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Data direction: This is a destination — Upstack sends event and conversion data out to this platform via server-side APIs.

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What it does

LinkedIn’s Conversions API is the server-side counterpart to the LinkedIn Insight Tag. Upstack Signal forwards storefront events — page views, product views, add-to-carts, and purchases — directly to LinkedIn’s servers, bypassing browser restrictions like ad blockers, ITP, and cookie limits. Server-side delivery gives LinkedIn’s algorithm a fuller picture of the conversions your ads actually drove, which improves campaign optimization, audience modeling, and attribution accuracy. Match rates from server-side events are consistently higher than browser-only tracking because each event carries hashed customer data and the li_fat_id click identifier when available.
Unlike Meta and TikTok, LinkedIn uses Conversion Rule IDs to track specific conversion types. You’ll need to create conversion rules in Campaign Manager and map them to event types in Upstack.

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How it works

Upstack runs as a dual-tracking layer alongside the LinkedIn Insight Tag. The Upstack Pixel captures events in the browser and forwards each event to Upstack’s edge infrastructure, where it is hashed, enriched with identity and click-ID data, and sent to the LinkedIn Conversions API as a server-side event with a shared eventId. Upstack authenticates with LinkedIn using a Direct Access Token that you generate inside Campaign Manager → Data → Signals Manager → Conversions API — no LinkedIn Developer app or OAuth setup required. The token grants the Manage conversions permission for the ad accounts you select and lasts until the expiry you choose (we recommend 1 year). See How to generate a LinkedIn Conversions API token. LinkedIn deduplicates server events against matching browser Insight Tag events using that eventId, so you do not double-count conversions as long as both sources use the same Partner ID. PII (email) is hashed with SHA-256 before delivery, as required by the Conversions API.

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Setup guides

Onboarding guide

End-to-end walkthrough for connecting LinkedIn to Upstack Data.

Configure destination

Configure the LinkedIn destination inside Upstack Data.

Find Partner ID

Locate your LinkedIn Partner ID in Campaign Manager.

Create Conversion Rules

Create conversion rules for tracking specific event types.

Generate API token

Generate the Conversions API access token Upstack uses to send events.

Enable click ID tracking

Enable enhanced conversion tracking for li_fat_id click IDs.

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Event mapping

Upstack maps storefront events to LinkedIn standard events automatically: PII is hashed with SHA-256 before it leaves Upstack. Upstack includes every available match key on every event — hashed email, li_fat_id (LinkedIn click ID), ip_address, and user_agent — to maximize match quality.

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FAQ

The Partner ID identifies your LinkedIn ad account’s Insight Tag — it’s the same ID used for browser-side tracking. The Conversion Rule ID identifies a specific conversion action you want to track (e.g., Purchase, Lead, Sign Up). You’ll have one Partner ID but multiple Conversion Rule IDs, one for each event type.
Generate a Direct Access Token in Campaign Manager → Data → Signals Manager → Conversions API, then paste it into the API Access Token field of your Upstack LinkedIn destination. See the step-by-step How to generate a LinkedIn Conversions API token guide.
Direct Access Tokens expire based on the duration you choose when generating them. We recommend setting the expiry to 1 year to minimize rotation. When a token expires, the destination turns Unhealthy and events return a 401 error — generate a new token with the same settings and update the destination.
The token needs the Manage conversions permission and access to the ad account that owns your Conversion Rules. Without this permission, events return a 403 error.
Open LinkedIn Campaign Manager → Data → Signals Manager → Signal Diagnostics. Server-side events appear with status “Received” and show match quality metrics. Upstack also surfaces delivery status inside the destination settings.
No — as long as the Partner ID in Upstack matches the Partner ID in your Insight Tag. Upstack sends a shared eventId on every server-side event, and LinkedIn’s deduplication logic matches events by eventId and keeps only one.
LinkedIn’s deduplication works by matching eventId across browser and server events within the same Conversion Rule. If you use the same Conversion Rule for both sources, deduplication works automatically. However, some merchants prefer separate rules for A/B testing or validation — in that case, browser events go to one rule and server events to another.
LinkedIn’s match rate depends on how much identity data each event carries. Common causes of low match quality:
  • Missing li_fat_id — LinkedIn ads should link directly to your storefront so the click ID lands in the URL and is captured by the Upstack Pixel.
  • Anonymous visitors — events from visitors without email have fewer keys to match against. Match rates improve as more identified customers convert.
  • Missing checkout fields — make sure your Shopify checkout collects email; it’s the strongest server-side match key for LinkedIn.

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Troubleshooting

If events aren’t appearing after 10 minutes of confirmed store traffic, check the basics first.Steps to fix:
  1. Go to Integrations → Destinations → LinkedIn
  2. Verify the Partner ID, API Access Token, and Conversion Rule IDs are correct (no extra spaces or truncated characters)
  3. Confirm the destination status is Active (green)
  4. If the token was revoked or expired, generate a new one in Campaign Manager and update the destination
  5. Verify conversion rules are associated with at least one active campaign
Direct Access Tokens expire based on the duration you set during generation (default 1 year).To renew:
  1. Go to Campaign Manager → Data → Signals Manager → Conversions API
  2. Generate a new token with same settings
  3. Update the token in Upstack Data destination settings
LinkedIn’s match quality measures how well server events match to LinkedIn users.Common causes:
  • High anonymous traffic — Events from visitors who haven’t provided contact info have fewer matching parameters. Match quality improves as more identified customers generate events.
  • Missing click IDs — Enable enhanced conversion tracking in Insight Tag settings to capture li_fat_id from ad clicks.
  • Incorrect Partner ID — If the Partner ID doesn’t match the one associated with your ad account, events arrive but can’t be matched to campaign data.
Match quality typically improves over 1–2 weeks as Upstack’s identity resolution builds visitor profiles.
For additional troubleshooting beyond LinkedIn-specific issues, see Troubleshooting: Events Not Reaching Destination.

Conversion API forwarding

How Upstack Signal forwards events to ad platforms via server-to-server APIs.

Identity resolution

How Upstack matches anonymous visitors to known customers for higher match rates.

Meta CAPI destination

Set up Meta’s Conversions API as another server-side destination alongside LinkedIn.

Events not reaching destination

End-to-end diagnostic guide when events aren’t arriving at any destination.