Why Your LinkedIn Conversions API Shows Lower Numbers Than Expected
If you've set up LinkedIn's Conversions API and noticed suspiciously low numbers in your campaign manager, you're not alone. Here's a real-world investigation into why one company saw 130 contacts but only 30 showing in LinkedIn - and what you can do about it.
The Mystery of the Missing Conversions
When reviewing their LinkedIn Campaign Manager, the marketing team noticed a significant discrepancy: While their CRM showed over 130 contacts and numerous leads, LinkedIn only displayed about 30 conversions. This gap needed investigating, especially since accurate conversion tracking is crucial for campaign optimization.
Investigation Step 1: The 90-Day Time Window
The first clue came from error notifications in Zapier. Many failed conversion attempts showed the message "conversion time should be within 90 days." This revealed our first insight: LinkedIn's Conversions API has a strict 90-day lookback window. Any conversions older than 90 days won't be counted, regardless of when you try to send them.
Key Takeaway: When auditing your conversion numbers, first check how many of your CRM entries fall within LinkedIn's 90-day window.
Investigation Step 2: The Throttling Effect
Digging deeper into Zapier's task history revealed another factor: throttled tasks. When too many conversion events try to process simultaneously (like during a bulk update), Zapier automatically throttles them to prevent overload. These throttled tasks may not successfully reach LinkedIn.
Key Takeaway: Avoid bulk updates when possible. If necessary, expect some delay in conversion reporting due to throttling.
Investigation Step 3: The Configuration Revelation
The biggest breakthrough came from examining the Conversions API setup. A critical mistake was found: The API was configured to pull directly from the CRM instead of using Zapier as the data source. This seemingly small detail has major implications for tracking accuracy.
To fix this:
- Create a new conversion in LinkedIn Campaign Manager
- Select "Zapier" (not your CRM) as the data source
- Update your Zapier workflows to use the new conversion
- Maintain separate tracking for leads vs contacts
Best Practices for Accurate Tracking
Based on this investigation, here are key recommendations:
- Use separate conversion tracking for different stages (leads vs contacts)
- Always select Zapier as your data source in LinkedIn's configuration
- Ensure your conversion events include required fields (especially email)
- Monitor your Zapier task history for throttling or errors
- Remember the 90-day limitation when analyzing historical data
Looking Forward
Setting up proper conversion tracking takes time, but the payoff in accurate campaign optimization is worth it. After implementing these fixes, give your tracking about a week to stabilize and show accurate numbers.
Remember: Lower than expected numbers don't always mean your tracking is broken - they might just need some detective work to understand why. Start with these common culprits and methodically work through your setup to ensure you're capturing all valid conversions.
Whether you're just setting up LinkedIn's Conversions API or troubleshooting existing tracking, understanding these potential pitfalls can save you hours of investigation and help ensure you're making decisions based on accurate data.
For marketing teams focused on proving ROI and optimizing campaigns, getting this right isn't just about accurate numbers - it's about having confidence in your marketing decisions.
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Struggling with LinkedIn's Conversions API setup or Zapier integration? Our team specializes in streamlining CRM, Zapier, and LinkedIn workflows to ensure accurate conversion tracking. Book a free consultation to optimize your process today!
