Google Analytics Audit Test #

32

Analytics conversions attributed to LinkedIn match LinkedIn platform conversions

Why It Matters:

Critical to understanding where your traffic is coming from and assigning appropriate credit.

Industries:

All

Checks For:

Accuracy

How accurate is your recent data?

Insight Category:

Attribution

Can you tell which marketing efforts are working?

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Background

A GA4 audit is essential for uncovering missing insights—key data points that organizations don't yet know and can act upon. A well-done audit evaluates both behavioral tracking and traffic attribution, ensuring each is accurate and useful. It also assesses whether the data collected truly supports business decisions and reporting.

Test Detail

This test compares conversions tracked in GA4 with conversions reported in LinkedIn Ads to ensure the two sources are in reasonable alignment.

Discrepancies between platforms are common, but large gaps can signal deeper issues such as:

  • Missing or broken UTM parameters
  • Users blocking GA4 tracking (especially on mobile/in-app browsers)
  • Conversions being attributed to different sessions or sources
  • LinkedIn’s view-through or modeled conversions not being captured in GA4

While perfect parity is not expected, the ratio should generally fall within an acceptable range (e.g., 80–90%), depending on audience and platform behavior

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How to Conduct This Test

Basic Tests

  • In LinkedIn Ads Manager, pull total conversions for a selected campaign or date range.
  • In GA4 > Reports > Acquisition > Traffic Acquisition, filter for:
    • Session source / medium = linkedin / paid_social
    • Metric: Conversions (or your key event)
  • Compare the total conversion count in GA4 to the count in LinkedIn.
  • In Explore or BigQuery, break conversions down by campaign, landing page, or device to find patterns in attribution loss.
  • If you’re seeing large differences between what LinkedIn reports and what GA4 sees, your attribution flow may be broken.

Automated, Free Audit

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Or hire a pro to reconcile and fix your tracking across platforms.

How To Fix

  • Ensure every LinkedIn ad link includes full UTM parameters:
    • utm_source=linkedin
    • utm_medium=paid_social
    • utm_campaign=your_campaign_name
  • Avoid redirects or tracking tools that may strip UTMs
  • Improve GA4 tag load speed and position to prevent loss from quick exits
  • Consider implementing LinkedIn Insight Tag alongside GA4 for a fuller attribution picture
  • If using LinkedIn’s Conversions API, ensure your backend is also passing conversion events correctly
  • Accept that LinkedIn may include view-through or modeled conversions that won’t appear in GA4
  • Hire a pro to get your LinkedIn attribution aligned and improve confidence in your paid performance reporting.

Tips from a Google Analytics Consultant

Focus on Insights

Every Google Analytics audit should result in a plan for more insights.

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An insight is:

  • something you don't know
  • and can act on to improve performance

The Goal

Identify and remove insight blockers. Don't get tempted to track things you can't act on!

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