Issue with tracking Linkedin Campaign in AA

Forgot to mention that the agency who set up the Linkedin Account are claiming that they are getting the numbers for Revenue and other success events in Linkedin Reporting but not in Adobe Analytics Dashboard.

Hi @amangupta21 

If you campaign eVar is set up correctly and has a 1 week expiry and revenue isn't being tied to it, this typically means one of the following:

• The eVar is being over written, by a new value later on in the session.
• Users ID isn't persisting, resulting in a new session,
  • Do you change the user ID when a user logs in? This would result in a new session and the tracking code wouldn't persist as it's set for a different user ID and could look like bounces on the landing page.
  • Some site's have a different domain when a user logs in, do you have cross-domain tracking in place if this is the same with your site. This would cause a new session and users ID and could look like bounces on the landing page. 

The bounce rate being high can be a result of a few factors:

• Users not finding the landing page relevant after clicking on the link
• User ID changing after a user action like login

I would go through he process and check if the campaign ID is over written and check that the visitor ID isn't changed on login. 

Hope this helps,

Dan

Hi @amangupta21,

I agree with @danims1. most likely issue is that the Tracking Code is being overwritten later on in the session. One way which you may be able to get around this is to alter the Attribution for the Revenue/Orders metric:

That should allow Revenue/Orders to be attributed to be first value seen for the visit, which in this case should be the Landing Page Tracking Code. That should work the same for any event you need checking I believe. 

So, here is the thing about LinkedIn conversions (and FB, Reddit, AdWords, etc conversions) is that these are "greedy"...

First off, unless you customized the attribution on those pixels, they use a 30 day attribution window... which is a longer look back then the 1 week tracking code (we actually changed all our pixels to match 1 week, as we felt that 30 days was too wide of a period, at least for our business model)

Next, these pixel trackers have absolutely no clue what else is happening on your site... they can't see other how other third party conversions are driving traffic, they can't see how your own internal campaigns are driving behaviours... 

In short, if any user clicks on your LinkedIn campaign, and then converts in 30 days, LinkedIn will count that as a conversion attributed to them...

In reality, however, many users who click on a LinkedIn, or FB, or AdWord campaign don't end up converting directly, but end up coming back to the site from other campaigns (other pixels, or your own Marketing efforts, etc)

Adobe, by default, looks at the Last Touched campaign that drove the conversions... this is the strongest driving factor... but that doesn't mean that you want to ignore the other campaigns that contributed to your conversion.

As the others have mentioned, it is likely that your Tracking Code was overwritten with other campaigns.

@eurosims said that you could look at "first touch"... (however, this may still cut out LinkedIn campaigns if they weren't the first used in the time frame). I would also suggest looking at "Participation" - this will show you all the campaigns in the specified time frame that contributed to the conversion (weighing all campaigns equally)...  Or you may want to look at other models (Linear will split the attribution, Time Decay will calculate out the weight based on how long ago the campaign was used, etc).  Likely you will see your LinkedIn campaign in these other models that look at the cross attribution.

So, to your question "Will Linkedin CAPI be a better option to track revenue from Paid campaigns running on Linkedin"...

In my opinion, no.... I think this will give an over-inflated sense of how much your LinkedIn campaigns are driving, since they do not take anything else into consideration... and using those numbers could lead to increased investment into this channel, that may not be the best place to put your marketing dollars...

Hi @amangupta21 ,

Thanks for tagging. I have seen this issue before with one of my own set up but the reason was users were simply not converting through the campaign code. I would have suggested simulation but you have already done that and have validated the results. How is revenue being sent to LinkedIn tag? Is that a configuration done in Tealium as well or does it record it automatically?

One thing you can try to do is create a segment with tracking code set conversion event as parameters. You can first try with Visit or visitor based and if you get some results, you can use sequential and observe the results. If you are getting some numbers here, then you can start looking at campaign configuration?

Best,

Isha