LinkedIn

Set up LinkedIn Conversions API to send server-side conversion events from ioZen to LinkedIn Campaign Manager.

Send server-side conversion events to LinkedIn for accurate B2B advertising attribution using the Conversions API.

Prerequisites

A LinkedIn Campaign Manager account
A conversion rule created in Campaign Manager
An OAuth 2.0 access token with rw_conversions and r_ads scopes

Step 1: Create a Conversion Rule

Go to LinkedIn Campaign Manager
Navigate to Analyze → Conversion Tracking
Click Create Conversion
Configure your conversion (name, type, attribution window)
Copy the Conversion URN (format: urn:lla:llaPartnerConversion:xxxxx)

Step 2: Get an Access Token

Create a LinkedIn app at LinkedIn Developers
Request the Conversions API product
Generate an OAuth 2.0 access token with the rw_conversions and r_ads scopes
Copy the token (starts with AQX or similar)

Important: LinkedIn OAuth access tokens expire after 60 days. Set a calendar reminder to regenerate your token before it lapses.

Step 3: Configure in ioZen

Open your Intake Bot → Settings → Marketing & Attribution
Toggle LinkedIn on
Paste your Conversion URN and Access Token
The settings auto-save

Step 4: Test the Connection

Click Test Connection to validate your conversion rule and token permissions.

Note: Unlike Meta and Google which use sandbox modes, LinkedIn test events are sent as real API calls. The test event uses a synthetic hashed email and will appear in your Campaign Manager conversion diagnostics.

Troubleshooting

Error	Cause	Fix
HTTP 401	Access token is invalid or expired (tokens expire after 60 days)	Generate a new OAuth 2.0 token from your LinkedIn Developer App → Auth tab. Ensure it has `rw_conversions` and `r_ads` scopes.
HTTP 403	Insufficient permissions	Ensure your LinkedIn app has the Conversions API product enabled and the token has `rw_conversions` and `r_ads` scopes.
HTTP 400	Malformed request or invalid URN	Verify your Conversion URN format. Copy it directly from Campaign Manager → Conversion Tracking.
Invalid URN format	URN doesn't match expected format	Must be `urn:lla:llaPartnerConversion:xxxxx` (or legacy `urn:li:laConversion:xxxxx`). Copy from Campaign Manager → Conversion Tracking.

Best Practices

Refresh tokens before expiry — LinkedIn OAuth tokens expire after 60 days. Set a calendar reminder to regenerate before they lapse.
Use email matching — LinkedIn matches conversions by hashed email. Ensure your Intake Bot collects email addresses for best match rates.
Verify scopes — Your access token must have both rw_conversions and r_ads scopes. Without these, the API will return 401 or 403 errors.