LinkedIn Ads Audience Insights Reporting: Guide 2025

Marketing

Mar 5, 2025

Explore how to leverage LinkedIn Ads Audience Insights to enhance targeting, measure performance, and optimize your campaigns effectively.

LinkedIn Ads Audience Insights helps you understand your target audience better using professional data like job titles, industries, and engagement habits. This guide explains how to use LinkedIn's tools to improve ad targeting, measure performance, and optimize campaigns. Here's what you'll learn:

Why Audience Insights Matter: Precise targeting leads to better ROI and stronger connections with decision-makers.
How to Use Insights Tools: Access the dashboard, set up data connections, and track key metrics like job functions, seniority, and conversion rates.
Key Metrics to Watch: Engagement (clicks, likes), visibility (impressions), and conversions (lead forms).
Automation Options: Tools like Metrics Watch and Coupler.io simplify reporting with templates and scheduling.
New 2025 Features: AI tools for better targeting, predictive audiences, and privacy updates affecting data strategies.

Quick Comparison of Automation Tools

| Feature | Metrics Watch | Coupler.io |
| --- | --- | --- |
| Report Delivery | Email + dashboard links | Dashboard templates |
| Data Integration | Full LinkedIn Ads metrics | Pre-set importers |
| Update Frequency | Custom scheduling | 24-hour default |
| Customization | White-label branding | Template modification

LinkedIn Ads Targeting Options in 2025

Getting Started with LinkedIn Ads Insights

To kick off audience reporting effectively, start by accessing your insights dashboard. This will serve as the base for understanding and refining your campaigns.

Finding the Insights Dashboard

Here's how to access LinkedIn's Audience Insights in Campaign Manager:

Go to Campaign Manager and select your ad account.
Click "Plan" in the left-hand menu.
From the dropdown, choose "Audiences".
At the top, pick either "Matched" or "Saved" audiences:
- For Matched Audiences: Check the boxes next to the audiences you want and click "Insights".
- For Saved Audiences: Simply click the audience name.

Once you're in, it's time to set up your data connections.

Setting Up Data Connections

To integrate LinkedIn Ads reporting, you'll need to meet specific requirements based on the type of integration:

| Integration Type | Requirements | Key Points |
| --- | --- | --- |
| <strong><a href="https://www.hubspot.com/" target="_blank" rel="nofollow noopener noreferrer" data-framer-link="Link:{"url":"https://www.hubspot.com/","type":"url"}" data-framer-open-in-new-tab="">HubSpot</a> Connection</strong> | <em>Publish</em> access + Account Manager | Ensure the account is active with no holds. |
| <strong>OAuth2.0 Setup</strong> | Client ID, Client Secret, Refresh Token | Necessary for custom integrations. |
| <strong>Direct API Access</strong> | Valid Access Token | Used for <a href="https://www.metricswatch.com/reasons-to-start-automated-reporting" data-framer-link="Link:{"url":"https://www.metricswatch.com/reasons-to-start-automated-reporting","type":"url"}">automated reporting</a>. |

Metrics Watch has a direct integration with LinkedIn Ads, allowing you to automate report delivery via email while keeping your data accurate.

Setup Guidelines

Once your data connections are ready, follow these steps to configure your campaigns:

1. Initial Configuration
Start with broad targeting and refine it later based on performance data. Make sure to define your target location first, as this is required for all campaigns.

2. Audience Development
Build your audience carefully by focusing on relevant professional attributes. To keep your reach manageable, limit your targeting to two or three attributes initially.

3. Data Verification
Double-check the following:

Your LinkedIn Ads account is active, and permissions are set correctly.
Ad blocker extensions are turned off during the setup process.
All data connections are tested and functioning.

Use these insights to identify your most valuable audiences and guide your marketing strategy. For example, when using Member Interests targeting, combine it with Job Functions or Job Seniorities to create more specific audience segments.

Key Audience Metrics to Track

To truly understand your LinkedIn Ads audience, you need to focus on metrics that measure reach and performance. These numbers help you fine-tune audience segmentation and evaluate how well your campaigns are doing at each stage.

User Profile Data

LinkedIn provides detailed demographic data that can help you understand your audience better. Here's what you can analyze:

Job Function & Title: See how different roles and positions engage with your ads.
Company Details: Learn about company size, industries, and organization names.
Seniority Level: From entry-level employees to top executives.
Location Data: Discover where your audience is geographically concentrated.

LinkedIn boasts a powerful audience, including 10 million C-level executives and 63 million decision-makers. Plus, 44% of its users earn over $75,000 annually.

