Trying to decide if you should be using Conversion Tracking or Lead Gen Forms? The following comparison should help you make a decision on which tool makes the most sense for your next project.

Lead Gen Forms automatically pre-populate information based on a user’s profile data. When a LinkedIn member clicks on your ad, the form will be pre-filled with accurate personal information. The form is meant to cut down on the effort it takes for both you and the user so that you get valuable contact information, and they get easy access to your product.

Lead Gen Forms have a much narrower scope than Conversion Tracking. When your primary interest is in collecting legitimate leads for sales purposes, Lead Gen Forms are your best bet. The forms will collect members’ name, email, company, job title, etc. then send it your way via your preferred CRM.

If you use Sponsored Content, you can incorporate Lead Gen Forms to allow users to click your ad and sign up for your product without ever leaving LinkedIn. They can respond to your call-to-action with only a couple of clicks. With Sponsored InMail, you can contact the user directly, reaching out through the messaging system.

Marketers have found that users are less likely to sign up for a product when they have to type in a lot of detailed information into tiny boxes with their small mobile keypad. While Lead Gen Forms can, of course, be used on both desktop and mobile platforms, the system is especially helpful to mobile users who are interested in your ad but don’t feel like struggling through the process of typing all their information on their phone.

Setting up a Lead Gen Form takes very little time or effort for marketers. Simply log into the Campaign Manager, select “Lead Generation Forms,” and create a template. You can then fill in the details, select which fields you want users to fill, and add a CTA. After you save your form, you can use it in your Sponsored Content or Sponsored InMail campaign.

If none of these options sound like you, try looking into Conversion Tracking. It has a much broader scope and can accomplish more comparatively to Lead Gen Forms. You can track the activity on your site and see how your campaigns are doing.

Don’t think Lead Gen Forms are for you? The following are signs you may be better off using Conversion Tracking.

 Lead Gen Forms are great for users who don’t want to leave the platform, but if your campaign requires members to leave, Conversion Tracking is the best bet for you. The tracker will allow you to measure users’ actions (if they’re tied to your ad) after they’ve left LinkedIn. You can see if they make purchases, downloads, or sign up for your product as a result of your ad.

 Conversion Tracking can be used with most ad types on LinkedIn, where Lead Gen Forms are limited to Sponsored Content and Sponsored InMail.

To use the program, marketers have to install the LinkedIn Insight Tag by making small adjustments to your website’s code. It’s a simple task to do, even for those without much technical knowledge.

If you’re still unsure, you can always test both tools and judge which one works best for you. Both were created with the marketer in mind, so be sure to use these programs and reap the benefits!