As browser privacy restrictions, ad blockers, and cookie limitations continue to reduce the reliability of traditional pixel-based tracking, LinkedIn has joined other major advertising platforms in supporting server-side conversion tracking through the LinkedIn Conversions API (CAPI).
LinkedIn CAPI allows advertisers to send conversion data directly from their own server to LinkedIn, resulting in more accurate attribution, improved campaign optimization, and stronger data control. In this guide, we’ll explain how LinkedIn server-side tracking works, why it matters, and how to set up the LinkedIn Conversions API using Google Tag Manager (server-side).
What Is LinkedIn Server-Side Tracking?
LinkedIn server-side tracking is a measurement approach where conversion events are sent from your server environment to LinkedIn instead of relying solely on a browser-based JavaScript tag.
With traditional client-side tracking, events depend on cookies, browser execution, and third-party scripts. Server-side tracking shifts this responsibility to your own infrastructure, making data collection more reliable in environments affected by:
- Ad blockers
- Intelligent Tracking Prevention (ITP)
- Third-party cookie restrictions
- Browser-based data loss
Why Combine Client-Side and Server-Side Tracking?
The most reliable setup uses both the LinkedIn Insight Tag (browser) and the LinkedIn Conversions API (server). This dual approach maximizes data capture while maintaining accuracy through event deduplication.
By sending the same event from both sources with a shared event_id, LinkedIn can recognize duplicates and count only one conversion. This ensures clean reporting and prevents inflated results.
What Is the LinkedIn Conversions API Tag?
The LinkedIn Conversions API enables advertisers to send conversion events directly from a server to LinkedIn’s servers. When implemented through a server-side Google Tag Manager container, it provides a structured and scalable way to manage server-based data flows.
With LinkedIn CAPI, you can:
- Track leads, purchases, and custom events
- Improve attribution accuracy
- Reduce data loss caused by browser limitations
- Control what data is shared for privacy compliance
The CAPI supports event data from GA4, data layers, or custom server-side sources, making it flexible for both e-commerce and lead-generation use cases.
Key Benefits of LinkedIn Conversions API
More Accurate Attribution
Server-side data transmission is less affected by cookie restrictions and ad blockers, resulting in more reliable conversion reporting.
Improved Data Reliability and Control
Because events are processed on your server, you maintain greater control over data handling, retention, and compliance.
Better Campaign Optimization
High-quality conversion signals allow LinkedIn’s algorithm to optimize delivery toward users who are more likely to convert.
Lower Cost per Action
More accurate data leads to better targeting decisions, which often translates into reduced CPA and improved ROI.
Privacy and GDPR Alignment
Server-side tracking allows you to respect consent signals and limit shared data to what is necessary and compliant.
Extended Matching Capabilities
LinkedIn CAPI supports additional identifiers such as hashed email, external IDs, LinkedIn Click ID, country, and lead ID—improving event match rates where permitted.
Before You Start
To implement LinkedIn CAPI, you’ll need:
- A server-side Google Tag Manager container
- A custom domain for the server container (recommended for first-party cookies)
- A method to send data from the website to the server container, such as:
- Server-side Google Analytics 4/Data tag
- Data layer
How to Set Up LinkedIn Conversions API
Step 1: Add the LinkedIn CAPI Tag to Server GTM
In your server GTM container:
- Open Templates → Community Template Gallery
- Add the LinkedIn Conversions API tag to your workspace
- Create a new tag using this template
The tag supports two main event types:
- PageView – used to capture visit data and identifiers
- Conversion – used to send purchase, lead, or custom conversion events
Step 2: Generate a LinkedIn CAPI Access Token
To send events to LinkedIn, you must authenticate using a CAPI access token:
- Open LinkedIn Campaign Manager
- Navigate to Data → Signals Manager
- Under Sources, select Google Tag Manager
- Generate a token and complete authentication
This token authorizes your server to send events to LinkedIn.
Step 3: Configure Conversion Events
For each server-side conversion event, you’ll need:
- The CAPI access token
- A Conversion Rule ID
- At least one supported identifier:
- Hashed email
- LinkedIn Click ID
- External ID
- Other approved first-party identifiers
Set up triggers in server GTM to fire the tag when relevant events are received.
Event Deduplication
When both browser and server events are active, LinkedIn applies deduplication logic to prevent double counting.
Common Deduplication Scenarios
- Same conversion, same campaign → Deduplicated
- Same conversion, different campaigns → Counted per attribution rules
- Different conversion types → Not deduplicated
- Repeat sign-ups → Only first counted
- Purchase or add-to-cart events → Each counted individually
Best Practice
Always send a shared same event_id with both the Insight Tag and the CAPI event. LinkedIn prioritizes browser events and discards duplicate server events when IDs match.
Final Thoughts
LinkedIn server-side tracking with the Conversions API is a critical step toward future-proof measurement. By complementing the LinkedIn Insight Tag with server-side data, you gain stronger attribution, better optimization signals, and improved resilience against tracking limitations.
When implemented correctly using server-side Google Tag Manager, LinkedIn CAPI provides a scalable, privacy-conscious foundation for high-performance LinkedIn advertising.