Objective

This article explains how to ensure events sent from Segment to LinkedIn Conversions API are properly mapped to LinkedIn ad sets. If you’re seeing successful event deliveries but low match rates or errors like One of email or LinkedIn UUID or Axciom ID or Oracle ID is required, this guide will help you resolve the issue by including the necessary identifiers in your event payloads.

Product

Twilio Segment

Environment

Segment Console

User Account Permission/Role(s) Required 

Workspace Owner, or Workspace Member with Source Admin role

Procedure

1. Review Event Payloads: Check the events sent from Segment to the LinkedIn Conversions API. Confirm that each event includes at least one of the following identifiers:
   • Email address (Segment will automatically hash this if not already hashed)
   • LinkedIn UUID (First Party Ads Tracking UUID)
   • Acxiom ID
   • Oracle ID
2. Check User Consent Flows: If your website allows users to opt out of cookies or tracking, ensure that identifiers are still included for users who actively consent.
3. Update Segment Mapping: In the Segment Console, navigate to your LinkedIn Conversions API destination. For the “Stream Conversion Event” action, map the relevant fields (email, LinkedIn UUID, etc.) to the required identifiers.
4. Test and Validate: Send test events and check LinkedIn’s Conversions dashboard to confirm that events are being successfully matched and mapped to ad sets.
5. Troubleshoot Errors: If you continue to see errors like "One of email or LinkedIn UUID or Axciom ID or Oracle ID is required", review your event payloads and mapping to ensure the identifiers are present.

Additional Information 

• For more details, see the Segment LinkedIn Conversions API documentation.
• If you need logs of successful event deliveries, LinkedIn support may be able to provide them, as Segment only retains failed event logs for up to two weeks.