Adobe Analytics

Page Views

Orders (Participation Model)

Tracking Code Instance

Tracking Code

AmanGupta21 · 8/19/25

Hello Community Members,

I am facing an issue in tracking Linkedin Campaign in Adobe Analytics. My set up is as below :-
a) We have 3 Linkedin Campaigns running on Linkedin site having campaign_id configured in it's destination URL's QSP. eg- https://www.example.com/us/en?campaign_id=test
b) I have mapped that QSP to evar0 in my Tealium iQ Adobe Analytics Tag configuration and that evar has 1 week expiration.
c) We have 1 Linkedin Insight Tag with no Conversion ID configured via Tealium iQ on the site which is firing on all CTAs.

Now the Marketing Team would like to see the Revenue generated via the Paid Linkedin Campaign in AA dashboard. Tracking code for that campaign is present in campaign_id QSP and getting stored in evar0 in Adobe calls. The value can be seen in reports. Now the issue is that we are not able to get the Revenue or any number for the events in different steps of form while checking with Tracking Code. Though when I tested it as a real time Scenario than I am able to see Revenue and other events getting attributed to Tracking Code but the actual users landing are not doing any clicks.

Note:- When users lands via Linkedin Campaign than initially they are guest user and they have to login to proceed further.

I checked the Bounce rate is quite high on the landing page. So I would like to seek help on what next I can check and why this Bounce Rate is so high ? Will Linkedin CAPI be a better option to track revenue from Paid campaigns running on Linkedin ?

Tagging top members for faster response @igupta @MandyGeorge

AmanGupta21 · 8/19/25

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.

DanIMS1 · 8/20/25

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

AmanGupta21 · 8/20/25

Thanks for the response ! I already checked the Visitor ID thing. It is same pre and post authentication. I even validated myself by performing a purchase on production. I can see the Revenue getting attributed to Tracking Code but when it comes to the real time users than we are seeing a lot of Bounce Rate and users are not clicking on Links. Any other thought ?

EurosIMS · 8/20/25

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.

AmanGupta21 · 8/20/25

Thanks @EurosIMS ! I checked that the value for evar0 is not getting overwritten. Post Authentication the QSP will vanish and value of evar0 should persist (as it has expiration of 1 week) though it won't be available in beacon till purchase page but due to persistance it should attribute to Revenue. Right ?

Also, tried the attribution modal approach but again no luck.

EurosIMS · 8/20/25

Apologies, I'm not sure what you mean by 'it won't be available in beacon till purchase page'. Are you not firing v0 in the page view until the Purchase page? And is Revenue not fired in the same page view?

What should be happening:

They arrive on site as https://www.example.com/us/en?campaign_id=test landing page & v0=test
They login, where the Visitor ID is not changed
v0 is not re-set or given another value at any point
They place an Order with a Product String & Revenue present

Is that correct?

If you use any other attribution model eg. Linear or Participation, does revenue begin to be attributed?

In your repsonse to Dan, you said you performed the end to end test by clicking a campaign, saw the query string, logged in, purchased, & then a day or so later ran the reports & saw this attributed as expected, is that right? If that's the case then the other option would be that no actual users have clicked & converted, as if the flow is as I've described above then there's no real reason for actual users to not be tracked.

Are any of the other settings for v0 different than normal? There's no Processing Rules in place that could alter, remove, or overwrite it based on user behaviour?

AmanGupta21 · 8/20/25

Hello @EurosIMS ,

Please find the response to your different questions :-

a) Are you not firing v0 in the page view until the Purchase page? And is Revenue not fired in the same page view? - Yes, v0 won't be present till purchase page view call.

b) Is that correct ? - Yes, exactly this is what is happening. But I am not seeing that users are not even logging in. They landed on page clicked here and there and then left. I checked it via Flow visualization.

c) If you use any other attribution model eg. Linear or Participation, does revenue begin to be attributed? - No

d) In your repsonse to Dan, you said you performed the end to end test by clicking a campaign, saw the query string, logged in, purchased, & then a day or so later ran the reports & saw this attributed as expected, is that right? - Yes, absolutely correct. The Revenue was getting attributed to Tracking code.

