Connect LinkedIn Ads (Insight Tag and Conversions API)

With LinkedIn Ads connected, the Insight Tag loads on the checkout and the thank-you page and records visits. Each step you want to measure, such as the purchase, becomes a conversion that you create in Campaign Manager and link in Vipter by its ID. With the Conversions API token, Vipter also sends these events from the server, including a PIX (Brazil's instant payment) paid after the buyer closed the page.

Before you start, it helps to read how conversion tracking works.

How LinkedIn counts conversionsCopy Anchor Link

LinkedIn does not receive events by name. Each Vipter event fires a conversion you create in Campaign Manager, identified by a number: the conversion ID.

Each conversion has a data source. To receive the same event from the browser and from the server, LinkedIn asks for two conversions per event:

• one with the Insight Tag source, which the checkout fires in the browser;
• another with the Conversions API source (Direct API), which Vipter sends from the server.

Both deliveries carry the same event identifier. When both arrive, LinkedIn counts the sale once, in the Insight Tag conversion, and drops the API copy. When only the API arrives, as with a PIX paid after the page was closed, the sale goes into the API conversion.

Step 1: copy the Partner ID and generate the token in LinkedInCopy Anchor Link

1. In Campaign Manager, open the ad account and, in the left menu, click Data›Signals Manager.
2. Open the Insight Tag and copy the Partner ID, numbers only. It also shows in the tag code, in _linkedin_partner_id.
3. Still in Signals Manager, click Direct API and Generate access token. Sign in with your LinkedIn account and follow the instructions.
4. Click the token to copy it. The token does not expire, and Campaign Manager does not show the same token again: keep it until you paste it into Vipter.

Without the token, the Insight Tag works on its own and nothing goes out from the server.

Step 2: create the conversions in Campaign ManagerCopy Anchor Link

Create the conversions for the steps you want to measure. The most important one is the purchase.

1. In Campaign Manager, open the ad account's Conversion tracking and create a conversion.
2. Give it a name, such as "Purchase (Insight Tag)", pick the type from the table below and the Insight Tag source. For the method, choose the Event-specific conversion: the page URL rule does not receive Vipter's events.
3. Associate the conversion with the campaigns that lead to the checkout and save. LinkedIn only attributes conversions to associated campaigns.
4. Create the second conversion for the same step, such as "Purchase (API)", with the same type and the Conversions API source (Direct API). Associate it with the same campaigns.
5. Open each conversion and note its ID: it is the number at the end of the conversion page's address.

Vipter shows the same code next to each event, on the IDs screen.

Step 3: connect the account in VipterCopy Anchor Link

1. In the Vipter dashboard, open General›Conversions›Accounts and click Connect account. Choose LinkedIn Ads.
2. Fill in the numbered fields.

3. Click Connect and verify. Vipter saves the account and checks the Partner ID's format. The token is not tested now: LinkedIn has no test mode. The token is confirmed on the first server delivery.
4. Click Continue, check the products the Insight Tag should load on and click Finish. Turn on Use automatically on new products to include products created later.

Step 4: paste the conversion IDsCopy Anchor Link

Without the IDs, LinkedIn only records visits. The IDs are on the account's What to send tab.

1. Open the account in Accounts and go to the What to send tab.
2. In the LinkedIn conversions card, each event has two fields. In Insight Tag ID, paste the ID of the conversion with the Insight Tag source. In Conversions API ID, paste the ID of the conversion with the Conversions API source.
3. Leave blank the events you don't want to measure and click Save.

• Paste only the number. If you paste the whole identifier, such as urn:lla:llaPartnerConversion:123, Vipter keeps the 123.
• An event's field is locked when the event is off in Events sent, at the top of the same tab.
• An event with only the Insight Tag ID goes out only from the browser. An event with only the API ID goes out only from the server.
• Checkout started and Payment started only happen in the browser. For them, the Insight Tag ID is enough.
• With the token saved and at least one API ID, the account shows Browser + server.
• The IDs apply to every product of the account. A product can adjust the events and the conversion value, and the IDs stay the account's.

Step 5: testCopy Anchor Link

LinkedIn has no test mode: every event the Conversions API accepts becomes a real conversion. That is why the account has no test event button.

1. Make a low-value purchase on a product linked to the account, or wait for the first sale.
2. In General›Conversions›Activity, filter by the account. The purchase shows on the Browser channel as conversion/ followed by the Insight Tag ID and, with the token and the API ID, also on the Server channel.
3. In Campaign Manager, the conversions start showing recent activity. The campaign report only counts purchases from people who clicked or saw an ad.

What Vipter sends to LinkedInCopy Anchor Link

• The Insight Tag records visits on its own, on every checkout page. That is why LinkedIn has no Page view event.
• From the browser, the enabled events that have the Insight Tag ID go out. From the server, Lead (contact filled), PIX generated, Purchase and Subscription started go out when the event has the API ID.
• LinkedIn does not receive Shipping chosen, Renewal or Refund / chargeback.
• Each conversion carries the value and the currency. In What to send, choose the Conversion value and the Value currency. See events and values.

From the server, LinkedIn finds who clicked the ad with this data, according to Matching data:

LinkedIn does not use the phone. The li_fat_id is LinkedIn's click identifier: it arrives in the address when enhanced conversion tracking is on in the Insight Tag settings. The UTM script carries the li_fat_id from your sales page to the checkout.

Common problemsCopy Anchor Link

• Enter each event's API conversion ID under What to send. Without it, nothing goes out from the server.

  The account has a token, but no event has the API conversion ID. Meanwhile, the account shows Browser only. Paste the IDs in step 4.

• The Insight Tag conversion records nothing

  Check that the conversion uses the event-specific method, that the pasted ID is its own and that it belongs to the same ad account as the Partner ID. Also check that the event is on in Events sent.

• Events with the Skipped status in the activity

  no_conversion_rule: the event has no API ID, so it does not go out from the server. no_user_data: the sale had no data for LinkedIn to find the buyer, which is rare.

• Server deliveries fail with HTTP 401 or 403

  The token was revoked, or the person who generated it lost access to the ad account. Generate another token in the Direct API and paste it in Connection. Then resend the failed events in Activity.

• Server deliveries fail with HTTP 400

  LinkedIn's answer shows on the event. A conversion deleted or turned off in Campaign Manager no longer receives events: create another one and swap the ID in What to send.

• Your plan does not allow another account sending from the server. Upgrade to connect one more.

  The plan has reached its limit of accounts with server delivery. Remove the token from an account you no longer use or change plans in Vipter plan.

What to do nextCopy Anchor Link

• Paste the UTM script on your sales page so you don't lose the ad's li_fat_id.
• Also connect Google Ads or Meta Ads.