# LinkedIn ad type handoff: worked example

**Decision:** READY
**Campaign:** Northstar product page test
**Offer:** Approved workflow product page
**Buyer:** Warm security operations leaders
**Objective / action:** `website_visits` / `visit_website`
**Audience temperature:** `warm`
**Placement / device:** `feed` / `cross_device`
**Proof:** `approved_claim`

## Recommendation

**Primary:** Single Image Ads
Reason: Fits the supplied visit_website action, objective availability, surface/device, verified assets and capture choice.
**Backup:** Video Ads
Backup disposition: Qualified backup shown above.
**Native state:** unknown
**Next action:** Use the primary/backup handoff and verify native setup in Campaign Manager before launch.

## Capture or destination

- Layer: `website`
- Role: `destination`
- Status: planned; not native-verified

## Owners

- Production: Noah
- Measurement: Mira

## Required assets

- `approved_image`: verified_available (`asset://image-v4`)
- `approved_copy`: verified_available (`copy://approved-v3`)

## All supplied assets and permissions

- Asset `approved_image`: `verified_available`; evidence `asset://image-v4`
- Asset `approved_copy`: `verified_available`; evidence `copy://approved-v3`
- Asset `finished_video`: `verified_available`; evidence `asset://video-v2`
- Asset `captions_or_on_screen_text`: `verified_available`; evidence `asset://captions-v2`
- Asset `destination`: `verified_available`; evidence `https://example.invalid/northstar-workflows?utm_source=linkedin&utm_medium=paid_social&utm_campaign=northstar_product_page_test`
- No permission requirement supplied for this route.

## Exclusions

| Format | Reason code | Reason |
| --- | --- | --- |
| `carousel_image` | `EXCLUDE-ASSET` | A required finished asset is not verified available. |
| `event` | `EXCLUDE-ACTION` | The format's story unit does not support the supplied action. |
| `document` | `EXCLUDE-ACTION` | The format's story unit does not support the supplied action. |
| `thought_leader` | `EXCLUDE-OBJECTIVE` | The dated objective matrix does not list this format for the selected objective. |
| `article_newsletter` | `EXCLUDE-ACTION` | The format's story unit does not support the supplied action. |
| `conversation` | `EXCLUDE-PLACEMENT` | The format does not use the required delivery surface. |
| `message` | `EXCLUDE-PLACEMENT` | The format does not use the required delivery surface. |
| `spotlight` | `EXCLUDE-PLACEMENT` | The format does not use the required delivery surface. |
| `follower` | `EXCLUDE-PLACEMENT` | The format does not use the required delivery surface. |
| `text` | `EXCLUDE-PLACEMENT` | The format does not use the required delivery surface. |
| `connected_tv` | `EXCLUDE-PLACEMENT` | The format does not use the required delivery surface. |

## Measurement layers

| Layer | State | Definition or reason |
| --- | --- | --- |
| delivery | `defined` | Mira: impressions and spend from the LinkedIn Campaign Manager campaign-performance CSV for the first 14 days after launch. |
| interaction | `defined` | Mira: clicks and click-through rate from the LinkedIn Campaign Manager ad-performance CSV for the first 14 days after launch. |
| site | `defined` | Mira: tagged sessions and northstar_demo_request form submissions in GA4 for the first 14 days after launch. |
| crm | `defined` | Mira: HubSpot contacts with original campaign Northstar product page test and qualification status Sales qualified. |
| commercial | `defined` | Mira: HubSpot opportunities created within 30 days of the first tagged session; report first-touch and influenced counts separately. |

## Open requests

No planning request remains. Native setup and launch checks are still separate.

## Sources

- https://www.linkedin.com/help/lms/answer/a422880 — observed 2026-10-01; dated objective availability matrix.
- https://business.linkedin.com/advertise/ads/ads-guide — observed 2026-10-01; inventory context; does not override objective matrix conflicts.

## Evidence boundary

Native state: `unknown`.
Editorial fit ordering only. Simplicity breaks ties only after weighted fit; the fixed format order resolves remaining ties. Scores and tie-breaks are not a performance ranking or prediction. Native availability, account acceptance, delivery and results are not established by this selector.