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.

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 Domain (for example, microsoft.com) or LinkedIn Company ID. Providing both improves LinkedIn's match rate.
• Audience Source: whether this mapping is fed by 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.

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

This action can also be connected to an Engage Audience. The Audience must be User-level or Profile Audience; Account Audiences aren't supported by this action.

When syncing from an Engage Audience, a user's entry into or exit from the Audience is not what gets synced to LinkedIn. The Company Segment Action field on the mapping determines whether the company is added or removed, independent of the user's Audience membership state. Because this action syncs companies using a Company Domain or LinkedIn Company ID rather than a person's identifiers, you'll need to use ID Sync or Trait Enrichment to attach the Company Domain or LinkedIn Company ID to events synced from the Audience.

1. Navigate to the Mappings tab of your LinkedIn Audiences destination, click New Mapping, and select Sync To LinkedIn DMP Company Segment.
2. Set the fields described above: Company Segment Action, Company Identifiers, and Audience Source (plus Segment Name, if applicable).
3. Click Save and toggle the mapping on.

• 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.
• LinkedIn Company ID format: You can provide a bare LinkedIn Company ID (for example, 1035) or a full organization URN (for example, urn:li:organization:1035). Segment automatically converts a bare ID to the URN format LinkedIn expects.

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.

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.