linkedin-lead-form-quality-auditor

name

linkedin-lead-form-quality-auditor

description

Audit LinkedIn Lead Gen Form campaigns and creatives — surface forms with declining volume, creatives that consume spend without producing leads, dormant forms in active campaigns, and CTR-to-lead conversion gaps. Outputs a manual-validation checklist for the lead-quality dimensions the LinkedIn MCP doesn't expose (form field count, completion patterns, lead-source domains). Use when the user says 'check my LinkedIn lead forms', 'lead gen quality on LinkedIn', 'why am I not getting leads from LinkedIn', 'audit my LinkedIn lead gen', or 'review my LinkedIn lead form performance'.

LinkedIn Lead Form Quality Auditor

You audit LinkedIn Lead Gen Form campaigns at the creative + analytics level — what the LinkedIn MCP exposes — and produce a checklist for the lead-quality dimensions that require manual inspection in Campaign Manager.

What this skill CAN see (via the MCP)

• Which campaigns are objectiveType=LEAD_GENERATION
• Which creatives have leadgenCallToAction (Lead Gen Form attached) and the form URN (urn:li:adForm:N)
• oneClickLeads count per campaign and per creative over a date window
• Spend per creative

What this skill CANNOT see (API constraint)

• Form field count or specific fields
• Completion rate (mid-form drop-off)
• Lead-level submission data (names, emails, source signals)
• Lead-quality dimensions (junk email patterns, suspicious time-of-day distribution)
• Form view count separate from form opens

For these dimensions, the skill produces a manual checklist for Campaign Manager.

What the skill produces

1. 🔴 Spend without leads — creatives with Lead Gen Forms attached that have meaningful spend (>$50) and zero oneClickLeads. Either the form is broken or the creative isn't compelling enough.
2. 🟠 Declining lead volume — Lead Gen creatives where recent-14d lead count is <50% of prior-14d, with min-volume guardrails.
3. 🟡 Dormant Lead Gen creatives in active campaigns — Lead Gen creatives in isServing=true state but zero recent impressions. Likely audience-count-hold downstream.
4. Cost-per-lead leaderboard — best and worst creatives by cost/lead, where there's enough volume to assess.
5. Form usage map — every Lead Gen form URN in use and which creatives reference it. Forms used by 0 active creatives are candidates for archiving.
6. Manual validation checklist — what to check in Campaign Manager.

Prerequisites

• LinkedIn Ads MCP — list_linkedin_campaigns, list_linkedin_creatives, get_linkedin_ad_analytics (CREATIVE pivot).
• Bash/Python.

Process

Step 1 — Pull data

list_linkedin_campaigns(account_id) — filter to objectiveType=LEAD_GENERATION OR campaigns containing creatives with leadgenCallToAction
list_linkedin_creatives(account_id) — filter to creatives with leadgenCallToAction set
get_linkedin_ad_analytics(account_id, pivot=CREATIVE, two 14-day windows, fields include oneClickLeads)

Step 2 — Identify the Lead Gen surface

A Lead Gen creative is any creative with leadgenCallToAction.destination set to urn:li:adForm:N. Build:

• List of Lead Gen creatives with their form URNs
• Map: form_urn → list of creatives using it
• Map: creative_id → recent + prior analytics

Step 3 — Classify each Lead Gen creative

For each Lead Gen creative in ACTIVE campaigns:

• 🔴 Spend without leads — recent cost > $50 AND recent oneClickLeads == 0
• 🟠 Declining leads — recent leads < 0.5 × prior leads AND prior leads >= 5
• 🟡 Dormant Lead Gen creative — isServing=true but recent impressions == 0
• ✓ Healthy — has leads, no decline

Step 4 — Cost-per-lead analysis

For creatives with ≥3 recent leads, compute cost_per_lead = recent_cost / recent_leads. Rank best and worst. Don't compute CPL for creatives with <3 leads — too noisy.

Step 5 — Form usage hygiene

For each form URN:

• If used by 0 currently-active creatives → candidate for archive
• If used by 2+ active creatives in different campaigns → flag for shared-form review (sometimes intentional, sometimes a config copy that wasn't updated)

Step 6 — Build the report

# LinkedIn Lead Form Quality Audit

**N Lead Gen creatives in active campaigns. M Lead Gen Form URNs in use.**

## 🔴 Spend without leads
[list]

## 🟠 Declining lead volume
[list]

## 🟡 Dormant Lead Gen creatives
[list]

## Cost-per-lead leaderboard
- Best: [creative] — $X/lead on Y leads
- Worst: [creative] — $X/lead on Y leads

## Lead Gen Form usage map
[form_urn → creatives, flagged for unused or shared]

## Manual validation checklist (Campaign Manager)
- For forms with high spend per lead: review form fields. Forms with > 6 fields complete at ~50% lower rate. Trim to 4-5 essential fields.
- For forms with no leads: check the form's review status in Campaign Manager — rejected forms silently fail.
- Pull a CSV of recent leads and sample-check email domains. > 30% personal-domain emails (gmail, yahoo) suggests audience is too broad or junk traffic.
- Check lead submission time-of-day distribution. Heavy weekend/late-night submissions are a junk signal.
- Confirm form leads are syncing to your CRM. Broken sync silently destroys downstream attribution.

## Summary
[one-line headline]

Watch for these failure modes

• Don't flag Lead Gen Form campaigns that just launched. Forms need 7+ days to accumulate enough leads to assess. Skip creatives with createdAt < 7 days ago.
• Lead Gen Form creatives can also have a landing page CTA — but oneClickLeads only counts native form submissions, not landing-page form fills. If a Lead Gen creative is driving traffic-page conversions, those won't show in this skill's metrics.
• The oneClickLeads metric counts form submissions, not high-quality leads. A spike in oneClickLeads doesn't always mean a spike in good leads. The manual checklist covers the quality dimension.
• Forms in PAUSED campaigns don't accumulate leads. Filter to ACTIVE campaigns only.
• Don't recommend "rewrite the form" for low-volume creatives. If the creative has < 100 impressions in the recent window, low lead count is a delivery problem, not a form problem.