You have your target accounts, deals, and almost everything in your CRM, and so having your LinkedIn ad performance metrics there too will help you avoid hours of uploads, copy-pastes, cross-checks, and oversights.
But the native LinkedIn ads HubSpot integration isn’t enough for this.
In this article, I’ll show you how ZenABM fills that gap and helps you get LinkedIn ad performance into HubSpot automatically.
Let’s go!
How to Get LinkedIn Ad Performance Into HubSpot: Snapshot
- LinkedIn campaign manager and its native integration with HubSpot don’t give a company-level breakdown of ad performance.
- Plus, the absence of view-through attribution makes the ROI calculated by HubSpot unjust to the view-through influence of LinkedIn ads.
- ZenABM solves this by pulling company-level LinkedIn ad engagement for each campaign and also matches engaged companies to the deals to tie ad impact to pipeline and revenue. Then it calculates performance metrics like ROAS, pipeline generated per dollar spent, etc.
- Additional features of ZenABM include ABM stage tracking, BDR auto-assignment, etc.
Why the Native LinkedIn Ad HubSpot Integration Isn’t Enough?
You can connect your LinkedIn ads account to your HubSpot in a few steps, and this is what you get:
This is the HubSpot ads tool interface, where you see all your LinkedIn ad performance metrics pulled via the native integration.
But look again.
All you can see here is the total number of impressions, clicks, contacts, etc., harvested from a LinkedIn ad campaign and the ROI.
The problem?
There’s no company-level breakdown available. It says X impressions, okay. But which companies exactly saw your ads is not available.
On top of it, the ROI available is extremely inaccurate.
See, LinkedIn is about awareness and not clicks.
Many converted accounts might have seen your ads but wouldn’t have clicked and would have later come through other channels – this is too common on LinkedIn, where the CTR is so low:
And HubSpot can’t record such instances, making you completely blind to view-through attribution and giving you a completely wrong picture of your LinkedIn ads ROI.
In fact, even the companies that clicked on your ads but didn’t convert in the same web session are highly prone to not be attributed to LinkedIn ads when they come again later via some other channel.
So, the LinkedIn ad ROI calculation (after all, this is the real ad performance metric that matters, right?) here couldn’t get any more wrong.
Solution?
You need to track company-level engagement, impressions, and clicks for each specific ad campaign and tie each account to its deal value to be able to calculate the ROI.
ZenABM gives you exactly that and more.
Using ZenABM to Get Accurate LinkedIn Ad Performance into HubSpot
ZenABM pulls company-level engagement, clicks, impressions, and ad spend for each specific ad campaign from LinkedIn’s official ads API:
And pushes this data to your HubSpot account lists as company properties automatically:
So, you’ve got your LinkedIn ad performance data into your HubSpot.
But ZenABM goes further and pulls deal value from your CRM of the accounts engaging with your LinkedIn ads to tie ad impact to pipeline and revenue.
Then, it does the math for you to show ad influence on the pipeline, and metrics like ROAS, pipeline generated per dollar spent, and total accounts targeted and the like:
Additional ABM Features of ZenABM
To support your ABM efforts further, here are some more features hosted by ZenABM:
Intent-Based ABM
If you structure your campaigns based on different intents (features/offers), just tag each campaign with the intent in ZenABM, and the tool will group companies showing similar intent in one place:
And will push intent as a company property to your HubSpot/Salesforce CRM:
Now your BDRs who live in your CRM will not only know the engagement level of each account but also their intent – a significant enrichment for their outreach.
Engagement Scoring
ZenABM tracks both the current and historic engagement rate of each account with your brand across all campaigns:
ABM Stage Tracking
ZenABM tracks the ABM stage of each of your target accounts based on the overall engagement metrics and CRM input:
Note – The engagement thresholds for determining an account’s ABM stage are customizable:
BDR Auto-Assignment
As ZenABM can track accounts‘ stages, it also assigns a BDR in your CRM to all the accounts that reach the ‘interested’ stage in the ABM funnel:
Funnel-Leak Analysis
ZenABM tracks the number of accounts in a particular stage and their movement to the next in a given period of time for each campaign:
This helps you see where the friction might be in the funnel.
Pre-Defined ABM Objects
LinkedIn has objects like campaign group and campaign, and the same is pushed to HubSpot via a native integration, but there are no readily available objects like ‘ABM campaign.
ZenABM has all the objects you need (ABM campaign, campaign group, individual campaign) for monitoring your ABM initiatives.
How to Get LinkedIn Ad Performance Into HubSpot: End Note
Native integrations leave too many blind spots. Without company-level data and view-through attribution, your LinkedIn ad ROI in HubSpot will always be a rough estimate at best.
ZenABM removes that guesswork by pulling granular engagement metrics straight from LinkedIn, matching them to open deals, and surfacing pipeline impact automatically.
On top of that, built-in intent grouping, stage tracking, and BDR workflows make your entire ABM motion easier to manage and easier to scale.
If you are serious about tying every marketing dollar to revenue, give ZenABM a spin today and see how effortless accurate attribution can be.
