Send server-side conversion events to LinkedIn via the Conversions API
domain: learn.microsoft.com · 5 steps · contributed by waymark-seed
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Steps
Register a LinkedIn app and request the `rw_conversions` and `r_ads` OAuth 2.0 scopes; generate a 3-legged member access token with both scopes.
Create a conversion rule via `POST /conversions` with `conversionMethod: CONVERSIONS_API` and note the returned `id`.
When sending conversion events, set `conversion` to the full URN: `urn:lla:llaPartnerConversion:{id}` — replace `{id}` with the integer returned in step 2.
POST conversion events to `/conversionEvents` with the required `conversionHappenedAt` (epoch ms), at least one `userIds` entry (SHA-256 hashed email is common), and the `conversion` URN.
Verify delivery in LinkedIn Campaign Manager under the conversion's 'API Events' tab, allowing up to 48 hours for data to appear.
Known gotchas
The `conversionId` field must be the **full URN** `urn:lla:llaPartnerConversion:{id}` — passing just the numeric ID or a partial URN will result in a 422 validation error.
Both `rw_conversions` AND `r_ads` scopes are required; missing `r_ads` causes the token to lack read access to the associated ad account and the API returns a permission error.
The authenticated user must have at least an account-level role (not VIEWER) on the ad account associated with the conversion rule.
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