Step-by-Step Guide: Integrating Pardot with LinkedIn Ads for Optimal Conversion Tracking

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If you’re like me, you’re always looking for ways to optimize your digital marketing efforts. One strategy I’ve found particularly effective is integrating Pardot with LinkedIn Ads. This powerful combination allows for enhanced conversion tracking, giving you a clearer picture of your campaign’s success.

Pardot, a comprehensive marketing automation tool, and LinkedIn Ads, a leading platform for B2B advertising, can work together seamlessly. This integration not only streamlines your marketing efforts but also provides valuable insights into your audience’s behavior.

In this article, we’ll dive into the steps you need to take to successfully integrate these two platforms. Whether you’re a seasoned digital marketer or just starting out, I’m confident you’ll find this guide helpful. So, let’s get started on maximizing your conversion tracking with Pardot and LinkedIn Ads.

Step 1: Create a Pardot Account

Creating a Pardot account is the first thing you’ll need to do to begin integrating LinkedIn Ads. Pardot, a powerful marketing automation tool, doesn’t just automate tasks—it gives you valuable insights into audience behavior and helps improve conversion rates.

I’m here to walk you through it, step by step.

Begin by heading over to Pardot’s official site. You’ll find a ‘Sign Up’ button on the home page. Clicking this will lead you to the registration page. Here’s where you’ll be asked to input some basic information. This includes your name, email, company, and phone number. It’s crucial that you use accurate, professional information – it’s needed for invoicing and your business profile.

After filling in the relevant information, you’ll need to set a secure password for your account. Pardot uses advanced security measures to ensure the integrity of your account, but a strong password is your first line of defense against potential threats. Keeping it confidential ensures the safety of your account.

Next, comes the part where you’ll choose your desired Pardot package. Pardot offers three levels of packages:

  1. Growth
  2. Plus
  3. Advanced

Each package caters to different business needs and scales. Here’s a basic breakdown:

No. of UsersNo. of Emails/Month

Pardot’s flexibility doesn’t stop there. You can choose what add-ons you would like to deploy with your package. Once you’ve chosen the package and its add-ons that best suit your needs, it’s a matter of ongoing payment and you’re all set!

Step 2: Set up the LinkedIn Ads Account

The next phase of our guide gets into the nitty-gritty of setting up your LinkedIn Ads Account. Don’t be daunted – it’s simpler than you might think!

Reach out and visit LinkedIn Ads’ official website. The first thing you’ll encounter is a ‘Create Ad’ button, standing bold and inviting on the homepage. Click, and let your journey to more effective ads commence!

Next, you’ll be asked to identify your business. This is your moment to shine. Accurately input your business details to shape the base of your ad account. Remember, the information you put in here will be visible to LinkedIn’s vast global audience, so don’t cut corners.

Account set, it’s time to select your payment method. LinkedIn offers a variety of payment options, making this stage of the setup hassle-free. The platform recommends using a company credit card to maintain a seamless business profile.

After securing the payment arrangements, it’s time to create your first ad campaign. LinkedIn guides you through each step, simplifying everything from ad format selection to audience targeting. With its user-friendly platform, advertising on LinkedIn becomes as easy as a cakewalk!

Finally, it’s important to monitor and manage your ad campaigns continuously. LinkedIn Ads provides comprehensive insights and analytics to review your campaign performance. It allows you to track everything from click-through rates to conversions, providing invaluable data for your marketing strategy.

Here’s an important hack: LinkedIn Campaign Manager. It’s a fantastic tool that can help you manage multiple ad campaigns. It’s your one-stop shop for ad management and performance tracking.

Step 3: Generate the LinkedIn Ads Insight Tag

Having created and configured both our Pardot and LinkedIn Ads account, it’s now time to generate the LinkedIn Ads Insight Tag. This tag plays a crucial role in tying everything together and is the heart of the integration process.

The LinkedIn Insight tag is a lightweight piece of JavaScript code from the LinkedIn Ads platform. When inserted appropriately into your website, it can provide rich insights about your site visitors’ LinkedIn data. Bear in mind that this tag has to be installed in the global footer of your website for it to work correctly for all your LinkedIn Ads campaigns.

To generate the LinkedIn Insight Tag, navigate to the LinkedIn Campaign Manager. Click on the Account Assets dropdown and select Insight Tag. Here, you’ll find a ‘Manage Insight Tag’ window. Here, select the ‘See Tag‘ option. A unique code or script should appear. It is this script or tag which needs to be smoothly implanted into your website’s coding.

Incorporating this tag might seem like quite the challenge if you’re unfamiliar with website coding. However, it’s not as daunting as it may seem. All it takes is a quick conversation with your website’s developer or IT department. It’s crucial to ensure that this step is carried out correctly. Otherwise, your valuable LinkedIn Ads and Pardot integration might not perform as expected.

Following the insertion of the LinkedIn Insight Tag, it’s time to move on to validating its correct implementation. On the Insight Tag page on LinkedIn Campaign Manager, ensure a check for a green checkmark next to your website’s URL. This indicates the successful installment and functioning of the Insight Tag, propelling us closer to the fully integrated Pardot and LinkedIn Ads system.

