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Create a conversion

A conversion is the event you send, like SQL or Closed won, and where it goes in each network. You define it once in Ledion, then pick it in the Send conversion step of a contact or deal workflow.

Before you start

  • At least one network connected: Google Ads, Meta, Microsoft Ads or Reddit. Until one is, the Conversions page says “Connect a network first”.
  • For Google Ads and Microsoft Ads, the conversion action or offline conversion goal you’ll send to. Create it a few hours ahead: a new Google Ads conversion action needs 4 to 6 hours before its first upload, and Microsoft asks you to wait 2 hours after creating a goal.

1. Create the conversion

In Ledion, open Conversions and click Create a conversion. The form has these fields. Click Save conversion when you’re done.

Screenshot to come: Ledion, Conversions: the form for a conversion named Closed won, with a destination row for each connected network, the default value, the currency and the repeat policy

Name

Unique in your HubSpot account, up to 100 characters, like “SQL” or “Closed won”. It’s the name you pick in the step.

Send to

One row per connected account, labelled with the network and the account. Check a row to send there, then pick where the conversion lands in that network. Leave a row unchecked and that account doesn’t get this conversion. Each network’s choices come from the network itself: if they don’t load, the row says so and offers Try again.

Network You choose
Google Ads A conversion action from that account. Ledion lists its “Import from clicks” actions
Meta Send as: a CRM stage event named after your stage (the default), or a standard event (Lead, Purchase, CompleteRegistration, Schedule, SubmitApplication or Contact) or a custom name
Microsoft Ads An offline conversion goal from that account. Ledion lists its active ones
Reddit The event type: Purchase, Lead, Sign up or Add to cart, or a custom event with your own name
  • Google Ads: Also match on email and phone is on by default. It sends hashed email and phone with the click ID (enhanced conversions for leads), so Google can match contacts without a click ID. Turn on enhanced conversions in Google Ads too. Connect Google Ads covers the conversion action’s settings. If the list of actions doesn’t load, paste the action’s ID instead.
  • Meta: send stage events like “Closed won” for Conversion Leads, or standard events like Purchase. A CRM stage event uses the conversion’s name unless you type another under Event name in Meta. A standard event also asks Where it happened: System generated (the default), Phone call, Email, Chat, Physical store or Other. Meta takes this as your statement about the conversion. Connect Meta has Meta’s requirements for Conversion Leads.
  • Microsoft Ads: Microsoft matches goals by name. Ledion stores the exact name when you pick the goal, and Microsoft drops an upload to a name it doesn’t know without an error. If you rename the goal, pick it again here. A goal marked “Click IDs only (enhanced conversions off)” matches on the click ID alone.
  • Reddit: a custom event name has up to 64 characters, and Reddit matches it exactly, capitals included. Where it happened is Other (the usual choice for CRM stages), Website or Physical store. For Physical store, Ledion leaves out the click ID, as Reddit asks.

A row for an account that isn’t connected right now (it needs reconnecting, or you removed it) shows read only, and saving keeps it as it is.

Default value and currency

Used when the step’s Value or Currency field is empty. Leave the default value empty to send none. The currency is a 3-letter ISO 4217 code, like USD. Without one here, Ledion uses the default currency in its Settings, then your HubSpot account currency.

Send it (repeat policy)

  • Once per record (the default): each record sends this conversion to each network once, however often it enrolls. A deal that leaves Closed won and comes back doesn’t count twice: later runs show skipped for the networks that already have it. Ledion remembers what it sent for 400 days.
  • Every time the step runs: every run is a new conversion. Use it for events that really repeat, like a renewal.

The step’s Dedupe key (advanced) field overrides both: Ledion then sends once per record and key.

Either way, a run HubSpot retries is sent once. Each event also carries an ID that stays the same on every retry, so the networks drop copies on their side: Google Ads, Meta and Reddit by that ID, Microsoft Ads by click ID and conversion time.

2. Check the windows

Each network takes conversions up to a certain age. Ledion checks before it sends: a conversion past the window shows expired (Too old in Activity) and isn’t sent, and Ledion never retries past it.

Network Window
Google Ads Clicks up to 90 days old. Matches on email or phone only: up to 63 days
Meta Events up to 7 days old
Microsoft Ads Conversions within 90 days of the click
Reddit Events up to 7 days old

When the step’s Occurred at field is empty, the conversion time is when the step runs, so Meta’s and Reddit’s 7 days rarely matter. For Google Ads and Microsoft Ads the clock starts at the ad click: a deal that closes more than 90 days after the click is too late for that click.

3. Send a test

  1. In Conversions, open a saved conversion and go to Send a test.
  2. Pick the Record type (Contact or Deal) and enter the Record ID: the number at the end of the record’s address in HubSpot.
  3. Click Send test. Each network’s result shows as it comes in, usually within a minute, with the network’s message. The send also shows in Activity with a Test tag (Open in Activity).

The test uses the conversion’s default value and currency, and the time you click. Test sends don’t count toward your plan, and they don’t use up “Once per record”: the record’s real send still goes out. You can test a conversion that’s turned off.

Network What Send test does
Google Ads Uses Google’s validate-only mode, so nothing is recorded
Meta Uses the Test events code on your Meta connection, if you added one
Microsoft Ads Microsoft has no test mode for live accounts. Send test checks the goal, then shows Skipped: “Test mode isn’t available for Microsoft Ads. The goal is set up correctly.”
Reddit Uses the Test ID on your Reddit connection. Without one, Ledion doesn’t send to Reddit, because the event would count as a real conversion. It shows Skipped: “Not sent. Reddit counts events without a Test ID as real. Add a Test ID to the Reddit connection to test.”

Screenshot to come: Ledion, Conversions: Send test results for one deal, with a result for each network (Google Ads, Meta, Microsoft Ads, Reddit)

4. Turn it off or delete it

  • Turned off (the On toggle in the list): workflows that use it skip the step. Their Ledion status is skipped, with the message “Conversion ‘[name]’ is turned off or deleted in Ledion.” Turn it back on and the next run sends.
  • Deleted (Delete conversion, then Yes, delete): the same for workflows. Past sends in Activity keep its name, and the name is free for a new conversion.

The list also shows when each conversion last sent and how many sends it had in the last 30 days.

Next: add the step to a workflow. The Conversions page shows the same three steps under Add it to a workflow.

NextAdd the step to a workflow

Something missing or wrong? Email santi@ledion.io.