In two lines: verify the connection, point each stage at a conversion rule from your ad account —or create one without leaving MB Suite—, and only then turn sending on. LinkedIn gives you the widest window there is —ninety days, tied with Google Ads— and asks for one thing in return: patience with its reports. If you haven't read what an offline conversion is and what it's for, start with Offline conversions.

What you need before you start

LinkedIn Ads connected in Settings > Integrations, with an ad account linked. The verification checks this for you.
Leads arriving with their origin: your lead sources mapped (Lead sources) and, if you capture from your site, the pixel installed (MB Suite Pixel) — that's where the LinkedIn cookie (li_fat_id) comes from. Leads from LinkedIn's own Lead Gen forms arrive with something even better: the form response itself, the strongest identifier LinkedIn accepts.
A value source picked if your rule points at a purchase-type conversion rule: the mapping refuses to save it with No value —it warns that the rule is a purchase conversion rule and requires a value—, so choose Deal amount or Fixed value. For every other type the value is optional.
The role of owner or admin: only they configure and turn sending on. The rest of the team sees everything, read-only.

The five-step verification

Go to CRM > Settings > Conversions and open the LinkedIn card with Configure. In Status, press Verify connection and the first four steps run in order; the fifth —Validation— is a button you press yourself.

LinkedIn Ads connection — the workspace needs LinkedIn Ads connected. If it doesn't have it, Connect LinkedIn Ads takes you to Settings > Integrations to do it.
Ad account — the check resolves the ad accounts your connection reaches. If there is more than one, a selector appears so you pick which advertiser these conversions belong to; if there are none, Add account takes you to link one.
Conversions API permission — sending conversions needs a permission of its own, checked against what your token really carries. When it's missing you read The Conversions API permission is missing — reconnect LinkedIn Ads to grant it, and the step's button is Reconnect LinkedIn Ads.
Conversion rule — the check lists the API conversion rules of the chosen account. If it has none you read This account has no API conversion rules — create one from here, and Create conversion rule… opens the modal described below. Change the account later and sending turns itself off —and your mapping rules lose their destination, because conversion rules belong to the ad account— until you verify again and pick the new account's rules (Account updated — sending is now off; verify again and choose the new account's conversion rules).
Validation — with the first four green, Validate becomes available. It confirms the chosen rule exists, is enabled, accepts the Conversions API and belongs to this account; when it passes you read Validation passed: the conversion rule exists, is enabled and accepts the Conversions API.

LinkedIn has no test mode — no test event, no sandbox. That's why the fifth step is a validation and not a test: as the step itself says, this validation checks access and the conversion rule; the first real upload appears in History. Nothing fake ever lands in your ad account. The verification is also re-runnable: fix what a step flags, press Verify connection again, and it resumes where it stopped.

Already had LinkedIn connected? Then expect the Conversions API permission step to ask you to Reconnect LinkedIn Ads. The permission it needs only arrives when you re-authorize: a connection made before it existed doesn't carry it, however long it's been working fine. It's one click on the same account —your ad accounts, your lead sync and your reports stay where they are— and when you come back, Verify connection resumes from that step.

The conversion rule: LinkedIn's version of the event

On Meta you type an event name; on LinkedIn the event is a conversion rule that lives in your ad account — the same object you manage in LinkedIn's own Campaign Manager, in its conversion tracking section. MB Suite lists the ones that accept the Conversions API, and if the account has none —or none that fits— Create conversion rule… creates it without leaving the page: it's created in the connected LinkedIn Ads account, ready to receive API conversions. You give it a Name (it suggests CRM Sales (MB Suite)) and a Type — Purchase / Sale, Qualified lead, Lead, Submit application or Add to cart. As the modal explains, the type tells LinkedIn what this conversion represents in your funnel (affects how it's grouped in reports), and the new rule is automatically associated with your active campaigns, so it starts attributing from the first upload.

One rule per milestone is plenty: a Qualified lead rule for the stage where your team qualifies, and a Purchase / Sale rule for the win. Which milestone makes the best optimization target? Usually not the sale, but the qualification before it — one that happens reasonably soon and that a healthy slice of your leads actually reach.

Mapping: which stage sends to which rule

A rule reads like a sentence: when this happens, send this event with this value — with LinkedIn's twist that the event isn't typed, it's picked. Until you write the first one, the Mapping block greets you with Without rules, nothing is sent.

Add rule and choose the trigger: Is won, Is lost or Enters a stage.
Pick the scope: a specific pipeline or All pipelines. If you choose Enters a stage, pick the pipeline first — stages belong to each pipeline.
Choose the destination from the closed picker (Choose a conversion rule…). As the field's help says, In LinkedIn, the event is a conversion rule of the account. Choose one or create a new one.
Choose the value: Deal amount, a Fixed value, or No value for signals that aren't a sale.
Drag to reorder. The first rule that matches a change wins — put the specific ones above the general ones.

If a mapped rule stops existing on LinkedIn's side —someone deleted or disabled it in Campaign Manager— the mapping flags it right on the row: The rule "…" no longer exists or is disabled in LinkedIn — choose another or create a new one. It shows up as soon as you run Verify connection again, which is what refreshes that list. It's a signal, not a lock: once the rule is gone from the verified list, the send is logged as Not sent — the rule no longer exists; while it's still listed —because you haven't re-verified, or because it exists but is disabled— the event goes out and LinkedIn rejects it, and you see it as Failed in the History. Either way it's on the record; nothing disappears in silence.

