LinkedIn Lead Gen Forms leads, now in CustomerLabs

Finally, 

Lead Gen Forms let people share their details without leaving LinkedIn. But those leads stay in Campaign Manager, apart from your CRM. LinkedIn counts the form fills, but it can't see which leads qualify or become customers unless you send that back.

CustomerLabs already brings in instant form leads from Google Ads, Meta, Snapchat and TikTok. LinkedIn Lead Gen Forms is now a source too.

Why it helps

• Know where every lead came from. LinkedIn leads show up in CustomerLabs with LinkedIn as their source.

• Follow each lead through your CRM. CustomerLabs unifies the form lead with its later stages from your CRM, such as qualified or closed.

• Optimize LinkedIn campaigns for leads that qualify. Each lead carries its LinkedIn lead ID. Store it in CustomerLabs, then send events such as a lead becoming qualified back to LinkedIn through the LinkedIn Ads destination. LinkedIn matches them to the original form submission, so you can use its qualified leads optimization goal and aim campaigns at leads that turn into business, not every form fill.

• Compare platforms on lead quality. With LinkedIn leads next to your Google Ads, Meta, Snapchat and TikTok leads, you can compare them on how many move forward in your CRM, not just how many forms they fill.

• No more lead exports. Once the source is set up, new leads come into CustomerLabs on their own, so there's no need to download lead files from Campaign Manager and upload them manually.

How to set it up

Before you start, you need a LinkedIn ad account with at least one Lead Gen Form. You also need a LinkedIn login that has a role on that ad account and a role on the Company Page linked to it. LinkedIn checks these roles on the login you sign in with, not on your CustomerLabs account.

1. Log in to CustomerLabs, go to Sources and click Add source.

2. Choose LinkedIn, click Authenticate LinkedIn and sign in with the LinkedIn account that holds those roles.

   

3. Select the ad account you want leads from.

4. Under Add a form, choose each Lead Gen Form you want leads from and click Connect. If a new form is missing, click the refresh icon.

   

5. Click Next: Workflow set up to map the lead to an event.

6. In the mapping, map leadGenFormResponseUrn under User traits as LEAD_GEN_FORM_RESPONSE_URN. This stores the LinkedIn lead ID, so later events for the lead can be tied back to it.

Good to know

• To check your Company Page access before you connect, open Lead gen forms in LinkedIn Campaign Manager. If a "You need permissions to download leads" banner shows above your forms, ask a Super admin of the Company Page to give you the Lead Gen Forms manager role or a Page admin role.

  

• Connect as many forms as you need. Disconnecting one form stops its new leads and leaves the others running.

• If your LinkedIn access expires or is removed, click Re-authenticate LinkedIn and sign in with the same account.

• For LinkedIn's qualified leads optimization goal, send qualified lead events from one place only: LinkedIn's Conversions API or its CRM Sync, not both. Using both duplicates events and inflates your metrics. LinkedIn also needs the data within 30 days of the lead, and sooner is better.

Not on CustomerLabs yet and running LinkedIn Lead Gen campaigns? This is a good week to fix that.

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Until next time,
The CustomerLabs Team