The LinkedIn Insight Tag records conversions based on the rules you implement when setting up your conversion tracking. However, the conversion data recorded may not match what you see on other third-party reporting platforms (for example, Google Analytics). Below are the most common reasons for reporting discrepancies.
When creating a conversion, you must add it to one or more ad sets to enable conversion tracking. If your ad set isn't recording conversions, it's an indication that you may not have added a conversion to that ad set.
Learn how to set up an Insight Tag conversions.
Here's a tip
You can view the exact ad sets associated with a conversion on your Conversion Tracking page in Campaign Manager. On that page, find your conversion, then click the number in the Ad sets selected column and select Edit to see all.
To check if you've previously added a conversion to an ad set:
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Go to your ad account in Campaign Manager.
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Click Advertise on the left menu.
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Select the Ad sets tab at the top, then find your ad set.
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Move your cursor over the ad set name, then click Edit.
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Scroll to the Conversion tracking (optional) section to see all conversions attached to the ad set and add more if necessary.
Campaign Manager gathers conversion data through a third-party cookie system, whereas some third-party reporting platforms like Google Analytics are a first-party cookie system.
Any browser that is set to not accept third-party cookies won't be tracked by Campaign Manager. For example, Safari and Apple Mobile Devices have default settings to block third-party cookies. Browsers opened through the LinkedIn app are able to accept and collect data on third-party cookies.
The LinkedIn Insight tag may not have been installed on all web pages where the third-party tag is present. If you're using Google Analytics, you can use the All Pages report to see all the pages where your Google Analytics tag is firing.
If required, you may use a third-party browser plug-in tool (such as Ghostery), which allows you to quickly identify what tags are firing on a specific page of your site. Learn more about setting up your LinkedIn Insight Tag.
If your conversion includes multiple URLs, you may not have the same URLs being tracked in both systems. Monitoring that all potential conversion point URLs are included within the conversion, helps keep reporting consistent.
Confirm that the URL being tracked as a conversion point in your third-party system matches the URL listed in Campaign Manager, paying close attention to if the URL includes www or any additional slashes or characters that may not be listed in one of the platforms you're using. Learn more about troubleshooting your conversion tracking.
Ensure that you properly used the URL match rule formatting function in the action setup page. Incorrect use of these matching rules could result in improper tracking of pages and missing conversions. Learn more about setting up conversion tracking.
Since LinkedIn conversions are only counted if someone reaches a conversion URL and has been served a LinkedIn ad, discrepancies can occur if the landing page doesn't properly tie to the conversion URL. For example, if your conversion URL is a "Thank You" page that a member sees after filling out your website's "Contact Us" form but the landing page you've entered into Campaign Manager doesn't have a way for the user to reach the Contact Us page, it's unlikely that many conversions will be counted.
Additionally, we recommend performing a test conversion to get the full information on what URL you reach after doing so. For example, if your conversion in Campaign Manager includes an exact match of the URL "www.advertiser.com/thankyou" but when performing a test action the URL actually renders as "www.advertiser.com/thankyou123", the URLs wouldn't match and therefore wouldn't be counted as a conversion.
The lookback window for conversion attributions in Campaign Manager is customizable for both views and clicks to 1, 7, or 30 days. Any variance in lookback windows between this and your third-party reporting can result in discrepancies.
Third-party platforms can have different rules and settings for what is determined to be a duplicate conversion. Below is a list of when Campaign Manager does and doesn't deduplicate conversions, with examples.
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Conversions between ad sets aren't deduplicated.
Example: Ad Set A and Ad Set B are both associated to Conversion 1. A member account is served Ad Y from Ad Set A and converts, the member account is then served Ad Z from Ad Set B and converts. Both conversions will be counted.
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Conversions categorized as Purchase or Add to Cart won't be deduplicated.
Example: Ad Set is associated with a conversion with Purchase as the conversion category. When a member account is served Ad A and converts, and then is served Ad B and converts, both conversions will be counted.
By contrast, if the conversion category isn't Purchase or Add to Cart, multiple conversions from the same member account will be deduped in your analytics for a given action within the same ad set. In other words, for all conversion categories except Purchase and Add to Cart within the same ad set, only one conversion per member account per conversion action will be counted during your lookback window, even if that member account converts multiple times during that period.
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Conversions with multiple URLs listed within the conversion will be deduplicated between URLs.
Example: Conversion 1 includes yourbusiness.com/thankyou and yourbusiness.com/thankyou1. Ad Set A and Ad Set B are both associated to Conversion 1. A member account is served Ad Y from Ad Set A and converts on yourbusiness.com/thankyou, and then is then served Ad Z from Ad Set B and converts on yourbusiness.com/thankyou1. This will be counted as 1 conversion, with priority given to the post-click conversion.
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We recommend separating your conversion URLs into separate actions to the extent that each URL represents a unique offer for which you'd like to track conversions distinctly.
Currently LinkedIn does not track any conversions that are the result of viral impressions or clicks within the Campaign Manager tool. This means that if a member account clicks or views a LinkedIn Ad due to another member account liking, commenting, or sharing Sponsored Content and then converts, this won't be tracked in Campaign Manager as it isn't a conversion attributed to a paid click or impression. These viral conversions are available by downloading a report from your reporting dashboard.
Important to know
Consistent with our terms, the Insight Tag should not be installed on web pages that collect or contain Sensitive Data. This can include pages offering specific health-related or financial services or products to consumers. For example, depending on the content of the pages, the Insight Tag may be included on a generic homepage for a pharmacy or a bank, or business-to-business pages directed only to organizations and financial or healthcare professionals, but should not be included on consumer pages for certain types of medications or pages where users manage their financial accounts and transactions or medical appointments, since it could lead to the inadvertent collection and sharing of sensitive information regarding the health or finances of individuals who visited that page. This does not constitute legal advice. Please consult with your webmaster and legal counsel to determine which pages may or may not collect sensitive data.