I want to switch to LinkedIn Conversions API (CAPI) using the Salesforce connector. It looks like it works out of the box, but I wonder if there are any issues, when our current lead flows send leads to Pardot (via Zapier) before they are synced with Salesforce. Should I set it all up in Zapier or is it ok to use the Salesforce connector? Anyone with experiences to share?
Using tools like Zapier to send conversions to the LinkedIn conversions API isn’t ideal. The reason is that although you can send the basic lead details like name, email, and phone number via Zapier, LinkedIn's conversions API (and the Meta conversion API, Google Ads, and all of the others) all basically need browser-based information like the LinkedIn click ID, the IP address, the user agent, and a whole bunch of other stuff to really get a good match rate between the initial ad click and the actual conversion that happened.
This is because if you're just sending name and email, there isn't quite enough information there. Millions of people have the same name and quite often the email address that they are entering into your form might not match the email address that they use for their LinkedIn account. If you combine the name and the email with the LinkedIn click ID, the IP address, and all that other stuff, then you get close to 100% match rate.
You can of course custom code this yourself to capture the LinkedIn click ID, the IP address, the user agent, and stuff in Salesforce and then send it back via Zapier, but there are tools like Converly which do this for you out of the box. They integrate with hundreds of different form builders, including Pardot and Salesforce web2lead forms, and they'll grab the name, the email, and phone number. They'll also grab the LinkedIn click ID, the IP address, the user agent, and send it all over to LinkedIn's conversions API for you