The value works differently than on Meta and TikTok. There, Purchase without an amount is never sent; on LinkedIn the value is optional for every type, so a won deal with no amount still goes out, just without a value — losing the whole conversion over a missing number would be worse than losing the number. The requirement lives one step earlier, in the configuration: if the destination is a purchase-type conversion rule, the mapping won't save it with No value —it warns you the rule is a purchase conversion rule and requires a value— because a purchase with no value ruins value reporting. Don't work around it with a token Fixed value either: the mapping rejects a zero (The fixed value must be greater than 0.) and any number you invent becomes the ROAS you read.

Turn sending on

Only once your rules are written, go to Health and turn on Send conversions to LinkedIn. That block shows the Active account and conversion rule —with a direct Open in Campaign Manager link—, the four thirty-day counters —Attempts (30 d), Received, Failed and Not sent— and, under Advanced settings (collapsed by default), the Grace window: the send is queued instead of leaving immediately, so a deal dragged to Won by mistake and pulled back cancels itself. It ships at ten minutes, and Immediate is there if you'd rather have no delay.

Turning the switch on is always a deliberate human act — MB Suite never enables sending by itself, not even with every check green. Each platform has its own switch: turning LinkedIn on doesn't turn Meta on, and vice versa. And once an event has left, LinkedIn offers no way to take it back: the grace window is your only undo, so give yourself a realistic one.

LinkedIn's window: ninety days, and its own pace

LinkedIn accepts events up to 90 days old — the widest window there is, shared with Google Ads and made for the long B2B cycle: a deal that closes two months after the click still makes it home. Past that, the history logs it as Not sent — event too old (LinkedIn accepts up to 90 days), and there's no retroactive backfill. The flip side is patience: as the Health block itself notes, LinkedIn takes up to 24 h to process events and up to 72 h to reflect them in reports — a send marked Received today shows up in Campaign Manager over the following days, not the following minutes.

How do I know it's working?

History, below Health, has the row-by-row detail — each send with its deal, event, value, the identifiers it carried under Match, and its status. You can filter it, search it and Export CSV. You also see it from the deal itself: when a conversion goes out, the deal's history records LinkedIn received the conversion with the rule's name (and the amount, when the rule sends one), and a failure is recorded there too. On LinkedIn's side, the rule's status and its conversions live in Campaign Manager — the direct link is right in the Health block.

LinkedIn publishes no match-quality score —that one is Meta's own— so here your lever is CRM hygiene: emails filled in on your contacts, the pixel installed so the LinkedIn cookie (li_fat_id) arrives with the lead, and LinkedIn's own Lead Gen forms synced, whose leads match best of all. What each status means and why LinkedIn's totals won't equal yours is in Conversion sending: statuses, matching and numbers that don't match.

Start over: reset the LinkedIn configuration

Inside the LinkedIn detail, top right, the More actions (⋯) menu —which only owner and admin see— has Reset configuration…, and it only affects LinkedIn. The modal spells out what it clears before you confirm: sending is turned off, the mapping rules go, and the selected account and conversion rules, verification and validation status. What it doesn't touch: the LinkedIn Ads connection, managed in Settings > Integrations, the conversion rules already created in your LinkedIn account —they live on the ad account, not here— and the History of conversions already sent. Confirm with Reset and LinkedIn goes back to day one.

There's no undo: the mapping rules are deleted, not archived — note them down before you reset. Resetting doesn't reach LinkedIn either: conversions already sent stay on its side, and a send still waiting in the grace window is cancelled and logged as Not sent — sending was off.

What data travels to LinkedIn, and your responsibility

The email travels hashed with SHA-256 — LinkedIn never receives it in the clear. Alongside it go the identifiers the lead already arrived with: the LinkedIn cookie (li_fat_id) captured by the pixel and, for leads that came from a LinkedIn Lead Gen form, the form response reference — the strongest match there is. One honest difference from Meta and TikTok: LinkedIn's API asks for first and last name and company unhashed — that's how LinkedIn specifies it, and MB Suite sends them only when the deal's contact has them. The send log stores only the names of the identifiers used, which is what the Match column shows you.

Turning sending on means sharing data about your contacts with a third party —on LinkedIn, name and company travel in the clear— and LinkedIn processes it under its own terms. Make sure you have the legal basis to do it —the consent and the privacy notice your contacts were given, naming LinkedIn as a recipient for measurement— before you flip the switch, especially if you operate in regions with data protection regimes such as the GDPR or the LGPD, or in US states whose laws treat this as "sharing" for advertising with an opt-out to honor. Under LinkedIn's advertising terms, your company is the controller of this data and LinkedIn processes it on your behalf. And sending is one-way: turning the switch off stops future sends, but MB Suite cannot recall an event LinkedIn already received — erasure requests about sent data must also be handled with LinkedIn. The conditions that apply to your use of MB Suite are described in our Terms of Service.

Offline conversions: tell your ad platforms which leads became sales Activate Meta offline conversions step by step Activate Google Ads offline conversions step by step Activate TikTok offline conversions step by step Conversion sending: statuses, matching and numbers that don't match Attribution: which campaign generated each sale (real ROAS)Install the MB Suite Pixel to attribute your web traffic

Still have questions?

Ask MIA, the MB Suite AI assistant: open it with the MB AI button (⌘J) in the top bar. MIA knows the section you're in, so you can ask it about what you see on screen — and it can also answer how-to questions about using MB Suite.

Activate LinkedIn offline conversions step by step