Of course, the entire process of generating and incorporating the tag to mapping the leads requires careful attention and a level of tech savviness. But once it’s done, the benefits are considerable. It unlocks potential insights on your website visitor’s behavior and their LinkedIn profiles, enabling you to tailor your strategies more effectively.

The next part of the guide will focus on “Pardot Form Handler creation“, pushing us further on the way to successful Pardot and LinkedIn Ads integration. Stay tuned for more practical steps.

Step 4: Connect Pardot with LinkedIn Ads

Now that we’ve generated the LinkedIn Ads Insight Tag comes my favorite part: connecting Pardot with LinkedIn Ads.

It’s an intricate process, but don’t worry. I’ll guide you through every step. Our goal? Seamlessly integrating our beautifully set up Pardot account with the LinkedIn Ads account we’ve prepared.

First things first, let’s head over to Pardot, where we will seamlessly create a new Form Handler.

Creating a Pardot Form Handler

Creating a Pardot Form Handler is like telling Pardot what data we’ll send from LinkedIn Ads. It’s like a phone line connecting two old friends: Pardot and LinkedIn Ads.

We’ll head to the “Marketing” section on Pardot. There, you’ll find the “Forms” selection. Click on it and select “Form Handlers”. Once we’re inside the Form Handlers section, it’s time to hit the “Add Form Handler” button to create a new one.

Next, you’ll need to flesh out some crucial details.

  • Name: Give your Form Handler a distinguishable name. It’s best to go for something indicative, like “LinkedIn conversion tracking”.
  • Form Handler Fields: These are the fields that you wish to view information about. Think about what data matters the most to you.
  • Form Handler Success Location: This will be the ‘Thanks Page’ URL. It’s the location that users will be redirected to after successfully completing a conversion.

Once you’ve filled out these fields, hit the ‘Create Form Handler’ button.

Now you’ve successfully created a Pardot Form Handler! But don’t get too excited, we’re not quite done here. In our next section of this guide, we’ll walk you through how to integrate this Form Handler with your LinkedIn Ads account.

Though it may seem a bit overwhelming, just remember that we’re building a bridge between Pardot and LinkedIn Ads. And that bridge will help traffic flow smoothly, providing you with better conversion tracking capabilities! And isn’t that worth the time and effort?
Of course, it is. So let’s keep going. The end result will be a fully-fledged, powerful integration system, taking your conversion tracking to a new level.

Step 5: Create LinkedIn Ad Campaigns within Pardot

Good news folks! Now that we’ve successfully created a form handler in Pardot, it’s time to take it up a notch and begin creating LinkedIn Ad campaigns within Pardot. But don’t worry, I’ll talk you through each step to ensure you won’t miss a thing.

Creating a LinkedIn Ad campaign within Pardot opens up a world of opportunities for conversion tracking. You’ll be able to keep an eye on multiple LinkedIn Ads and track conversions right from your Pardot dashboard.

The first thing you need to do is, navigate to the ‘Marketing’ module within Pardot and select the ‘Campaigns’ dropdown menu. From there, select ‘LinkedIn Ad Accounts’ and click on the ‘New LinkedIn Ad Account’ button. This is the point at which you’ll be asked to enter your LinkedIn Ad Account credentials.

  • TIP: Make sure the ad account is owned by the same LinkedIn account that you linked with Pardot. If it’s not, you’ll find yourself hitting an error.

Upon successful sign-in, Pardot will direct you towards a page where you’ll specify details about the new campaign you’re creating for LinkedIn. Here, you’ll be able to name your campaign, set a budget and designate who sees your ads – pretty cool stuff!

Once you’ve filled in the details, simply click ‘Create’ and voila! Your LinkedIn Ad campaign is now created in Pardot.

Sounds good so far? Let’s keep this momentum going, as I show you how to leverage these campaigns to optimize your conversion tracking in the next step.


What is the main purpose of this article?

This article provides a comprehensive, step-by-step guide on how to integrate Pardot with LinkedIn Ads, enabling you to optimize your ad campaign tracking.

How do I begin integrating Pardot with LinkedIn Ads?

Creating a Pardot account and setting up a LinkedIn Ads account are the preliminary steps you need to take, before generating your own LinkedIn Ads Insight Tag.

What role does the LinkedIn Ads Insight Tag play?

The LinkedIn Ads Insight Tag aids in tracking conversions and providing valuable insights about your LinkedIn ad campaigns to your Pardot account.

How is a Form Handler used in Pardot?

A Form Handler is used in Pardot to capture form submissions from your website. It integrates with your LinkedIn Ads to gather information about your campaigns.

How do I create LinkedIn Ad campaigns within Pardot?

You can create LinkedIn Ad campaigns within Pardot by entering your LinkedIn Ad Account credentials and specifying campaign details, such as target audience and advertising budget.

How can I leverage campaigns in Pardot to optimize conversion tracking?

After creating your Ad campaigns, you can leverage these campaigns in Pardot to assess performance and optimize conversion tracking, helping you to get the most out of your LinkedIn advertising efforts.

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