Conversions API Schema

Conversion Rule API Schema

Field Name	Type	Description	Example
account	URN	The Sponsored Ad Account URN for the account where this conversion rule is created. Refer Find Ad Accounts By Authenticated User API to select an ad account.	urn:li:sponsoredAccount:12345
name	string	A short name for this rule, which is shown in the UI and in reports.	Summer_Sale CRM Leads
conversionMethod	string	A method enum that specifies how a conversion event should be registered. For streaming conversions via API, the only supported value is CONVERSIONS_API.	CONVERSIONS_API
enabled (optional)	boolean	Set to true or false to enable or disable this rule from matching conversions. The initial state can be either, but only rules that are enabled trigger the conversion events. Default is true.	true
postClickAttributionWindowSize (optional)	int	The conversion window timeframe (in days) during which conversions are attributed to a LinkedIn ad after a member clicks on it (post-click conversion). Default is 30. Allowed values are: 1 7 30 90 365 *(for limited types) A 365-day window is a supported value for the following conversion types: SUBMIT_APPLICATION PURCHASE ADD_TO_CART QUALIFIED_LEAD LEAD Learn more	90
viewThroughAttributionWindowSize (optional)	int	The conversion window timeframe (in days) during which conversions are attributed to a LinkedIn ad after a member views it (view-through conversion). Default is 7. Allowed values are: 1 7 30 90 365 *(for limited types) A 365-day window is supported for the following conversion types: SUBMIT_APPLICATION PURCHASE ADD_TO_CART QUALIFIED_LEAD LEAD Learn more	30
attributionType (optional)	string	The model that describes how conversion actions are to be counted. Default is "LAST_TOUCH_BY_CAMPAIGN". Acceptable values are: LAST_TOUCH_BY_CAMPAIGN (Each campaign): conversion actions are counted once for each campaign to which they can be attributed. (Default) LAST_TOUCH_BY_CONVERSION (Single Campaign): conversion actions are counted once for each conversion with at least one associated campaign. Learn more
type	string	Specifies the conversion type to track for this conversion rule, such as PURCHASE, LEAD, or SIGN_UP. Complete list is as follows: ADD_TO_CART : The user added one or more things to their shopping cart. DOWNLOAD : The user downloaded a file. INSTALL: The user installed a plugin or an app. KEY_PAGE_VIEW : The user viewed an important web page / app screen. LEAD : The user filled out a lead generation form. PURCHASE : The user made a purchase. SIGN_UP : The user signed up for a website / app service. OTHER : Something that's not listed. SAVE: Saves a form or state in the flow. START_CHECKOUT: Begins the checkout process. SCHEDULE: Schedule a service or appointment. VIEW_CONTENT: The user viewed a section of the page or app screen(webview). VIEW_VIDEO: The user played a video. ADD_BILLING_INFO: The user added credit card or purchase details. BOOK_APPOINTMENT: The user reserved an appointment. REQUEST_QUOTE: The user requested a quote. SEARCH: The user searched within the app. Can also track using KEY_PAGE_VIEW that fires from a search results page. SUBSCRIBE: The user subscribed to a service. AD_CLICK: The user clicked a 3rd party ad. (first party ads are tracked from LinkedIn) AD_VIEW: The user viewed an ad. COMPLETE_SIGNUP: The user completed registration process. SUBMIT_APPLICATION: The user submitted an application, same as COMPLETE_SIGNUP. PHONE_CALL: The user started a call, or performed phone-call specific event or submission. INVITE: The user sent/shared an invite. LOGIN: The user logged in to advertiser's service account. SHARE: The user shared content. DONATE: The user performed a donation ADD_TO_LIST: The user added a product to a wishlist. START_TRIAL: The user started a trial subscription. Overlaps with SUBSCRIBE. OUTBOUND_CLICK: The user left the app or page by clicking a link. (we do not capture the link). CONTACT: The user attempted to contact, by filling a form or a phone call. QUALIFIED_LEAD: Identified lead as a qualified lead. Qualified Leads can be used as an optimization target within the Lead Generation campaign objective. Learn more. Attributed conversion events of this type are also reported as qualifiedLeads metric which shows count of qualified leads attributed to ad entities in the selected date range and costPerQualifiedLead which shows count of qualified leads divided by ad spend. MARKETING_QUALIFIED_LEAD: The user filled out a lead generation form, and has been filtered by the advertiser to be a marketing qualified lead. SALES_QUALIFIED_LEAD: The user filled out a lead generation form, and has been filtered by the advertiser to be a sales qualified lead. Note: MARKETING_QUALIFIED_LEAD and SALES_QUALIFIED_LEAD conversion types are supported only for API versions 202608 and later.
valueType (optional)	string (default= DYNAMIC)	DYNAMIC: Overrides the conversion value with the monetary value passed in the events FIXED: Uses the conversion value NO_VALUE: Does not use any value for the conversion.
ownershipType (optional)	string (default= OWNED)	OWNED: Owned conversion rules that were created in the same ad account. SHARED: Shared conversion rules across ad accounts under the same Business Manager. This read-only field is only available in the response elements of FIND /conversions by account, starting from 202605 version.

