Conversions 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 here's CONVERSIONS_API.	CONVERSIONS_API
enabled (optional)	boolean (default= true)	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 (default= 30)	The conversion window timeframe (in days) during which conversions are attributed to a LinkedIn ad after a member clicks on it (post-click conversion). Allowed values are: 1 7 30 90. Default is 30. 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 (default= 7)	The conversion window timeframe (in days) during which conversions are attributed to a LinkedIn ad after a member views it (view-through conversion). Allowed values are: 1 7 30 90. The default is 7. 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 (default= LAST_TOUCH_BY_CAMPAIGN)	The model that describes how conversion actions are to be counted. 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 SIGNUP. 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 web site / 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.
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.

Query 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 associate all ACTIVE, PAUSED, and DRAFT 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 through API.	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	ConversionEventUser	Object containing userIds and userInfo attributes of the user who performed the conversion.	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 ORACLE_MOAT_ID
userInfo (optional)	userInfo	Object containing additional fields for 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. 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.
ORACLE_MOAT_ID	string	User identifier for matching with Oracle MOAT Identity.

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 of the following:
  • 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 ORACLE_MOAT_ID.
• 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 without a valid idType in userIds, you can 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.