Set up and create conversions using Zapier

Last updated: 2 days ago

When you connect to Zapier, you set up workflows called Zaps that stream conversions data to LinkedIn.

Here's a tip

Starting April 2, 2024, you can send conversions to LinkedIn from Zapier and Zapier third-party integrations for free, subject to Zapier’s terms and conditions. Learn more about this offer in the Zapier Help Center.

Tips before you create your conversion and set up your Zap

Before you get started, please review the following tips so you’re ready to create your Zap:

  • In your Zap editor, the first app in your trigger setup can be any supported conversion data source that you are using to trigger a conversion. The second app in your action setup must be LinkedIn Conversions.
  • If you already have a Zap that includes data for this conversion, we suggest duplicating and updating your current Zap to help make your setup process faster and easier. See Step 5: Create a Zap in Zapier and associate it with the conversion rule below for instructions. 

We also recommend reviewing Zapier’s quick start guide before setting up your integration.

To send conversions data from Zapier: 

Step 1: Select Conversions API as your source 

  1. Go to your ad account in Campaign Manager.

  2. Click Measurement on the left menu, then click Conversion tracking. 

  3. Click the Create conversion button and select Conversions API.

Step 2: Create a conversion rule

  1. Name your conversion rule. This name will only be visible in Campaign Manager. 

    Here's a tip

    Name your conversion in a way that defines the key conversion behaviors you'll be tracking, like filling out a lead form or downloading a white paper. Use naming conventions that will easily keep track of different conversion events.

  2. Click the Select the category of the conversion dropdown menu and select a behavior (for example, Download or Lead). 

  3. Click the Set the value of the conversion dropdown and select either:

    • Use the same value - The same value will be applied for each conversion.
    • Use a dynamic value - The value will be determined from your connected source.
    • No value (not recommended) - A zero value will be used for each conversion event. Note, if you select no value, you can’t measure the impact of your ads.

  4. Add a Default Value for your conversion. If you selected:

    • Use the same value - Enter the value to be used for all conversions.
    • Use a dynamic value - Enter a default value. This is required in case we don’t receive a value from the connected source.

  5. Click the dropdown menus below Clicks and Views to select a time frame for when your clicks and views can be counted.

  6. Below Select the attribution model to specify how each ad interaction is credited, use the dropdown menu to select either:

    • Last Touch - Each ad set
    • Last Touch - Last ad set 

  7. Click Next step. 

Step 3: Select Zapier integration

  1. Choose Zapier.

  2. Click Next step.

Here's a tip

If you’d like to choose a Zapier third-party integration, you can click the dropdown menu and select your third-party partner. Learn more about how to integrate a third-party partner with Zapier.

Step 4: Review and update the ad sets selected for your conversion  

After you set up your conversion, we’ll automatically select ad sets to associate with your conversion. You can review, add, or remove ad sets as needed. Ad set selection is determined by the category chosen in the Select the category of the conversion dropdown in Step 2 above.

Important to know

We’ll only automatically associate ad sets that are either Active, Draft, or Paused.

To review and update the ad sets selected: 

  1. On the Review page, review the details of your conversion. To see the selected ad sets, scroll to the Ad sets section and click below Selected ad sets.

  2. Optional: To edit the selected ad sets:

    1. Click Edit in the upper-right corner of the section.
    2. Select or clear the checkboxes next to the ad sets where you’d like to either apply or remove your conversion. To find a specific ad set, use the search bar at the top or filter using the Status or Objective dropdown menus.  
    3. Click Save.

  3. Click Create.

Step 5: Create a Zap in Zapier and associate it with the conversion rule

After you’ve created your conversion in Campaign Manager, you must go to the Zapier website to complete setting up your conversion and to stream data to Campaign Manager.

Important to know

You must complete this step for every new conversion rule you create.

To set up a new Zap:

  1. Use the Zapier set up instructions to create a Zap in Zapier and associate a conversion rule.

  2. Choose the conversion rule name you created in Step 2 above.  

If you already have a Zap that includes data for this conversion: 

  1. Go to your Zapier account and find your existing Zap.

  2. Duplicate your Zap. Learn how to duplicate a Zap in the Zapier help center.

  3. Update and review your new Zap:

    • Rename your Zap - We recommend updating the name to describe the Zap (for example, Qualified Leads – LinkedIn).
    • Review the trigger - Keep the trigger the same as your original Zap.
    • Change the action - Update the action to LinkedIn Conversions. If you need to connect your LinkedIn account, follow the on-screen instructions. Learn more about the steps you need to take in the Zapier help center.

  4. After you’ve finished updating your Zap, send a test conversion event to LinkedIn.

  5. If your test is successful, publish your Zap.

  6. Follow the steps below to confirm that your conversion is now Active in Campaign Manager.

Step 6: Check the status of your conversion

After you’ve created the Zap in Zapier and are now streaming data to the conversion rule, you can check the status in Campaign Manager to help ensure that it’s set up correctly and receiving data. 

Here's a tip

The time it takes for the status to update depends on the type of conversion. Check the status based on the typical frequency of the conversion event.

  1. On your Conversion Tracking page in Campaign Manager, find your conversion rule. 

  2. Check the Status column. 

  3. If the status is No activity detected, check that your connection is set up correctly in Zapier and that the conversion events are being sent to LinkedIn. 

  4. When you’re reviewing your conversion status, you can also see the number of ad sets that are associated with your conversion in the Ad sets selected column. This number only includes ad sets that are Active, Draft, or Paused.

Here's a tip

After you set up conversions using Conversions API for an ad account, you can share your conversions to your other ad accounts. To share conversions, you must have a Business Manager, your ad accounts must be owned by the same Business Manager or you must link the ad account to the Business Manager, and you need Viewer access or higher in Business Manager. Learn more about sharing conversions across accounts.

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