Troubleshoot Conversions API signal quality

Last updated: 1 week ago

When Conversions API (CAPI) 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.

If your signal quality is low, please review the following sections below to help troubleshoot any issues:

  • Include new identifiers supported by Conversions API (CAPI)
  • Provide more matching parameters
  • Maintain consistent event volume
  • Send the highest impact identifiers for each event
  • Use both Conversions API and the LinkedIn Insight Tag with enhanced conversion tracking

Include new identifiers supported by Conversions API (CAPI)

We are adding new matching identifiers that we recommend you include as complementary signals to your CAPI events.

Here's a tip

For Direct API integrations, you can find a full list of IDs in our Conversions API developer documentation on the Microsoft Learn site. For partner integrations, you can set up the parameters when connecting to your partner.

As of May 2026, we added IP address (IPv4) and Google Advertising ID (GAID), and in September 2026, we added hashed IP address (IPv4) and hashed first name and last name.

IdentifierBenefit
IP address (IPv4) Support matching for upper-funnel events, such as page views and content views.
Google Advertising ID (GAID) Helps improve match quality for mobile app and cross-device activity. 
Hashed IP address (IPv4) Similar to IP address (IPv4), this hashed identifier provides an additional layer of privacy. 
Hashed first name and last name Adds a match signal for leads and offline events.

Provide more matching parameters

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

RecommendationAdditional information
Use user IDs whenever possible to help increase match rates.Keep in mind, only matched and attributed events can be used for optimization.
Provide information for as many parameters as possible to help improve signal quality.

For Direct API integrations - Review the full list of IDs in our Conversions API developer documentation.

For partner integrations - After you set up the parameters, use your partner’s instructions to pass as many matching parameters as possible.

Maintain consistent event volume

Send your events consistently over time to help ensure reliable measurement and optimization. Sudden drops in event volume can indicate tracking issues and inconsistent event delivery can reduce optimization effectiveness.

To help make sure you’re maintaining consistent event volume, we recommend that you:

  • Verify that events are firing across all relevant user actions.
  • Review your CAPI setup regularly to make sure it’s stable and sending events continuously.

Send the highest impact identifiers for each event

If you’re seeing a low match rate, it could mean that you’re missing identifiers, or that you’re not sending the best identifiers for that event. Because conversion match rates depend on the identifiers included in each event, you’ll want to make sure that you’re sending the most impactful identifiers specific to the event. Keep in mind, some event types benefit from different identifier strategies.

To help ensure that you’re sending the highest impact identifiers for your event, please review the following recommendations.

RecommendationAdditional information
Include primary identifiers whenever possiblePrimary identifiers include email, LinkedIn Click ID, IP Address, and third-party IDs (Acxiom ID, GAID). Review the idType table in our developer documentation for a detailed list.
Add the most relevant secondary identifiersSecondary identifiers include job title, company, and country code. Review the userInfo table in our developer documentation for a detailed list.
Review your identifiers and make sure they align to your event type and the available data  

Use both Conversions API (CAPI) and the LinkedIn Insight Tag with enhanced conversion tracking

You can also use both CAPI 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 CAPI and Insight Tag:

  • When you use both the Insight Tag and CAPI, 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 CAPI, 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 TagEnhanced tracking How it worksTypes of conversion tracking supported by enhanced trackingConsiderations
Added to websiteEnabled

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 websiteEnabledEvery 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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