Why is LinkedIn attribution especially important for B2B?

B2B sales cycles run 3-12 months. The LinkedIn Insight Tag sets cookies client-side that Safari ITP caps at 7 days, and LinkedIn's reported attribution rarely matches what marketing actually drove because most of the cookies expired before the conversion happened. Server-side delivery via the Conversions API with 400-day first-party cookies covers the full B2B buying cycle in a way client-side simply cannot.

What is li_fat_id and how is it captured?

li_fat_id is LinkedIn's click identifier, attached as a URL parameter when users land from LinkedIn ads. Datafly.js extracts it on landing and the gateway stores it in your 400-day server-set first-party cookie. Conversions arriving months later are matched to the original li_fat_id click via the LinkedIn Conversions API.

What hash format does LinkedIn require for matching?

LinkedIn Conversions API expects SHA-256 hashes of email and phone fields, plus optional company match fields. The Org Data Layer applies LinkedIn's expected normalisation (lowercase, trim, then SHA-256) automatically, so each integration team does not need to know LinkedIn-specific hash format requirements.

Do I need to keep the LinkedIn Insight Tag on the page?

Not for conversion tracking. The Insight Tag's primary jobs (capturing li_fat_id, generating an anonymous identifier, firing conversion events) all move server-side. You can keep the Insight Tag if you also use LinkedIn for retargeting via website audiences, since the audience-building flow still requires it. Many teams keep it for retargeting and use Conversions API for measurement.

Can I send offline / CRM conversions to LinkedIn?

Yes. The same pipeline accepts events from Datafly.js, the iOS / Android SDKs, or direct server-to-server calls from your CRM. Offline B2B conversions (signed contract, qualified lead, demo completed) are matched to the original li_fat_id click or to hashed professional data, with 400-day attribution windows.

LinkedIn Ads

LinkedIn Conversions API without the Insight Tag

Deliver conversion events to LinkedIn's Conversions API server-side. SHA-256 hashed professional data, automatic li_fat_id capture, and ad-blocker-proof delivery. Zero LinkedIn JavaScript on your site.

Request a Demo View Features

0 KB

LinkedIn Insight Tag

No client-side LinkedIn JavaScript required

400 days

Click attribution

li_fat_id persisted in server-set first-party cookies

20-40%

More conversions

Recovered from ad blocker signal loss

<50ms

Delivery latency

Conversions reach LinkedIn in real time

Why B2B conversion tracking is harder

B2B buying cycles are long. Multiple stakeholders research across weeks or months. LinkedIn ad clicks happen early in the funnel — the conversion happens much later. Client-side tracking loses the connection between the two.

Long sales cycles break attribution

B2B deals take weeks to months. Safari's 7-day cookie limit means the LinkedIn click ID (li_fat_id) is gone long before the prospect fills in a demo request form. The ad that started the conversation gets no credit.

Decision makers block tracking

Senior professionals — your target audience on LinkedIn — are more likely to use ad blockers and privacy tools. The LinkedIn Insight Tag is blocked at a higher rate than consumer-facing trackers. Your most valuable prospects are invisible.

Insight Tag impacts page speed

The LinkedIn Insight Tag adds JavaScript that competes with your page content for bandwidth. On B2B sites where first impressions matter, every millisecond of load time affects bounce rates and form completion.

Pipeline configuration

Map your conversion events to LinkedIn's Conversions API format. Professional data is SHA-256 hashed automatically. Click identifiers are injected from the server-side cookie store.

linkedin-conversions-api.yamlYAML

# linkedin-conversions-api.yaml
name: linkedin_purchase
integration: linkedin-capi
trigger:
  event: purchase

parameters:
  ad_account_id: "512345678"
  conversion_rule_id: "12345678"

global:
  user:
    userIds:
      - idType: SHA256_EMAIL
        idValue:
          source: context.traits.email
          mode: hash_sha256
      - idType: LINKEDIN_FIRST_PARTY_ADS_TRACKING_UUID
        idValue:
          source: context.click_ids.li_fat_id
          mode: direct
    userInfo:
      firstName:
        source: context.traits.first_name
        mode: hash_sha256
      lastName:
        source: context.traits.last_name
        mode: hash_sha256
      companyName:
        source: context.traits.company
        mode: hash_sha256
      title:
        source: context.traits.title
        mode: hash_sha256

events:
  purchase:
    destination_event: PURCHASE
    mappings:
      conversionHappenedAt:
        source: timestamp
        mode: direct
      conversionValue:
        amount:
          source: properties.value
          mode: direct
        currencyCode:
          source: properties.currency
          mode: direct

Built for B2B conversion tracking

400-day attribution window

li_fat_id stored in server-set first-party cookies for 400 days. Full B2B buying cycle coverage — from first ad click to closed deal.

