While you advertise on LinkedIn and use Keap for lead management, identifying which ad generated each lead is not something you can do.
After a lead transitions into a paid customer, you lose the ability to link this customer to any particular LinkedIn ad.
The tracking gap makes it tough to oversee your LinkedIn ads effectively, leading you to allocate budget across multiple ads without a clear idea of which ones generate leads and revenue.
Optimally, a user-friendly tool should be able to connect each lead to the specific LinkedIn campaign group, campaign, advertisement, and target audience responsible for its generation.
Let's dive into it!
How to capture LinkedIn ads in Keap
Step 1: Add Leadsources in the head tag of your website
Leadsources is an effective tool for tracking lead sources. When deployed on your website, it records up to 7 lead source metrics for each lead acquired.
Create an account on Leadsources.io - it's free.
Insert the Leadsources tracking code into the head tag of your website by following this guide.
Step 2: Add the UTM parameters to your LinkedIn ads campaigns
Specify the UTM parameters you wish to track in your LinkedIn advertising campaign.
You may monitor the campaign, advertisement, and audience effectively by utilizing the following UTM parameters:
- UTM_source=linkedin
- UTM_campaign=campaign-name
- UTM_term=audience-name
- UTM_content=ad-name
Regardless of UTM parameter usage, Leadsources gathers all relevant lead source information—including channel, landing page, and landing page subfolder—for thorough tracking of each lead.
Step 3: Add the hidden fields in your form
Insert the hidden fields within your form—Leadsources will leverage them to retain lead source data for every submitted form.
Upon completion of your form by a new lead, Leadsources will automatically populate the hidden fields with LinkedIn ads details.
For in-depth instructions on including hidden fields, please refer to our guide.
Step 4: Capture the LinkedIn ads data in Keap
When users interact with your advertisements and arrive at your website, Leadsources captures data from LinkedIn ads, including details about the campaign, target audience, and specific advertisement.
The hidden fields of your form are automatically populated with LinkedIn ads data by Leadsources.
By connecting your form to Keap, you can automatically dispatch LinkedIn ads data and your leads upon form submission.
How does Leadsources work?
Once set up on your site, Leadsources automatically tracks LinkedIn ads data whenever a visitor accesses your website.
LinkedIn ads data is stored in the hidden fields of your form and is dispatched to Keap alongside the lead information (name, email, etc.) upon submission.
Leadsources records the following data points for each visitor:
- Channel
- Source
- Campaign
- Content
- Term
- Landing page
- Landing page subfolder
Leadsources can track lead source data through the referrer, even if UTM parameters are not present.
Occasionally, using UTM parameters is not an option, particularly when traffic comes from organic channels:
- Google Search
- Instagram bio link
- Social media posts
- Etc.
In such cases, most lead source tracking tools cannot identify the source of leads since they rely exclusively on UTM parameters for data collection. Nevertheless, Leadsources can still gather some lead source information even when UTM parameters cannot be utilized:
- Channel
- Source
- Landing page
- Landing page subfolder
Therefore, unlike various other tools, Leadsources ensures complete lead data tracking across every channel:
- Organic Search
- Paid Search
- Organic Social
- Paid Social
- Referral
- Affiliate
- Display Advertising
- Direct Traffic
Also, Leadsources categorizes your traffic by channel on its own, which results in a clean dataset.
To sum up, Leadsources is an intuitive and reliable tool that captures detailed lead source data from every channel in a single, dedicated location.
Performance reports: Lead, sales, and revenue by source
By capturing LinkedIn ads data in Keap, you have the ability to generate several performance reports, such as:
- Leads, sales, and revenue by channel
- Leads, sales, and revenue by campaign
- Leads, sales, and revenue by ad
- Leads, sales, and revenue by audience
- Leads, sales, and revenue by landing page
- Leads, sales, and revenue by landing page subfolder
As a consequence, you can align your LinkedIn budget with the channel, campaign, ad, and audience that produce your leads, sales, and revenue.
We should review the different types of reports that can be generated.
1. Lead source reports
These reports reveal the amount of leads generated through:
- Channel
- Campaign
- Ad
- Audience
- Landing page
- Landing page subfolder
Example #1:
Initiate the process by identifying the channel that yields the most leads with the “Leads by Channel” report.
Example #2:
By finding the most effective channel, like LinkedIn, you can prioritize your analysis of leads from individual LinkedIn campaigns.
Example #3:
Once you've identified the LinkedIn campaign that creates the most leads, you can check which specific audience or ad is generating them.
2. Sales and revenue source reports
Even though knowing which LinkedIn ads generate the most leads is useful, we should evaluate whether they contribute to our revenue.
Associate your leads with a CRM, such as Keap, to filter those that converted into paid customers, allowing you to observe sales and revenue from multiple channels, sources, landing pages, and more.
This enables you to adapt your marketing strategy to focus on the channels, sources, campaigns, audiences, and ads that generate income.
To illustrate this point, let us consider the following example:
| Channels | Search Paid | Social Paid |
| Leads | 50 | 75 |
| Sales | 5 | 6 |
| Average order value | $150 | $100 |
| Revenue | $750 | $600 |
After the rollout of ads on Google and LinkedIn, the first “Leads by Channel” report highlighted that LinkedIn’s Social Paid ads generated a greater number of leads compared to Search Paid ads.
However, after reviewing your sales and revenue data exported from your CRM, you discovered that the Search Paid channel achieved higher revenue with fewer leads than the Social Paid channel, which led you to increase its budget.
Additionally, it is possible to create several other sales and revenue reports:
- Sales and revenue by source
- Sales and revenue by campaign
- Sales and revenue by content (aka. ad)
- Sales and revenue by term (aka. audience)
- Sales and revenue by landing page
- Sales and revenue by landing page subfolder
