How to Use LinkedIn Website Demographics to Improve Your Marketing

Being able to track the users visiting your website can be really helpful for you as a marketer and help you define a strategy to improve your audience retention. The marketers are usually able to access the data for those users who fill out any personal information forms while they are at your site, but this group is merely a small subset of the total traffic on your website. What if you could profile every user who visits your page; surely it would help you a lot in improving your website and having precisely targeted marketing strategies. This is where the LinkedIn Insight tag has you covered. Not only does it offer conversions tracking on your page, it also helps you profile data for all the visitors that somehow land on your site. Since the users that visit your page already have LinkedIn profiles, their data is readily available and considerably accurate. And just how much will this awesomeness cost? Well, another plus is that this tool is absolutely free, all you need is to have a LinkedIn Ads account.

Here’s how to use the LinkedIn Insight Tag step by step:

Setting Up LinkedIn Insight Tag on Your Webpage

From the homepage of your LinkedIn Ads account, click the Account Assets drop-down menu and select the Insight Tag. Once you have done that, you’ll have to choose from one of the three options to install the tag on to your website. You can either;

1) install the tag yourself, or you can 2) send it to your web developer, or 3) use the Google Tag manager to set it up for you.

It will start providing insights regarding the data as soon as it records a significant number of visitors.

Analyzing Data Collected by LinkedIn Demographics

In order to view the data insights, click Website Demographics from the menu bar, and you will be able to see the data of your visitors categorized in various ways according to your preferences. For instance, the Demographics can show you the website visitors’ job functions, titles, industry information, company names and sizes, and so on.

To make sure that the data doesn’t mislead you, it is important that you analyze prior actions from your own end, or any other external factor that might have affected the quality of audience on your page. Let’s say that your last marketing campaign on LinkedIn was targeted at a certain group of users. In this case, it would not be surprising that the aforementioned group constitutes the highest percentage of visitors to your website over the recent days or even weeks. It should therefore not lead you to believe that this group is more interested in your product/service than all the other categories and requires all your efforts and investments. You should also remember that the data at this stage is based on site visits only and not conversions.

Once you are sure that you have cleared out all the biases, you can use this data to target certain groups that are best suited for your product. Similarly, once you know what segment is more interested in what product/service, you can show them useful and relevant information according to their needs and wants. This can also help you filter out the people who do not fit in the audience type you are targeting and you will easily be able to exclude them from future campaigns. But again, the key for all this is that you objectively analyze the data before making a decision and do not fall into confirmation traps.

Formulating better Marketing Strategies using Visitors’ Data:

Okay, so now that you have some valuable insights into visitors’ data, you need to shape your marketing strategies around this information and I am happy to give you some tips. Here are some areas you can improve on:

  • Firstly, you need to fix the written content on your website. Start editing or posting blogs according to what your audience requires.
  • The Insight Tag lets you know about the job titles, positions, fields, etc. of your visitors. You can use this information to place ads on websites relevant to the job or field of the target audience groups that hold the top positions on your visitor spectrum.
  • If you want to know which visitors converted on a certain page in order to get insights about user preferences with respect to products, you have to create separate ‘thank-you’ pages (ones that appear when a visitor converts) with separate URLs, and create a separate audience for each of those pages. Tags placed on thank-you pages will be better able to track conversions since this is the very last step in the funnel.
  • Collect the data from the ‘thank-you’ pages as well as from your product pages. Then compare the two and look for any correlations and similarities between the demographics of the visitors who convert on a certain page. This will help you identify which demographics are useful in regards to a certain product and which are not and then you will be able to target your audience accordingly.
  • You can research your audience based on specific job position, industry or field and then accordingly improve the outlook and message of your ad so that it resonates with that particular group and increases the chances of meaningful visits.
  • You can also use a stand-alone experiment by allowing traffic to your page from a single source, the one you paid for, and then analyze the results to see if your targeted marketing is actually generating any significant traffic or not.


The reason why the Insight tool is so special is that it a simple yet useful demographics tool that provides valuable insights to all the firms with a LinkedIn Ads account. Plus, it has no extra cost, so it is very economical for any company that wants to know more details about their target audience without bearing an extra financial burden; that’s awesome sauce, right? For many firms, this simple tool can be the final piece of a successful LinkedIn marketing strategy.   Hmmmm, it’s easy, it has no extra cost, and it’ll help your targeted marketing . . . it’s a win-win…..win.

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