Nimbata’s LinkedIn Ads integration reports calls from your website to LinkedIn as conversions, through LinkedIn’s Conversions API, so LinkedIn can measure and optimize your ads. Each conversion sends a call to one LinkedIn conversion rule, and a workflow decides which calls are sent.

Before you start

Permissions
LinkedIn Ads, under Integrations, in your Nimbata role
  • A LinkedIn ad account in Campaign Manager, where your LinkedIn profile has the Account manager, Campaign manager, Creative manager or Billing admin role. LinkedIn takes events only from someone who can do more than view the account.
  • Two-step verification on your LinkedIn profile. Campaign Manager asks you to turn it on before it opens.
  • The Nimbata tracking code on your website. LinkedIn matches a call by the visit it came from, so only calls from your website can be sent.
  • The LinkedIn Ads tile on your Integrations page. LinkedIn Ads comes with the same plans as Google Ads. On a plan that does not include it, Go to integration offers an upgrade instead.
  • The Nimbata project whose calls you want to send: the integration is set up per project.

Connect LinkedIn Ads

LinkedIn Ads has no sign-in. Nimbata sends events with a Direct API access token that you generate in LinkedIn Campaign Manager.

  1. Open the LinkedIn Ads integration

    Go to Integrations and click Go to integration on the LinkedIn Ads tile (1).

    Integrations

    LinkedIn Ads
    Report calls from your website to LinkedIn as conversions, so LinkedIn can measure and optimize your ads.
    Open the LinkedIn Ads tile (1).

  2. Generate an access token in Campaign Manager

    In LinkedIn Campaign Manager, open your ad account, then Data and Signals Manager. Choose Direct API and click Generate access token. LinkedIn shows the token only once, so copy it and paste it in Nimbata right away.

  3. Paste the token in Nimbata

    Paste the token in Conversions API access token (1) and click outside the field. Nimbata saves it, says “LinkedIn access token saved.” and keeps the token hidden.

    LinkedIn Ads

    Report calls from your website to LinkedIn as conversions, so LinkedIn can measure and optimize your ads.

    Account Credentials:
    Conversions API access token
    Paste your LinkedIn Conversions API access token1
    Paste the access token in Conversions API access token (1).

Add a conversion

Once the token is saved, the page shows your conversions. Each conversion sends a call to one LinkedIn conversion rule. To send calls to another rule, click Add conversion (a project can have up to 20). Every change saves on its own, and Nimbata says “LinkedIn Ads settings saved.” A conversion with a missing or wrong field is not saved until you fix it.

  1. Create a conversion rule in Campaign Manager

    If you have no conversion rule for calls yet, create one in Campaign Manager under Measurement › Conversion tracking. In its Sources step, choose Direct API as the data source. Link it to the campaigns (the Ad sets of Campaign Manager’s newer screens) whose calls it should count: LinkedIn credits a conversion only to the campaigns linked to its rule.

  2. Enter the ad account ID

    Enter your ad account’s ID in Ad account ID (1). It is the number after /accounts/ in the Campaign Manager address, such as 512345678. You can also paste the whole address, and Nimbata keeps the number.

  3. Choose the conversion rule

    In Conversion rule (2), choose the rule. The list shows the ad account’s enabled rules whose data source is the Conversions API, each with its name and type, such as Phone calls · Phone call.

    To type the rule’s ID instead, click Enter the rule ID instead. The ID is the number after /conversions/ when you open the rule in Campaign Manager.

    A rule that another ad account in your Business Manager shares shows “shared from” that account. LinkedIn accepts calls for it only if the LinkedIn user who generated the access token has a role other than Viewer on the account that shares it.

  4. Choose what is sent

    • Check Send call value with the conversion (3) to send the call’s value, in your project’s currency, to LinkedIn. A call without a value (or with a value of 0) is sent without one. LinkedIn takes the value you send only for a rule whose value is dynamic: a rule with a fixed value keeps its own, and a rule with no value uses none.
    • Check Also send calls without a LinkedIn click id (4) to send calls that did not come from a LinkedIn ad click. LinkedIn then matches them by the visitor’s IP address only, so add a Source Type or UTM Source filter to the workflow to keep calls from other channels out. See Which calls are sent below.

