When a lead arrives in LinkedScope or is marked as qualified, the platform can tell the ad networks with a conversion event. LinkedIn, Google and Meta then optimize your campaigns for people who actually convert, not just for clicks.
- Where: Settings > Account, Automations section
- Networks: LinkedIn Ads, Google Ads and Meta Ads (whichever are connected)
- Who can change it: Owner, Admin and Manager
The two events
| Toggle | When it sends | Conversion name created on the networks |
|---|---|---|
| Send Lead conversions | Whenever a new lead is saved in LinkedScope, whether it comes from your website or from native LinkedIn, Google or Meta forms. | LinkedScope – Leads |
| Send Qualified Lead conversions | When someone marks the lead as qualified (thumbs up) on the Leads screen. See Leads screen: sources, filters and qualification. | LinkedScope – Qualified Leads |
LinkedScope creates these conversions automatically on each network the first time. There is no conversion ID to copy and paste.
How to turn it on
- Connect at least one ad network
LinkedIn Ads, Google Ads or Meta Ads (on Meta, also select the Pixel). See Ad integrations: LinkedIn, Google and Meta. - Open Settings > Account
The toggles are at the end of the Automations section. - Switch on each event’s toggle
They are independent: you can send only Qualified Leads, for example. - Set a value (optional)
In the field next to the toggle, enter a default value for the conversion and click Save. It is sent with every event and helps the networks optimize for value.
Avoid duplicate conversions
If another tool (such as HubSpot) already sends the same event to the networks, keep the toggle off. Otherwise, every lead will be counted twice.
How each network receives the event
| Network | How it works |
|---|---|
| LinkedIn Ads | Through the Conversions API, with a 365-day post-click window and a 1-day view-through window. The conversion is associated with active campaigns before each send. |
| Google Ads | As an imported conversion. Leads is a secondary action (it appears in All conversions without competing with your primary action) and Qualified Leads is a primary action, eligible for bid optimization. |
| Meta Ads | Through the Conversions API, using the Pixel selected in Settings > Integrations. |
Key rules
- Each lead generates at most one event of each type per network, even if sending is retried.
- Leads marked as spam and test leads don’t generate events.
- Qualifying a lead that was marked as spam removes the spam mark and sends both events (Lead and Qualified Lead).
- The lead’s source doesn’t limit sending: a lead from a native LinkedIn form is also sent to Google and Meta if they are connected.
Frequently asked questions
The event arrived, but the campaign shows zero conversions. Why?
The network has to find the person (by email, phone or click ID) and confirm they interacted with an ad within the attribution window. Without that match, the event is received but not attributed.
Can I change the value later?
Yes. The next events use the new value, and in Google Ads the action’s default value is updated too.
Does changing the language rename the conversions?
No. The name is set at creation and LinkedScope keeps using the same conversion afterwards.