LinkedIn’s Website Demographic Information: What You Need to Know

LinkedIn’s Website Demographics is a web analytics tool available in LinkedIn’s Campaign Manager. It was launched in the summer of 2017 and provides advertisers with demographic information about the LinkedIn members visiting their website. Web Demographics is free for anyone who is using Campaign Manager and you don’t have to be running ads to leverage it.

This tool is different than the Demographic reporting for your campaigns, which only reports on people who have interacted with your ads. Website Demographics reports on all LinkedIn members on your site, whether they have interacted with your ads or not.

Here’s what you need to know and how to get started.

Setting Up Website Demographics

First, you’ll need to install the LinkedIn Insight Tag on every page of your website. This tag also powers conversion tracking and retargeting.

You can find your Insight Tag by clicking on Account Assets at the top of the page and selecting Insight Tag from the drop-down menu.

The second step is to create website audiences for your account. Navigate to Account Assets and this time select Matched Audiences. Any website audiences you build here can be used for both retargeting and website demographics.

Once your website audience generates at least 300 members, you will be able to review your visitor demographic data in the Website Demographics tab.

I recommend creating audiences for all site visitors, visitors who become customers, and all segments in between.

Using the Website Demographics Report

On the Website Demographics page for your Ads account, you will be able to view metrics about your website audience segments at a time. You can also compare metrics for any two of your website audiences.

You can analyze data over different time frames by adjusting the date range.

You can further filter the data for the website audiences using the following demographic dimensions:

  • Job title
  • Company industry
  • Job seniority
  • Job function
  • Company size
  • Location
  • Country
  • Company

The time period change column will show the change in performance for the time period you selected in the date drop down to the previous period. So if your date range is set to past 30 days, it will compare performance to the 30 days prior.

For one B2B client, our target demographic is CEOs. However, when we looked at out website demographics, the second largest Job seniority segment to our site Entry level. So we adjusted our marketing efforts in order to weed out entry-level positions and have been observing trends over time to make sure this demographic is decreasing.

Comparing Website Audience Demographics

Comparing the demographics of your different website audiences can help you gain insights you can use to improve your advertising strategy. How does the demographics of your customers compare to overall site visitors? Can you work to increase the percentage of site visitors that have similar demographics to your customers? Should you add more demographics into your campaigns?

The largest Job Title demographic of overall site visitors in CEO, which fits in our target market. However, CEOs make up only 0.8% of the people who are viewing our video demo. Do we need to rethink the landing page to tailor it more to the needs of a CEO?

Also, 3.7% of our visitors are Founders and they make up the largest percentage of people viewing the video. This demographic has good engagement. At this point, we weren’t targeting Founders as a job title, so we created a campaign for them.

If you haven’t already, take a look at Website Demographics for your site. Make sure you have audiences set up and the LinkedIn pixel placed to ensure you can start gathering data. I expect this to be a very useful report for all of my clients when it comes to fine-tuning their marketing audiences.

What other ways have you used Website Demographics? Let us know in the comments below!