I've launched LinkedIn Ads and created a HubSpot form to capture leads. I've used the HubSpot naming convention for tracking as stated in this link (utm_source=LinkedIn, utm_medium=paid) : https://knowledge.hubspot.com/reports/understand-hubspots-traffic-sources-in-the-traffic-analytics-t... and got some conversions within my LinkedIn Campaign. Though I'm not able to see these leads being categorised as Paid Social when I look at the HubSpot Form reporting by source.
@LSchwalberg ah, yep, that is the issue! When you go from the LinkedIn Ad to the Landing Page, the UTM's from the ad will be in the URL. But, when you click the CTA, which redirects to the Form, those UTMs are not carried over. So when the Form is submitted, as far as HubSpot is concerned, it comes directly from the Landing Page and counts as direct traffic.
You won't necessarily need to use LinkedIn Lead Gen forms, but you'll want to have the HubSpot Form embedded directly on the Landing Page itself. Instead of LinkedIn Ad --> Landing Page w/ CTA --> Form, your conversion path will just be LinkedIn Ad --> Landing Page w/ Form.
@LSchwalberg, have you considered using LinkedIn Lead Gen forms, which then can be synced directly to HubSpot? This method is straightforward and usually has better tracking since the conversion is happening on LinkedIn and then passed into HubSpot. That method is always attributed as Paid Social.
If you still want to go the route of using a HubSpot Form, you'll need to make sure that the click on the LinkedIn ad goes directly to the Form. For example, if your LinkedIn ad directs to your homepage, and then you click a link to the Form, HubSpot will likely categorize it as direct traffic or referrals.
You should review the URL before submitting the Form, after clicking in from the LinkedIn ad, and see what parameters are being shown there. If the parameters are present in the URL before submitting the Form, then the Contact should be attributed to Paid Social. If not, then you need to review your conversion path and see where the UTMs are being stripped from that URL in the process.
Feel free to post screenshots in this thread so we can review them!
@LSchwalberg ah, yep, that is the issue! When you go from the LinkedIn Ad to the Landing Page, the UTM's from the ad will be in the URL. But, when you click the CTA, which redirects to the Form, those UTMs are not carried over. So when the Form is submitted, as far as HubSpot is concerned, it comes directly from the Landing Page and counts as direct traffic.
You won't necessarily need to use LinkedIn Lead Gen forms, but you'll want to have the HubSpot Form embedded directly on the Landing Page itself. Instead of LinkedIn Ad --> Landing Page w/ CTA --> Form, your conversion path will just be LinkedIn Ad --> Landing Page w/ Form.