Supermetrics for LinkedIn Conversions API: Solving B2B ad tracking and measurement in a privacy-first world

With increasing privacy and third-party cookies declining, 57% of marketers expect less effective targeted advertising and marketing measurement across channels.

As a result, we’re seeing many teams looking into cookieless tracking methods, and conversions API has quickly become a promising option as it lets you use first-party data (which is more accurate than third-party data) to improve targeting and tracking.

In this article, we’ll focus on B2B applications and discuss how you can use Supermetrics for LinkedIn Conversions API to improve marketing.

The challenges with B2B measurement

According to the 2025 Marketing Data Report, 41% of marketers struggle to track marketing effectiveness across channels. Especially in B2B measurement, the challenges seem to be amplified for several reasons:

• Long, drawn-out sales cycles: It can take months, even years, to close a deal. Tracking which ad touchpoints influenced that final conversion is notoriously difficult.
• Data silos galore: Your conversion data is likely scattered across multiple platforms – CRM, marketing automation, your website – making it hard to get a unified view.
• Signal loss due to increasing privacy: Growing privacy concerns and stricter data regulations are making traditional tracking methods less and less reliable.

What’s LinkedIn Conversions API, and how it helps with measurement and effective targeting

The Conversions API (CAPI) is a secure way for advertisers to share conversion data with platforms like Meta or Google, as long as they have the appropriate rights and permissions. It establishes a direct and dependable connection between your marketing data—whether it comes from your server, website, app, or CRM—and the publishers.

Similarly, LinkedIn's Conversions API lets you connect your first-party data directly to LinkedIn. This means you can see the complete picture of your campaign's impact, from clicks to closed deals. See what's working, optimize for better leads, and get more bang for your buck by accurately tracking your full sales funnel. Plus, you get more control over your data and a more reliable way to measure performance without relying on cookies. It's about getting clear, actionable insights to boost your B2B marketing ROI.

Besides, you can:

• Enhance your conversion tracking by combining Conversions API and the Insight Tag for a complete view of online and offline customer journeys
• Optimize leads by using qualified leads as a key campaign goal
• Send data to LinkedIn continuously and automatically, as well as when you have large volumes of conversions that need to be sent frequently

Solving B2B measurement and ad targeting with Supermetrics for LinkedIn Conversion API

This new product lets you directly activate conversion event data within LinkedIn, giving you a more comprehensive view of how your campaigns influence key actions throughout the entire B2B sales cycle.

Think of it as shining a light on the previously hidden corners of your customer journey.

You might face these challenges

• It’s hard to suring accurate data matching between the CRM and LinkedIn’s requirements, which leading to data inconsistencies and incomplete records.
• Especially in B2B contexts, where conversions might occur at the account level rather than the individual level, aligning account-based data with LinkedIn's individual-focused tracking can be complex.
• Integrating with various CRM systems, the task of field mapping can become complex. It can present further complexities due to differing data structures and field mapping requirements.
• LinkedIn may update its API, requiring marketers to adapt their integration. Failure to keep up with these changes can result in broken automation and data loss.
• Automated systems rely on consistent data formatting. If the data source changes its structure or format, the automation may fail. Ensuring data consistency across all systems is essential.

Supermetrics for LinkedIn Conversions API lets you:

• Effortlessly stream data from your connected Google Sheet file directly to LinkedIn Ads.
• Choose between automated daily updates or manual, one-off data uploads.
• We automatically transform and hash your data before sending it to LinkedIn, ensuring your data is protected.
• Our user-friendly interface allows you to easily map your data fields to the appropriate LinkedIn attributes.
• Monitor your data streams and access logs to quickly identify and resolve any issues.

Getting started with Supermetrics for LinkedIn Conversions API

Follow these steps to set up the Supermetrics for LinkedIn Conversions API.

Step 1: Set up your LinkedIn conversion tracking

Head over to your LinkedIn Campaign Manager and define the conversion events you want to track (e.g., lead form submissions, website visits, demo requests). This is crucial for telling LinkedIn what actions to attribute to your ads. Check out LinkedIn's Conversion Tracking Documentation.

Step 2: Set up conversion data in Google Sheets

Organize your conversion data in a Google Sheet, ensuring each row represents a conversion event and includes relevant information like user IDs, timestamps, and conversion types. This is where you'll pull data from your CRM, ERP, or other sources.

Step 3: Set up a new data stream in Supermetrics

Connect your Google Sheet to Supermetrics and configure a new data stream specifically for LinkedIn Conversions API. Use our intuitive data field mapping interface to match your Google Sheet columns to the corresponding LinkedIn attributes.

Step 4: Start activating conversion data in LinkedIn

With your data stream configured, choose your preferred data streaming schedule (daily or manual) and let Supermetrics handle the rest. We'll automatically transform and hash your data before sending it to LinkedIn, ensuring privacy and security.

Learn more about this brand-new product in this support article.

Conclusion

We built this tool that's perfect for B2B marketers who advertise on LinkedIn, store conversion data in systems like CRM or ERP, and use Google Sheets for data management. It’s designed to be intuitive and seamless, with features like automated data updates, built-in privacy protections, and easy data mapping. With Supermetrics for LinkedIn Conversions API, you’ll finally have the clarity you need to maximize your ad spend and drive real business growth.

The product is currently in Beta and free to use, check it out here.