    Each conversion sends a call from your website to one LinkedIn conversion rule. Calls that came from a LinkedIn ad carry its click id, which LinkedIn adds once enhanced conversion tracking is on for your Insight Tag. Only those calls are sent unless a conversion also sends the rest. A workflow step chooses which calls reach these conversions.

    Ready
    Ad account ID
    5123456781
    Conversion rule
    Phone calls · Phone call2
    3Send call value with the conversion4Also send calls without a LinkedIn click id
    Enter the Ad account ID (1), choose the Conversion rule (2), then choose whether to send the call value (3) and calls without a click id (4).

Which calls are sent

A workflow decides which calls reach your conversions (see Send calls with a workflow below). Of those, LinkedIn receives:

  • Calls from a LinkedIn ad. Once enhanced conversion tracking is on for your Insight Tag in Campaign Manager, LinkedIn adds its click id (li_fat_id) to the page address of each ad click. Nimbata sends it with the call, together with the visitor’s IP address, and LinkedIn matches the call to the ad click.
  • Calls without a LinkedIn click id, but only to a conversion with Also send calls without a LinkedIn click id checked. LinkedIn then matches the call by the visitor’s IP address alone. LinkedIn matches IPv4 addresses only, so a visit from an IPv6 address without a click id is not sent.

A call with neither a click id nor a public IPv4 address of the visit (a call to a number that is not on your website, for example) is not sent. LinkedIn refuses an event more than 90 days old, so running a workflow again on an older call sends nothing.

Each call is sent to each conversion once:

  • If LinkedIn refuses a call (a wrong rule, a rejected token, too many requests) or cannot be reached, the next run of the workflow for that call sends it again.
  • If LinkedIn does not answer in time or answers with an error of its own, it may have counted the call anyway, so Nimbata does not send it again: a lost conversion costs less than one counted twice.
  • Re-running a workflow with Force re-run integrations sends the calls again even when they were sent, and LinkedIn counts them again. LinkedIn drops a repeated event only when the other copy came from the Insight Tag.

Test the integration

LinkedIn has no test mode: every event it receives counts as a real conversion. So Nimbata sends no test event. Instead, Check rule reads the conversion rule from LinkedIn, without sending anything, and confirms that your access token reaches the ad account and that the rule is enabled and takes Conversions API events. It does not check that the rule is linked to your campaigns, nor, for a rule shared from another ad account, your role on that account.

  1. Click Check rule

    Click Check rule (1) on the conversion. The button shows once the conversion is saved.

    Ready
    Ad account ID
    512345678
    Conversion rule
    Phone calls · Phone call
    Send call value with the conversionAlso send calls without a LinkedIn click id
    Check rule1
    Click Check rule (1).

  2. Read the result

    “Ready: calls count as “Phone calls” (Phone call).” means the token reaches the ad account and the rule is enabled and takes Conversions API events. For a rule shared from another ad account, a note under it repeats that LinkedIn accepts its calls only if the LinkedIn user who generated the token has a role other than Viewer on that account. Any other message says what to fix: see Check rule shows an error below.

Send calls with a workflow

Nothing is sent to LinkedIn until a workflow sends it. Create a workflow on Inbound Call that fires when the Call Ends, add a LinkedIn Ads action and choose its conversions, then click Enable (1). Each conversion is listed by its rule’s name, and only the conversions you choose are sent. Add filters before the action to send only some calls, such as calls over a minute long, or a Source Type or UTM Source filter for LinkedIn when a conversion also sends calls without a click id. LinkedIn Ads is offered in inbound call workflows only.

Detailed guide: Conversion workflows.

LinkedIn Ads call conversionsWorkflow is valid.
Enable1
Trigger Enrollment
Inbound CallOutbound CallForm SubmissionSMS Received
A customer calls your tracking number
Fires whenCall StartsCall EndsUser Updates Property
Action group1
LinkedIn AdsPhone calls✕
Add another action
Finish
The workflow sends every inbound call to the Phone calls conversion when the call ends. Click Enable (1).