I also thinks the same that users are not really converting because it's a logistics website to get quotes and book shipments. May be users don't have details when they arrive via Linkedin. Do you think that for a logistics client Linkedin is a viable option to promote shipment bookings ?

e) Are any of the other settings for v0 different than normal? There's no Processing Rules in place that could alter, remove, or overwrite it based on user behaviour? - No, there is no rule to overwrite.

Jennifer_Dungan · 8/21/25

Hi @AmanGupta21

@AmanGupta21 wrote:

Hello @EurosIMS ,

Please find the response to your different questions :-

a) Are you not firing v0 in the page view until the Purchase page? And is Revenue not fired in the same page view? - Yes, v0 won't be present till purchase page view call.

This is odd and may be part of the cause of some of your imbalances, because this is not how v0 is supposed to work... v0 should be tracked on the entry page where the campaign code exists, and that value supposed to be retained on every hit for the next week (until expiry or a new value is set). If you have some non-standard method of storing the information and only passing the value to Adobe on the purchase then this will be extremely hard to debug or help support what is happening.

This is how v0 (Tracking Code / s.campaign) is supposed to work:

Visit 1

Page 1 (?campaign_id=x)
- v0 (Tracking Code) explicitly set to "x"
- Tracking Code Instance is triggered
Page 2
- v0 (Tracking Code) retains value "x" (you will not see this in the front end, it is only available in Adobe)
- Tracking Code Instance is not triggered, since the value wasn't explicitly set
Page 3
- v0 (Tracking Code) retains value "x" (you will not see this in the front end, it is only available in Adobe)
- Tracking Code Instance is not triggered, since the value wasn't explicitly set
Purchase
- v0 (Tracking Code) retains value "x" (you will not see this in the front end, it is only available in Adobe)
- Tracking Code Instance is not triggered, since the value wasn't explicitly set

Visit 2 (2 days later)

Page 4 (no explicit campaign)
- v0 (Tracking Code) retains value "x" (you will not see this in the front end, it is only available in Adobe)
- Tracking Code Instance is not triggered, since the value wasn't explicitly set
Purchase
- v0 (Tracking Code) retains value "x" (you will not see this in the front end, it is only available in Adobe)
- Tracking Code Instance is not triggered, since the value wasn't explicitly set

Visit 3 (1 day later)

Page 5 (?campaign_id=y)
- v0 (Tracking Code) explicitly set to "y"
- Tracking Code Instance is triggered
Page 6
- v0 (Tracking Code) retains value "y" (you will not see this in the front end, it is only available in Adobe)
- Tracking Code Instance is not triggered, since the value wasn't explicitly set

Visit 4 (1 day later)

Page 6 (?campaign_id=z)
- v0 (Tracking Code) explicitly set to "z"
- Tracking Code Instance is triggered
Purchase
- v0 (Tracking Code) retains value "z" (you will not see this in the front end, it is only available in Adobe)
- Tracking Code Instance is not triggered, since the value wasn't explicitly set

Visit 5 (10 days later)

Page 7 (no campaign)
- v0 (Tracking Code) has no value, nothing to set, and the last value has expired
- Tracking Code Instance is not triggered

As in, all the pages and the order that were hit from the time the user enters the site with a campaign (including all the orders) until the time when the value is overwritten or it expires (this is also why only 4 of the 5 visits appears in the data, as there is no tracking code for visit 5)

This is a standard implementation... Just like LinkedIn pixels will track the campaign on the initial page view, write a cookie for the user, and then associate purchases based on that campaign....

but if you are somehow deferring campaign data until the Purchase, I have concerns that you are losing data between the user coming to the site from a campaign and when you are sending it on the purchase event....

AmanGupta21 · 8/21/25

Thanks @Jennifer_Dungan for explanation ! The configuration has been done in the same exact manner as your described. The evar0 is bein populated on Entry page. Than after subsequent hits the value won't be visible in evar0 nor it is getting overwritten. On Purchase page, we are not sending evar0 as it should persist if the user has made purchase within a week.

Can you please help me in explaining this again ? :-
"but if you are somehow deferring campaign data until the Purchase, I have concerns that you are losing data between the user coming to the site from a campaign and when you are sending it on the purchase event.... "

Should evar0 be sent on purchase page view ?

