LinkedIn Conversion Tracking & Attribution

Conversions are the scoreboard. If the scoreboard is broken, you can't play the game. LinkedIn's default tracking is... optimistic. Here is how to make it realistic.

1. The "Last Touch" Problem

LinkedIn usually takes credit for a conversion if a user "Viewed" an ad and then converted 7 days later (View-Through Conversion). This inflates your ROAS. The Fix: Look at "Click Conversions" separately from "View Conversions."

• Click Conversions: "Money in the Bank." (High Confidence).
• View Conversions: "Assist." (Low Confidence).

2. Setting Up "Page Loads" vs "Event Specific"

Bad Way: Tracking Destination URL: /thank-you. Why: Users might reload the page, creating duplicate conversions. Good Way: Tracking Event Specific (Button Click or JavaScript Event). Implementation: Use Google Tag Manager to fire the LinkedIn Event Tag only once per session upon successful form submission.

3. The Offline Conversion Import (OCT)

This is the secret weapon of Enterprise advertisers.

1. User fills Lead Form on LinkedIn.
2. Data goes to Salesforce.
3. Sales Rep closes the deal 3 months later.
4. OCT: You upload the "Closed Won" data back to LinkedIn.
5. Result: LinkedIn learns which ads drove Revenue, not just Leads.

Summary

Don't trust the dashboard blindly. Split Click vs View. Implement OCT. If you don't measure revenue, you are just measuring vanity.