Platform Summary
LinkedIn conversion and matching contracts.
Scope
Primary execution surface: server.
Developer Source Map
| Source | Reason |
|---|---|
| learn.microsoft.com/en-us/linkedin/marketing/conversions/custom-matching-identifiers | User Data Contracts |
| learn.microsoft.com/en-us/linkedin/marketing/integrations/ads-reporting/conversions-api | User Data Contracts |
| learn.microsoft.com/en-us/linkedin/marketing/integrations/ads-reporting/conversions-api-schema | Event Contracts |
| LinkedIn Conversions API | events, payload, transport |
RudderStack Cross-Check
RudderStack is used here only as secondary engineering evidence for discovery and cross-check.
| Destination | Type | Link |
|---|---|---|
linkedin_ads | Discovery lead | source |
linkedin_audience | Discovery lead | source |
Verified Contracts
Event Contracts
| Object / Event | Field | Applies To | Type | Requirement | Exact Format | Normalization | Hashing | Examples | Caveat | Primary Source | Status | Confidence |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
event | conversion | server | URN | Required | URN of conversion rule (format urn:lla:llaPartnerConversion:<id>). | Not clearly specified | Not clearly specified | - | Streaming Conversion Events schema field. | learn.microsoft.com/en-us/linkedin/marketing/integrations/ads-reporting/conversions-api-schema | Verified | High |
event | conversionHappenedAt | server | long | Required | Epoch timestamp in milliseconds; must be within past 90 days. | Not clearly specified | Not clearly specified | - | Validation rules require a valid millisecond epoch timestamp. | learn.microsoft.com/en-us/linkedin/marketing/integrations/ads-reporting/conversions-api-schema | Verified | High |
event | conversionValue.amount | server | string | Optional | Decimal amount in string form (for example 50.0). | Not clearly specified | Not clearly specified | - | Part of optional conversionValue object. | learn.microsoft.com/en-us/linkedin/marketing/integrations/ads-reporting/conversions-api-schema | Verified | High |
event | conversionValue.currencyCode | server | string | Optional | ISO currency code (for example USD). | Not clearly specified | Not clearly specified | USD | Part of optional conversionValue object. | learn.microsoft.com/en-us/linkedin/marketing/integrations/ads-reporting/conversions-api-schema | Verified | High |
event | eventId | server | string | Optional | Unique advertiser event ID for deduplication. | Not clearly specified | Not clearly specified | evt-12345 | Schema marks eventId optional and used for deduplication. | learn.microsoft.com/en-us/linkedin/marketing/integrations/ads-reporting/conversions-api-schema | Verified | High |
User Data Contracts
| Object / Event | Field | Applies To | Type | Requirement | Exact Format | Normalization | Hashing | Examples | Caveat | Primary Source | Status | Confidence |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
default | externalIds | server | string | Conditional | Advertiser-owned unique ID; list size is 1. | Not clearly specified | Not clearly specified | - | Custom matching identifiers docs say externalIds accepts unique custom identifiers. | learn.microsoft.com/en-us/linkedin/marketing/conversions/custom-matching-identifiers | Verified | High |
default | LINKEDIN_FIRST_PARTY_ADS_TRACKING_UUID | server | string | Conditional | First-party cookie or click ID. | Not clearly specified | Not clearly specified | - | Conversions API docs list LINKEDIN_FIRST_PARTY_ADS_TRACKING_UUID as a matching identifier. | learn.microsoft.com/en-us/linkedin/marketing/integrations/ads-reporting/conversions-api | Verified | High |
default | SHA256_EMAIL | server | string | Required | Email must be lowercased, whitespace removed, then SHA-256 hashed. | lowercase | SHA-256 | <sha256(alice@example.com)> | Conversions API docs list SHA256_EMAIL and say it must be lower case with no whitespaces before hashing. | learn.microsoft.com/en-us/linkedin/marketing/integrations/ads-reporting/conversions-api | Verified | High |
Candidate / Needs Review Items
No candidate rows currently tracked.
Excluded Items
No excluded rows in this revision.
Last Reviewed
2026-03-30