CallRail's LinkedIn Ads integration automatically sends your calls, texts, and form submissions to LinkedIn as conversions, so LinkedIn's reporting and ad optimization reflect what's actually driving leads for your business, not just clicks and form fills. The integration also displays LinkedIn ads as a source for your leads in CallRail, so you can see at a glance which conversions came from your LinkedIn campaigns.
Before You Begin
Before connecting the integration, you'll need:
- A LinkedIn Ads account with permission to manage the ad account you want to connect (view-only access isn't enough).
- An existing conversion rule created in LinkedIn Campaign Manager. CallRail doesn't create this for you: it must already exist before you connect.
- UTM tracking parameters added to your LinkedIn ad URLs (see below). This step is required, and it's easy to miss because skipping it doesn't cause an error.
Set Up UTM Tagging (Required)
LinkedIn can only match a conversion back to the ad that drove it if your ad URLs carry the right tracking parameters. Complete these steps before connecting the integration:
- In LinkedIn Campaign Manager, edit each ad's destination URL to include UTM parameters. For example: ?utm_source=linkedin&utm_medium=paid-social&utm_campaign={{campaign_name}}&utm_content={{ad_name}}.
- In Campaign Manager, create a new conversion and choose Conversion API as the type.
- Set that conversion's source to Direct API. CallRail isn't yet a named, selectable source in LinkedIn's list. This is expected during the beta and doesn't affect how conversions are tracked.
Important: if you skip UTM tagging, the integration will still connect successfully, but it won't send any conversions. There's no error message, so this step is easy to miss.
Connect the Integration
- In CallRail, go to the Integrations page.
- Find LinkedIn Ads and click Authorize. You'll be asked to log in to LinkedIn and grant access.
- After authorizing, select the LinkedIn ad account you want to connect.
- Select the conversion rule you created in Campaign Manager (the one with its source set to Direct API).
- Select the conversion events you want to send to LinkedIn and click Update.
Once both the ad account and conversion rule are selected, the integration is active. CallRail will automatically send your calls, texts, and form submissions to LinkedIn as conversions going forward.
Optional: Only Send First-Time Callers and Texters
If you only want to send conversions for new callers and texters, not repeat contacts, you can turn on a filter for this. This filter isn't available for form submissions; every form submission sends as a conversion.
Data: How Conversions Are Matched
CallRail sends whatever matching information is available for each lead to LinkedIn, in this priority order:
- LinkedIn's first-party click ID (only available if you have LinkedIn's enhanced conversion tracking enabled on your site)
- Hashed email address
- First name and last name
Phone number alone is not something LinkedIn can match on, so calls without a captured email may have a lower match rate than form submissions. If you have LinkedIn's enhanced conversion tracking enabled, matching improves because the first-party click ID becomes available as a signal.
Things to note
- CallRail doesn't yet appear as a named source in LinkedIn's Campaign Manager. Select Direct API instead.
- Conversion rules must already exist in Campaign Manager. CallRail doesn't create them for you.
- Without UTM tagging, the integration runs normally but won't produce any conversions.
Troubleshooting
I connected the integration, but I don't see any conversions in LinkedIn.
This almost always means UTM tagging is missing from your LinkedIn ad URLs. Confirm your ad destination URLs include the required UTM parameters (see Set Up UTM Tagging above), then check again after your next batch of calls, texts, or form submissions.
Frequently Asked Questions
Will I see CallRail as an option when I set up my conversion rule in LinkedIn?
Not yet. During beta, select Direct API as the conversion source in Campaign Manager. CallRail will appear as a named, selectable source in a future update. This is expected behavior, not an error.
Do I need to do anything special for this to work?
Yes. UTM tagging on your LinkedIn ad URLs is required. Without it, the integration will look connected but won't produce any conversions.
Can I limit this to just first-time callers, not people who call multiple times?
Yes, there's a filter for first-time callers and texters. It doesn't apply to form submissions; every form submission sends as a conversion.
Will this create a conversion rule for me in LinkedIn?
No. You'll need to create the conversion rule yourself in Campaign Manager first, then select it in CallRail.
Does this work with any lead identifier, like phone number?
Matching uses LinkedIn's click ID, a hashed email address, and name. Phone number on its own isn't a supported match identifier, so calls without an email captured will generally have a lower match rate than forms.