Once you’ve set up Conversions API in Campaign Manager, we recommend the following best practices to help optimize your connection and provide a more robust measurement solution.
Confirm that you’re sending events in real time
When you create conversions based on your Conversion API integration, you can send data in real time to LinkedIn. Real-time data helps ensure that the data can be attributed and used while it is relevant.
Learn how to review your Conversions API setup to ensure that we’re receiving data in real time and that your conversions are active and ready to use.
Send a same (static) or dynamic conversion value with your conversions
When you’re creating your conversion, we recommend that you assign a conversion value. With a conversion value, you can learn more about your return on investment (ROI), instead of only seeing the number of conversions that happened.
Learn about the different types of conversion values (same and dynamic).
Choose the right conversion window for your conversion
After setting a value for your conversion, you’ll also need to set up a conversion window (lookback window). You’ll typically want a longer conversion window to increase your chances of attributing a tracked conversion.
- For most conversions, we recommend a 90-day click, 90-day view window.
- You can also manually set your conversion window timeframe to 1, 7, 30, or 90 days.
If you have a long sales cycle or infrequent conversions, you can also choose a 365-day conversion window for some conversion categories: Submit Application, Purchase, Add to Cart, Qualified Lead, and Lead.
Learn more about LinkedIn’s conversion windows.
Choose the right attribution model for your marketing goals
When setting up your conversions, you can select how each ad interaction is credited for a conversion across multiple ad sets. For most conversion types, we use the last-touch attribution model. This means that if a member converts multiple times within the conversion window, we'll count it as a single conversion. The conversion will be attributed to the most recent ad click or view from that member.
You’ll need to choose if the attribution model is set for each ad set or a single ad set.
- Each ad set - Gives credit to all ad sets that had an ad interaction within that window. We recommend this model for measuring across the full funnel, since it credits all ad sets the user interacted with.
- Last ad set - Gives conversion credit once, which allows you to report on the impact of your LinkedIn investment as a whole.
Learn more about LinkedIn’s conversion attribution model.
Associate your conversions to multiple ad sets
When you associate your conversions to as many applicable ad sets as possible, it helps maximize chances of attributing a conversion. When you’re creating your conversion, we’ll automatically associate ad sets to your conversion. You have the option to review, add, and remove ad sets as needed.
Learn more about auto-selected ad sets when creating your conversion in Campaign Manager.
Share your conversions to other ad accounts using Business Manager
After you set up conversions using Conversions API for an ad account, you can then share those conversions to your other ad accounts.
Learn more how to share conversions across accounts.