4 Steps To Use LinkedIn Website Demographics As A Marketing Tool


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Did you know that LinkedIn website demographics can be used as a marketing tool for your business? If you are interested in knowing how it works, and how you can use it to improve your business performance, I have compiled in this article everything you need to know about Linked website demographics, benefits of using it, and how to go about using it.

This article will help you in:

  1. Understanding what is LinkedIn Website Demographics
  2. The benefits of insights and data from LinkedIn Website Demographics
  3. How to set up LinkedIn Website Demographics in 4 easy steps

What is LinkedIn Website Demographics?

LinkedIn Website Demographics is a tool that uses data from millions of active LinkedIn members to provide insight about your website visitors. This tool allows you to monitor and analyze the LinkedIn users that visit your business website over a period of time. It serves as a powerful way of examining and determining the effectiveness of a marketing campaign done in your business.

Website Demographics by LinkedIn shed more light on the professionals visiting your website by breaking their info down into eight categories including job title, job function, company, job position, and location. In essence, LinkedIn website demographics help businesses to determine the industry or location where the majority of their website visitors come from.

It is important to highlight that this is a free reporting tool that can help your business in understanding what kind of professionals are visiting your website. In this way, you can use those insights to improve your marketing techniques and strategy.

Once you install the LinkedIn Insight Tag on your website and include the pages you want to track, Website Demographics uses one the most accurate professional data in the world to inform you on what types of professionals are visiting your website, including data such as their job titles, company names, industries and much more.

Thanks to LinkedIn Website Demographics, you can discover new audiences that are engaging with your website and then refine your targeting and content based on what you learn.

The insights from LinkedIn comes directly from its database, and for this reason, they are really accurate. Thanks to this data, anyone can compare different pages to analyze which content will work the best for a certain marketing persona, being able to customize articles in order to serve a specific topic to the right targeted people.

Benefits of Using LinkedIn Website Demographics

Website Demographics allows you to analyze any page of your website, comparing pages side by side and even view changes over time, so that you can adjust your message to the audience’s who matter most.

Unarguably, every business owner wants to improve its business performance day-by-day. On the other end, marketers are always looking for ways to figure out the kind of visitors a business website gets.

Here are a few benefits you’ll get from using LinkedIn website demographics:

1. Helps to know your visitors

LinkedIn Website Demographics serves as an effective tool for marketers to see the professional demographic data of a website’s visitors. It helps you to determine the geographical information of your website visitors such as location, company, job title, etc. This helps you to determine the most suitable and profitable areas to target for your new marketing campaigns.

You can use all these insights about your website visitors to correctly target those users that are most likely to become qualified leads and potential new customers and clients.

2. Helps to determine the effectiveness of marketing

Marketing campaigns are used to drive traffic to a website for better business performance. If your marketing activities target a particular area and particular sets of people, LinkedIn website demographics would report the effectiveness of such campaign. Once the demographic data showing in your website visitors analytics, you can intend to change the marketing strategy.

3. Helps to keep eye on visitors loosed

This marketing tool helps to keep an eye on the categories of visitors loosed by a website. LinkedIn website demographics allows you to see the pages of your website clicked by visitors. In essence, it gives you total control of knowing your loyal customers and the ones that stopped doing business with you.

Easy To Install

With LinkedIn Website Demographics, it’s easy to start learning about your visitors. There’s no need to ask help to a developer, you just need to incorporate the LinkedIn Insight Tag into your website’s HTML.

Discover your Audience

The free tool will help you in uncovering the insights of the professionals who visit your website. You can then use the data you gain to make and customize even more effective marketing campaign strategies.

Create a Target Audience

Not only Website Demographics by LinkedIn will tell you who are the visitors of your websites. Once you collected all the data, you can create a custom website audience for your campaigns. The process is easy and it has a step by step tutorial that will help you in finalizing your first campaign.

Customize Your Content

Since you know who are the professionals and users visiting your websites, you can create targeted pages and compare them to find the ones that are working the best and that are most appealing to your visitors.

Reach A Better Audience

LinkedIn Website Demographics will improve your marketing strategies. The information you gain about your website visitors can help you in targeting qualified leads, prospects and potential customers. From that point, you can build paid campaigns that can drive traffic to landing pages that will help your company in acquiring more targeted leads that you can convert them into paying customers.

4 Steps To Set Up Your LinkedIn Website Demographics

1. Create a LinkedIn Ads account

This is the first step required to taking advantage of LinkedIn website demographics for your marketing. This tool is only available for businesses that have a LinkedIn Ads account. If you don’t have an existing one for your business, set it up.

2. Install LinkedIn insight tag to your website

To use LinkedIn website demographics, you’re required to install the insight tag on your website.

In your LinkedIn Ads account, navigate to Campaign Manager and click on account assets. Thereafter, select Insight Tag from the drop-down menu of account assets. Once done, you’ll see three steps required to complete the installation. Follow the required procedures to install the insight tag. Upon completion, it’ll start collecting data about your website visitors up to a certain extent before it starts providing you with insight.

3. Monitor and analyze your LinkedIn website demographics data

LinkedIn Website Demographics gives you access to personal information about visitors such as company name, industry, job function and title, etc. The data provided by LinkedIn website demographics will match the targeting criteria of your marketing campaign. You can then easily monitor and analyze the effectiveness of your marketing campaign to your target visitors.

Note: To view these demographics data, navigate your way to the toolbar at the top of the campaign manager and click on the website demographics tab.

4. Apply the data to improve business performance

After getting the required info about your visitors through LinkedIn website demographics data, you then need to use this information to improve your company’s performance. To do this, make sure your new blog contents target the majority of your audience. Let your blog focus mainly on the audience you target your marketing campaign.


LinkedIn Website Demographics is an effective marketing tool that can be used to monitor and analyze the effectiveness of a marketing campaign to a target audience. Businesses should really take advantage of this to get meaningful insights about their website visitors. Demographics is really impactful in improving the overall performance of a business.


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