). The event ID is not the conversion rule URN. ## Campaign Manager settings that override code - `enabled=false` stops a rule from matching events. - `conversionMethod` must be `CONVERSIONS_API` for server rules. - No campaign association means no campaign attribution. - The rule controls attribution windows and model. Current CAPI defaults are 30 days post-click and 7 days view-through. Supported windows include 1, 7, 30, and 90 days; 365 days is limited to some types. - `DYNAMIC`, `FIXED`, and `NO_VALUE` control reported conversion value. - A blocked Insight Tag domain sends no downstream conversion or audience signal. - Website Actions can create conversions that stay inactive until approved. See [rule settings](https://learn.microsoft.com/en-us/linkedin/marketing/integrations/ads-reporting/conversions-api-schema?view=li-lms-2026-08) and [Website Actions](https://www.linkedin.com/help/lms/answer/a1441293?lang=en-US). ## Verification 1. **Request proof:** record the redacted event response. `201 Created` proves request acceptance, not attribution. 2. **Platform proof:** in Campaign Manager, open **Measurement → Conversion Tracking**. Check the CAPI rule status and match rate. `Active` with a good match rate shows receipt and identity matching. `Low Match Rate` shows poor identity matching. Read active CAPI rules with `GET /rest/conversions`, filtering `enabled=true` and `conversionMethod=CONVERSIONS_API`. 3. **Business proof:** open **Conversions & Leads**, break down by conversion, and reconcile counts and value with succeeded charges. For the tag, query `GET https://api.linkedin.com/rest/insightTagDomains?q=account&account=`. Domains can take 5–10 minutes to populate after a visit. See [tag verification](https://learn.microsoft.com/en-us/linkedin/marketing/integrations/ads-reporting/conversion-tracking?view=li-lms-2026-08) and [CAPI measurement](https://learn.microsoft.com/en-us/linkedin/marketing/conversions/conversions-usecase?view=li-lms-2026-08). ## Common pitfalls and security - Use `urn:li:sponsoredAccount:` for the account and `urn:lla:llaPartnerConversion:` for the rule. - Use epoch milliseconds, not seconds. Use `eventId`, not `event_id`, in CAPI. - Do not send raw email, an uppercase hash, or a double-hashed email. - Do not create a new browser and server ID for one event. - Do not send only `li_fat_id`; organic and direct events still matter. - Do not treat `201`, a live tag request, or an active campaign as attribution. - Recheck rule status, domain status, campaign association, member role, and `rw_conversions`/`r_ads` after any access change. - Keep `LINKEDIN_CAPI_TOKEN` server-side. Never put it in browser code, URLs, logs, screenshots, or commits. Use HTTPS, redact bearer tokens, apply the hub consent gate, and delete temporary normalized identifiers after dispatch. ## Official sources checked (2026-08-28) - [Account](https://www.linkedin.com/help/lms/answer/a422205) · [CAPI access](https://learn.microsoft.com/en-us/linkedin/marketing/conversions/getting-access-conversions?view=li-lms-2026-08) · [CAPI](https://learn.microsoft.com/en-us/linkedin/marketing/integrations/ads-reporting/conversions-api?view=li-lms-2026-08) - [Schema](https://learn.microsoft.com/en-us/linkedin/marketing/integrations/ads-reporting/conversions-api-schema?view=li-lms-2026-08) · [Click IDs](https://learn.microsoft.com/en-us/linkedin/marketing/conversions/enabling-first-party-cookies?view=li-lms-2026-08) · [Deduplication](https://learn.microsoft.com/en-us/linkedin/marketing/conversions/deduplication?view=li-lms-2026-08) - [Insight Tag](https://learn.microsoft.com/en-us/linkedin/marketing/integrations/ads-reporting/conversion-tracking?view=li-lms-2026-08) · [CAPI measurement](https://learn.microsoft.com/en-us/linkedin/marketing/conversions/conversions-usecase?view=li-lms-2026-08) · [Privacy](https://www.linkedin.com/help/lms/answer/a515671)