Overview
The LinkedIn Conversions API (CAPI) integration enables DealOracle to send server-side conversion events to LinkedIn Campaign Manager. This is especially powerful for B2B advertisers running LinkedIn lead gen campaigns, where the sales cycle is long and conversions happen offline.
Why LinkedIn CAPI Matters for B2B
- Offline conversion support — Report MQLs, SQLs, opportunities, and closed-won deals back to LinkedIn, even when they happen weeks or months after the ad click.
- Improved attribution — Server-side events are immune to browser-based tracking limitations, giving you a more complete picture of LinkedIn's impact.
- Better campaign optimization — LinkedIn's algorithm can optimize for downstream outcomes (not just form fills) when it receives conversion data from your CRM/pipeline.
- Revenue reporting — Send deal values to LinkedIn for accurate ROAS (return on ad spend) reporting.
B2B insight: LinkedIn is typically the highest-cost channel for B2B lead gen, but also drives the highest-quality leads. CAPI integration ensures you can prove LinkedIn's value by connecting ad spend to pipeline revenue.
Prerequisites
Before connecting LinkedIn CAPI, you'll need:
- LinkedIn Campaign Manager account — You must have access to the Campaign Manager account associated with your ads.
- Conversion tracking set up — Create at least one conversion in Campaign Manager. Go to Analyze → Conversion Tracking → Create Conversion.
- API access — DealOracle connects via OAuth, so you need admin access to the Campaign Manager account.
- LinkedIn Insight Tag (optional) — While not required for CAPI, having the Insight Tag installed enables deduplication between browser and server events.
Conversion Types in LinkedIn
When creating conversions in LinkedIn Campaign Manager, you can choose from:
- Online conversions — Tracked via the Insight Tag on your website
- Offline conversions — Uploaded via API (this is what DealOracle uses)
For CAPI integration, create your conversions as offline conversions unless you're also using the Insight Tag for deduplication.
Connection Steps
Follow these steps to connect LinkedIn CAPI to DealOracle:
Step 1: Navigate to Integrations
From your DealOracle dashboard, go to Settings → Integrations → LinkedIn.
Step 2: Authorize via OAuth
Click Connect LinkedIn. You'll be redirected to LinkedIn's authorization page. Sign in with your LinkedIn account that has admin access to the Campaign Manager, and approve the requested permissions.
Step 3: Select Your Ad Account
DealOracle will display all ad accounts associated with your LinkedIn profile. Select the account you want to send conversion data to.
Step 4: Map Conversion Rules
Map your DealOracle dispositions to LinkedIn conversions:
| DealOracle Disposition | LinkedIn Conversion | Suggested Name |
|---|---|---|
| Qualified (MQL) | Offline Conversion | "Marketing Qualified Lead" |
| Sales Accepted (SQL) | Offline Conversion | "Sales Qualified Lead" |
| Opportunity Created | Offline Conversion | "Opportunity Created" |
| Closed Won | Offline Conversion | "Closed Won Deal" |
Step 5: Configure Value Tracking
For revenue-based conversions (like Closed Won), enable dynamic value tracking. DealOracle will send the actual deal value with each conversion, enabling accurate ROAS reporting in LinkedIn.
Step 6: Test and Save
Click Send Test Conversion to verify the connection. Then check LinkedIn Campaign Manager → Conversion Tracking to confirm the event was received.
Note: LinkedIn offline conversions may take up to 48 hours to fully process and appear in campaign reporting. Test events should appear in the conversion details within a few hours.
Best Practices
B2B Funnel Mapping
The key to getting value from LinkedIn CAPI is mapping your B2B funnel stages to LinkedIn conversion events. Here's a recommended mapping:
LinkedIn Ad Click
↓
Form Fill (tracked by Insight Tag) → "Lead" conversion
↓
MQL in DealOracle → "Marketing Qualified Lead" conversion (via CAPI)
↓
SQL / Sales Accepted → "Sales Qualified Lead" conversion (via CAPI)
↓
Opportunity Created → "Opportunity" conversion (via CAPI)
↓
Closed Won → "Closed Won" conversion (via CAPI, with deal value)
Optimize for the Right Stage
In LinkedIn Campaign Manager, you can set your campaigns to optimize for specific conversions. Recommendations:
- Top-of-funnel campaigns (awareness, content) → Optimize for MQL conversions
- Mid-funnel campaigns (consideration, demos) → Optimize for SQL conversions
- Bottom-of-funnel campaigns (decision, trials) → Optimize for Closed Won conversions
Include Email for Matching
LinkedIn matches conversions to ad interactions primarily through hashed email addresses. Ensure your leads have a valid email address for the best match rate. DealOracle automatically hashes emails using SHA-256 before sending.
Attribution Windows
LinkedIn supports the following attribution windows for offline conversions:
- Post-click: 1, 7, 30, or 90 days
- Post-view: 1, 7, or 30 days
For B2B with longer sales cycles, use the 90-day post-click window to capture deals that close weeks after the initial LinkedIn interaction.
Monitor and Iterate
- Check the DealOracle event log (Integrations → LinkedIn → Event Log) weekly to verify events are being delivered.
- Review LinkedIn Campaign Manager conversion data to ensure conversions are being attributed to the correct campaigns.
- Adjust your funnel mapping as your sales process evolves.
Need help? Contact DealOracle support at [email protected] or use the in-app chat.