Tips & Tricks
XING Lead Ads
Tips & tricks for optimally integrating XING Lead Ads with HubSpot
How does integration with HubSpot work?
Integration with HubSpot is a seamless connection that enables users to directly capture leads from XING Lead Ads and sync the data between the XING AdManager and their HubSpot account. It simplifies the process of obtaining leads and puts all lead info at one place in HubSpot.
How do I enable leads integration with HubSpot?
To enable connection with HubSpot, follow these steps:
Step 1
In the XING Lead Ads funnel, check if the CRM Sync toggle is editable. If not, ask your agency administrator to set up a customer connection to HubSpot in the CRM integrations tab in the Administration section.
Step 2
Activate the CRM synchronisation in the XING Lead Ad creation funnel of the XING AdManager to enable the transfer of the leads to HubSpot.
Step 3
Map required XING Lead Ad fields to corresponding fields in HubSpot. To tailor the integration to your needs, you can customise the fields as required.
Step 4
Receive leads directly into your HubSpot account, organized according to your mapped fields, as soon as they are collected in the XING AdManager.
How can administrators set up customer connection with HubSpot?
Step 1
Log in to the XING AdManager with your administrator credentials.
Step 2
In the Administration section, click on CRM Integrations. Add HubSpot by entering your login details. This step establishes the connection between XING AdManager and HubSpot, providing you the capability to toggle the CRM Sync button according to your preferences within the XING Lead Ad creation funnel.
Step 3
Select customers that you want to connect with your HubSpot account.
What info is synced between XING Lead Ads and HubSpot?
The synchronisation process between XING Lead Ads and HubSpot facilitates the transfer of lead data to HubSpot. This includes:
Contact details: First name, last name, email
Additional contact details: Street and number, Postcode, City, Country, Phone, Date of Birth
Business details: Profession, Phone (business), E-mail (business), Employer
Custom questions: Add up to three additional questions, depending on your needs.
Can I customize the fields that are synchronized between XING Lead Ads in the XING AdManager and HubSpot?
Yes, you have the flexibility to customise the fields you want to synchronise between XING Lead Ads and HubSpot. This customisation ensures that the data captured meets your specific lead management needs. If you change the default mapping, the mapping status will change to “custom”.
Can I add custom questions to my XING Lead Ads integrated with HubSpot?
Yes, when you create your XING Lead Ad form, you can easily add custom questions in the form builder. Once configured and assigned, these questions will be included in the lead data sent to HubSpot. Please note that you can only include three custom questions.
What happens if there are errors in data syncing between XING Lead Ads and HubSpot?
If you're experiencing errors or problems, it's a good idea to check the integration settings and error logs. Troubleshooting steps may be different, so it is advisable to consult the documentation or contact support for both platforms.
Can I remove my connection with HubSpot?
Yes, you can remove the connection to HubSpot by accessing the Admin section, requiring the admin rights. In the “CRM integrations” tab, all connections are listed under the “Existing connections” section. You can remove the connection by clicking the cross button. Removing the connection will disable the integration toggle and permanently delete mapping for all lead ads associated with the connection.
How can I ensure that a lead from a specific ad doesn't get sent to HubSpot?
To not send a lead from a specific ad to HubSpot, deactivate the CRM synchronisation by switching off the CRM sync toggle in the lead ad creation funnel. By doing so, no lead data is sent to HubSpot for that particular ad.
Who can enable connection with HubSpot?
XING AdManager users granted administrator permissions.
What happens if any of the XING fields in the XING Lead Ad form are not mapped with the fields from HubSpot?
If a field isn't mapped, the data for that specific field won't be sent to HubSpot. In the lead ad creation funnel, the status will be marked as “unmapped” for easy identification.
Note: If the mandatory fields, “First name”, “Last name” and “E-mail” are not mapped we automatically map them using the default mapping ensuring that the data is transmitted to HubSpot for these specific fields.
Best practises
You can also find valuable practical tips on how to make your XING Ads more successful here.
Click here for the best practices
Video Tutorials
In order to be perfectly prepared for the XING AdManager, we have created some videos for you that will help you to place meaningful ads.
Campaigns
Questions regarding my existing ad
Where can I find my ads that I have created without a campaign?
You can find these ads under the tab “Ads – Old”.
Will the new campaigns change anything for my existing ads?
