LinkedIn Conversion API (CAPI) to maximize campaign performance + Best practices

As digital marketing continues to evolve, businesses are relying more on accurate measurement and optimization to ensure the success of their campaigns. Conversion tracking is a crucial aspect of this process, enabling marketers to gauge the effectiveness of their efforts. In this blog post, we'll explore the benefits of using multiple conversion tracking methods and sharing data through CAPI (Conversion API) on LinkedIn. By doing so, we can attain a more complete and resilient picture of measurement, ultimately leading to better campaign performance.

LinkedIn Conversion API (CAPI) to maximize campaign performance

What is LinkedIn Conversion API?

LinkedIn Conversion API, also known as CAPI, is a powerful tool provided by LinkedIn to track and optimize the performance of marketing campaigns. It allows businesses to share valuable conversion data directly from their servers with LinkedIn, offering a more accurate and comprehensive view of campaign results. Unlike traditional tracking methods like Insight Tag, which relies on cookies and browser activity, CAPI offers a server-to-server connection, enabling more precise tracking even when cookies are unavailable or blocked. This also can be a valuable source of intent data which eventually lowers your campaign cost.

The Optimization Capabilities of CAPI

The LinkedIn Conversion API (CAPI) offers a range of optimization capabilities that can significantly enhance the delivery and performance of your conversion objective campaigns. One such capability is aggregate optimization. This refers to our system's ability to utilize CAPI data in conjunction with any other conversion data obtained from sources like Insight Tag. This combined data is then employed to train and improve the overall efficiency of your campaigns.

While aggregate optimization is available during the beta phase, it is essential to note that it may have some limitations initially. However, rest assured that as we move from beta to GA (General Availability), the support for this feature will undoubtedly improve, unlocking its full potential.

Best Practices for CAPI Implementation

To make the most out of CAPI and maximize the effectiveness of your conversion tracking on LinkedIn, consider following these best practices:

1. Prevent Double Counting: Before duplication is supported, it's advisable to send separate or unique events through CAPI, especially those that are not passed via Insight Tag. This practice will help avoid any inaccuracies in counting conversions and maintain the integrity of your data.

2. Utilize Specific Naming Taxonomy: When creating conversion rules, incorporate a distinct naming taxonomy, such as adding "CAPI_" to differentiate between CAPI and Insight Tag conversions. This labeling will make it easier to manage and analyze the data, ensuring clarity in your reports.

3. Widen Your Lookback Window: The lookback window refers to the period during which conversions are attributed to specific campaigns. To increase the chances of attributing more tracked conversions accurately, set your lookback window as wide as possible. For lead or lower-funnel conversions, consider a 90-day click and 90-day view window, while a 30-day click and 7-day view window might be more appropriate for website conversions.

4. Adopt Last Touch-Each Campaign Model: This attribution model gives credit to all campaigns that had an ad interaction within the designated window. This approach provides a comprehensive view of campaign performance and helps you understand the impact of each campaign on the customer journey.

5. Maximize Attribution and Visibility: Associate your CAPI conversions with as many applicable campaigns as possible. By doing so, you can gain better visibility into which campaigns are driving conversions, enabling more informed decision-making and optimized budget allocation.

leveraging CAPI alongside other conversion tracking methods can significantly enhance the measurement and optimization of your marketing campaigns on LinkedIn. The aggregate optimization feature holds great promise, and as it evolves from beta to GA, it will undoubtedly play a pivotal role in driving campaign success.

By implementing the best practices we've outlined, you can ensure a smoother and more effective CAPI integration, leading to more accurate data, better insights, and ultimately, improved campaign performance. So, embrace the power of CAPI and take your marketing efforts on LinkedIn to new heights!