Lead Scoring Ad Systems Write-back for Deep Funnel Optimisation

Below are the frequently asked questions and their answers related to lead scoring ad systems writeback specifically for Deep Funnel Optimization.

FAQs

Can I create custom scores for leads only? Or can I do it for Accounts and Opportunities as well? How does that work?

Yes, you can create separate models for leads, opportunities, and accounts, through RevSure. The workflow is similar to the lead scoring workflow with slight differences. E.g., in the case of accounts, we will extrapolate the account level score to all leads connected to the account and write them back to Google.

What options do I have for writing back into ad systems?

Currently, we have write-backs for Google Ads and LinkedIn. We will support Meta shortly in the future.

What happens next after write-back?

The dimension that you create with the custom score gets propagated into Google Ads, and this is used for optimizing your ads in Google.

Does this work only at a global level? Can this be specific to each campaign?

Yes, we are working on making this specific to each Google campaign, so that you can optimize for the campaigns that you are most interested in and invested in.

How do I check the efficacy of the lead scoring model and the write-back?

You will be able to download the GCLIDs that have been written back from RevSure. You will be able to check the efficacy of the corresponding conversion goals in Google Ads, on our Demand Generation Effectiveness page, as well as in our Marketing Performance dashboard.

How many leads can you score at a time?

At a batch level, the conversion APIs have some limits, e.g., 2000 requests per batch for Google Ads and 1000 requests per batch for Meta. However, multiple batches can be submitted depending on the account tiers. We also have a retry mechanism, in case we hit any rate limits, we will retry the failed batches with a delay mechanism, the same set of IDs can only be uploaded with a delay of 24 hours in the case of Google.

What is the frequency of write-backs?

Currently we have a 24-hour sync cycle for write-backs to Google. We can also explore a 12-hour sync frequency to match the corresponding activity in the funnel.

What benefits do you expect with the scoring and write-back?

You should see an increase in lead quality, and an increase in pipeline ROI through this methodology. Over time, there will be a decrease in cost per lead as well, as the bid optimisation falls into place.

Can you write back multiple conversion values for different events?

Yes, multiple conversion values can be written back for different conversion goals by mapping the conversion value with the associated goal.

What are the other identifiers that can be written back along with the conversion value?

Along with conversion, other unique identifiers like GCLID, hashed email and phone number can also be written back.

LinkedIn Write-back

This document outlines the default field mappings used for LinkedIn Writeback integrations. These defaults define how RevSure source fields map to LinkedIn conversion and lead fields during data synchronization.

Overview

The LinkedIn Writeback integration supports sending lead and opportunity conversion data to LinkedIn for campaign attribution, conversion tracking, and audience optimization.

The following table describes the default mappings configured for LinkedIn Writeback.

Default Field Mappings

Source Label	Source API Name	Source Data Type	Target Label	Target API Name	Target Object	Target Data Type	Notes
(empty)	(empty)	(empty)	Conversion Value	`conversion_value`	—	NUMBER	Score or prioritization score
Lead ID / Opportunity ID	`lead_id` / `opportunity_id`	STRING	Event ID	`event_id`	—	NUMBER	Based on lead-level or opportunity-level conversion/score
Email	`person_email`	STRING	Email	`email`	LEAD	STRING	`isUserIdentification=true`, `hashType=NORMALIZE_AND_HASH`
Person First Name	`person_first_name`	STRING	First Name	`first_name`	LEAD	STRING
Person Last Name	`person_last_name`	STRING	Last Name	`last_name`	LEAD	STRING
Title	`person_job_title`	STRING	Job Title	`title`	LEAD	STRING
Account Name	`account_name`	STRING	Company Name	`company_name`	LEAD	STRING
Lead Linkedin FAT Ids	`lead_li_fat_ids_list`	STRING	Linkedin FAT id	`li_fat_id`	LEAD	STRING
Person Country	`person_country`	STRING	Country Code	`countryCode`	LEAD	STRING
Funnel Movement Timestamp	`funnel_movement_timestamp`	TIMESTAMP	Conversion Timestamp	`conversion_timestamp`	LEAD	TIMESTAMP

Notes

The conversion_value field is commonly used to pass scoring or prioritization values into LinkedIn.
The event_id value is derived from either the lead ID or opportunity ID, depending on the conversion level being processed.
Email values are normalized and hashed before transmission to LinkedIn to support secure user identification.
li_fat_id supports LinkedIn First-Party Ad Tracking (FAT) identifiers for improved attribution accuracy.
The conversion_timestamp should reflect the exact funnel movement or conversion event time.