Customer Journey Mapping: Salesforce + LinkedIn Ads
What do customers do before they call or book? askotter reads Salesforce and LinkedIn Ads together and answers it for your business, by text.
How does customer journey mapping with Salesforce and LinkedIn Ads work for a small business?
askotter reads Salesforce and LinkedIn Ads side by side so it can map the path customers take across your accounts. The whole path in one view, with every visit and decision point on it.
Read the full answerShow less
The owner asks follow-up questions by text.
- From Salesforce
- Leads and opportunities, Account and contact data, Pipeline stages and velocity.
- From LinkedIn Ads
- Campaign performance, Audience demographics, Lead gen form data.
- Status
- Salesforce and LinkedIn Ads are on the integration roadmap, so the matching described here starts when that connector ships.
- Not for
- Replacing Salesforce or LinkedIn Ads. Both keep working exactly as they do now.
What do customers do before they call or book?
On paper the path is simple: someone sees an ad, visits the site and books. In real life they search twice, read reviews and come back days later on a different phone. Each tool sees only its own piece.
How askotter handles it
askotter reads Salesforce and LinkedIn Ads side by side, so it can map the path customers take across your accounts.
A person checks the result before it reaches you. This is part of our PPC management work.
LinkedIn Ads to Salesforce attribution, followed to closed-won
LinkedIn reports leads and conversions per campaign. Salesforce holds the lead, the converted contact, the opportunity and the closed-won amount. Nothing in either tool ties a specific campaign to a specific closed opportunity unless someone maintains that field by hand, and in most teams nobody does.
askotter joins the two. LinkedIn campaign and creative performance is matched to Salesforce leads through the click ID and UTM values captured at form submission, then followed through lead conversion to the opportunity and its stage history. Each campaign gets a line showing pipeline created and revenue closed, with the LinkedIn cost beside it.
The attribution model is a setting: first touch or last touch, with a weighted option for teams that want every recorded touch to share credit. Changing it recalculates history, so a debate about the right model is settled in minutes with the real numbers side by side.
Salesforce and LinkedIn Ads are on the integration roadmap. Talk to us about your timeline and we will confirm the launch date before you commit.
Does it require Salesforce Campaign Influence?
No. Campaign Influence is used when it is populated. When it is empty, askotter builds the same view from the UTM values and click IDs stored on the lead.
Which Salesforce objects are read?
Lead, Contact, Opportunity and OpportunityContactRole, plus Campaign and CampaignMember when they are in use. Access is read-only.
Can closed-won data go back to LinkedIn?
Yes. askotter produces the offline conversion file LinkedIn accepts, so campaigns can be optimised on closed revenue.
How Salesforce and LinkedIn Ads records line up
Salesforce and LinkedIn Ads both store the customer's email address. askotter lowercases and trims it on both sides before matching, so the same person shows up as one customer across the two tools.
Salesforce and LinkedIn Ads both keep a company record. The match runs on the company's web domain first and falls back to a cleaned company name.
Shared between the two: the customer email address, the company or account and the UTM campaign tags.
What customer journey mapping uses from each
Customer journey mapping needs the order of events for one person.
From Salesforce that means lead conversion date and opportunity stage history. From LinkedIn Ads it means the campaign and creative each lead responded to.
Salesforce and LinkedIn Ads are on the integration roadmap, so the matching described here starts when that connector ships.
What each tool sees on its ownShow less
Salesforce on its own
Salesforce sees leads, accounts and opportunities. It knows which campaign produced a lead only when someone records it there.
Timing. Salesforce opportunity stages move when someone updates them, so pipeline data is as current as the team's CRM habits.
Access. A connected app with read-only access to Lead, Contact, Account and Opportunity.
LinkedIn Ads on its own
LinkedIn sees clicks, lead-form submissions and the companies it reached. It never sees whether a lead became a deal.
Timing. LinkedIn reports conversions under its own windows, thirty days after a click and seven after a view by default.
Access. The LinkedIn Marketing API with read access to the ad account.
Related guides
- LinkedIn Ads to Salesforce: Why Your Attribution Is Broken. The gap between what LinkedIn claims and what your CRM shows is a measurement problem nobody set up correctly.
- LinkedIn Ads and HubSpot Attribution: Why the Numbers Disagree. HubSpot and LinkedIn are both reporting honestly. They just count different events over different windows.
Services that use these connections
Other analyses: Salesforce + LinkedIn Ads
Questions about Salesforce + LinkedIn Ads
Do I need a developer to connect Salesforce and LinkedIn Ads?
How is askotter's Customer Journey Mapping different from what Salesforce shows on its own?
Salesforce + LinkedIn Ads is coming soon
Talk to us about your timeline, and we will confirm the launch date before you commit.
Self-managed is $99/mo and scales with the compute you use. Our team runs it from $600/mo.