• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer

Social Media Examiner

Your Guide to the Marketing Jungle

  • 🔥 Free Newsletter
  • 🎙️ Podcasts
    • Social Media Marketing Podcast
    • AI Explored Podcast
    • Social Media Marketing Talk Show
    • Our YouTube Channel
  • 🌟 AI Society
  • 🗓️ Marketing Conference
  • đź‘‹ About Us
    • Marketing Events
  • Search
  • Embrace AI & MarketingGet Ongoing Training & SupportBEGIN YOUR JOURNEY NOW

    LinkedIn Website Demographics: What Marketers Need to Know

    by Kristi Hines / October 18, 2017

    social media how toWant more information on people who visit your website?

    Did you know LinkedIn can help?

    LinkedIn Website Demographics provides professional insights about your website visitors and allows you to remarket to them through LinkedIn ads.

    In this article, you'll learn how to set up and use LinkedIn's Website Demographics for remarketing.

    LinkedIn Website Demographics: What Marketers Need to Know by Kristi Hines on Social Media Examiner.
    LinkedIn Website Demographics: What Marketers Need to Know by Kristi Hines on Social Media Examiner.

    #1: Set Up LinkedIn Website Demographics

    To set up LinkedIn Website Demographics, you need to log into your LinkedIn advertising account using the LinkedIn Campaign Manager. If you've used LinkedIn advertising, click on your account name to start setting up Website Demographics.

    Select your LinkedIn advertising account in the Campaign Manager.
    Select your LinkedIn advertising account in the Campaign Manager.

    If it's your first time using LinkedIn advertising, you'll need to create an account for your business. On your first visit to the LinkedIn Campaign Manager, you're prompted to create your first ad to set up your LinkedIn advertising account. First, select an ad format.

    Choose the type of LinkedIn ad you want to create.
    Choose the type of LinkedIn ad you want to create.

    If you select Text Ads, you'll be able to create your account and optionally link it to a LinkedIn company page or showcase page.

    Fill in details to set up your LinkedIn advertising account.
    Fill in details to set up your LinkedIn advertising account.

    Once you've created your account, complete the first step to setting up a LinkedIn ad, which is to name your ad campaign. At the bottom of the screen, you should have an option to save the ad campaign as a draft. If not, go on to the next step and save the ad there.

    Type in a name for your LinkedIn campaign and click Save as Draft.
    Type in a name for your LinkedIn campaign and click Save as Draft.

    Once you save your first ad campaign as a draft, you're taken to your advertising account's dashboard. Click the Website Demographics link at the top.

    Go to the Website Demographics tab to set up your insight tag.
    Go to the Website Demographics tab to set up your insight tag.

    Click on the Set Up Your Insight Tag to get the code for your website so LinkedIn can start collecting data about your website visitors.

    Copy the code for your insight tag and add it to your website.
    Copy the code for your insight tag and add it to your website.

    If you don't see the Website Demographics link, look for the Insight Tag option under the Account Assets menu, or if that option isn't available, select Matched Audiences and create an audience for your website visitors. Creating a new audience will give you the insight tag.

    Create a LinkedIn matched audience to get the insight tag code.
    Create a LinkedIn matched audience to get the insight tag code.

    Matched Audiences

    You can also use matched audiences to create audiences for specific segments of your website traffic. For example, if you want to view your website demographics for visitors who go to a specific page on your website (such as the thank-you page for your lead submission form), click the Create an Audience button to create a matched audience for leads.

    AI Business Society

    Ready to Unlock AI Marketing Breakthroughs?

    If you’re like most of us, you are trying to figure out how to use AI in your marketing. Here's the solution: The AI Business Society—a new AI marketing community from your friends at Social Media Examiner.

    The AI Business Society is the place to discover how to apply AI in your work. When you join, you'll boost your productivity, unlock your creativity, and make connections with other marketers on a similar journey.

    I'M READY TO BECOME AN AI-POWERED MARKETER
    Set up matched audiences for segments of your website traffic.
    Set up matched audiences for segments of your website traffic.

    Creating matched audiences for website visitors who reach specific pages allows you to compare your website demographics for all of your visitors versus those who convert as leads, make purchases, subscribe to your newsletter, read your blog, and perform other activities.

    Conversion Tracking

    Select the Conversion Tracking option under the Account Assets menu to get LinkedIn to track conversions for your LinkedIn ad campaigns.

    Discover Proven Marketing Strategies and Tips

    Want to go even deeper with your marketing? Check out the Social Media Marketing Podcast! Publishing weekly since 2012, the Social Media Marketing Podcast helps you navigate the constantly changing marketing jungle, with expert interviews from marketing pros.

    But don’t let the name fool you. This show is about a lot more than just social media marketing. With over 600 episodes and millions of downloads each year, this show has been a trusted source for marketers for well over a decade.

    CHECK OUT THE SOCIAL MEDIA MARKETING PODCAST NOW
    Track conversions for your LinkedIn campaigns.
    Track conversions for your LinkedIn campaigns.

    You can track more than one conversion, which allows you to monitor conversions such as purchases, email subscriber signups, and more.

    Fill in the details for the conversion you want to track.
    Fill in the details for the conversion you want to track.

