LinkedIn Ads is LinkedScope’s core connection and the only one used in Pipeline Impact’s influence calculation. Connecting Google Ads and Meta Ads doesn’t change that calculation, but it does more than read numbers: both networks receive your account audiences and your leads’ conversion signals, and their leads flow into the Leads screen, your CRM and the Intent Index.
- Where to connect: Settings > Integrations, Ad account category
- Who can connect: Owner and Admin
- Is it required? No. Pipeline Impact works fully with just LinkedIn Ads and a CRM
Short answer: Pipeline Impact measures LinkedIn
A deal is influenced when its company received the minimum number of impressions from your LinkedIn ads before the deal was created. That rule depends on knowing which companies saw each ad, and only LinkedIn reports it. Google and Meta report results by campaign, audience and person, never by company, so their impressions aren’t part of the calculation.
| Part of Pipeline Impact | Do Google and Meta affect it? |
|---|---|
| Influenced deal criterion | No LinkedIn impressions only |
| Reached Companies and market penetration | No LinkedIn reach only |
| Influenced Pipeline, Won and Lost | No influence credit goes to LinkedIn |
| High Intent | Yes Google and Meta leads add to the Intent Index |
| Deals analyzed | Yes leads sent to the CRM become deals like any other |
Where Google and Meta count toward pipeline
High Intent and Spark Prospects
The Intent Index uses the leads associated with each company across every channel, including Google and Meta forms. Leads are the index’s heaviest signal. When a company reached on LinkedIn converts on a Google or Meta form, its status goes up and it can enter Pipeline Impact’s High Intent card and Spark Prospects. See Intent Index: how it is calculated.
More deals in your CRM
With automatic sending of new Leads to your CRM, the Google Form Leads and Meta Form Leads channels open a deal in the stage you choose. Pipeline Impact analyzes those deals like the rest: they count as influenced if the company also received the minimum LinkedIn impressions before the deal was created; otherwise, they land in the Pipeline Breakdown comparison groups. See How to send new Leads and Spark Prospects to your CRM.
Better-quality leads
With conversion sending on, every lead and every Qualified Lead becomes an event on Google and Meta. Both networks then optimize delivery for people who look like the leads your team approved, not just for people who click. See How to send Lead and Qualified Lead conversions to ad networks.
What else you get by connecting
- Consolidated Dashboard: spend, impressions, clicks, CTR, conversions and leads from all three networks, with channel distribution and Top Ads for each one. Spend isn’t added up across accounts in different currencies. See Dashboard: how to read consolidated performance.
- Native form leads: Google Ads lead forms and Meta Lead Ads arrive on the Leads screen alongside website and LinkedIn leads, with no duplicates. See Native forms: leads from LinkedIn, Google and Meta.
- Contacts audiences beyond LinkedIn: the same audiences as on LinkedIn (All, one per Target Accounts list and, with a CRM connected, Negócios Abertos, Negócios Ganhos and Negócios Perdidos) become Customer Match on Google and Custom Audiences on Meta. You reach the buying committee on Google and Meta too, or exclude customers from those networks’ campaigns. See How to sync contacts as audiences on LinkedIn, Google and Meta.
For Google and Meta audiences
The contact needs a valid email or phone number. A LinkedIn profile alone isn’t enough on those networks.
What stays LinkedIn-only
These features rely on targeting or measuring by company, which only LinkedIn allows:
- Pipeline Impact (influence criterion) and the Executive Report
- Reached Companies, Reached Job Titles and Spark Prospects
- Target Accounts and Exclusion company audiences
- Budget control, bid automation and impression cap per company
- Audience Demographic Analysis and LinkedIn Company Page Analytics
When it’s worth connecting
| Situation | Recommendation |
|---|---|
| You also advertise on Google or Meta | Connect. The Dashboard shows your full spend and conversions flow back to the campaigns. |
| You use Google or Meta lead forms | Connect. Leads reach LinkedScope, the Intent Index and, if you want, your CRM. |
| You want to reach CRM contacts and deals on other networks | Connect to sync Contacts audiences to Google and Meta. |
| You only advertise on LinkedIn | It can wait. Pipeline Impact already works fully with LinkedIn Ads and a CRM. |
To connect, follow How to connect Google Ads to LinkedScope and How to connect Meta Ads to LinkedScope. What each network unlocks is in Ad integrations: LinkedIn, Google and Meta.
Frequently asked questions
Does connecting Google and Meta increase Influenced Pipeline?
Not directly. The influence criterion only uses LinkedIn impressions. Google and Meta can increase the number of deals in your CRM, through lead sending, and the number of High Intent companies, but the influence credit stays with LinkedIn.
Why doesn’t Pipeline Impact show Google and Meta influence?
Because those networks don’t report which companies saw the ads. Without that, there’s no way to know whether a deal’s company was reached before the deal was created. To see where each lead came from, use the source on the Leads screen.
Does LinkedScope change my Google or Meta campaigns?
The automations don’t pause campaigns or change budgets or bids on those networks: budget control and bid automation are LinkedIn-only. On Google and Meta, LinkedScope creates and updates Contacts audiences and conversions, only when you turn those features on.
Do I need a specific plan?
The unified LinkedIn, Google and Meta Dashboard is part of the Professional plan. Daily CRM contact import with audiences on all three networks is part of Enterprise. See Plans, trial and subscription.