Send conversions to LinkedIn

Summary

KonversAI can send a conversion to LinkedIn every time a visitor verifies their contact details, submits a form, or books an appointment in the chat. LinkedIn counts the conversion for the campaign that brought the visitor, and can optimise bids toward it.

You set this up on the Conversion tracking screen in the KonversAI console, under Settings. You connect your LinkedIn ad account once under Where signals are sent, then pick in the table What to send where which LinkedIn conversion each KonversAI event counts as.

Who can do this

You need a role with permission to view and change workspace settings, and conversion tracking must be switched on for your workspace. Contact KonversAI support to switch it on. In LinkedIn Campaign Manager, you need a role on the ad account that can manage conversions.

Before you start

Conversion tracking is switched off for every workspace until you ask for it. The Conversion tracking item does not appear under Settings until KonversAI enables it. LinkedIn can also be enabled separately for each workspace. On the Conversion tracking screen, LinkedIn shows as not enabled for this workspace or coming soon until you can connect it. Contact support to have it switched on.

You need three things from LinkedIn Campaign Manager:

• The Ad account ID. In Campaign Manager, open your ad account: the ID is the number in the address bar.
• A Conversions API access token for the ad account. In Campaign Manager, open Data, then Signals Manager, then Direct API access for advertisers.
• At least one conversion that uses the Conversions API as its method, with your campaigns associated with it. KonversAI can only send to conversions set up this way.

LinkedIn matches a conversion to a member by the LinkedIn click ID or by a hashed email address. The click ID comes from the LinkedIn Insight Tag on your website, so install the Insight Tag if you have not. In the KonversAI console, open Settings, then Widget, then the chat tab, expand Conversion tracking and tick Capture ad click IDs. KonversAI reads click IDs and cookies only from visitors who granted marketing consent.

Steps

1. In LinkedIn Campaign Manager, create a conversion, choose the Conversions API as its method, and associate the campaigns it should count for.
2. In Campaign Manager, open Data, then Signals Manager, then Direct API access for advertisers, and generate an access token for the ad account.
3. In the KonversAI console, open Settings, then Conversion tracking.
4. Under Where signals are sent, select Connect LinkedIn.
5. In Name, type a label for this connection.
6. In Ad account ID, type the number of the ad account, without the urn:li:sponsoredAccount: prefix.
7. In Access token, paste the access token.
8. In Currency, type the three-letter currency code for conversion values, such as NOK.
9. Select Save. The connection appears as a card with the status Not tested, and it is switched off.
10. Select Test. KonversAI checks that the token’s LinkedIn member has a role on the ad account that can manage conversions, then reads the ad account’s conversions. The test fails for a member with the Viewer role, and it never sends a conversion.
11. In What to send where, find the column for your LinkedIn connection. Each cell lists the conversions in the ad account that use the Conversions API, by name and type, such as Demo request (Lead). In the row Contact verified, Lead submitted or Appointment booked, pick the conversion it counts as.
12. Type what each conversion is worth to you in the value field under the conversion.
13. On the connection card, select Switch on. KonversAI sends nothing to LinkedIn until you do this.

FAQ

Which KonversAI events can I send to LinkedIn?

The table What to send where on the Conversion tracking screen has one row for each event. Each event is sent at most once per conversation.

• Conversation started: a visitor starts a chat.
• Contact verified: a visitor verifies an email address or phone number with a code.
• Lead submitted: a form in the chat is completed.
• Appointment booked: a booking is confirmed. A tentative hold does not count.
• Handed over to a person: the conversation is handed to a human agent.

Each row shows how often the event was recorded in the last 30 days. KonversAI counts an event only while something receives it, so a row that nothing receives shows 0.

Which events should LinkedIn bid on?

Bid on the lead events: Contact verified, Lead submitted and Appointment booked. Treat Conversation started and Handed over to a person as low intent. Bidding on them trains LinkedIn to find members who chat, not members who become customers. If you send one of them, the cell says: “Bidding on this event trains the platform toward low-intent clicks.”

Why does the list of LinkedIn conversions say there are none?

The column in What to send where says “This ad account has no enabled conversion rules for the Conversions API.” when the ad account has no enabled conversion that uses the Conversions API as its method. Create one in LinkedIn Campaign Manager, then select Refresh rules at the top of the LinkedIn column. A conversion marked (no longer available) was removed or switched off in Campaign Manager: pick another, or KonversAI sends nothing for that event.

Why is the conversion value 1, and should I change it?

KonversAI marks a value of 1 that nobody has changed: “Placeholder: set what this is worth to you.” LinkedIn treats every conversion as worth 1 until you change it. Type what a lead or a booking is worth to your business in the value field of the cell in What to send where. To keep 1 as the real value, type 1 again.

Will LinkedIn count the same lead twice?

It can. When two or more lead rows go to one LinkedIn connection, the column warns: “More than one lead event goes here.” A visitor who verifies an email address and then submits a form sends two conversions. Make only one of them a primary conversion in Campaign Manager. If the LinkedIn Insight Tag on your website also records the same lead as a conversion, LinkedIn counts it again: record each lead in one place only. Every ad platform you connect also claims the same lead for its own ad, so the totals across platforms add up to more leads than you had.

Why are fewer conversions showing in LinkedIn than in KonversAI?

KonversAI sends a conversion to LinkedIn only when the visitor granted marketing consent on your website, and only when KonversAI has the LinkedIn click ID or a verified email address to match the member on. The click ID comes from the LinkedIn Insight Tag or a LinkedIn ad link. Email addresses are hashed before they leave KonversAI. LinkedIn also refuses conversions older than 90 days. On the connection card, select Show recent deliveries. Each conversion that was not sent says why, such as No marketing consent.

What does KonversAI send to LinkedIn?

KonversAI sends the conversion, the time, the value and currency, the LinkedIn click ID and the hashed email address. KonversAI does not send names or company names to LinkedIn. Nothing is sent for a visitor who did not grant marketing consent.

What does “Needs reconnecting” mean on my LinkedIn connection?

LinkedIn rejected the stored Access token, often because the token expired or your role on the ad account changed. KonversAI sends nothing until you replace the token, and conversions in the meantime are not sent later. Under Show recent deliveries, those conversions say Connection needs to be reconnected. Generate a new token in Campaign Manager, select Replace token on the connection card, paste it into Access token, and select Save. A passing Test does not clear Needs reconnecting on a LinkedIn connection: the test cannot prove that the token may send conversions, so only a new token clears it.