The LinkedIn Conversion API tag for server Google Tag Manager enables sending conversion and page view data directly to LinkedIn, improving data accuracy and reducing discrepancies caused by browser limitations and ad blockers.
Event Types
Page View
Stores the li_fat_id URL parameter in the li_fat_id cookie to enable first-party click ID tracking across sessions.
Optionally, enable PageView from the Browser to send a pixel directly from the user’s browser to LinkedIn’s pixel endpoint. This enables audience building via third-party cookies. Requires one or more Partner IDs.
Conversion
Sends conversion event data to the LinkedIn Conversions API. Requires an Access Token and a Conversion ID.
The tag automatically reads and maps standard event data fields. Auto-mapping can be individually disabled for Event Data, User IDs, and User Info — for example, to take full control via the override tables.
Use Optimistic Scenario — triggers gtmOnSuccess() immediately without waiting for a LinkedIn API response, improving sGTM response time at the cost of always reporting a success status.
Override Settings
All overrides take precedence over auto-mapped values:
- Event Data — Conversion Happened At, Currency, Amount, Event ID
- User IDs — SHA256 Email, LinkedIn First Party Ads Tracking UUID, ACXIOM ID, Oracle MOAT ID
- User Info — First Name, Last Name, Job Title, Company Name, Country Code
- External IDs — external identifiers linked to users
Useful Resources
- LinkedIn Conversion API tag in the Template Gallery
- LinkedIn Conversion API Tag for server GTM step-by-step guide
Open Source
The LinkedIn Tag for GTM Server Side is developed and maintained by Stape Team under the Apache 2.0 license.
