LinkedIn Conversions API now available with Dreamdata!
We’re immensely excited to announce that you can now use Dreamdata to sync your data with LinkedIn’s Conversions API (the successor API to Offline Conversions)!
As if LinkedIn Ads couldn’t get any more powerful, LinkedIn CAPI enables you to get even more out of your Ads with better matching, ad relevance optimisation, and aggregate reporting on your ad conversions…
Which LinkedIn has found to: reduce CPA by 20% and increase attributed conversions to LinkedIn ads by 31%!
We’re especially proud that Dreamdata is one of just three currently supported CAPI integrations (and official launch partner), along with Google Tag Manager and Zapier.
What’s more, we’re the only provider amongst these feeding back CRM and pipeline data out of the box. Which is the data that matters most in B2B.
This means that Dreamdata users can easily set up CAPI from the Dreamdata platform to keep LinkedIn Ads synced with all your conversion (pipeline and revenue) data!
In this post, I’m diving into all the juicy details of what LinkedIn CAPI is, how it works, and why this will usher in a new era for your LinkedIn Ads!
Why is using LinkedIn Conversions API such a big deal?
How LinkedIn Conversions works
Dreamdata’s integration with LinkedIn CAPI
LinkedIn Conversions API FAQs
This article was originally published for Dreamdata’s LinkedIn Offline Conversions launch 31 January 2023, and updated 13 November 2023.
Why is using LinkedIn Conversions API such a big deal?
Every B2B marketer on the planet knows how powerful LinkedIn Ads are. With 975 million members on the platform from across 200 countries, LinkedIn is the world's largest professional network, making it unbeatable for putting your product or service in front of your ideal audience.
Check out this guide for setting up killer LinkedIn ads →
As with most other ad networks, LinkedIn Ads relies on conversion data from your website’s tracking script to fine-tune their algorithm and target users with your amazing ads.
However, many conversions in the B2B world do not happen online on a website. Instead, they take place often months later with Sales - i.e. ‘offline’. This means LinkedIn misses important data points that would help you further optimise the ads.
Unless you’re using LinkedIn Conversions...
How LinkedIn Conversions works
Not heard of LinkedIn Conversions (successor to Offline Conversions)?
No worries, here’s a quick intro.
Here’s what LinkedIn says about CAPI:
“Send marketing data directly from your server to LinkedIn to measure the performance of your LinkedIn campaigns and power campaign optimization using LinkedIn’s Conversions API. With Conversions API, you can connect both your online and offline data to LinkedIn so you can see how your campaigns influenced actions taken on your website, sales completed over the phone, or leads collected in-person at an event.”
In essence, LinkedIn CAPI gets your deals data to optimise their effectiveness. Here’s an example:
Say you’ve bought 10,000 clicks from LinkedIn. By using Conversions you can feed LinkedIn with data on which of those clicks ended up being part of accounts that went far down your sales funnel and even became won deals.
But here’s the caveat, for this to work at its absolute optimum, you need accurate pipeline data.
Enter Dreamdata!
Dreamdata integrates with LinkedIn Conversions API
As you probably already know, Dreamdata exists to collect, clean and model all your B2B go-to-market data. This enables Dreamdata to offer transparent and accurate data of your B2B customer journeys.
To put it in a more relevant way, Dreamdata gathers all your conversion data points across the pipeline - online and offline.
Accurate conversion data for more efficient and effective LinkedIn Ads
By connecting to LinkedIn’s Offline Conversions API, Dreamdata can now share accurate ‘offline’ data (with value and attribution modelling!) with LinkedIn. Which means LinkedIn can see which users hit which campaigns, what value that amounts to, and which campaigns work and which don’t.
Ultimately enabling the LinkedIn algorithm to optimise your ads with better audience matching, etc.
So the next time you buy 10,000 clicks from LinkedIn, you’ll be able to optimise your ads towards audiences that closely match those successful deals.
What’s more, you can set up conversion data sharing with LinkedIn directly from inside the Dreamdata app!
“Setting up LinkedIn Conversions through Dreamdata is simple and easy. With the click of a few buttons, we’re now feeding our LinkedIn Ads with accurate pipeline conversion data from Dreamdata - and we can already see the impact on our campaigns!”
And here’s the absolute best part!👇
LinkedIn has found that on average those using LinkedIn Offline Conversion see a 20% reduction in their CPA, and an 31% increase in attributed conversions to LinkedIn ads.
What data will LinkedIn Ads get from Dreamdata?
In line with LinkedIn Conversions criteria, Dreamdata only sends the most recent (from the sync creation date) 90 days of stage-reached events to LinkedIn.
After adding the sync, Dreamdata will send the following data to LinkedIn:
Email Address (hashed)
First Name
Last Name
Job Title
Company
Country
Timestamp (when the contact reach the stage)
Value (based on your stage model setting)
By default, we set up the conversion rule with the following settings:
90 days post-click conversion window
90 days view-through conversion window. More on that here.
Each campaign attribution model. More on that here.
Associate all existing active campaigns, which you can modify in your LinkedIn Campaign Manager. See more on that here
You can find the step-by-step instructions for adding LinkedIn Conversions from Dreamdata here →
Ideal for a cookieless world
There’s a further bonus point for the Dreamdata-LinkedIn Conversions integration: no dependence on third-party cookies.
With third-party cookies being deprecated, having a privacy-friendly form of tracking is hugely beneficial.
Dreamdata’s tracking works only with first-party tracking data, meaning users will continue to have the certainty of capturing and sending quality conversion data back to LinkedIn.
More on all things marketing and cookie tracking in this post.
Start sending your conversion data to LinkedIn 👇
LinkedIn Conversions (CAPI) FAQs
How long does it take for my Dreamdata conversion data to sync with LinkedIn Ads?
It takes up to 24 hours after sync creation for Dreamdata to send data to LinkedIn. It can take up to 48 hours after you upload before you’ll see your conversion data in Campaign Manager.
After this, Dreamdata will automatically sync data once a day. Bear in mind this can always take up to 48 hours to see this data in Campaign Manager.
How much historical data can I send through LinkedIn CAPI?
Conversions are limited to 90 days and LinkedIn will not process any conversions uploaded before 90 days.
In line with this, Dreamdata only syncs data for the preceding 90 days.
What happens if I make changes to existing Conversions?
If changes are made to an existing conversion (for example, changing settings or selecting a different list), events from the past 90 days will be reprocessed. This could result in updating the reported data for that conversion.
Keep in mind that Conversions are aggregated in conversion reporting. Click Breakdown: Conversions to see specific conversion breakdowns.
Is my conversion data used for anything else by LinkedIn?
LinkedIn doesn’t use the data for anything “beyond matching, ad relevance optimization, and aggregate reporting on your ad conversions.”
Moreover, LinkedIn only holds your conversion data for a maximum of 180 days before it is deleted.
“The only data that persists is the aggregate conversion reporting in Campaign Manager.”
