Why it happens
Conversions are not attached to ad sets
Conversions are not attached to ad sets
A rule that is not attached to an ad set is tracked by nobody. LinkedIn only credits conversions on the ad sets you associate with them.
No event source
A conversion rule with no Insight Tag on the page and no Conversions API feed has nothing to match.
The URL rule does not match the real page
Page-load conversions fire on a URL match. A thank-you page with a different path, a query string or a redirect never matches.
The wrong conversion type
Everything counted as Other, or page views counted as leads. The numbers exist and mean nothing.
How to fix it, step by step
Install the Insight Tag
Site-wide, with your own Partner ID. Confirm it is Active in Campaign Manager under Data, then Signals Manager.
Create the conversion
Go to Measure, then Conversion tracking, then Create conversion. Pick the source: Insight Tag for website events, Conversions API for server or CRM events.
Name it, type it, value it
Choose the category that matches the outcome (Lead, Sign up, Purchase, Book appointment). Add a value if you have one.
Set the windows and attribution
Pick the click and view windows and choose Last Touch, each ad set or last ad set. Keep the defaults unless you know your sales cycle needs longer.
Define when it fires
For page-load conversions, set the URL rule to your thank-you page with Starts with or Contains so redirects and parameters still match. For button clicks, fire the event code on the click.
Attach it to ad sets
Select every ad set that should be credited. Then check Conversion tracking after a day: the status should read Active.
Steps checked against LinkedIn Help articles: Set up conversion tracking in Campaign Manager; Conversions API setup in Campaign Manager best practices; LinkedIn Conversion Tracking FAQs.
Sprites fixes this
Or let Sprites fix it
Sprites sets up tracking end to end in one conversation: checks the tag, writes the rules, attaches them to the right ad sets. You approve every change.
What Sprites does
- Checks your site for the Insight Tag and the right Partner ID before building anything on top of it.
- Creates Insight Tag conversion rules in one batch, each with its type, attribution windows and URL rules, or a Conversions API rule for server events.
- Attaches the conversions to the ad sets that should be credited.
- Reads conversions and cost per conversion by ad set once data comes in.
What it doesn't do
- Install or edit the tag on your site
- Send Conversions API events
Questions
How long do LinkedIn conversions take to show?
Usually within 24 hours of the event. Conversions are credited back to the day of the click or view, so recent days fill in over time.
Insight Tag or Conversions API?
Both, if you can. The tag is quick for website events. The Conversions API sends conversions from your server or CRM, including ones that happen offline days later.
What attribution window should I use?
Start with the defaults. Lengthen the click window only if your buyers convert weeks after the first click, which is common in B2B.
Why do I see conversions in my CRM but not in LinkedIn?
The rule is not attached to the ad set, the URL rule never matches, or the person converted outside the window. LinkedIn also only credits members it can match to an ad interaction.
Can I use one conversion across several ad accounts?
Yes. Conversions can be shared across ad accounts in Business Manager after you create them.
Let Sprites fix it
Connect the account. Sprites finds the cause, stages the change and waits for your approval.