Professional data matching

SHA-256 hashed email, first name, last name, company, and job title for maximum match rate in LinkedIn's identity graph.

Automatic PII hashing

All personal data is SHA-256 hashed in the governance layer before delivery. No raw PII reaches LinkedIn's API.

Real-time delivery

Conversions delivered to LinkedIn's API in under 50ms. Campaign optimisation and reporting update immediately.

Zero LinkedIn JavaScript

Remove the Insight Tag entirely. Datafly Signal handles all conversion tracking server-side through the Conversions API.

Offline conversions

Import CRM closed-won deals, demo completions, and pipeline stages back to LinkedIn for complete funnel measurement.

Supported conversion events

Conversion	LinkedIn Event	Use Case
Demo request	LEAD	B2B lead generation
Purchase	PURCHASE	E-commerce and SaaS
Sign up	SIGN_UP	Free trial and freemium
Content download	DOWNLOAD	Gated content and whitepapers
Job application	APPLY	Recruitment advertising
Key page view	KEY_PAGE_VIEW	High-intent page visits
Add to cart	ADD_TO_CART	E-commerce consideration
Custom	Custom	Any CRM or backend event

Frequently asked questions

Why is LinkedIn attribution especially important for B2B?: B2B sales cycles run 3-12 months. The LinkedIn Insight Tag sets cookies client-side that Safari ITP caps at 7 days, and LinkedIn's reported attribution rarely matches what marketing actually drove because most of the cookies expired before the conversion happened. Server-side delivery via the Conversions API with 400-day first-party cookies covers the full B2B buying cycle in a way client-side simply cannot.
What is li_fat_id and how is it captured?: li_fat_id is LinkedIn's click identifier, attached as a URL parameter when users land from LinkedIn ads. Datafly.js extracts it on landing and the gateway stores it in your 400-day server-set first-party cookie. Conversions arriving months later are matched to the original li_fat_id click via the LinkedIn Conversions API.
What hash format does LinkedIn require for matching?: LinkedIn Conversions API expects SHA-256 hashes of email and phone fields, plus optional company match fields. The Org Data Layer applies LinkedIn's expected normalisation (lowercase, trim, then SHA-256) automatically, so each integration team does not need to know LinkedIn-specific hash format requirements.
Do I need to keep the LinkedIn Insight Tag on the page?: Not for conversion tracking. The Insight Tag's primary jobs (capturing li_fat_id, generating an anonymous identifier, firing conversion events) all move server-side. You can keep the Insight Tag if you also use LinkedIn for retargeting via website audiences, since the audience-building flow still requires it. Many teams keep it for retargeting and use Conversions API for measurement.
Can I send offline / CRM conversions to LinkedIn?: Yes. The same pipeline accepts events from Datafly.js, the iOS / Android SDKs, or direct server-to-server calls from your CRM. Offline B2B conversions (signed contract, qualified lead, demo completed) are matched to the original li_fat_id click or to hashed professional data, with 400-day attribution windows.

Meta Conversions API

Same server-side pattern for Meta CAPI with _fbp generation and Event Match Quality optimisation.

Google Ads

Equivalent server-side delivery for Google Ads Enhanced Conversions and gclid persistence.

Safari ITP Recovery

400-day first-party cookies — essential for B2B sales cycles longer than 7 days.

PII Handling

How professional contact data is hashed in the right format for LinkedIn matching.

Maximise your LinkedIn Ads ROI

See how Datafly Signal recovers lost LinkedIn conversions and extends attribution across the full B2B buying cycle.

Request a Demo View Platform