Check it worked

The LinkedIn Ads page now shows Used in 1 workflow, and the conversion lists the workflow that sends it. From now on, each call that meets the conditions in Which calls are sent is sent to LinkedIn when it ends.

To see each call Nimbata sent and LinkedIn’s answer, open WorkspaceIntegration Events or the call’s Integrations tab, on the Agency plan. A failed delivery shows LinkedIn’s status there, which says why it refused the call. See Integration events.

LinkedIn Ads

Report calls from your website to LinkedIn as conversions, so LinkedIn can measure and optimize your ads.

Used in 1 workflow

Events are sent when an inbound call ends.

Manage workflows+ Create
Account Credentials:
Conversions API access token
••••••••••••••••••••
LinkedIn Ads call conversions
Ad account ID
512345678
Conversion rule
Phone calls · Phone call
Send call value with the conversionAlso send calls without a LinkedIn click id
Check rule
The page shows Used in 1 workflow, and the conversion lists the workflow that sends it.

Troubleshooting

Nimbata does not accept the access token

“An access token has no spaces” or “This access token is not valid”: copy the token again from Campaign Manager, with nothing before or after it, and paste it again.

LinkedIn rejected the access token

Nimbata saves a token without asking LinkedIn, so a token LinkedIn refuses shows “LinkedIn rejected the access token” under the field later, when the rules load or Check rule runs. Generate a new token in Campaign Manager (Signals Manager, Direct API), click Replace on the saved token, paste the new one and click outside the field.

The conversion rules do not load

  • A message that ends in “You can still enter the rule ID.”: its first sentence says why, such as “This access token cannot reach that ad account.”. Check the Ad account ID, then click Try again, or type the rule’s ID instead.
  • A rule you just created in Campaign Manager is not in the list: click Reload the rules.
  • “This ad account has no Conversions API rule yet”: create a conversion in Campaign Manager whose data source is Direct API, then choose it or enter its ID.
  • The list only loads for people whose Nimbata role can change the LinkedIn Ads settings.

Check rule shows an error

  • “LinkedIn found no conversion rule with that ID in this ad account”: check both IDs, and that the access token was generated for this ad account.
  • “This conversion rule is turned off in Campaign Manager”: turn the rule on in Campaign Manager.
  • “This conversion rule tracks another source”: choose a rule whose data source is the Conversions API (Direct API).
  • “This access token cannot reach that ad account”: check the Ad account ID, and that the access token was generated for it.
  • “LinkedIn rejected the access token”: see LinkedIn rejected the access token above.
  • “LinkedIn refused the request”: check the ad account and conversion rule IDs, then try again.
  • “This rule ID could not be saved, so it was not checked”: enter the rule ID again, then click Check rule.
  • “LinkedIn is limiting requests right now”, “LinkedIn could not be reached” or “LinkedIn could not check this rule”: wait a minute and try again.

Calls are not reaching LinkedIn

  • Open WorkspaceIntegration Events (Agency plan) to see whether the call was sent and what LinkedIn answered.
  • Check that the workflow is enabled and that its LinkedIn Ads action lists the conversion.
  • Check that the access token is still saved: without it, no conversion is sent.
  • Check that the call came from your website. A call to a number that is not on your website carries no click id or IP address of a visit, so it is not sent. Without a click id, a visit from an IPv6 address is not sent either. See DNI setup.
  • For calls from LinkedIn ads, check that enhanced conversion tracking is on for your Insight Tag, so ad clicks carry the click id. Otherwise, check Also send calls without a LinkedIn click id on the conversion.
  • For a rule shared from another ad account, check that the LinkedIn user who generated the token has a role other than Viewer on that account.
  • Check that the rule is linked to your campaigns in Campaign Manager: LinkedIn credits a conversion only to the campaigns linked to its rule.
  • A call more than 90 days old is no longer sent, because LinkedIn refuses it.