Solving Conversion Tracking Problems on LinkedIn Ads

Note: this is a copy of an Article I posted on Linkedin in November 2021

Are your LinkedIn Ads page load conversions not showing?

This is a roundup of conversion tracking issues you might run into. Including a couple undocumented problems I ran into recently (as of Nov. 2021). This document should give you fresh ideas for what to check when your campaign manager conversions are not tracking. Especially if everything you’ve tried so far hasn’t worked…

How to Test Pageload Conversions in LinkedIn Ads

To test that your conversion tracking is working you will need to:

  1. Open an “Incognito” / “Private Mode” instance of your browser (The reason is explained below)
  2. Visit the “success” page you’ve designated as the conversion. Or perform an event/action that you’ve set up to track a conversion.
  3. In your regular browser window, login to your LinkedIn Ads account and go to “Account Assets” -> “Conversions”
  4. Look at the Name of the conversion you are testing. Where it says Last Signal Received, does it show activity a couple of minutes ago? Refresh over the span of 5 minutes after following steps 1 and 2. (You may see it update as quickly as “3 seconds ago”. )

Note: you do not need to have clicked on an ad in order to trigger this “Last Signal Received” event during your testing. You can fully test that a conversion is tracking without running/seeing any ads for that particular conversion goal. This lets you check that your setup is correct before you spend any money on running the ad.

On to the tracking problems you might encounter:

Multiple Insight Tags on the Same Page

Make sure that you have only 1 LinkedIn Insight Tag per page. It appears that the LinkedIn script will only communicate with the LinkedIn ad server once. And you don’t know which of the tags on the page will be the one communicating with “home base”.

In my situation, we were using Google Tag Manager to serve up 2 LinkedIn insight scripts. The troubleshooting “preview mode” in Tag Manager was showing us that both tags were successfully served up to visitors.

The surprise was that both tags were served to visitors, but only one tag actually sent a network request to the LinkedIn servers. Only one of the 2 Ad accounts was getting data about the visit. The Tag Manager was giving us misleading information – the full picture became clear when looking at the Network tab of F12 Developer Tools.

Conversion tracking doesn’t work when you’re logged in to your Advertiser Account

When testing conversions, always use the “Private” / “Incognito” mode in your browser. If you are logged in to a LinkedIn account that’s connected to your advertiser account, conversions will not be tracked.

In my case, when logged in an visiting a conversion “success” page, my browser would only fetch 1 URL like this from the LinkedIn Ad servers:

https://px.ads.linkedin.com/collect?v=2&fmt=js&pid=PUBLISHERNUMBER&time=1637247696091&url=https://www.example.com/somepage/thanks?c=c&b=b&a=a

Just 1 server request with a response status of 200 (“Success”).

Alternatively, when using the “Private Mode” on the same browser, the LinkedIn Insight Tag behaved very differently. There was a series of 4 redirects like:

https://px.ads.linkedin.com/collect?v=2&fmt=js&pid=PUBLISHERNUMBER&time=1637259499614&url=https://www.example.com/somepage/thanks?c=c&b=b&a=a

https://px.ads.linkedin.com/collect?v=2&fmt=js&pid=PUBLISHERNUMBER&time=1637259499614&url=https://www.example.com/somepage/thanks?c=c&b=b&a=a&cookiesTest=true

https://www.linkedin.com/px/li_sync?redirect=https://px.ads.linkedin.com/collect?v=2&fmt=js&pid=PUBLISHERNUMBER&time=1637259499614&url=https%3A%2F%2Fwww.example.com%2Fsomepage%2Fthanks%3Fc%3Dc%26b%3Db%26a%3Da&cookiesTest=true&liSync=true
	
https://px.ads.linkedin.com/collect?v=2&fmt=js&pid=PUBLISHERNUMBER&time=1637259499614&url=https://www.example.com/somepage/thanks?c=c&b=b&a=a&cookiesTest=true&liSync=true

All with a 302 (Redirect) status. The last URL continued redirecting to 2 URLs at p.adsymptotic.com .

The LinkedIn support team said that this is not intentional behaviour, and may well be a bug. The takeaway: do not test your conversions while logged in to LinkedIn. Use “Incognito” or a different browser when you are loading the “success page” for testing.

Other Things to Check

When your LinkedIn Conversion URL Contains a Parameter

I saw some indications that the LinkedIn Insight Tag might shuffle up the order of URL parameters unpredictably. This is possibly a LinkedIn conversion URL matching bug.

