While you advertise on LinkedIn and funnel leads into Sage CRM, you currently lack the capability to trace which exact LinkedIn ad is responsible for generating each individual lead.
Once a lead is converted into a paying customer, it becomes difficult to trace that customer back to the specific LinkedIn ad responsible for generating the lead.
The inability to track effectively complicates LinkedIn ad management, leading to expenditure on multiple ads simultaneously without clear visibility into which are generating leads and revenue.
A highly effective tool would efficiently connect each lead to the corresponding LinkedIn campaign group, campaign, ad, and audience from which it originated.
Let's dive into it!
How to capture LinkedIn ads in Sage CRM
Step 1: Add Leadsources in the head tag of your website
Leadsources provides an easy solution for tracking the origin of your leads. Once integrated into your website, it captures up to 7 lead source details for every lead generated.
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
Include the UTM parameters you wish to track in your LinkedIn ad content.
For example, you can track the campaign, ad, and audience using these UTM parameters:
- UTM_source=linkedin
- UTM_campaign=campaign-name
- UTM_term=audience-name
- UTM_content=ad-name
Leadsources compiles all lead source data, such as channel, landing page, and subfolder, ensuring comprehensive tracking for every lead, even without UTM parameters.
Step 3: Add the hidden fields in your form
Add hidden fields to your form, allowing Leadsources to automatically track and store lead source data for each submission.
When a new lead submits your form, Leadsources automatically populates the hidden fields with data from LinkedIn ads.
For a comprehensive walkthrough on adding hidden fields, refer to our detailed guide.
Step 4: Capture the LinkedIn ads data in Sage CRM
When users click on your ads and visit your website, Leadsources gathers data from LinkedIn ads, including campaign, audience, and ad specifics.
Leadsources automatically populates the hidden fields in your form with data sourced from LinkedIn ads.
Connecting the form to Sage CRM facilitates the automatic transmission of LinkedIn ads data and your leads upon submission.
How does Leadsources work?
Once Leadsources is installed on your site, it collects LinkedIn ads data each time a visitor accesses your website.
The LinkedIn ads information is stored in the hidden fields of your form, and upon submission, it is transmitted to Sage CRM along with the lead details (name, email, etc.).
For each visitor, Leadsources aggregates the following information:
- Channel
- Source
- Campaign
- Content
- Term
- Landing page
- Landing page subfolder
Even without UTM parameters, Leadsources utilizes the referrer to track lead source data.
At times, utilizing UTM parameters may not be feasible, especially when traffic originates from organic channels:
- Google Search
- Instagram bio link
- Social media posts
- Etc.
In such instances, many lead source tracking tools encounter difficulties in capturing lead sources since they rely solely on UTM parameters for data collection. However, Leadsources can collect specific lead source information even in the absence of UTM parameters:
- Channel
- Source
- Landing page
- Landing page subfolder
Consequently, Leadsources offers extensive lead data tracking across all channels, setting it apart from many other available tools:
- Organic Search
- Paid Search
- Organic Social
- Paid Social
- Referral
- Affiliate
- Display Advertising
- Direct Traffic
Additionally, Leadsources automatically categorizes your traffic by channel, resulting in a clean and efficient dataset.
Ultimately, Leadsources is an efficient and user-friendly tool that consolidates comprehensive lead source data from all channels in a single location.
Performance reports: Lead, sales, and revenue by source
Tracking LinkedIn ads data within Sage CRM enables you to generate a variety of performance reports, including:
- 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 result, you can adjust your LinkedIn budget according to the channel, campaign, ad, and audience that contribute to your leads, sales, and revenue.
Let us examine the different categories of reports that you can generate.
1. Lead source reports
These reports provide insights into the volume of leads generated by:
- Channel
- Campaign
- Ad
- Audience
- Landing page
- Landing page subfolder
Example #1:
Begin by utilizing the “Leads by Channel” report to identify which channel generates the highest volume of leads.
Example #2:
By identifying the most effective channel, such as LinkedIn, you can focus on analyzing leads generated from each LinkedIn campaign.
Example #3:
After determining the LinkedIn campaign that yields the highest number of leads, you can investigate the specific audience or ad responsible for this success.
2. Sales and revenue source reports
While it is essential to understand which LinkedIn ads generate the most leads, we must also consider whether these ads contribute to our revenue.
Integrate your leads with a CRM like Sage CRM to identify those that have converted into paying customers, enabling you to track sales and revenue generated from various channels, sources, landing pages, and more.
This enables you to realign your marketing strategy to prioritize the channels, sources, campaigns, audiences, and ads that effectively drive revenue.
To illustrate this concept, let’s consider the example provided below:
| Channels | Search Paid | Social Paid |
| Leads | 50 | 75 |
| Sales | 5 | 6 |
| Average order value | $150 | $100 |
| Revenue | $750 | $600 |
Following the launch of ads on Google and LinkedIn, the initial “Leads by Channel” report revealed that Social Paid ads on LinkedIn produced a higher volume of leads compared to Search Paid ads.
However, upon analyzing your sales and revenue data from your CRM export, you found that the Search Paid channel generated more revenue with fewer leads than the Social Paid channel, indicating a need to increase the Search Paid budget.
Additionally, you can generate a variety of reports that specifically analyze sales and revenue:
- 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