    When you're finished, visit your Website Demographics section within 24 hours to make sure your insights tag is verified and starting to collect visitor data.

    #2: View Your Website Visitor Data

    Depending on the daily traffic your website receives, it may take several days for your website audience to include a minimum of 300 LinkedIn members for you to see your demographics data. Once you reach the minimum, you'll start to see your website visitor data.

    You can view data for all of your website visitors or for specific audience segments (based on your matched audiences), compare data for one audience against another (such as all of your website visitors versus your leads), and see data for a specific time range, from one day to all time.

    Choose the website audience you want to view in your LinkedIn Website Demographics.
    Choose the website audience you want to view in your LinkedIn Website Demographics.

    Next, use the View By drop-down menu to see specifics about your website audiences, including company industry, job title, job function, job seniority, company size, location, country, and company name.

    Use the View By menu to filter data for your website audiences.
    Use the View By menu to filter data for your website audiences.

    Each view shows you the percentage of page views and change for each group of visitors.

    Filter LinkedIn Website Demographics data by Company Industry.
    Filter LinkedIn Website Demographics data by Company Industry.

    This data helps you see how closely your website visitors match your ideal customer base. For instance, if you know your customers are mostly in the Writing and Editing industry and from the United States, you want to see a higher percentage from that industry and country in your website demographics.

    This information can also help you create more effective ads. Facebook and LinkedIn both allow you to target ad audiences based on details of your audience's work. On Facebook, you find these targeting options under Detailed Targeting, where you can include or exclude people with specific employers, industries, job titles, and office types.

    Facebook offers detailed targeting options based on your audience's work.
    Facebook offers detailed targeting options based on your audience's work.

    For LinkedIn, you can target people based on the following work details, most of which are included in your LinkedIn website demographics:

    LinkedIn offers these options to refine your targeting based on work details.
    LinkedIn offers these options to refine your targeting based on work details.

    #3: Retarget Website Visitors With LinkedIn Ads

    Want to target LinkedIn ads to reach your website visitors? If so, be sure to select matched audiences when you're ready to define your ad campaign audience.

    Select matched audiences to retarget website visitors with LinkedIn ads.
    Select matched audiences to retarget website visitors with LinkedIn ads.

    From there, either include or exclude your website visitors and other audiences you've created using the LinkedIn insight tag. Just start typing the name of your audience or click See Full List to choose from your available audiences.

    You can include and exclude multiple audiences for each ad campaign. This is useful if you created an audience for all of your website visitors, as well as an audience for people who submitted a lead form or made a purchase. Simply include website visitors and exclude those who submitted your lead form or made a purchase. That way, your ad is only shown to people who haven't completed a conversion goal on your website.

    Once you've selected your website audiences, continue to refine your audience using the general targeting options below for location and other work demographics.

    Refine the target audience for your LinkedIn campaign.
    Refine the target audience for your LinkedIn campaign.

    This allows you to make sure your audience is as similar as possible to your ideal customer base for a better return on investment from your LinkedIn ads.
    Want more like this? Explore our LinkedIn for Business guide!

    Conclusion

    As you can see, LinkedIn Website Demographics can be useful for getting to know your website visitors, as well as retargeting website visitors with LinkedIn advertising.

    What do you think? How do you use LinkedIn Website Demographics? Please share your thoughts in the comments below.

    AI EXPLORED

    Curious About How to Use AI?

    Our newest show, AI Explored, might be just what you're looking for. It's for marketers, creators, and entrepreneurs who want to understand how to use AI in their business.

    It's hosted by Michael Stelzner and explores this exciting new frontier in easy-to-understand terms.

    Pull up your favorite podcast app and search for AI Explored. Or click the button below for more information.

    I WANT TO LEARN MORE ABOUT AI

    Tags: LinkedIn

    About the authorKristi Hines

    Kristi Hines is a freelance writer, ghostwriter, and copywriter who develops blog content, ebooks, emails, lead magnets, and website copy for marketing agencies, B2B, and SaaS.
    Other posts by Kristi Hines »

    Get Social Media Examiner’s Future Articles in Your Inbox!

    Get our latest articles delivered to your email inbox and get the FREE Social Media Marketing Industry Report (43 pages, 50+ charts)!

    Industry Report Cover

    Worth Exploring:

    Facebook

    Marketing Help Explore More →

    Instagram

    Marketing Help Explore More →

    YouTube

    Marketing Help Explore More →

    Linkedin

    Marketing Help Explore More →

    AI

    Next Frontier Explore More →

    Social Media Marketing Industry Report

    Get Free Report →

    Social Marketing Trends

    The data you've been missing!

    Need a new plan? Discover how marketers plan to change their social activities in the 17th annual Social Media Marketing Industry Report. It reveals what marketers have planned for their social activities, content marketing, and more! Get this free report now and never miss another great article from us. Join more than 385,000 marketers!

    Simply click the button below to get the free report:

    Footer

    Your Guide to the Marketing Jungle
    Copyright © 2025 Social Media Examiner®
    All Rights Reserved. Terms of Use | Privacy Policy.

    Helpful Links

    • About us
    • Our content via email
    • Our podcasts
    • Our YouTube channel
    • Our live show
    • Our social media marketing industry report
    • Our generative AI marketing industry report
    • Sponsorship opportunities
    • RSS