LinkedIn Ads Troubleshooting & Debugging | Blue Frog Docs

LinkedIn Ads Troubleshooting & Debugging

Comprehensive guide to troubleshooting LinkedIn Insight Tag issues, conversion tracking problems, audience targeting diagnostics, and debugging tools

LinkedIn Ads Troubleshooting & Debugging

Overview

This guide covers common issues with LinkedIn Ads implementation, measurement, and campaign delivery. We'll explore debugging techniques, diagnostic tools, and solutions for the most frequent problems advertisers encounter.

Insight Tag Issues

Tag Not Loading

Symptoms

  • No data in Campaign Manager
  • Conversions not tracking
  • Demographics unavailable

Diagnostic Steps

1. Verify Tag Installation

Check page source for Insight Tag code:

// Look for this in page source
_linkedin_partner_id = "YOUR_PARTNER_ID";

2. Use Browser Console

// Check if tag loaded
if (window._linkedin_data_partner_ids) {
  console.log('Partner IDs:', window._linkedin_data_partner_ids);
} else {
  console.error('LinkedIn Insight Tag not found');
}

3. Network Tab Inspection

  1. Open DevTools > Network
  2. Filter for "linkedin" or "snap.licdn.com"
  3. Load page
  4. Look for request to insight.min.js
  5. Verify successful 200 response

Common Causes & Solutions

Missing Tag

  • Cause: Tag not installed on page
  • Solution: Install base tag code in site header

Incorrect Partner ID

  • Cause: Wrong ID or placeholder not replaced
  • Solution: Get correct ID from Campaign Manager > Account Assets > Insight Tag

Tag Manager Issues

  • Cause: GTM tag not firing properly
  • Solution: Check triggers, preview mode, publish status

Content Security Policy (CSP)

  • Cause: CSP blocking external scripts
  • Solution: Add snap.licdn.com to allowed script sources

AdBlockers

  • Cause: Browser extensions blocking tracking
  • Solution: Test in incognito without extensions (educate that this affects real users too)

Tag Loaded But Not Tracking

Diagnostic Steps

Check Tag Health in Campaign Manager

  1. Navigate to Account Assets > Insight Tag
  2. View tag status
  3. Check "Recently Active" indicator
  4. Review detected domains

Verify Event Firing

// Manual event trigger for testing
window.lintrk('track', { conversion_id: YOUR_CONVERSION_ID });

Solutions

Delayed Tag Load

  • Tag loads after user leaves page
  • Move tag higher in page head
  • Ensure async/defer not preventing critical path execution

Single Page Applications

  • Tag doesn't fire on route changes
  • Implement virtual pageview tracking
  • Trigger events on navigation
// Example for SPA
router.afterEach(() => {
  if (window.lintrk) {
    window.lintrk('track', { conversion_id: CONVERSION_ID });
  }
});

Privacy Settings

  • Users opted out of tracking
  • Respect consent, but note impact on data

Conversion Tracking Problems

Conversions Not Recording

Diagnostic Checklist

  1. Tag installed? Verify Insight Tag on conversion page
  2. Conversion created? Check Account Assets > Conversions
  3. Conversion ID correct? Verify ID in tracking code
  4. Attribution window? Check if conversions outside window
  5. Minimum spend? LinkedIn requires minimum ad spend for some conversions

Testing Conversions

Method 1: Manual Test

  1. Visit your site via LinkedIn ad
  2. Complete conversion action
  3. Check Campaign Manager within 24-48 hours
  4. Note: Real user required, can't simulate

Method 2: LinkedIn Tag Verification

  1. Install browser extension (if available)
  2. Visit conversion page
  3. Verify tag fires with correct conversion ID

Method 3: Network Inspection

// Look for conversion tracking request
// Network tab should show request to:
// px.ads.linkedin.com with conversion_id parameter

Conversion Discrepancies

Common Scenarios

LinkedIn Shows Fewer Conversions Than GA

Likely Causes:

  • Attribution window differences
  • LinkedIn requires user logged in to LinkedIn
  • Cookie blocking/privacy settings more prevalent
  • Cross-device attribution gaps

Expected: LinkedIn typically shows 20-40% fewer conversions than GA

LinkedIn Shows More Conversions

Possible Causes:

  • View-through conversions included
  • Different attribution model
  • Duplicate tracking (tag firing twice)

Solutions:

  • Align attribution windows
  • Understand model differences
  • Check for duplicate tag implementations

Conversion Value Not Passing

Issue

Conversions recorded but no value data

Solution

Ensure conversion value in tracking call:

// Correct implementation with value
window.lintrk('track', {
  conversion_id: YOUR_CONVERSION_ID,
  value: 99.99,
  currency: 'USD'
});

