LinkedIn Audiences Destination

Before connecting to the LinkedIn Audiences destination, you must have a LinkedIn Campaign Manager account and an Ad Account ID. In addition, the user authenticating with LinkedIn must have one of the following LinkedIn ad account roles: ACCOUNT_BILLING_ADMIN, ACCOUNT_MANAGER, CAMPAIGN_MANAGER, or CREATIVE_MANAGER.

To add the LinkedIn Audiences destination:

1. From the Segment web app, navigate to Engage > Audiences. Ensure you are in the Engage space you plan to use with LinkedIn Audiences. Either choose an existing Engage Audience or create a new one: this is the Audience you plan to send to LinkedIn.
2. Within the Audience, click Settings and copy the Audience Key. You'll need this key later.
3. Navigate to Engage > Engage Settings and click Destinations. Please ensure you are still in the correct Engage space.
4. Search for "LinkedIn Audiences" and select the destination.
5. Click Configure LinkedIn Audiences.
6. On the Select Source screen, your Engage space should already be selected as the source. Click Confirm Source.
7. On the Destination Settings tab, name your destination and authenticate with LinkedIn using OAuth.
8. Once authenticated, input your LinkedIn Ad Account ID from your LinkedIn Campaign Manager account. Toggle "Enable Destination" on and click Save Changes.
9. Navigate to the Mappings tab, click New Mapping, and select Sync To LinkedIn DMP Segment.
10. Under Select mappings, input the Audience Key you copied in Step 2 as the "Segment Engage Audience Key." Do not change any other defaults. Click Save and toggle to enable the mapping.
    • Note: The Audience Key must be manually entered to ensure users in the Engage Audience are sent to the correct DMP Segment in LinkedIn. For every Engage Audience you want to send to your LinkedIn Ads Account, a separate Sync To LinkedIn DMP Segment mapping must be created. You can create up to 50 mappings within an instance of the LinkedIn Audiences destination.
11. Navigate back to Engage > Audiences and click on the Audience from Step 1.
12. Click Add Destinations and select the LinkedIn Audiences destination you just created. In the settings that appear in the side panel, toggle the Send Track option on and do not change the Audience Entered/Audience Exited event names. Click Save Settings.

The setup is complete and the Audience will start syncing to LinkedIn. Segment automatically creates a new DMP Segment in LinkedIn and will add or remove users accordingly. The Audience appears in your LinkedIn Campaign Manager, account under Plan > Audiences > Matched.

To sync additional Audiences from your Engage space, create a separate mapping in the LinkedIn Audiences destination. Navigate to Connections > Destinations, search and select the LinkedIn Audiences destination, and follow Steps 9-11 above.

Build your own Mappings. Combine supported triggers with the following LinkedIn Audiences-supported actions:

• Sync To LinkedIn DMP Segment
• Sync To LinkedIn DMP Company Segment

Syncs contacts from a Personas Audience to a LinkedIn DMP Segment.

Sync To LinkedIn DMP Segment is a Cloud action. The default Trigger is event = "Audience Entered" or event = "Audience Exited"

Syncs companies to LinkedIn DMP Company Segments.

Sync To LinkedIn DMP Company Segment is a Cloud action. The default Trigger is type = "track"

If you're using Linked Audiences, you must set Add or Remove as the value for the DMP User Action field, as Linked Audiences doesn't support the Auto Detect option.

Use the Sync To LinkedIn DMP Company Segment action to add or remove a company from a LinkedIn Company Segment.

The action can sync from the following Segment source types: a Connections Source, an Engage Profiles audience, or Reverse ETL.

To sync a company, the mapping must pass the following information to LinkedIn:

• Company Segment Action: whether to add a company to, or remove it from, the LinkedIn Company Segment. Set to Add to Company Segment or Remove from Company Segment. A single mapping can only perform one of these actions — it can't be configured to both add companies to and remove companies from a LinkedIn Company Segment.
• Company Identifiers: at least one of Company Name, Company Domain, Company Email Domain, LinkedIn Company ID, or LinkedIn Company Page URL. See Company Identifiers for what each one accepts.
• Audience Source: whether this mapping is receiving data from a Connections Source or an Engage Audience. Set to Connections or Engage or Reverse ETL.
  • When Audience Source is Connections, also provide a Segment Name: the LinkedIn DMP Company Segment to sync to. Segment will create the LinkedIn Company Segment if it doesn't already exist.
  • When Audience Source is Engage or Reverse ETL, Segment syncs to a LinkedIn Company Segment named using the snake_cased version of the Engage Audience's name.

At least one identifier is required. Every valid identifier you provide is sent, and providing more than one improves LinkedIn's match rate.

• Company Name is the company's name, for example Microsoft.
• Company Domain should be the company's website domain on its own, for example microsoft.com. A full email address or a web address also works: Segment takes the domain out of it, so joe@microsoft.com and https://microsoft.com/about both send microsoft.com. A value that isn't a domain isn't sent, including a company name that happens to contain a dot, such as Acme Inc.
• Company Email Domain is the domain the company uses for email, which is sometimes different from its website domain. Same accepted values as Company Domain.
• LinkedIn Company ID accepts a bare ID, for example 1035, or a full organization URN, for example urn:li:organization:1035. Both forms sync the same company.
• LinkedIn Company Page URL is the company's page on LinkedIn, for example https://www.linkedin.com/company/microsoft or linkedin.com/company/microsoft. A URL on another website isn't sent. LinkedIn rejects a page URL longer than 100 characters, so Segment doesn't send one either.

