Of course, we shouldn’t forget that the Website Demographics feature displays information gathered from a specific website outside LinkedIn, and Audience Insights are combining it with data gathered from inside of the professional network. The information we see in Audience Insights is in fact similar to the data in the Website Demographics section of Campaign Manager – you see the number of LinkedIn members you can reach regarding location, function, seniority, industry, and even company name.
What data do we see in Audience Insights? During the campaign creation process, you can create a saved audience using a matched one combined with additional criteria ( we will get back to this later). website visits, company page engagement, LinkedIn event attendance, video ad views), uploaded contact or company lists, or as lookalikes of saved audiences. On the contrary, Matched Audiences are automatically built and based on previous user behavior ( e.g. When creating a LinkedIn Ad Campaign, you are asked to create your target audience using specific criteria ( location, industry, job title, etc.) and then you can save it as a… yes, Saved Audience. The difference between Saved and Matched Audiencesīefore we start, just a quick reminder about what saved and matched audiences on LinkedIn are. Fortunately, the long-standing rivalry between the two platforms leads to this new gem on LinkedIn, and probably data lovers among B2B marketers would say ‘Better late than never!’. As part of the recent refreshment of the Audience module in Campaign Manager ( adding Saved audiences to the Matched ones), advertisers can now see detailed data about their Matched audiences – an anonymized group of users, gathered via the InsightTag, uploaded lists, or through engagement with company content on LinkedIn.įacebook used to have such a feature but it was discontinued in 2021. In addition to the easy-to-use 4-step creation process and precise targeting, LinkedIn is now including another heavy weapon in the arsenal – Audience Insights.
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