Connecting Zoho CRM and LinkedIn Conversions API
What's LinkedIn Conversions API?
LinkedIn Conversions API allows you to connect and share your online and offline marketing data from your server with LinkedIn. This provides LinkedIn with a complete and accurate view of your customer’s journey, helping you understand how your ad campaigns are performing.
How does it work? - An Example
Zylker Travels, a reputed travel agency, offers personalized travel packages and has published ads on LinkedIn to promote and gather leads for the December 2024 holidays.
Amy, a writer at a well-known tech company, has been searching for a beach getaway to unwind and celebrate the New Year in 2025. She comes across the ad on LinkedIn, which directs her to a landing page showcasing various travel packages. Though interested, she’s not quite ready to book the trip immediately.
A few days later, Amy receives a sponsored message on LinkedIn from Zylker Travels with a form to gather her preferences so that an agent can contact her. She fills out the necessary information.
A couple of days later, James, a Travel Expert from Zylker Travels, contacts Amy by phone to discuss her requirements and customize her itinerary. After an hour of in-depth conversation, Amy books her beach trip with Zylker Travels.
In this example, we see three touchpoints before Amy completes her booking:
- LinkedIn ad on her feed (online)
- A sponsored message ad (online)
- The phone call (offline, tracked in CRM)
The details of these touchpoints that led to the purchase need to be shared with LinkedIn Ads to help the platform understand that a combination of online ads and the offline phone call resulted in the sale.
The prospect to customer journey is not like a straight line. "They came, they saw, they purchased" is something that every business selling a product or service would love to say or rather achieve, but it's just not the case.
The real-life customer journey is quite complex and nuanced. It involves various touchpoints. Every customer journey could be unique, and it's important for the ad tool to understand and help your business get high quality leads. This is made possible with the help of LinkedIn Conversions API (CAPI). When more such touchpoints are fed back to LinkedIn Ads, it helps the ad platform better understand your target audience, and display ads to the right people, who have high chance of conversion.
Connecting Zoho CRM with LinkedIn Conversions API
Zoho LeadChain lets you connect Zoho CRM and LinkedIn Conversions API and synchronize the marketing data automatically from the Leads, Contacts, or Deals module. It involves the following steps:
- Connecting the apps
- Mapping the fields
Connecting the apps
This step lets you configure the source and the destination, in this case the source will be Zoho CRM and the Destination, LinkedIn Conversions API. The source section lets you configure the module from which you would like to synchronize the data such as Leads, Contacts, or Deals.
The following options are also available to further customize the flow of data from Zoho CRM to LinkedIn Conversions API.
- CRM Tags
Tags are like labels that are added to a lead or contact to help group, sort, or filter them as required. Specifying tags here while configuring the connection between Zoho CRM and LinkedIn Conversion API helps you filter out the right information and send them to LinkedIn from the Leads, Contacts, or Deals module and optimize your conversion.
- CRM Campaigns
This option lets you synchronize the information of the leads or contacts who are associated with a Campaign in Zoho CRM. Say you have created a lead nurturing email campaign in your CRM, and you want all the leads who are part of the campaign to be sent to LinkedIn. You can select the appropriate CRM Campaign from the list, and all the leads will be automatically associated.
The destination section lets you connect your LinkedIn account, the LinkedIn ad account, and the conversion rule.
Conversion Rule
While setting up the Conversion API, creating a Conversion Rule is essential in helping LinkedIn understand what actions qualify as a conversion. It could be as simple as signing up for a free trial, downloading an e-book, adding items to a cart, purchasing an item, and so on. It involves setting up the following from your LinkedIn Ads Campaign Manager.
- Category of Conversion: This lets you choose the action or an event that you want to track and in turn optimize the ads on LinkedIn accordingly.
Say you select the category as 'Start Trial'. LinkedIn will start tracking all the visitors who subscribe for a free trial, understand the pattern, and display your ads to people who are more likely to do the same. - Value of conversion: It's the monetary value for the type of action that's being tracked. Say the action - signing up for a trial, usually leads to a $100 sale, you can define the value of conversion as $100. This helps you better understand the return on ad spend.
