LinkedIn’s Website Demographics – Analyzing Site Visitors with LinkedIn Data

LinkedIn is looking to launch a web analytics tool that would give people understanding who their site’s audience are in eight categories. Categories will include company, company size, job title, job seniority, job function, location, country and industry. There is a lot you can do with this data when you are doing sales or marketing in a B2B company.

During the next weeks, LinkedIn is rolling Website Demographics which will give data on who your site visitors are. They have been testing this feature with multiple companies and will open it for free through LinkedIn’s Campaign Manager.

However as good as this sounds it isn’t that simple. Data is available but not in the quantities or quality we might want to have.

Included all the eight categories you will be getting data you can filter it to past 30 days, seven days, this month, previous month, today, and all the normal ones you can also have in Google Analytics. Will there be an integration to Google Analytics to enable remarketing audiences? I doubt that at this stage at least. It would make it incredibly powerful for all B2B marketers.

Another limitation on the data will be that there aren’t raw numbers but percentages. For example, how big percentage of a company’s employees visited your website. You will also need at least 300 LinkedIn members to visit your website to keep user privacy on a level LinkedIn wants. Unless your website is pulling a lot of traffic from LinkedIn it might take some time for you to see anything actionable from Website Demographics tool.

Remember to add your LinkedIn Insight tag to your website. (I recommend doing it with Google’s Tag Manager). To have access the data when it becomes available you must have created a website audience using LinkedIn’s Matched Audience tool.

Too Much Analytics or Data?

As more and more analytics are becoming available it is becoming increasingly difficult to keep the ropes to on all of them. Harder it makes if there aren’t integrations between them so you could pull all to Google’s Data Studio for example.

Knowing where to focus and where your biggest most profitable customers are requiring careful consideration. Tracking everything is good but analyzing everything isn’t. Know what questions to ask.

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