Nothing will change for your existing ads. They will continue running as before and can still be edited. These ads cannot be duplicated, though, because any future ads will have to be created in the new campaign structure.
Can I move my existing ads into a campaign?
Unfortunately, this is not possible. You can continue to use your existing ads under the “Ads – Old” tab without any restrictions.
Why can't I duplicate my ads in the “Ads – Old” tab?
All future ads must be created in the new campaign structure.
Where can I find my archived ads?
Currently, archived ads cannot be viewed. We are working on bringing this functionality back.
Questions about creating campaigns
Can I use different ad types in one campaign?
Yes, different ad types can be used within a campaign.
When will more functions be available, e.g., the automatic distribution of ad budgets?
We are constantly working on improving the campaign function. The automatic distribution of campaign budgets is one of the topics, as well as further enhancements in the structuring and creation of campaigns.
Can I use a saved target group for all ads in a campaign?
This is not possible currently, but we are working on simplifying the target group definition within ad campaigns.
Can I run A/B tests on ads?
Currently, there is no functionality that allows this to be done automatically. However, we are working on a solution. There is, nevertheless, in principle the possibility to duplicate ads, to test several variants in parallel and thus to compare the performance. Ads from the same account do not bid each other up.
Does a user see only one ad or all ads of a campaign if it contains various ads for one target group?
A user can see all the ads in a campaign, but only one ad per page.
Can campaign targets be defined for a campaign?
Explicitly defining campaign targets is currently not supported, but different parameters (choice of payment mode, CPC or CPM …) can be used to optimize ads for different targets.
Can I use multiple ad creatives within one campaign?
Yes, a campaign can contain multiple ads with different ad creatives.
Do I have to create a campaign even if I only want to create a single ad?
Yes, you must create a campaign, even for a single ad.
Do ads compete against each other within a campaign?
No, ads do not compete within a campaign if they are promoted by the same XING company profile.
Campaign management and reporting
How does reporting at campaign and ad level work?
Reporting at ad level continues to work as before. Reporting at campaign level clearly aggregates the statistics of all ads within the campaigns. A new feature is the possibility to also view reach and frequency data at campaign level.
How is the campaign budget distributed among the ads of a campaign?
Currently, the budget cannot be defined at campaign level, but must still be defined per ad. However, the total available budget and its consumption is displayed on the campaign overview.
Which ad within a campaign is played out preferentially?
This is automatically decided by our ad algorithm, based on bid and click-through rate.
How are the metrics calculated at campaign level?
These metrics are either a sum or average of all ads within the campaign.
Are there new metrics with the new campaign structure?
Yes, there is now the possibility to view reach and frequency across all ads in a campaign.
Will the ad budget still be distributed over the ad runtime?
Yes, the ad budget will continue to be distributed over the ad runtime, but we are trying to ensure that the budget can be used up completely. Therefore, an ad may have used up all its budget before the end of the runtime.
Can I set the ad frequency at campaign level?
No, this is currently not possible. However, there is a general limit on the frequency of ads per campaign, so that XING members do not see an ad too often.
How can I archive a campaign?
To archive a campaign, archive all the ads it contains. Currently, there is no function to archive a campaign.
Retargeting function
Why can't I use individual ads to create my retargeting audience?
This is currently not possible, but it is already in the planning stage.
How does retargeting work?
The retargeting feature creates a target group segment that exclusively includes users who have interacted with your chosen campaign based on the criteria you set.
For example: If you opt for XING Video Ads as the ad type, select a 60-day period, and only want to consider users who have watched 50% of the video, then the retargeting target group will only contain these specific users. If your chosen campaign also includes Website Ads, they will not be considered in retargeting. You can, of course, select different engagement criteria.
Can I further segment a retargeting audience?
No, currently this is not possible. As soon as you create a retargeting audience, it pertains only to users who have interacted with the campaign. A further segmentation afterward is not feasible.
Which is better: target group selection based on clicks or target group selection based on views?
It can't be answered definitively. It heavily depends on the goals you are pursuing.
How can I apply my created retargeting audience?
It's easy! Once your retargeting audience shows as “Ready to Use”, during the ad creation process in the audience section, click the “Select Audience” button and search for the name of your retargeting audience.
Where can I set up retargeting?
To access our retargeting feature, click on “Audiences” on the left side menu → “Create New Audience” in the top-right corner → “Retargeting Audience”.
