Signal quality for Conversions API

Last updated: 1 month ago

When Conversions API events are streamed to LinkedIn, we evaluate the signal quality, which is the effectiveness of matching the event to a LinkedIn profile. Signal quality is important to consider, 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.

Ways to improve signal quality

  1. Use user IDs whenever possible to help increase the match rates. You can find a list of our up-to-date IDs in our Conversions API documentation. The LinkedIn Conversions API supports the following IDs:  

    • SHA256_EMAIL 
    • LINKEDIN_FIRST_PARTY_ADS_TRACKING_UUID 
    • ACXIOM_ID 
    • firstName 
    • lastName 
    • companyName 
    • title 
    • countryCode 
    • LeadGenFormResponseUrn - Generated when users submit a LinkedIn Lead Gen Form and advertisers can download it.
    • ExternalIds - A custom matching identifier. You can use the ExternalIds parameter as a way to leverage unique or proprietary user identifiers for improved signal quality and identity resolution. We can support multiple types of external identifiers, including user IDs and external cookie IDs. Keep in mind, once your ExternalId is successfully matched in an ad account, it can be used in other ad accounts that are owned by the same Business Manager. Learn more about how to implement ExternalIds in our custom matching identifiers developer documentation.

  2. Enable enhanced Conversion Tracking and send LINKEDIN_FIRST_PARTY_ADS_TRACKING_UUID.  

    • LINKEDIN_FIRST_PARTY _ADS_TRACKING_UUID, also known as li_fat_id, is LinkedIn’s first-party cookie click ID.  
    • When enhanced conversion tracking is enabled, LinkedIn automatically adds a click ID to the end of landing page URLs, which allows using first-party cookie tracking.

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