Forward server-side conversions to the LinkedIn Conversions API via PostHog's LinkedIn Ads Conversions destination — ideal for B2B.
LinkedIn's Conversions API is the strongest fit for B2B lifecycle events (demo booked, qualified lead, paid plan) because matching leans on hashed work email, which a lifecycle engine reliably has. PostHog's LinkedIn Ads Conversions destination feeds it.
Read the overview first for shared identity & dedup behaviour. This page is LinkedIn-specific.
What you need
| Credential | Where to get it |
|---|---|
| Access Token | A LinkedIn Marketing API OAuth token for your ad account. |
| Conversion Rule URN | Create a conversion in Campaign Manager → Analyze → Conversion tracking, then use its URN. Each conversion event is reported against this rule. |
How matching works
LinkedIn matches on user identifiers, with the two recommended being:
SHA256_EMAIL— hashed, lowercased email. PostHog hashes it for you. This is your primary matcher for B2B.LINKEDIN_FIRST_PARTY_ADS_TRACKING_UUID(li_fat_id) — LinkedIn's click-id, captured browser-side when present.
You can also send firstName, lastName, companyName, and title to improve offline matching. Send email and li_fat_id together when you have both.
In practice, server-side B2B conversions match mostly on hashed email — li_fat_id is often absent on back-office events. That's fine; LinkedIn email matching is solid. Just make sure people are identify()-ed with their email.
Deduplication
LinkedIn de-dupes events from the Insight Tag and the Conversions API by eventId. If both arrive for the same account with the same id, LinkedIn keeps the Insight Tag event and discards the API one — so use the same id on both sides if you run both.
Gotchas
- OAuth tokens expire (~60 days). Re-authorize the destination before the token lapses, or conversions silently stop.
- The conversion rule must exist in Campaign Manager first.
- LinkedIn enforces a minimum match threshold — very low-volume conversions may not report.
LinkedIn reference: Conversions API.