Performance Metrics

Campaign Manager offers a range of tools to evaluate your ad performance. Here's a snapshot of key metrics based on Databox benchmarks from August 2024:

| Metric Category | Key Measurements | 2024 Benchmark |
| --- | --- | --- |
| <strong>Engagement</strong> | Clicks, likes, comments, shares | 696 monthly engagements* |
| <strong>Visibility</strong> | Impressions, reach | 80,700 monthly impressions* |
| <strong>Conversion</strong> | Lead form completions, event registrations | 8 monthly leads* |
| <strong>Efficiency</strong> | CTR, CPC, CPM | 0.53% median CTR

*Data sourced from Databox Benchmarks, August 2024.

Metrics by Campaign Type

The right metrics depend on your campaign goals:

Brand Awareness Campaigns

Focus on impressions and engagement rates. For instance, Single Image Ads in the U.S. market can achieve a CTR of up to 0.87%.
Lead Generation Campaigns

Key metrics include conversion rates and cost per lead.
- Lead Form completion rates range from 2.86% to 15.16%.
- Cost per lead varies from $107 to $433.
- Lead Gen Forms outperform traditional landing pages, driving five times more conversions.
Event Marketing Campaigns

Track event registrations, clicks, views, and viral engagement rates.

Focus on metrics that align with your campaign objectives and use demographic data to refine your targeting.

Report Automation Methods

Streamline your LinkedIn Ads reporting to save time and maintain consistent insights into your audience.

Automation Tool Options

Here’s a comparison of two tools that can help automate your LinkedIn Ads reporting:

| Feature | Metrics Watch | Coupler.io |
| --- | --- | --- |
| Report Delivery | Direct email + dashboard links | Dashboard templates |
| Data Integration | Full LinkedIn Ads metrics | Pre-set importers |
| Update Frequency | Custom scheduling | 24-hour default |
| Customization | White-label branding | Template modification |
| Template Access | <a href="https://metricswatch.com/best-instagram-ad-templates" data-framer-link="Link:{"url":"https://metricswatch.com/best-instagram-ad-templates","type":"url"}">Pre-made marketing templates</a> | Free dashboard templates |

Metrics Watch Integration Steps

Metrics Watch offers a simple setup process for LinkedIn Ads reporting:

Initial Setup: Connect your LinkedIn Ads account and choose the data points you want to track for precise insights.
Report Configuration: Add your company’s branding - logos, colors, and other elements - to keep reports consistent.
Delivery Schedule: Set automated email schedules, eliminating the need for PDFs or external dashboards.

This tool ensures quick and accurate reporting, giving you actionable LinkedIn Ads insights without extra hassle.

Report Template Setup

Using pre-designed templates can simplify your reporting process. Coupler.io provides several options for LinkedIn Ads reports:

KPI Dashboard: Monitor performance in real-time with updates every 24 hours.
Creatives Dashboard: Analyze ad creative performance through Looker Studio.
Companies Reach Dashboard: Track audience reach using Google Sheets.

Well-structured templates help present data clearly across all campaigns. If you’re looking for more flexibility, Metrics Watch offers tiered pricing plans:

Startup: $29/month (2 reports)
Pro: $100/month (25 reports)
Agency: $300/month (100 reports)

All plans include unlimited data sources.

"Metrics Watch was the only tool that met our requirements regarding both functionality and usability. After meticulous comparison and testing of over 30 tools, we partnered with Metrics Watch to provide our clients with high-precision tailor-made reports on their products. The level of support and communication has made us true worshipers. Thanks!" - Apostolos Tsiter, Product Owner, onvista

Using Audience Data Effectively

Finding Top Audience Segments

LinkedIn Website Demographics can help you identify the audience segments that perform best. By analyzing visitor demographics, you’ll see which groups are driving the results you want.

When analyzing performance data, focus on these key metrics:

| Metric Type | What to Analyze | Action Items |
| --- | --- | --- |
| Conversion Rate | Compare conversion rates across job roles | Remove underperforming segments |
| Engagement | Check which segments interact most with ads | Build targeted campaigns |
| Website Traffic | Evaluate visitor quality by segment | Adjust targeting as

For instance, WordStream discovered that targeting the Business Development segment led to better conversions, while Support roles brought in lots of page views but no conversions. Use this kind of segmented data to fine-tune your campaigns and improve results.

Optimizing Campaign Settings

Refine your campaigns by sharpening both targeting and content strategies:

Targeting Adjustments:

Turn off audience expansion to keep targeting precise.
Upload CRM lists to develop matched audiences for retargeting.
Double-check demographic targeting post-launch.

