LinkedIn has several tools at its disposal and powerful features people may not know it has. LinkedIn’s Website Demographics tool is one such powerful tool which allows advertising people to track and analyze their website traffic. It displays all the LinkedIn users which have visited the company website. It allows you to analyze these users and act on your marketing efforts accordingly. This is a really powerful tool or option to have when you’re trying to target a particular market or group of audience. It shows you the visitors and filters them according to several criteria or filters:

Job title

Industry

Job seniority

Job profile

Company name

Company size

Location

Country

To get started and know what’s new with the LinkedIn Website demographic tool, you need to first know how to set it up. Follow these steps:

1. Making sure you have a LinkedIn Ads account:

The website demographics tool is only available to people with the LinkedIn Ads account. It is important to the first setup up your ads and the LinkedIn Ads account to be able to access this tool.

2. Generate your insights tag and add it to your website:

The second step would be to generate your insights tag to place on your website. This enables your site and the service to work properly together. After setting up your account properly, head to the campaign manager to find the ‘website demographics’ option. If not already set up, it will ask for setting up and insight tag. This tag is a JavaScript code that helps in connecting the website demographics tool to track visitors to the page. The tool also enables you to track the conversion rates and other analytics options to assess the performance of your LinkedIn ad. Not having it set up properly will not give you all this information as it won’t be able to connect to the service.

To place it and activate it successfully, just copy paste the snippet code to each page of your website. The best place to paste the code would be just before the end of the <body> tag. After successfully completing this step, LinkedIn will verify this change and your URL will have the ‘verified’ mark next to the list of domains. After placing the code into the global footer it is important to also put all the domain links in the domain list. Be careful to not use the ‘www’ in the domain listing.

3. Building up the audience:

After setting up and getting all things in the checklist verified, it is time to segment your audience across different page types. This will help in analyzing website visitors on the basis of different URLs and help you in analyzing the results in a more step-by-step method.This tool also helps in allowing to drive a particular number of visitors to a certain page or part of the website instead of blogs or other components.But to be able to use all these features you need at least a minimum 300 LinkedIn members visiting your website. Until this criterion is met there won’t be any data or visualizations available in the analytics dashboard.

4. Monitoring and analysis of data:

The power of this tool lies in the potential it offers in helping you track what kind of people are visiting your website. Marketing has to be done right and done smartly. To target people and make your marketing efforts more strategic and smart, you need to use the right tools and methods. But to use this tool for analyzing your visitors properly and verifying if your targeted ads are working, it has to be set up properly. To leverage the power of this tool, it is important you already have your LinkedIn ads campaign running.

Without it and the minimum requirement of 300 members visiting your site at least, it can be of no use. After seeing the results, and analyzing your website visitors, you can properly implement future marketing efforts. After gathering the information from this tool you can verify if your efforts are even reaching the right kind of people. This enables you to retarget your ads in case anything is wrong instead of staying clueless. Also, the greatest benefit of this tool is not just restricted to your promotion efforts on LinkedIn but in other parts also.

This tool is easy to use and setup too and requires really low effort to start using on your site as well. Having a tool which lets you access what kind of people across several sectors are visiting your site is a great boon. This is because having extra information to help with any future efforts or planning never hurts. Furthermore, planning and verifying if your efforts are even reaching the right people helps the company drive their marketing efforts better by focusing on the things that are important on the basis of the insights derived from this tool.

Not only is this tool perfect for targeting your efforts on LinkedIn but can also be used for following up on leads, or better content creation based on the analysis of what attracts more and what doesn’t. LinkedIn’s website demographics tool is a great option for all the marketing people as it offers something that other tools cant- analysis of who is visiting. Instead of the number of visitors being shown as a plain number you get to see who exactly visited just like it is on your LinkedIn profile. It does keep the privacy factor intact by showing only the areas from which the person is visiting and not the name by which it is LinkedIn does stress on the point that the measurements shown are approximate but still does a great job at bringing out the best potential of the tool.