LinkedIn targeting capabilities have grown to be quite robust in the last few years, and navigating the depths of all LinkedIn has to offer can definitely feel daunting. Meet Website Demographics.

LinkedIn Website Demographics

What is LinkedIn Website Demographics?

LinkedIn Website Demographics gives advertisers demographic insights into Website Audiences. You can build these audiences by utilizing specific URL rules in the Matched Audiences tab within the platform. Examples of Website Audiences include an audience of all-site visitors or an audience of users who downloaded content (based off of thank-you page urls).

You can leverage demographic data based off of these audiences in order to better understand the traits of website users and help shape overall LinkedIn strategy. Let’s dig a bit deeper into what these offered insights are, and how to use them in your current marketing efforts.

Using Website Demographics to Inform LinkedIn Targeting

With Website Demographics, you can view how your audiences break down into the following categories:

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

There are a multitude of ways you can you can use these insights to inform your LinkedIn targeting and strategy, namely, target specific audience segments who engage the most with your site. Note that all site visitors are made up of just that, everyone who has visited your site. This means employees, competitors, and job seekers too. It’s important to keep these users in mind before making any actionable decisions based on what you’re seeing in Website Demographics.

You can gather audience insights on converters and use this insight to inform future targeting. For example, you can create an audience of users who downloaded content based off of thank-you page urls, and use Website Demographics to gain insight into the demographic makeup of those leads. With this information, you can target LinkedIn users with demographic attributes similar to those who have already converted.

Next, create ads tailored for these specific audiences. Website Demographics can help inform what type of Industry targeting you should be testing. With this knowledge, you’ll be able to break out campaigns by Industry and target with industry-specific creative, copy, and landing pages.

Lastly, measure the impact of your advertising. Let’s say you just opened up targeting to include Company Size 51-200 employees and want to see the impact on overall website traffic. With Website Demographics, you will be able to measure the percentage of site traffic from users at companies size 51-200 before opening up targeting and after to hopefully see an increase in users at companies sizes 51+. With LinkedIn, like most other social advertising, only a portion of the total visits influenced by your ads will come from direct clicks. An analysis like this can also be one way to measure the indirect traffic your ads generate.

Cross-Channel Use Cases

The learnings from LinkedIn Website Demographics should not be siloed to LinkedIn itself; these insights have the ability to inform other paid media efforts as well. For example, utilize Website Demographics to break down traffic by Company to inform Facebook competitor targeting. Then, look at Industry breakdowns to help inform your Google campaigns. The wealth of demographic information available through this tool can help improve targeting and measure the impact in all your channels, including Facebook, Quora, Twitter, Pinterest, Search, Display, Youtube, and beyond.


The above is an extensive but by no means exhaustive list of ways to use Website Demographics to your advantage. If used aptly, LinkedIn Website Demographics has the potential to alleviate some of the largest pain points that we face as advertisers. Arm yourself with the right knowledge, and hone in on your targeting today!