Dynamic Value Passing

// E-commerce example
const orderTotal = getOrderTotal(); // Your function
window.lintrk('track', {
  conversion_id: YOUR_CONVERSION_ID,
  value: orderTotal,
  currency: 'USD'
});

Audience Targeting Diagnostics

Matched Audience Size Too Small

Minimum Requirements

  • Matched Audience: 300+ matched members minimum
  • Retargeting: Based on Insight Tag data

Troubleshooting Steps

1. Check Match Rate

Navigate to Account Assets > Matched Audiences:

  • View total uploaded vs. matched
  • Typical match rate: 40-60%

2. Improve Match Rate

Better Data Quality:

  • Use business email addresses
  • Include company name
  • Add LinkedIn profile URLs
  • Provide work phone numbers

Correct Formatting:

email,first_name,last_name,company_name
john.smith@company.com,John,Smith,Acme Corp

3. Expand Audience Size

  • Combine multiple sources
  • Expand lookalike percentage
  • Extend retargeting window
  • Broaden upload criteria

Website Retargeting Not Working

Diagnostic Steps

1. Verify Tag Active

  • Check Insight Tag health
  • Confirm tag on all relevant pages
  • Review detected domains

2. Check Audience Configuration

  • Minimum 300 members required
  • Review URL matching rules
  • Verify timeframe (last 30/90/180 days)

3. Validate URL Rules

Exact Match:

https://example.com/products/demo

Only matches this exact URL

Contains:

/products/

Matches any URL containing this string

Starts With:

https://example.com/products/

Matches all product pages

Common Issues

Dynamic URLs

  • Problem: Query parameters prevent matching
  • Solution: Use "contains" rule with base path

Redirects

  • Problem: Tag on final page but not redirect page
  • Solution: Ensure tag on all pages in chain

Cross-Domain

  • Problem: Users start on one domain, convert on another
  • Solution: Install tag on all domains, use proper URL rules

Lookalike Audience Targeting Too Broad

Issue

Lookalike audiences not performing well

Optimization Steps

1. Refine Seed Audience

  • Use high-value customers only
  • Minimum 1,000 seed members
  • Recent customers perform better

2. Adjust Expansion

  • Start with 5-10% lookalike
  • Test incrementally (10%, 20%, etc.)
  • Monitor performance by expansion level

3. Add Layered Targeting

  • Combine lookalike with job titles
  • Add industry filters
  • Layer company size criteria

Campaign Delivery Issues

Campaigns Not Spending

Common Causes

1. Audience Too Small

  • Threshold: Minimum audience size requirements
  • Solution: Expand targeting or use broader audiences

2. Bid Too Low

  • Indicator: "Low bid" warning in Campaign Manager
  • Solution: Increase bid 15-20% and monitor

3. Budget Depleted

  • Check: Campaign and account budgets
  • Solution: Increase budget or adjust pacing

4. Ad Rejected

  • Check: Review ad status
  • Solution: Address policy violations, resubmit

5. Scheduling

  • Check: Campaign schedule and ad scheduling
  • Solution: Verify current time within active hours

Diagnostic Dashboard

Campaign Manager shows delivery indicators:

  • Delivering: Green checkmark
  • Low bid: Yellow warning
  • Not delivering: Red X with reason

Low Impression Share

Definition

Percentage of available impressions your ads received

Improvement Strategies

Increase Bids

  • Raise to suggested bid range
  • Monitor efficiency (don't overbid)

Expand Targeting

  • Broaden job titles
  • Add related industries
  • Increase geographic reach

Increase Budget

  • Remove daily budget cap bottlenecks
  • Allow system to spend optimally

Improve Relevance Score

Ad Rejection & Policy Issues

Common Rejection Reasons

1. Prohibited Content

  • Adult content
  • Illegal products/services
  • Misleading claims
  • Unsubstantiated results

2. Targeting Policy Violations

  • Discriminatory targeting
  • Sensitive targeting categories
  • Privacy violations

3. Landing Page Issues

  • Non-functional page
  • Excessive pop-ups
  • Misleading destination
  • Malware detected

4. Image/Creative Issues

  • Low-quality images
  • Excessive text in image
  • Before/after without disclaimer
  • Inappropriate content

Resolution Process

  1. Review Rejection Reason

    • Check email notification
    • View reason in Campaign Manager

  2. Make Corrections

    • Address specific policy violation
    • Update creative or landing page
    • Adjust targeting if needed

  3. Resubmit

    • Save updated ad
    • System automatically re-reviews
    • Usually resolved within 24 hours

  4. Appeal if Necessary

    • Use appeal process in Campaign Manager
    • Provide context/explanation
    • LinkedIn support reviews