Request Parameter Name	Type	Description	Example
autoAssociationType (optional)	string	A type enum that defines how campaigns should be associated with the conversion rule. Acceptable values are: ALL_CAMPAIGNS and OBJECTIVE_BASED. If this parameter is not included, then no campaigns are automatically associated and additional actions are required to associate campaigns. Allowed values are: ALL_CAMPAIGNS : Automatically associates up to 200 ACTIVE campaigns with the conversion rule. OBJECTIVE_BASED: Automatically associate only those campaigns whose campaign objective maps with the conversion rule type.	autoAssociationType= ALL_CAMPAIGNS

Streaming Conversion Events API Schema

Field	Type	Description	Example
conversion	URN	URN of the conversion rule created. The format of your input should be urn:lla:llaPartnerConversion:ID, where you must replace ID with the respective conversion rule ID. You can parse the id field in response body or from the x-restli-id response header from Create a new Conversion Rule API or id of existing conversion rules from the Find Conversion Rules by Ad Account API. Alternatively, you can also find it from the conversion URL in LinkedIn Campaign Manager by selecting the conversion rule to edit, and extract id that immediately follows /conversions/ in the URL (/campaignmanager/accounts/{accountId}/conversions/{conversionId}).	urn:lla:llaPartnerConversion:123
conversionHappenedAt	long	Epoch timestamp in milliseconds at which the conversion event happened. Note: If your source records conversion timestamp in seconds, please insert 000 at the end to transform it to milliseconds.	1590739275000
conversionValue (optional)	Object	The monetary value for this conversion. It contains “currencyCode” in ISO format (e.g. “USD”) and the “amount” value of the conversion in decimal string. (e.g. “100.05”). Advertisers can set conversion values dynamically here or set a fix value when creating conversion.	{"currencyCode": "USD", "amount": "50.0"}
eventId (optional)	string	The unique id generated by advertisers to indicate each event. This field is optional and is used for deduplication.	ABCDppSv6KBwg
user	Object	Object containing userIds, userInfo, lead and externalIds attributes of the user who performed the conversion. See ConversionEventUser below.	For more details about usage, refer to the Sample Request

ConversionEventUser

The user attributes related to the user who performed the conversion event.

Field	Type	Description
userIds	List (idType,idValue)	List of one or more identifiers to match the conversion user with objects containing idType and idValue. Currently supported idType are: SHA256_EMAIL LINKEDIN_FIRST_PARTY_ADS_TRACKING_UUID ACXIOM_ID PLAINTEXT_IP_ADDRESS SHA256_IP_ADDRESS GOOGLE_AID
userInfo (optional)	userInfo	Object containing additional fields in plain text for probabilistic user matching. Currently supported fields are: firstName lastName companyName title countryCode
lead (optional)	LeadGenFormResponseUrn	The leadGenFormResponse is generated when users submit LinkedIn Lead-gen form and advertisers can download it from Campaign Manager UI or Lead Sync API. It is in format of urn:li:leadGenFormResponse:id.
externalIds (optional)	List (string)	A list of externalIds. An externalId contains an advertiser-provided identifier representing the user who triggered the conversion event. The maximum supported size of the list is 1 at the moment. If the list contains multiple values, only the first value is used. Advertisers must send the externalId together with regular standard identifiers (for example, userIds or userInfo) in order for it to be matched. Once matched, LinkedIn preserves the External ID to LinkedIn Member mapping for one year across ad accounts owned by the same Business Manager. Subsequent events can then include just the externalId, without needing to repeat the other standard identifiers, and the existing association will be used for matching. Refer to Custom Matching Identifiers for more details.

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idType

Field	Type	Description
SHA256_EMAIL	string	The email address of the contact associated with the conversion event. It must be converted to lower case, without any whitespaces and then hashed in SHA256 format. The result should be a HEX-encoded string with a maximum length of 64 characters.
LINKEDIN_FIRST_PARTY_ADS_TRACKING_UUID	string	First party cookie or Click ID. Advertisers need to enable enhanced conversion tracking from Campaign Manager in order to activate first party cookies that appends a click ID parameter li_fat_id to the click URLs. Refer Enabling Click IDs for implementation details.
ACXIOM_ID	string	User identifier for matching with LiveRamp identity graph.
PLAINTEXT_IP_ADDRESS	string	IP address of the user in plain text format. Currently, only IPv4 addresses are supported. LinkedIn will generate the SHA256 hash with salt from your plain text address before matching.
SHA256_IP_ADDRESS	string	IP address of the user, hashed using SHA256. Currently, only IPv4 addresses are supported. The result should be a HEX-encoded string of exactly 64 characters.
GOOGLE_AID	string	User identifier for matching with Android devices. The Google Advertising ID (GAID or Android Ad ID) is a unique, user-resettable, and anonymous identifier for Android devices.

userInfo

Field	Type	Description	Example
firstName	string	The first name of the contact to match the conversion.	Mike
lastName	string	The last name of the contact to match the conversion.	Smith
companyName (optional)	string	A plain text string representing the company of the contact to match.	Microsoft
title (optional)	string	A plain text string representing the title of the contact to match.	Software Engineer
countryCode (optional)	string	An ISO standardized two letter country code representing the country/region of the contact to match.	US

Input Data Validation

An input request undergoes validation and fails if the following rules are not met:

• The conversion URN must be valid with format urn:lla:llaPartnerConversion:<id>.
• The authenticated user must have a valid user access role (other than VIEWER role) on the ad account where the conversion rule is created.
• The userIds field in the input request must include at least one or more of the following unless other valid user identifier is provided:
  • A valid userId with idType SHA256_EMAIL.
  • A valid userId with idType LINKEDIN_FIRST_PARTY_ADS_TRACKING_UUID.
  • A valid userId with idType ACXIOM_ID.
  • A valid userId with idType PLAINTEXT_IP_ADDRESS.
  • A valid userId with idType SHA256_IP_ADDRESS.
  • A valid userId with idType GOOGLE_AID.
• Including userInfo in the input request can improve match rates. If included, it must contain both firstName and lastName.
• If you include userInfo or externalIds or lead without any valid idType in userIds, you must use an empty list [] for userIds.
• conversionHappenedAt must be a valid timestamp representing the number of milliseconds since epoch time. The timestamp must be within the past 90 days.