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The Ads settings page is where you connect ad platforms and link ad accounts to Conversion. Once connected, you can sync ads audiences to keep your ad targeting up to date automatically, and sync Meta or LinkedIn lead generation forms so ad leads flow into Conversion. The page is organized into three sections: Platforms, Accounts, and Audiences. Only administrators can connect platforms, link accounts, change tracking, or edit audience mappings; other members can view them.

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Platforms

Connect your ad platforms to link your ad accounts to Conversion. Three platforms are supported.
You must be an admin on the ad platform account to connect it and see the associated ad accounts.
Once a platform is connected, its card shows a green Connected badge and the connected account. The options menu offers Connect a different account and Disconnect account.
Disconnecting an ads platform also unlinks any previously linked ad accounts for that platform. You can connect again at any time.

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Meta

Connect your Meta account to sync audiences to Meta Ads and sync Meta lead generation forms. Meta does not have a Tracking toggle. Meta’s API only lets tracking parameters be set on each individual ad, so Conversion cannot add them for you. You can still get ad-level attribution by adding them yourself — see Meta: add tracking parameters manually.

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Google

Connect your Google account to sync audiences to Google Ads. Google supports an optional Tracking toggle — see Ad tracking below.

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LinkedIn

Connect your LinkedIn account to sync audiences to LinkedIn Ads and sync LinkedIn lead generation forms. LinkedIn supports an optional Tracking toggle — see Ad tracking below. For details on the data sent to each platform during sync, see Data sent to ad platforms.

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Ad tracking

Google and LinkedIn support an optional Tracking toggle. When enabled, Conversion asks the ad platform to append Conversion-specific parameters to the landing page URL of every ad in the account. Those parameters link each page visit back to the specific ad, ad group, campaign, and account inside Conversion, so you can drill down to them in the Ads dashboard.

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Parameters appended

The platform fills in the real IDs when the ad is clicked. LinkedIn’s “campaign group” is a Conversion campaign and LinkedIn’s “campaign” is a Conversion group, which is why the LinkedIn column reads that way. The values are stored on the page visit engagement and are what allow you to drill down to specific ad entities in the Ads dashboard.

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How the toggle works

The toggle is set once at the ad account level on both Google and LinkedIn. Every campaign in the account inherits it, including campaigns you create later in Google Ads or LinkedIn Campaign Manager. You do not need to turn tracking off and on again after adding campaigns. Turning the toggle off removes Conversion’s parameters from the account. Parameters you added yourself are left alone. Ads are not sent back for review when tracking is turned on or off.
LinkedIn Conversation Ads and Message Ads. LinkedIn does not apply dynamic tracking parameters to Sponsored Messaging, so the tracking toggle does not cover buttons in those ads that open a website. Two options:
  • Use a lead generation form as the button’s action and sync the form to Conversion. Leads are attributed to the campaign automatically.
  • For buttons that open a website, add the parameters to the button URL by hand with the real IDs, for example ?cai_acc=<ad account id>&cai_camp=<campaign group id>&cai_group=<campaign id>&cai_ad=<creative id>.

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Meta: add tracking parameters manually

Meta’s API only exposes URL parameters on each ad creative, so there is no toggle. To get the same ad-level attribution, paste this string into the URL parameters field of your Meta ads, replacing <ad account id> with the numeric ID of your Meta ad account (the number after act_):
{{campaign.id}}, {{adset.id}} and {{ad.id}} are Meta’s own dynamic parameters; Meta replaces them with the real IDs when the ad is clicked.
1

Set it for the whole account

In Meta Ads Manager, open the ad account’s settings and look for the default URL parameters for the account. Paste the string there. New ads created in the account inherit it.
2

Set it on existing ads

Ads that already exist do not pick up the account default. Edit each ad, open the Tracking section, and paste the same string into URL parameters.
3

Check a landing URL

Preview an ad and confirm the landing URL ends with cai_acc=…&cai_camp=…&cai_group=…&cai_ad=… with real numbers filled in.
You can add your own UTM parameters to the same field. Separate them with &, for example utm_source=meta&utm_medium=paid-social&cai_acc=….

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With tracking off

Conversion won’t be able to link page visits to specific ads, ad groups, or campaigns in the Ads dashboard — those fields will be empty on the engagement. Standard UTM parameters (utm_source, utm_medium, utm_campaign, utm_term) are not added by the tracking toggle. You can add your own UTMs to ad URLs as usual for channel-level classification (e.g., paid search, paid social). The tracking toggle only controls the granular ad-level attribution.

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Accounts

Once a platform is connected, the ad accounts associated with it automatically appear in the Accounts section. Click Link next to an account to link it to Conversion. Once linked, the account is available when configuring ads audiences.
Meta ad accounts must accept Meta’s custom audience terms before they can be linked. If an account shows Accept terms instead of Link, click it to open the terms in Meta Business Manager, accept them, and return to Conversion.
Linked Google and LinkedIn accounts show the Tracking toggle described above. Turning it on or off asks you to confirm, since Conversion adds or removes the tracking parameters on your ads. Use Unlink account in the options menu to remove a linked account. If no accounts appear after connecting a platform, make sure the connected user has access to ad accounts on that platform.

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Audiences

The Audiences section chooses which fields fill each platform’s audience matching identifiers when ads audiences are synced. Each platform has its own set of identifiers, and Conversion maps a default contact or company field to each one. Expand a platform to see its identifiers. Each row shows the identifier, whether it is Required, and the default field (or not sent). To change a mapping:
  • Pick a different text field from your contact or company fields. The row is marked Overridden.
  • Click Don’t send this field to stop sending an optional identifier.
  • Click Reset to default to return an overridden row to its default.
When you’ve made changes, a save bar appears. Turn on Resync linked audiences to immediately re-upload every linked audience on this platform with the new mappings, then click Save mappings. Click Discard to throw away unsaved changes.
Only plain text fields can be used as identifiers. Mappings apply to every audience synced to that platform, so change them before you sync new audiences, or resync existing ones so the platforms receive the same data.