Reporting & Data Discrepancies

Metrics Not Matching Expectations

Clicks vs. Landing Page Sessions

Expected: LinkedIn clicks typically 10-20% higher than GA sessions

Reasons:

  • Click counted, but page doesn't fully load
  • Users click, then immediately bounce
  • Bot traffic filtered by GA but counted by LinkedIn
  • JavaScript errors preventing GA from firing

Solution: Normal variance; focus on trends, not exact matching

Conversion Attribution Differences

Factor LinkedIn Google Analytics
Attribution Window 30 days default 90 days default (adjustable)
Attribution Model Last-click Configurable
View-Through Included Not by default
Cross-Device Limited Better with User ID

Solution: Understand platform differences; use each platform's data for that platform's optimization

Missing Campaign Data

Symptoms

  • Campaigns show in Manager but not reporting
  • Gaps in historical data
  • Metrics showing zero

Troubleshooting

1. Date Range

  • Verify selected dates include campaign flight
  • Check timezone settings

2. Filters Applied

  • Review active filters
  • Clear all and reapply

3. Campaign Status

  • Archived campaigns may not appear
  • Include archived in view settings

4. Permissions

  • Verify account access level
  • Some metrics require admin access

Debugging Tools

Browser Developer Tools

Console Commands

// Check Insight Tag
console.log('LinkedIn Partner IDs:', window._linkedin_data_partner_ids);

// Check if lintrk function available
console.log('lintrk available:', typeof window.lintrk);

// Manually fire conversion
window.lintrk('track', { conversion_id: 12345 });

Network Monitoring

Filter for LinkedIn requests:

  • snap.licdn.com - Tag loading
  • px.ads.linkedin.com - Conversion tracking
  • linkedin.com/li/track - Event tracking

LinkedIn Campaign Manager Tools

Tag Verification

  • Account Assets > Insight Tag
  • View tag health
  • Check active domains
  • See recent activity

Conversion Tracking Status

  • Account Assets > Conversions
  • View conversion health
  • See recent conversions
  • Check tracking errors

Audience Insights

  • Matched Audiences > specific audience
  • View match rate
  • Check audience size
  • Review population date

Third-Party Tools

LinkedIn Tag Debugger (if available)

  • Browser extension
  • Real-time tag verification
  • Event tracking confirmation

UTM Parameter Generators

  • Ensure consistent URL structure
  • Track campaign attribution
  • Organize reporting

Tag Inspection Tools

  • Ghostery
  • Tag Inspector
  • ObservePoint

Getting Help

Self-Service Resources

LinkedIn Help Center

  • Comprehensive documentation
  • Video tutorials
  • Policy guidelines
  • Best practices

Campaign Manager In-Product Help

  • Contextual tooltips
  • Error message explanations
  • Suggested actions

LinkedIn Support

Chat Support

  • Available in Campaign Manager
  • Business hours coverage
  • General troubleshooting

Email Support

  • For complex issues
  • Include account details, screenshots
  • Response within 1-2 business days

Phone Support

  • For managed account clients
  • Dedicated account manager
  • Proactive optimization support

Community Resources

LinkedIn Marketing Solutions Community

  • Peer support
  • Share experiences
  • Platform updates

Developer Community (for API)

  • Technical documentation
  • Code samples
  • Integration support

Best Practices for Prevention

Implementation

  1. Test Before Launch

    • Verify tag on staging environment
    • Confirm conversion tracking fires
    • Check all integrations

  2. Use Tag Management

    • Deploy via GTM for flexibility
    • Version control tags
    • Centralized management

  3. Document Configuration

    • Record Partner IDs
    • Note conversion IDs
    • Maintain audience definitions

Monitoring

  1. Regular Tag Audits

    • Monthly verification
    • Check after site updates
    • Monitor tag health dashboard

  2. Performance Baselines

    • Track normal conversion rates
    • Monitor match rates
    • Alert on significant changes

  3. Reporting Checks

    • Daily delivery verification
    • Weekly performance review
    • Monthly cross-platform reconciliation

Maintenance

  1. Stay Informed

    • Subscribe to LinkedIn updates
    • Review feature releases
    • Attend webinars

  2. Update Documentation

    • Reflect implementation changes
    • Document custom solutions
    • Share team knowledge

  3. Proactive Optimization

    • Address issues early
    • Test incrementally
    • Iterate based on data

Conclusion

Troubleshooting LinkedIn Ads requires systematic diagnosis, understanding platform mechanics, and leveraging available tools. Most issues fall into predictable categories with established solutions. By implementing proper monitoring, maintaining documentation, and following best practices, you can minimize problems and resolve issues quickly when they arise.

Remember that LinkedIn support and community resources are available when self-service troubleshooting doesn't resolve issues. The platform continues to evolve, so staying informed about updates and changes helps prevent problems before they impact campaigns.

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