How to fire loadComplete after new row is added in jqgrid?

I would suggest you to remove the current code from loadComplete to custom formatter. Using of custom formatters, cellattr or rowattr in combination with gridview: true is the most effective way to fill the grid. See the answer for more details.

You can change the definition of 'cfgName' column to the following:

{name: 'cfgName', width: 80, classes: "myLink",
    formatter: function (cellValue, options, rowObject) {
        var converted = rowObject.converted === undefined ?
                $(rowObject).find(">converted").text(): rowObject.converted,
            updateDate = rowObject.updateDate === undefined ?
                $(rowObject).find(">updateDate").text(): rowObject.updateDate;
        return (isAlertedDate(updateDate) ? iconAlert: "") +
            (converted === "yes" ? convertIcon : "") +
            "<span>" + cellValue + "</span>";
    },
    cellattr: function () {
        return " title=\"Click here to go to ViewAllPage\"";
    }}

You can use use your current diffOf2Dates function inside of the implementation of isAlertedDate. Moreover I suggest don't use links (<a>) at all to make the code more easy. Instead of that I use classes: "myLink" and I defined the following CSS

.myLink { text-decoration: underline; cursor: pointer; }

The resulting grid will look exactly as before:

To execute some JavaScript code on click on the link (and even on click in the cell with the link) one can use beforeSelectRow or onCellSelect callback. For example

beforeSelectRow: function (rowid, e) {
    var iCol = $.jgrid.getCellIndex($(e.target).closest("td")[0]);
    if (this.p.colModel[iCol].name === 'cfgName') {
        //alert("GO!!!");
        goToViewAllPage(rowid);
        return false;
    }
}

You can see what I mean on the demo.