This means that when you visit the URL:

https://www.example.com/thanks?a=a&b=b&c=c

The LinkedIn tag might be sending back this URL to the Ad Server:

https://www.example.com/thanks?c=c&b=b&a=a

So if you are using Insight Tag, Page Load conversion tracking based on URL matching, you need to set up URL matching so it works regardless of the order of parameters.

Avoid matching the presence of multi-parameter strings like “a=a&b=b&c=c” in one rule. Break them up into 3 sub-rules like “a=a” AND “b=b” AND “c=c”. That way, your rule will match regardless of their order.

Tracking Multiple Conversions in Short Succession

I saw some indications that LinkedIn will not track conversions that occur in the same browser in quick succession.

In my case, I was trying to test one Conversion goal that had 2 “thank you” URLs associated with it. When visiting one URL and then the other, only the 1st conversion registered. I had to test the other URL in a separate browser to ensure the 2nd URL was tracking properly.

Tip: Open a fresh “Incognito” window for each URL that you’re visiting to trigger your Conversion in LinkedIn Ads.

Are You Blocking Ads/Trackers in Your Browser?

Check if you have an ad blocker / tracking blocker enabled in your browser when testing your Conversion events. It might be that your conversions aren’t tracking because your browser is blocking communications with the LinkedIn Ads server.

Same applies if you are blocking ads with PiHole, built-in ad blocking features in your VPN software, or a DNS-level blocker like NextDNS.

Are Your URL Matching Rules Set Up Correctly?

If you are using Page Load tracking for flagging visits to “thank you” pages as a conversion: double check that your URL matching rules will actually match your page.

There is a good summary of how to set up Page matching rules in the LinkedIn documentation

Things to look out for:

  • If you’re using “starts with” you should exclude the http:// or https:// portion.
  • Avoid the “equals” matching method and use “contains” instead. Why? -> you might think that your visitors will always go to https://www.example.com/thanks.html but they might end up visiting https://www.example.com/thanks.html?someparameter=true . This is absolutely ok, and the page will still work. But you won’t track a conversion. Because the URL with the parameter is no longer an exact match.
  • Check if you’re matching a URL against www.example.com/thanks.html but you or your visitors are actually going to example.com/thanks.html. If you’re using “equals” or “starts with” matching, then those 2 URLs will be treated differently!

Are Your Pages on HTTPS?

For best ad tracking performance, ensure that your landing pages and “thank you” pages are both using the secure HTTPS protocol. The URL will start with https:// and a padlock icon will appear in your browser’s address bar when you visit them.

Select Campaigns to Track Conversions

The LinkedIn documentation says:

Use the checkmark boxes to select campaigns where you’d like to apply your conversion. Conversions will only be tracked when attached to a campaign.

It appears that you have to select at least 1 campaign in order to have conversions properly track. For testing purposes, I certainly have seen conversion data track (via “Last Signal Received”) when a conversion is attached only to paused campaigns. So you might need to attach your conversion to a campaign, but that campaign doesn’t have to be Active.

A Call to Action for You

If this article helped you fix your conversion tracking, please leave a short comment like “this helped!”. I’d be happy to know that people benefited from this article.

Did conversion tracking issue end up being different from any in this article? Did you previously encounter a problem that should be added to this list? If so, please describe this new issue + solution in the comments. Sharing your experience will help others who are looking for answers.

Thank you for your time!

– Jacob

Categories: Writing

2 Comments

  1. Hi there,
    Thank you so much for your post this is amazing! I have a question tho:
    If I test my page load conversion like you say, and the Last Signal Received shows activity, does it mean that my tracking should work? How high are chances that there will still be discrepancies? Or do you have further ideas of what problems could be at hand in that case?
    Thank you so much for your help!
    Greetz
    Al

  2. admin

    April 25, 2022 — 7:16 pm

    Thanks for your kind words.

    If you test the conversions, and the “Last Signal Received” shows activity, then I believe your tracking should work well.
    Two notes to add:

    1. Sometimes it takes ~10-15 minutes to see the conversion signal in your Linkedin Interface. If you’re sure you’ve done everything correctly, go to your “thank you” conversion page, and then go have some tea – give it time.
    2. Once your conversion tracking is properly set up, remember that you also need to add a “Conversion” to specific campaigns. If you don’t add it, then everything will “work” but conversions won’t be connected to your campaigns. You need to also keep adding the Conversion to any new campaigns you create that you want to track. It won’t happen automatically.

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