[Now Live] LinkedIn Ad Conversion Events

[AparnaPrasad]

What is it?

Ad conversion events are now available for LinkedIn. You will now be able to sync lifecycle stage changes, (as you are able to today for Google and Facebook), for LinkedIn as well.

Why does it matter?

Sending your first-party data back to ad networks is critical for ensuring your ad spend is properly optimized. Now you will be able to send data back to LinkedIn every time a contact changes lifecycle stages along with a deal value or custom value so LinkedIn can apply that to its optimizations.

For example, say you ran Campaign A with LinkedIn and got 10 clicks which turned into 5 contacts. 3 of those contacts turned into SQLs with associated deals of $1,000 each. If you set up an SQL event for LinkedIn from HubSpot, you'll be able to let LinkedIn know 3 that of the clicks they sent you on Campaign A turned into SQLs each worth $1,000 each. LinkedIn in turn will use that information to further optimize your campaigns.

Beginning in August, when this product goes fully live within LinkedIn, you will also have the ability to attribute these events to specific campaigns within the LinkedIn Campaign Manager UI to see reporting within LinkedIn.

How does it work?

The prerequisite for using LinkedIn Ad Conversion Events is to have a connected LinkedIn Ads account in HubSpot.

Navigate to the Ads tool in HubSpot and press the Create Event button in the top right-hand corner. Select LinkedIn as the ad network and select your ad account. You can then decide which lifecycle stage trigger to send in (Subscriber, Lead, MQL, SQL, Opportunity, Customer, Evangelist or Other) and what LinkedIn lifecycle stage that should be mapped to. Each standard HubSpot lifecycle stage has a suggested LinkedIn lifecycle stage to use.

Next, you will set a value. This value can be based on the HubSpot deal value or a custom value defined by you. Any data that is sent to LinkedIn needs to have end-user consent, so you will need to select which contact property you are storing your consent on and which property value indicates “yes” for consent.

Finally, give your event a name and press Create event.

Who Gets It?

This feature is available for Marketing Hub Professional and Enterprise customers. Enterprise users can sync up to 100 events and Professional users can sync up to 50 events. If you wish to sync additional events, you can purchase additional Ads Limit Increases which give an additional 50 events each.

If you have any questions about the details of this change, please leave them in the comments below!