It’s LinkedIn’s Turn to Enable Brands to Track Which Audience Types Visit Their Sites

Brands can also filter by date range to analyze the impact of their campaigns

LinkedIn Wednesday announced the launch of LinkedIn Website Demographics, a new tool that enables brands to tap into data from the professional network to see who has been visiting their websites.

LinkedIn Website Demographics will launch “in the coming weeks,” and it appears to function similar to the Facebook pixel, a snippet of code brands can add to their websites to mine similar information on Facebook users who visit. However, the Facebook pixel drives conversion tracking and remarketing via custom audiences, while the new tool from LinkedIn offers website audience analytics.

In order to begin using the feature, brands must have the LinkedIn Insight Tag—a lightweight JavaScript tag—on their sites.

The next step is to sign into Campaign Manager, click on Account Assets and choose Insight Tag. Websites will be listed as Verified if the tag is properly installed.

Brands can then click Create an Audience and define website audiences for their campaigns, which can be filtered by:

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

This information can then be used by brands to create ads targeted to the people they want to engage, by specific audience segment.

Brands can also filter by date range to analyze the impact of their campaigns, as well as to see if new pools of prospects have discovered their websites.

Taylor Greason, who works on product management for LinkedIn, offered the following example in a blog post of how brands can use LinkedIn Website Demographics:

A LinkedIn user who leads marketing for an information-technology business and traditionally targets its campaigns to technology professionals learns from LinkedIn Website Demographics that healthcare professionals have been visiting one of its product pages more frequently than expected, so a campaign can be targeted to this newly discovered potential pool of customers. David Cohen is editor of Adweek's Social Pro Daily.