First, ensure you have UTMs implemented on each ad creative and haven't missed them on any campaign. If all UTMs are correctly set up, here are three possible reasons:
- If a user clicks a LinkedIn Ad but then closes their browser or exits the page before the GA script executes then there will be clicks registered in LinkedIn but no sessions in GA. You should also make sure that your landing page does not take too long to load.
- Verify that you are not using Linkedin ads objectives that charge clicks other than ad clicks. For example "engagement" objective count clicks the likes and comments on the ads. Lead generation clicks charge clicks on your logo or company page.
- Most of the time it's spam bot clicks. Make sure don't have enable the "audience network" feature which could drive spam clicks from third parties website. Check also the countries from theses clicks are coming from, if you see a spike from a specific country it could be an indicator of spam bots.
#linkedinads #b2bmarketing #saas
This post was originally shared by Kamel Ben Yacoub on Linkedin.