Why does my retargeting target group no longer have any reach?
The retargeting audiences are constantly changing. Let's assume your campaign reached 1,000 users in the last 60 days. After a week, users who were active 53–60 days ago are no longer in the target group because they no longer fall within the 60-day period.
Can I also use actively running campaigns as retargeting target groups?
Yes, this is possible and even a common practice in many AdManagers! When you run an awareness campaign, you can concurrently launch a retargeting campaign targeting users who have already engaged with your awareness campaign. This is very efficient, as repetitive targeting often leads to better conversion rates. Many advertising platforms use this method to retarget prospects and guide them through the purchase funnel.
Billing
Are there any additional costs for placing ads?
No, you can set the budget for your ads. There are no additional costs beyond that.
How much does it cost to place an ad for a month?
That's up to you — theoretically, you can spend a maximum of €10 per day, but you'll only get correspondingly few impressions/clicks.
So there are no fixed monthly costs (usage fees etc.)? Billing only takes place via placed ads?
No, there are no fixed costs. Using the XING AdManager is free, and costs only arise when you activate ads with the budget you've allocated.
Which billing method is used for which ad medium? How can I pay for which ad?
CPC or CPM. XING Video Ads and XING Lead Ads only use CPM.
How can I change the billing address?
You can change your billing and payment details at any time in your XING AdManager. In the dropdown menu at the top of the screen, switch from “Personal Area” to your “Business Area”. Then, under “Administration” in the left sidebar, you can adjust payment details for each customer. Click on the “Edit Payment Details” button. If you need a corrected invoice afterwards, please contact our customer service.
Costs and billing of ads on XING
Ads on XING are displayed based on an auction system. Your ad competes with others targeting the same audience.
When creating the ad, you provide a maximum bid. We suggest you enter an amount where you set the budget in the XING AdManager.
If your bid is higher than the competition's, your ad will be displayed. However, we don't charge your maximum bid, but rather an amount that just exceeds the second-highest bid.
All these amounts are net amounts. VAT is added when the invoice is generated.
We always recommend setting a maximum budget, an end date, and optionally, a daily budget.
You can choose between these two billing options:
- Billing per thousand impressions (CPM).
- Billing per click on the ad or sender (i.e., profile or company profile).
Under “Manage Ads”, you can check your account balance in real-time.
You'll receive an invoice at the beginning of each month for the actual impressions or clicks incurred in the previous month.
My XING Credits invoice does not include VAT
It's correct that the credits invoice was issued without VAT. The credits are a type of voucher. As a result, purchasing credits is merely an exchange of one form of payment for another. The sale of credits, in itself, does not constitute a service. Only when redeeming the credits by purchasing ads is there a service provided. Therefore, VAT is applied only to the purchased ads.
XING AdManager
Can I carry out A/B testing with XING AdManager?
We have not yet implemented an A/B testing function, but you can create several variants of an advert in a campaign with different images or texts to find out what actually excites the target group.
Where can I see what a CPC costs for my target group? Or do I simply set the amount myself?
As soon as you have selected your target group in XING AdManager, a current CPC recommendation will be suggested for exactly this target group (this recommendation depends on how many other adverts are active for your selected target group). You can then set a maximum CPC. Recommendation: Start low (even slightly below the recommendation) and readjust if the advert has not yet reached the desired impressions.
How is the specified average CTR achieved?
The ratio of ad impressions to clicks.
What is the average cost of advertising an event? So that you have heard a rough value
With XING AdManager, you have complete cost control, i.e. you can decide exactly how much budget you want to invest in an advert. It is therefore difficult to give an average value. It also depends very much on the target group you want to address and how ‘popular’ this target group is at the moment.
If I have 2 different areas for a company, can I create the company twice? So that the adverts are separate from each other
Yes, then you can create two customers so that the adverts are separate from each other. You can still enter the company twice as the sender.
Why can there be more impressions than reach with XING Ads?
Reach refers to the number of individual people who have seen the advert. The impressions refer to the total number of times the advert was shown. This means that one person may have seen the advert only once, while another has seen it three times.
Does every administrator have to have a XING profile?
Yes, a XING profile is required to be able to place adverts.
Are there tracking options? For remarketing etc.?
You can store click trackers in all formats.
What should the minimum daily budget be?
You can't give a generalised answer, it depends very much on the size of the target group and the overall budget.
