Troubleshoot Conversions API signal quality

Last updated: 1 month ago

When Conversions API events are streamed to LinkedIn, we evaluate the signal quality, which is the effectiveness of matching the event to a LinkedIn profile. We recommend that you monitor your signal quality, since it can help increase conversions and improve your cost per result.

If you see Low Match Rate below Active for your conversion, this means that the information streamed to LinkedIn has a low likelihood of successful event-to-profile matching. Keep in mind, this is only applicable for conversions based on Direct API integration. 

Here's a tip

To find the signal quality for your Conversions API event, go to the Conversion Tracking page in Campaign Manager.

Provide more matching parameters

To improve the signal quality and performance for Conversions API integrations, we recommend that you add information to as many matching parameters as possible. This helps us better optimize your campaigns and reporting.

Recommendation Additional information
Use user IDs whenever possible to help increase match rates. Only matched events can be used for attribution and optimization. Review the table below for more information on our supported IDs for both direct and partner integrations.
Provide information for as many parameters as possible to help improve signal quality.

For Direct API integrations, you can find a full list of IDs in our Conversions API developer documentation.

For partner integrations, you can set up the parameters when connecting to your partner. Use your partner’s instructions to pass as many matching parameters as possible.

LinkedIn Conversions API supports the following IDs for both direct and partner integrations.

ID Explanation
SHA256_EMAIL

The email address of the contact associated with the conversion event.

It must be converted to lower case, without any white spaces and then hashed in SHA256 format.
LINKEDIN_FIRST_PARTY_ADS_TRACKING_UUID

First-party cookie or Click ID.

You must enable enhanced conversion tracking to activate first-party cookies. Learn how to enable Click IDs in the Microsoft Help Center.
ACXIOM_ID User identifier for matching with the LiveRamp identity graph.
firstName The first name of the contact to match the conversion. 
lastName The last name of the contact to match the conversion.
companyName A plain text string representing the company of the contact to match. 
title A plain text string representing the title of the contact to match. 
countryCode An ISO standardized two-letter country code representing the country/region of the contact to match.
LeadGenFormResponseUrn

Generated when a LinkedIn Lead Gen Form is submitted. Learn how to download leads from Campaign Manager or the Lead Sync API.

Format - urn:li:leadGenFormResponse:id
ExternalIDs

A custom matching identifier. You can use the ExternalIDs parameter to leverage unique or proprietary user identifiers for improved signal quality and identity resolution. We can support multiple types of external identifiers, including user IDs and external cookie IDs.

Keep in mind, once your ExternalID is successfully matched in an ad account, it can be used in other ad accounts that are owned by the same Business Manager. Learn how to implement ExternalIDs in our custom matching identifiers developer documentation.

Use Conversions API and the LinkedIn Insight Tag with enhanced conversion tracking

You can also use both Conversions API and the LinkedIn Insight Tag with enhanced conversion tracking to get the most complete view of the customer journey.

A few considerations to keep in mind when you use both Conversions API and Insight Tag: 

  • When you use both the Insight Tag and Conversions API, if we identify an event has been sent through both, we can deduplicate it and only count it once. 
  • When you send a conversion through both Insight Tag and Conversions API, you need to create a conversion rule for each data source (browser and server).

Here's a tip

Purchase and Add to Cart conversions are always counted individually, even if those actions were completed by the same member within the lookback window.

We recommend that enhanced conversion tracking is enabled on your Insight Tag. Enhanced conversion tracking allows you to use first-party cookies to better capture website audiences and conversions. 

  • When you're using enhanced conversion tracking, LinkedIn’s first-party Click ID, known as li_fat_id or LINKEDIN_FIRST_PARTY _ADS_TRACKING_UUID, will be added to the end of landing page URLs to allow for first-party cookie tracking. 
  • You don’t have to install the Insight Tag to use enhanced conversion tracking, but you must create it in Campaign Manager. However, when you don’t install the Insight Tag on your website, Insight Tag conversion tracking and view-through conversions aren't available. Learn how to check if enhanced conversion tracking is enabled.

The following table describes how the Insight Tag and enhanced conversion tracking works for your conversion tracking.

Insight Tag Enhanced tracking  How it works Types of conversion tracking supported by enhanced tracking Considerations
Added to website Enabled

Every time a user clicks on an ad and is redirected to a landing page, the click ID will be added to the landing page URL and the cookie store.

The cookie will persist for 30 days from the most recent click that redirected to the landing page.

Click-through conversions - Insight Tag and Conversions API 

View-through conversions -  Insight Tag

View-through conversions are also supported for Conversions API if:

• The user previously clicked on another one of your ads in the last 30 days.

• You retrieve the click ID from your cookie store.
Not added to website Enabled Every time a user clicks on an ad and is redirected to a landing page, the click ID will be added to the landing page URL.

Click-through conversions - Conversions API 

View-through conversions - Not available

Sending additional user IDs (such as SHA256_EMAIL) can help enable view-through conversions.

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. 

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