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  • Sign in to LinkedIn Campaign Manager and open Data → Signals Manager → Conversions.
  • Click Create conversion and choose the Conversions API data source.
  • Create one conversion rule per event type (Purchase, Add to Cart, Lead, Sign Up).
  • Copy each numeric Conversion Rule ID and map it in your Upstack LinkedIn destination.
Unlike Meta or TikTok, LinkedIn requires a separate Conversion Rule for each event type you want to track. Without a Conversion Rule ID for an event, Upstack cannot forward that event — it will be skipped.
What is a Conversion Rule ID?A Conversion Rule defines a specific conversion action (e.g., a Purchase) and how it should be attributed to your campaigns. Each rule has a unique numeric Conversion Rule ID. LinkedIn references rules internally with the URN format urn:lla:llaPartnerConversion:{id}; Upstack builds this URN for you — you only need the numeric ID.

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Prerequisites

Before you start, you need:
  • Account Manager or Campaign Manager access to your LinkedIn Ads account
  • Your LinkedIn Partner ID — see How to find your LinkedIn Partner ID
  • A list of the event types you want to track (commonly Purchase, Add to Cart, Lead, Sign Up)

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Steps to create LinkedIn Conversion Rules

1

Sign in to Campaign Manager

Sign in to LinkedIn Campaign Manager and select your ad account.
2

Open the Conversions tab

Click Data → Signals Manager → Conversions.This page lists existing conversion rules and lets you create new ones.
3

Create a new conversion

Click Create conversion. Give the conversion a clear name that matches the event type — for example, Upstack Purchase or Upstack Add to Cart.
4

Choose the Conversions API data source

When prompted for the conversion source, select Conversions API (server-side). This tells LinkedIn the conversion will be reported by a server-to-server integration rather than the browser Insight Tag.
If you also run the Insight Tag for the same action, you can attach it to the same conversion rule. LinkedIn deduplicates browser and server events that share an eventId within a single rule.
5

Configure conversion settings

Set the conversion details:
SettingRecommended value
Conversion typeMatch the action (e.g., Purchase, Add to Cart, Lead, Sign Up)
Attribution windowUse your account default (e.g., 30-day click / 7-day view)
ValueEnable if you want to report revenue (Upstack sends value and currency)
CampaignsAssociate the rule with at least one active campaign
6

Save and copy the Conversion Rule ID

Save the conversion rule. Open the rule’s details — the numeric Conversion Rule ID appears in the rule settings and in the page URL.Example format: 12345678
The Conversion Rule ID is the numeric portion only. If LinkedIn displays the full URN urn:lla:llaPartnerConversion:12345678, you only need the 12345678 part for Upstack.
7

Repeat for each event type

Create a separate conversion rule for every event you want to track and record each Conversion Rule ID:
  • Purchase → Purchase Conversion Rule ID
  • Add to Cart → Add to Cart Conversion Rule ID
  • Lead → Lead Conversion Rule ID
  • Sign Up → Sign Up Conversion Rule ID
8

Map the IDs in Upstack Data

In Upstack, open your LinkedIn destination under Event Destinations and paste each Conversion Rule ID into the matching field. See How to configure the LinkedIn destination.

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Event-to-rule mapping reference

Upstack eventLinkedIn conversion typeDestination field
PurchasePurchasePurchase Conversion Rule ID
AddToCartAdd to CartAdd to Cart Conversion Rule ID
LeadLeadLead Conversion Rule ID
CompleteRegistrationSign UpSign Up Conversion Rule ID
Next step: How to generate a LinkedIn Conversions API token