LinkedIn's Conversions API is younger than Meta's and the documentation is sparser. The setup is straightforward once you know the auth model and the matching keys; the documentation does not always make either obvious.

Step 1: create a conversion rule

In LinkedIn Campaign Manager, Account > Conversion Tracking > Create Conversion. Pick a name, conversion type (lead, purchase, etc.), and value. LinkedIn assigns a Conversion Rule ID. Note it.

Step 2: get an access token

LinkedIn uses OAuth 2.0 for the Conversions API. You need an app with the r_ads_reporting and w_ads_conversions scopes.

In LinkedIn Developer Portal, create an app, add OAuth scopes, complete the partner-access verification (this can take several days), and generate a long-lived token. Save the token; you will paste it into the sGTM tag.

Step 3: add the LinkedIn tag template in sGTM

In your sGTM container, gallery, search "LinkedIn Conversions API." Add the official template. Configure: account ID, access token, conversion rule ID.

Step 4: map matching fields

LinkedIn matches on multiple fields. Map all of them when available:

Step 5: set the conversion event

For purchases, set conversionValue with the amount and currency. For leads, set the value to 0 with a currency code.

conversionValue: { amount: 99.00, currencyCode: 'EUR' }

Step 6: trigger and verify

Add a trigger on your conversion event. Publish. Fire a test conversion. In LinkedIn Campaign Manager, the conversion should appear in the conversion report within a few hours.

If it does not, check the LinkedIn API response in your sGTM logs. The most common errors: 401 (token expired or wrong scope), 403 (account does not have CAPI enabled), 422 (malformed payload, usually missing conversion rule ID).

Match quality

For B2B teams, the business email problem is the dominant cause of low match rates. Fix that and the rest of the integration tends to perform well.