Jennifer_Dungan · 8/22/25

Ok, then your answer here doesn't match:

"a) Are you not firing v0 in the page view until the Purchase page? And is Revenue not fired in the same page view? - Yes, v0 won't be present till purchase page view call."

v0 is present on every hit from the moment the user enters the site. This made it sound like you were deferring the tracking until the purchase page, which sounded very odd... I am glad that is not the case... sounds like it was just a communication issue.

And no, you shouldn't see the v0 info on any call but the first (where the campaign is part of the URL).... when you see it in the call, that is the where the "instance" is triggered. This information is retained on the server and not in the browser... this is also key to checking your "entries" by campaign, vs the number of PVs driven by the campaign (assuming that is important to you... for us, it is, we like to see traffic from newsletter and full engagement from newsletters, and of course, subscriptions driven by newsletters)

At least we have established no strange handling of the tracking...

Jennifer_Dungan · 8/22/25

So again, this like others have said, leads me to believe that the difference between Adobe and LinkedIn on these campaigns is due to LinkedIn being greedy and not seeing other campaign interactions on your site....

Let's look at an example:

Visit 1

Page 1 (campaign "LinkedIn")
- Tracking Code set to "LinkedIn"
- Tracking Code Instance triggered
- (LinkedIn Cookie to campaign "LinkedIn" set for the user)
Page 2
- Tracking Code retains value "LinkedIn"
- Tracking Code Instance not triggered
Page 3
- Tracking Code retains value "LinkedIn"
- Tracking Code Instance not triggered

Visit 2

Page 4 (campaign "MarketingEmail")
- Tracking Code set to "MarketingEmail"
- Tracking Code Instance triggered
Page 5
- Tracking Code retains value "MarketingEmail"
- Tracking Code Instance not triggered
Order
- Tracking Code retains value "MarketingEmail"
- Tracking Code Instance not triggered
- LinkedIn tracks the conversion against the "LinkedIn" campaign cookie (as this is within the LinkedIn retention period)

As I mentioned in my very first post, the LinkedIn cookies / conversions don't know what else is happening on your site... they can only see their own campaigns... and they will hold onto this for whatever their retention is set to (I believe the default is 30 days).

So if any user clicks on a LinkedIn campaign, and makes a conversion any time in that retention period, even if it came from a Google AdWords campaign, your own Marketing Campaigns, or even an internal promotion banner on your site... LinkedIn will still track the value of the conversion as though they are the source of the conversion...

Adobe will tell you your conversion came from MarketingEmail as this was your last touch... however, if you look at a Participation Model, you should see the LinkedIn campaign as well, as that campaign was part of the user's journey to conversion.

Jennifer_Dungan · 8/20/25

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...

AmanGupta21 · 8/20/25

Thanks a lot @Jennifer_Dungan !

I checked for the possibility of Tracking Code overwriting as well but that's not the case. After landing from linkedin campaign they are just clicking 2-3 CTAs and then exiting. I checked the Link names which they are clicking post landing. They are not even filling up the 1st step of form.

Jennifer_Dungan · 8/22/25

I get that the value isn't changing in the same visit... but over the course of 30 days (or whatever retention period you have set in LinkedIn).

LinkedIn cannot see anything else that is happening on your site... if someone clicks on a LinkedIn campaign, then converts in the next 30 days for any reason, LinkedIn will track that as a conversion for their campaign...

AmanGupta21 · 8/25/25

Thanks a lot @Jennifer_Dungan ! I have created a segment with below configuration for returning visitors who initially came via linkedin. Can you tell if this is correct ?

igupta · 8/20/25

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

AmanGupta21 · 8/20/25

Thanks @igupta for the reply !

a) How is revenue being sent to LinkedIn tag? - I haven't mapped it in tealium. Seems like it is automatically getting captured.
b)

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? - Tried this as well.

It seems like the users are not actually converting. Will observe the report for some more days.

igupta · 8/21/25

Great. Can you confirm you can see revenue for other campaign codes? So you would know there isn't an issue with how the variable is configured within Analytics?