LinkedIn Ads Tracking & Attribution with LeadMetrics

What the LinkedIn Ads integration does

LeadMetrics connects to your LinkedIn ad account and syncs campaigns, ad groups, ads, their status and daily metrics including spend. LeadMetrics then combines these costs with the leads, deals and payments coming in through your website, your CRM or your payment provider.

In B2B, LinkedIn clicks are expensive and the path to a closed deal is long. So what counts isn't the number of leads but what they turn into. In LeadMetrics you see cost per lead, cost per deal, revenue and ROAS per campaign and per ad – for example with deals from HubSpot or Close. In the dashboard you drill down from channel to campaign to ad group to the individual ad. In the ad analysis you compare up to four ads side by side.

Attribution via li_fat_id

When someone clicks your LinkedIn ad, LinkedIn appends the click ID li_fat_id to the URL. The LeadMetrics script captures it along with UTM parameters and the LeadMetrics ad parameters and stores it in the session. When that person submits a form later, LeadMetrics matches the lead to the session – via session ID, email address or phone number, up to 90 days back. For reporting you can use first-click or last-click attribution.

Leads from LinkedIn Lead Forms

Many B2B campaigns collect leads directly on LinkedIn, without a detour through your website. LeadMetrics imports leads from LinkedIn Lead Forms as a separate lead source. That lets you compare Lead Ads and website campaigns in one report.

Conversion API for LinkedIn

With the Conversion API, LeadMetrics sends events to LinkedIn server-side – including events that happen weeks later in your CRM.

• Events: lead, purchase, trial started, subscription created, canceled or paid, deal won or lost, and custom metrics.
• Mapping per project: you decide which LeadMetrics event maps to which LinkedIn conversion.
• Data: li_fat_id, value and currency, plus email, phone number and names – hashed with SHA-256 before sending.
• Deduplication: every event gets an event_id.
• Attributed data only: LeadMetrics sends attributed data to LinkedIn. The "all data" option is available for Meta and TikTok only.
• Log per lead: for every lead you see which events were sent to LinkedIn.

That way LinkedIn optimizes for contacts who actually become customers.

Analyze, monitor, share

Your synced LinkedIn data is available everywhere in LeadMetrics: in dashboard widgets like the ad table, top/flop ads or funnel analysis, in alerts with daily thresholds on ad metrics (shown in the app), and in the AI Marketing Copilot, which explains your campaigns based on live data. For clients or colleagues you create a share link to the dashboard or a PDF report that can be emailed automatically on a schedule.

How to set it up

1. Connect your ad account

   Connect your LinkedIn ad account to your project in LeadMetrics.

2. Install the tracking script

   Add the LeadMetrics tracking script to your website so visits, li_fat_ids and leads are captured.

3. Map your events

   Choose which LeadMetrics events are sent as which LinkedIn conversions via the Conversion API.

Learn more

• Conversion API in LeadMetrics
• Lead tracking & attribution
• Guide: ROAS in lead generation