Setting up LinkedIn Conversion API – Measure Server Side Conversions


In September 2023, LinkedIn officially rolled out its Conversion API-tag. The LinkedIn Conversion API allows you to send conversion events directly from your server to LinkedIn’s, bypassing the limitations of browser-based tracking. This provides a more accurate representation of user interactions even if traditional tracking (client side) fails or is blocked. But how do you set them up? We’ll show you in this blog.

Most companies are used to working with the Client Side LinkedIn Insights Tag. In this blog, we will assume that it is already installed. You’ll learn how to install the LinkedIn Conversion API here.

Steps LinkedIn Server Side Tracking implementation:

  1. How do you install the LinkedIn Insights Tag through Google Tag Manager?
  2. Setting up LinkedIn Conversion API – Measure Server Side Conversions

Benefits of LinkedIn Conversion API

  • Improves Ad Performance: More accurate tracking allows your ads to run more effectively.
  • Lowers Cost Per Action: Less waste means lower costs.
  • More Accurate Conversion Attribution: Better understand which actions lead to conversions.
  • More Reliable Data: Less reliance on browser-based tracking means more reliable data.
  • Optimization of Ad Delivery: With better data, you can better optimize your ad spend.

LinkedIn Conversion API Google Tag Manager setup

To set up the LinkedIn Conversion API, you need the following 3 things:

  1. LinkedIn API Access Token.
  2. Conversion Rule ID.
  3. Unique Event ID (optional).

In the video below, Lowie Verschelden, partner of TAGGRS shows how to set up the LinkedIn Conversion API.

Note: You cannot setup LinkedIn tags if you do not have user data in the datalayer!

linkedin-conversion-api-google tag manager-setup

You have now completed the full steps of LinkedIn Server Side Tracking set up.

Ready for the next level?

Start with Server Side Tracking and generate more revenue and conversions in a world without third-party cookies.