Beyond that, Segment sends the value as you map it and doesn't try to correct it. That matters in one place: two spellings of the same company are two companies. If one row holds microsoft.com and another www.microsoft.com, LinkedIn receives both. Map one consistent form.

If an identifier can't be used, Segment leaves that one out and syncs the company on the others. Segment doesn't report this: as long as at least one identifier is usable, the event shows as delivered and no error or warning is raised for the ones that were left out. LinkedIn also accepts a company it can't match, so a delivered event doesn't mean the company matched. Making sure the values you map are correct is up to you. To see which companies matched, use the matched report for the segment in LinkedIn Campaign Manager. If none can be used, the event fails with a validation error naming what to check.

This action can be connected to a regular Connections Source, for example a Node.js source. A track event, mapped with at least one company identifier and a Company Segment Action of Add or Remove, adds or removes that company from the Company Segment.

Use an Engage Profiles audience with this action. Engage Accounts audiences aren't supported.

Each member of a Profiles audience is a person, so the company has to come from that person's profile. Because this action syncs companies using a company identifier rather than a person's identifiers, use ID Sync or Trait Enrichment to attach at least one company identifier to events synced from the Audience.

In addition to the identifiers above, you can send extra details about a company to help LinkedIn match it: Industries, City, State or Province, Country, Postal Code, and Stock Symbol. These are optional and turned off by default.

To send company traits, enable Send Company Traits in the mapping.

LinkedIn limits each of these fields:

• Industries accepts either a list or a single comma-separated value, for example software, technology. LinkedIn takes at most three; any beyond that aren't sent.
• Country must be a two-letter ISO 3166-1 alpha-2 code, for example US or DE. Lowercase is fine. A country name isn't sent, and the code for the United Kingdom is GB, not UK.
• City and State or Province aren't sent above 50 characters, Postal Code above 20, Stock Symbol above 5.

A value over a limit is left out rather than shortened, because a truncated city is the wrong city. The company still syncs on its identifiers and whichever other traits were usable. As with identifiers, Segment doesn't report a trait that was left out and the event still shows as delivered, so check that the values you map meet these limits.

Suppose a Profiles audience contains three people who all work at Microsoft, and their profiles have been enriched with company details:

Segment sends Microsoft once, with the traits from whichever one of those profiles it happens to process first. The other two are discarded. If that's Ada, LinkedIn is told Microsoft is in Seattle; if it's Ben, Austin. Which profile wins isn't stable, so a later sync of the same Audience can send a different city for the same company.

The traits are taken from a single profile as a set, so you won't get Ada's city paired with Ben's state. But there's no way to tell Segment which profile is the right one.

Identifiers behave differently: every profile at Microsoft resolves to the same company domain, so there's nothing to choose between. Syncing identifiers only, with Send Company Traits off, avoids the ambiguity entirely.

So if you send traits from a Profiles audience, make the profiles agree on them first — through Trait Enrichment from a single source of company data, for example — and whichever profile wins will carry the same values as the rest.

• New segment propagation delay: When Segment creates a new LinkedIn DMP Company Segment for the first time, LinkedIn may briefly return a "not found" error before the segment becomes available. Segment automatically retries in this case, so no action is needed.
• Batch size: LinkedIn accepts up to 5,000 companies per batch request.

This error occurs when the DMP User Action field isn't set to Add or Remove in the mapping, or it's set to Auto Detect, which comes with a couple of caveats:

• For Linked Audiences, you must set Add or Remove as the value for the DMP User Action field, as the Auto Detect option isn't supported.
• For Profile Audiences, it must match the default Enter Event names set in the destination settings at the Audience level. Those defaults are Audience Entered and Audience Exited.

The trait fields on the Sync To LinkedIn DMP Company Segment action are only used when Send Company Traits is enabled on that mapping. If the toggle is off, any traits you mapped aren't sent, even if they're filled in.

If the toggle is on and a single trait is still missing, that value most likely didn't meet a LinkedIn format or length limit. Segment leaves that field out of the request rather than shortening it, and still sends the rest of the company, so the sync succeeds with the other fields intact.

Country must be a two-letter ISO 3166-1 alpha-2 code. A country name such as United States, or a three-letter code such as USA, isn't sent.

The most common cause is UK. It looks correct, but it isn't an assigned ISO code — the code for the United Kingdom is GB. Lowercase codes are fine, so gb works.

LinkedIn's OAuth access tokens have a time to live (TTL) of 60 days; refresh tokens have a TTL of one year. Segment automatically updates your access token as long as your refresh token is valid. You won't see any errors or interruptions in data delivery if your access token expires while your refresh token is valid.

Upon expiry or revocation of a refresh token, you'll see Refresh Token Expired errors in the Delivery Issues section of your LinkedIn Audiences destination Event Delivery tab.

Unknown errors from LinkedIn related to OAuth appear as Oauth Refresh Failed.

To remedy either error, please navigate to the Settings tab of your LinkedIn Audiences destination and select Reauthorize under the Connection heading and complete the OAuth flow.