- Timeframe of conversion: This will the timeframe by which LinkedIn tracks and attributes the conversion back to the LinkedIn ad. It helps measure the time taken for the user to execute a desired action after clicking/viewing the ad. You can specify the duration as 1, 7, 30, or 90 days.
- Specifying the attribution model: When multiple campaigns are run for a one specific goal, it might be hard to figure out the exact ad that led to the conversion. Specifying the appropriate attribution model helps you configure how each ad interaction played a role towards the conversion. You can choose from two options:
- Last Touch - Each Campaign: Gives credit to each campaign that the user had interacted with before converting
- Last Touch - Last Campaign: Gives credit to only the last campaign that the user had interacted with before converting.
To create a conversion rule:
- Go to Measurement > Conversion Tracking in LinkedIn Campaign Manager.
- Click Create Conversion > Conversion API.
- In the Create Conversions API Conversion page, do the following:
- Enter the Name.
- Select the Category of the conversion.
- Specify the value of the conversion.
- Select the timeframe for when the conversion can be counted from the Clicks and Views drop down list.
- Select the Attribution model from the drop down list.
- Click Next Step.
- Select Direct API and click Next Step.
- Review the Conversion Details and click Create.
The conversion rule created will be automatically associated to the campaigns that you have created on LinkedIn based on the Category of Conversion that you have selected. You can review them and customize as required.
To review the associated campaigns:
- Click Edit next to Campaigns in the Review your conversion details page.
- Select the Campaigns that you want to associate the rule and click Save.
Once the conversion rule is created, Zoho LeadChain will display all the conversion rules that you have created along with the category of conversion and the status, while creating a Chain.
Field Mapping
This stage lets you map all the fields between LinkedIn Conversions API and Zoho CRM. This defines what data will be sent to LinkedIn from the Leads, Contacts, or Deals module.
The following fields from LinkedIn Conversion API can be mapped with the respective fields from your CRM.
Field Name | Description |
Event Information | |
Event Time (Mandatory) | Time when the conversion event happened. |
Event ID | An unique ID to indicate each event. It helps in deduplication, ensuring that the same event isn't considered multiple times. |
Customer Information | |
Email (Mandatory) | The email address of the users associated with the conversion. |
First Name (Mandatory) | The first name of the user associated with the conversion. |
Last Name (Mandatory) | The last name of the user associated with the conversion. |
Title | The title of the user associated with the conversion. |
Ads Tracking UUID | This tracks the interactions on LinkedIn and helps match conversion events to LinkedIn profiles for better attribution. |
AxionId | User identifier for matching with LiveRamp identity graph. |
Oracle MoatID | User identifier for matching with Oracle MOAT Identity. |
Company Name | The company of the user associated with the conversion. |
Custom Data | |
Amount | The monetary value of the conversion. |
Social Lead ID | The ID associated with a lead generated by LinkedIn Lead Ads. |
Currency | The currency associated with the value of conversion. |
To connect Zoho CRM and LinkedIn Conversions API
- Go to the LeadChain module and click + Create new chain.
- Select Setup Now next to LinkedIn Conversions API from the template available to map the Source and the Destination automatically.
Alternatively, you can also click Setup Now next to Setup on your own to map the Source and the Destination manually. - Enter a suitable name for the chain.
- In the Source section, do the following:
- Select a Module from the drop-down list.
- Select an appropriate CRM Tag and Campaign from the drop down list.
- In the Destination section, do the following:
- Select a LinkedIn account from the drop-down list. If you haven't connected already, click + New LinkedIn Account to add a LinkedIn account to LeadChain.
- Select the LinkedIn Ad account, and the Conversion Rule from the drop-down list.
- Click Proceed to Configure.
- Map the fields in LinkedIn Conversions API with the fields from Zoho CRM for Event, Customer, and Custom information. Alternatively, you can also enter a default field value.
- Click Save and Publish. Alternatively, you can click the drop-down and select Save as Draft.
If you're sending or receiving information to or from a custom module, you need to create a custom field to store the lead ID information.Learn more about creating custom modules and adding fields
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