Subject to members' preferences, the qualified leads optimization goal helps to provide you with high-quality leads using qualified lead data from your LinkedIn Conversions API or when you share your CRM data from Business Manager to Campaign Manager. As you process new leads and identify those that meet your criteria for a qualified lead, such as Marketing Qualified Lead or Sales Qualified Lead, this information allows LinkedIn to more accurately identify the most promising prospects.
Qualified lead conversion event sources
To use the qualified leads optimization goal, you’ll need to create conversions with either Conversions API or CRM data shared from Business Manager as the event source. These sources track LinkedIn generated leads in real time that have qualified offline.
- For Conversions API - We support both direct build (Direct API) and third-party partner integrations. Learn more about Conversions API and how to set up a Conversions API integration.
- For CRM data from Business Manager - You’ll need to share CRM data from Business Manager to Campaign Manager. Once you’ve successfully shared your CRM data, we’ll auto-create conversions based on that data. Please note, it can take up to 72 hours to create the conversion.
Keep in mind, when you share a qualified lead event, these events are attributed to a LinkedIn ad based on your selected attribution setting when you set up your conversion.
Choose one conversion event source to help prevent duplication
Here's a tip
We recommend you don’t use both Conversions API and shared CRM data from Business Manager qualified lead events to help both ensure accurate reporting and optimization and prevent duplication.
If both Conversions API and shared CRM data from Business Manager qualified lead events exist in your account, the system automatically associates Conversions API events for optimization.
However, it’s important to note that both sources appear in your event selection list, and you can select more than one conversion event for your ad set. This can lead to accidentally selecting an event from both sources.
- To help prevent selecting events from more than one source, CRM-based auto-created conversions are marked with an auto-created label. Review your selected conversion events to confirm that they all either have or don’t have the label.
- If you select events from both sources, this can result in duplication in reporting and double counting of conversions. This inflates reported results, such as the cost per conversion metric.
Please note, you can choose multiple qualified lead events as long as they’re from the same source for your ad set.
Qualified leads ad set creation
When creating your qualified leads ad set, you have the option to create either a Classic or Accelerate ad set. After choosing how you’d like to build your ad set, you’ll need to:
- Choose the lead generation objective.
- Select the qualified leads optimization goal.
- Choose qualified lead conversions from one event source.
Please note that members who click on your ad are sent to a Lead Gen Form pre-filled with their LinkedIn profile data.
Considerations for qualified leads
The following are considerations when using the qualified leads optimization goal.
Important to know
Qualified leads data must be shared with LinkedIn within 30 days to be included in the optimization of the ad set. However, we recommend sharing your qualified leads with us as soon as that information is available.
| Consideration | Description |
|---|---|
| Cost per Qualified Lead (CQPL) metric impact | You might see an increase in qualified leads at a lower cost per qualified lead (CPQL), although the overall cost per lead (CPL) might increase as a result. We recommend focusing on CPQL and the quality of leads generated rather than CPL and total leads. |
| Qualified lead volume recommendation | Optimization requires a two-week learning phase for peak performance. We recommend uploading five or more qualified leads within two weeks to expedite the system's learning phase. During this phase, the delivery system explores the most effective methods for delivering your ad set to attract higher-quality leads for your business. Keep in mind: • If you have multiple qualified lead conversions, you can choose any of them to associate with your ad set. • Ad sets are optimized towards all the qualified lead conversions that are associated with the ad set. |
| Delay in qualified leads metrics | There might be a delay in reported performance metrics for qualified leads as they are dependent on Campaign Manager getting the signals back from your event source. We recommend advertisers qualify leads as soon as possible. |
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