Is there a guideline for a sensible target group reach? Or do you have a recommendation?
You can't generalise, it depends very much on the target group. If you have a very specific target group, it is best to simply test it and if the advert is not displayed enough, then expand the target group.
Can I also specify an external landing page in the advert?
Yes, that's not a problem.
Can separate customers be created for different areas of the company (HR/marketing), but with the same billing address?
Yes, that's not a problem.
XING Tracking Pixel
What is the XING Tracking Pixel, and why should I use it?
The XING Tracking Pixel monitors and records the specific actions of the visitors you have selected for tracking. These actions or events are then displayed in the XING AdManager. This allows you to analyse and gain insights into how users interact with your website or content. This data is valuable for evaluating the effectiveness of your online campaigns and making informed decisions to improve your marketing strategies.
How do I install the XING Tracking Pixel on my website?
To install the XING Tracking Pixel, log in to your XING Business account in the XING AdManager and go to the Tracking Pixel section in the sidebar. Click on ‘Pixel Setup’ to get instructions on how to install the pixel on your website. The installation steps are:
1. copy the JavaScript code and paste it between the <head> </head> tags of your website. Paste the base code on every page of your website to ensure consistent tracking on all pages. Once the code has been implemented correctly, a success message in the browser console will confirm the activation of the code.
2. once the base code is installed, copy the specific events you want to track and paste them between the <body> and </body> tags on the desired web page. Paste the event code where you want the events to be tracked.
Note: Further information on installing the XING tracking code can be found here.
How can I activate tracking for my campaign or advert?
Once you have installed the XING Tracking Pixel on your website, you must follow the steps below to activate tracking:
1. Activate the tracking toggle when setting up your campaign. It will be applied to all adverts within this campaign.
2. Once your campaign is created and published, you can view the metrics on the events you have selected to track in the campaign and ad dashboard.
3. Over time, when someone interacts with your website and activates the selected event, you will receive the data in your dashboard. Access the Campaigns and Ads dashboard to observe the metrics related to the events you have selected to track.
How can I verify if my XING Tracking Pixel is set up correctly?
After installing the base code on your website, a ‘Validation successful’ message in the browser console indicates correct installation. If, on the other hand, the message ‘Validation failed’ appears, please check the installation and make sure it is correct.
If you receive data for the installed events on your campaign and ad dashboard after creating the campaign, this means that the pixel has been set up correctly.
Note: Keep in mind that it may take some time before you receive data on the dashboard. Data is only generated when users perform actions that trigger the events you have configured.
Please note: In order to receive data on the dashboard, at least one standard event must take place.
Which events can I currently track with the XING Tracking Pixel?
These events can currently be tracked with the XING Tracking Pixel:
Registrations - Number of users who have registered for your product or service. Each registration counts as a separate interaction.
View content - Number of users who have viewed your content. Each ‘view’ is a single interaction.
Page views - Number of users who have viewed your page. There can also be several views per user.
Add to shopping basket - Number of users who have added items to the shopping basket. This can also be several items per user.
Lead conversion - Number of lead-related actions completed. Each action is a single interaction.
Submit application - Number of successfully submitted applications. Each application is a single interaction.
Purchases - Number of purchases made. There can also be several purchases per user.
Apply for job - Number of applications submitted. Each application is a single interaction.
Please note: For ‘Page views’, ‘Add to cart’, and ‘Purchases’, a single user can generate multiple conversion events. For all other events such as: ‘Signups’, ‘View Content’, ‘Lead Conversion’, ‘Submit Application’, and ‘Apply Application’, each action represents a unique value.
What data does the XING Tracking Pixel collect from my website visitors?
The XING Tracking Pixel collects data on certain events that you have installed on your website. This data contains information about the actions of your website visitors, such as the number of page views when the ‘page view’ event is installed. It provides insights into visitor interactions and allows you to measure the effectiveness of your campaigns.
Can I use URL shorteners, links from third-party providers or URLs with redirects with the XING Tracking Pixel?
It is not recommended to use URL shorteners, third party links or a URL that redirects as this could affect the tracking of conversions. If you use software to generate a URL, please note that we will not be able to track conversions if the URL query parameters are not preserved. This can mask the original URL, making it difficult for tracking pixels to accurately capture user interactions. To ensure the effectiveness of your tracking pixel, it is best to always use the full URL.