Content Adjustments:

Design ads specifically for your top-performing segments.
Use high-quality, relevant images that resonate with your audience.
Include strong, action-oriented calls-to-action based on engagement trends.

"LinkedIn is the ultimate platform for all B2B advertisers, as it offers myriad techniques and tools to create an effective marketing campaign that focuses on lead generation, brand awareness, website traffic, and pushing sales." - Getuplead

Testing Audience Segments

Leverage automated reporting and performance metrics to test audience segments systematically. Focus on testing audience groups first before tweaking ad creatives to ensure accurate results.

Advanced Testing Tips:

Use Account-Based Marketing (ABM) to target high-value accounts.
Combine niche ABM targets with broader audience segments.
Continuously track demographics and engagement metrics.

"If your LinkedIn Ads audience is off, everything else will be off." - Rob Muldoon, Founder of Tuned Social

To measure the success of your targeting changes, take advantage of LinkedIn's conversion tracking. This data-focused method allows you to refine your audience strategy over time, ensuring your campaigns consistently reach the right prospects.

2025 LinkedIn Ads Updates

LinkedIn is rolling out updates in 2025 aimed at improving advertiser performance and results.

AI Features and Tools

LinkedIn's updated AI tools are transforming how campaigns are managed. For example, the Accelerate Campaigns feature has shown up to 42% lower cost per action in 67 A/B tests.

Here are some of the standout AI tools:

Data-Driven Attribution: Provides clarity on how marketing efforts lead to conversions.
Qualified Leads Optimization: Uses CRM data to target more relevant leads.
Measurement Insights: Brings all analytics into one centralized view.

Companies like Calendly and Closed Loop have already seen impressive results, reporting a 3X increase in lead form completions and a 66% drop in cost per lead.

These advancements are paving the way for even more precise audience targeting options.

New Targeting Options

LinkedIn has introduced new features to help advertisers better segment and engage their audiences:

| Targeting Feature | Capabilities | Benefits |
| --- | --- | --- |
| <strong>Predictive Audiences</strong> | Uses AI to predict user behavior | Helps identify users likely to convert |
| <strong>Matched Audiences</strong> | Targets website visitors and contact lists | Improves retargeting accuracy |
| <strong>Account-Based Marketing</strong> | Focuses on specific companies | Enhances B2B lead generation

For instance, Siemens tested these tools and saw their Lead Form Completion rate more than double.

"We saw improvements in the demographics of the leads for both job title and country targeted".

These targeting updates work alongside evolving privacy standards to refine campaign strategies.

Data Privacy Changes

Several privacy updates in 2025 will impact LinkedIn Ads:

Five new state privacy laws take effect on January 16, 2025.
Users gain more control over their data preferences.
Regulations on data collection and sharing become stricter.

To adapt, advertisers will need to focus on first-party data strategies to stay compliant.

"Companies need expert management of data and privacy operations".

For streamlined reporting that aligns with these privacy changes, tools like Metrics Watch can help consolidate marketing data securely, ensuring LinkedIn Ads reporting remains accurate and compliant with the latest regulations.

Summary

Main Points Review

This guide highlights the latest updates in LinkedIn Ads audience insights reporting for 2025, focusing on key metrics and strategies to boost campaign performance. LinkedIn's analytics now offer detailed data across various areas:

| <strong>Analytics Category</strong> | <strong>Key Metrics</strong> | <strong>Business Impact</strong> |
| --- | --- | --- |
| Visitor Analytics | Page views, Demographics, Mobile vs. Desktop | Improve content timing and format |
| Lead Analytics | Form performance, Quality scores, Conversion rates | Strengthen lead generation efforts |
| Ad Performance | CTR, CPC, Engagement rate, ROAS | Track and evaluate campaign performance |
| Audience Insights | Professional attributes, Interests, Location | Fine-tune targeting for better results

These metrics help refine when and how to engage your audience effectively. By leveraging this data, you can make informed decisions to improve your campaigns.

Next Steps

To put these insights into action:

Set Clear Metrics: Define measurable goals that align with your business objectives, focusing on engagement, conversions, and audience growth.
Automate Reporting: Use tools like Metrics Watch to streamline data collection and ensure consistent tracking.
Optimize for Demographics: Tailor your content to match your audience's characteristics for better engagement.

Using pre-built dashboard templates can simplify setup and provide automated updates, helping you stay on top of LinkedIn's evolving tools and features.