Many advertisers are drawn to LinkedIn due to its robust professional targeting options. The ability to accurately target unique job titles, functions, and seniorities (just to name a few) sets LinkedIn Advertising apart from other social channels. But what many don’t realize is that LinkedIn offers some of the most robust reporting on campaign demographics performance as well! Utilizing Linkedin’s campaign demographic reporting to make optimizations to your audiences can help boost your conversion rates and decrease your lead cost.

How to access Campaign Demographic Reporting

In Linkedin Campaign Manager, select the campaigns or campaign groups you would like to view results for, then click the “Demographics” button towards the top of the page.
How to access campaign demographic reporting

Once in the Demographics tab, you have the ability to view the impression, click and click-through rate performance of 9 different demographic breakdowns. You can also adjust the time frame you are viewing as you would like.

Depending on the campaign type you may also be able to view additional performance metrics. For instance, if only looking at the demographic reporting of lead gen campaigns you will be able to view Lead Form Opens and Leads.
Demographic reporting display options

Best Use Cases of Campaign Demographic Reporting

The Campaign Demographic Reporting feature houses a TON of data that can be overwhelming to view at first. Here are some of the best use cases we have found for the campaign demographic report.

Audience Reduction

The biggest advantage of the Campaign Demographic report is that it shows you exactly who is clicking on your ads so you know who you are spending your advertising budget on. At the initial launch of a new audience, the campaign demographic report can be valuable to understand an audience you have built. If you notice a certain pocket of members that are clicking on your ads that are not part of your ideal customer persona you can opt to exclude those members from your campaign. This ensures you are only spending on those most valuable to your bottom line.

Even if you are seeing impressions and clicks from members within your ideal customer profile, the campaign demographic report can be useful in identifying pockets of users that have low engagement with your ads. Excluding these individuals can help improve CTR in your audiences.

Optimizing and narrowing your audience using the campaign demographic report is most valuable with retargeting audiences. No matter the industry you operate in you will have traffic to your website that you want to avoid spending advertising budget on. These include third party vendors, competitors, and even employees of your organization. Using demographic performance reporting with remarketing campaigns helps to easily identify traffic that is not relevant to your advertising efforts. One demographic to pay attention to in particular is the sales function. Sales members are often active on your website trying to sell their product offering to your company. These sales members are also active on LinkedIn as they are using LinkedIn to reach a number of potential customers at a time. Because of this, we see remarketing audiences serve many impressions to sales individuals that may not be a part of an advertiser’s ideal customer profile. Excluding this group can help lead to improvements in CPA.

Audience Breakout

Outside of identifying demographics with poor performance in your campaigns, the campaign demographic report can also help to highlight demographics with strong performance. These demographics in a campaign can be extremely beneficial to audience expansion. For instance, if you are seeing the finance function performing well within a certain campaign, you can create a new campaign strictly targeting the finance function. This will allow you to prioritize more budget towards the strong performing finance function, leading to improved overall CPA.

Explaining PoP Trends

Lastly, the campaign demographic report can be useful to help explain trends you may see within a certain audience. Even with spend and audience targeting options staying consistent, spend toward a particular demographic can change drastically over time, leading to changes in performance. Using the date range adjustment you can look at a specific demographic performance over two time periods and analyze the change in audience.

For example, below you can see company size delivery for the same audience in two different months. Despite not making any changes to audience or budget, we noticed a decline in the percentage of impressions served to companies that had 10,000+ members. Having the ability to view this change period-over-period can help to understand changes in KPIs overtime.
Company size delivery for the same audience in two different months
Company size delivery for the same audience in two different months

Utilizing the campaign demographic reporting features available to you in LinkedIn’s campaign manager can help elevate your LinkedIn advertising to the next level. Play around with the feature within your campaigns to get familiar with the demographics of your current audiences. For more information on how to take full advantage of the LinkedIn Advertising platform, contact our team!