LinkedIn Website Demographics: Important Information for Marketers

Since July, LinkedIn is offering companies a way to get better information about who is visiting their web pages. That information—about the person’s job title, company, industry type, and location—could help companies better target their marketing campaigns going forward.

Businesses using LinkedIn’s Campaign Manager advertising service can use the new Linkedin Website Demographics tool to track this information, provided they insert a LinkedIn tag on the pages they want to monitor. "They can then compare how different pages do with different demographic groups and use that data to fine tune their marketing going forward. For a company that wants to hire a person with certain skills in a particular industry, this could be helpful rather than the traditional broader “spray and pray” type of campaigns,"writes Fortune.

Once you set up your website audience in Campaign Manager for website retargeting or website demographics, your audience pool will begin to build. If your website audience does not verify in 24 hours, do double check your website audience URL to make sure it has been correctly entered and that an Insight Tag has been properly placed on the pages you would like to track. Once the website audience is verified, it may take up to 90 days to build up an audience pool, depending on the volume of website traffic that meets the specific target criteria you set.

You can check the status of your website segments on the management page by moving your cursor over the Account Assets tab in the top navigation bar of your Campaign Manager account page and selecting Matched Audiences from the dropdown.