Create and sync ad conversion events with your LinkedIn Ads account

After connecting your LinkedIn Ads account to HubSpot, you can create new events and update existing events to use LinkedIn's Conversions API. This will allow the ad network to optimize the delivery of your ads when a contact lifecycle stage is updated in HubSpot, as well as strengthen performance and privacy.

You can also create and sync ad conversion events with your Google Ads account or Facebook Ads account. 

Create ad conversion events

To create an ad conversion event using LinkedIn's Conversion API: 

• In your HubSpot account, navigate to Marketing > Ads.
• In the upper right, click Create event.
• In the dialog box, configure the details for your event:
  • Ad network: the ad network the event is for. Select LinkedIn to create an ad conversion event for your LinkedIn ads account. 
  • Ad account: the LinkedIn Ads account you want to sync the event with.

• • Lifecycle stage: the HubSpot lifecycle stage specified for the event. The HubSpot lifecycle stage will be automatically associated with the matching conversion type in LinkedIn. To associate the HubSpot lifecycle stage with a different LinkedIn conversion type, edit the conversion rule in LinkedIn.

• • Value: specify a monetary value for your event.
    • To set the event's value to the value of the associated deal, select Use the Deal amount. The most recent associated weighted deal amount will be used for this value. With this option, you'll still need to enter a default value. If the deal has no value attached or is invalid (closed-lost, has a non-positive value, etc), the default value will be used. 
    • To enter a custom value for the lifecycle event change, select Use a custom value, then enter a value.
• In the bottom right, click Next: Data sharing settings.
   

• In your Data sharing settings, configure the following: 

• • Consent to share data: when syncing a conversion event, you can send a Legal basis for processing contact's data. Select a property and property value used to store and indicate a contact's consent to share data. This is optional. 
  • Data sharing: select the checkboxes next to the HubSpot contact data to share with LinkedIn. HubSpot will use a secure one-way hashing algorithm called SHA256 to secure contact email addresses before sending to LinkedIn.
    • To use LinkedIn's conversion API, at least one option must be selected. 
    • It is recommended to select all available user identifiers, including the default Email, First name, and Last name properties, for the optimal identity match.

• • Choose contacts to share with network: select which contacts to share with LinkedIn. 
    • All contacts that move to the selected lifecycle stage(s): sync all HubSpot contacts that have moved to the selected lifecycle stage. It is strongly recommended to use this option to provide the best ad optimization.
    • Only contacts that move to the selected lifecycle stage(s) and have interacted with your ads: sync only HubSpot contacts that have moved to the selected lifecycle stage and interacted with your LinkedIn Ads. 
• • Event name: the name of your event.
• At the bottom, click Create event.

Please note: after the new conversion event has been created, the LinkedIn conversion status will be set to Unverified until data has synced from HubSpot to LinkedIn. After a conversion event has synced, the LinkedIn conversion status will appear as Active. Learn more about the different LinkedIn conversion statuses.

Update lifecycle stage change ad conversion events to use LinkedIn's Conversions API

Replace your existing LinkedIn lifecycle stage events to use LinkedIn's new Conversions API. When replacing your events, existing lifecycle stage events will automatically be deleted. You can also update your event details. This new event will use LinkedIn's Conversions API. 

• In your HubSpot account, navigate to Marketing > Ads.
• Click the Events tab. You can review all conversion events. 
• To replace an existing LinkedIn event with one that uses LinkedIn's Conversion API, click Replace event. 
• By default, the details from your existing event should automatically populate. In the right panel, continue setting up your new event. 
   

Manage events in HubSpot

To review and manage your conversion events:

• In your HubSpot account, navigate to Marketing > Ads.
• Click the Events tab. You can review all conversion events. 
• To disable syncing lifecycle data from your HubSpot account, click to toggle the switch off next to the name of the corresponding event.
   

• To delete an event in your HubSpot account, click the name of the event. Then, in the right panel, click Delete. 
• To view more details on each event, click the name of the event. In the right panel, review additional details for your conversion event.