How To Use LinkedIn Website Audience For Remarketing In XPO

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Knorex Support
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LinkedIn Website Audience   is an audience segment that is created based on LinkedIn members who visited one or more pages on your website which you have tracked using LinkedIn Insight Tag  . By tapping on this audience, you have the opportunity to remarket to such visitors. This can be used to help you track conversions, remarket, and get real-time insights on the professional demographic segments and content preferences of your website visitors through the LinkedIn network.

With XPO, you can use XPO tag to piggyback on LinkedIn Insight Tag to tap on such audiences to gain insights into them via LinkedIn demographic segments and extend the remarketing across multiple channels while simplifying and enabling direct execution from XPO.

Here's how you can link the XPO tag with LinkedIn Insight Tag to create a seamless linkage for remarketing and how it works.



Before You Start

  1. Link XPO account with your LinkedIn account.
  2. Enable LinkedIn Remarketing Pixel in XPO.

  3. Embed XPO Remarketing Pixel onto your company/product website for tracking.
    • XPO triggers LinkedIn tag when a prospect engages with the LinkedIn ad and are then redirected to the website with the embedded tags
    • The collected data will be sent to both, XPO and Linkedin to use for retargeting.


(1) Create LinkedIn Website Audience in XPO

    1. From your account dashboard go to Audience > Audience Segments. Click on +Audience.

    2. Name your new audience segment, select your advertiser (once selected, you will not be able to change it, even while editing the audience segment), and select LinkedIn as your source.
      • All related information to your selected source will populate.
      • Select the type of LinkedIn audience for your segment. Currently, only the website traffic audience type is supported and will be auto-selected.
      • Select the LinkedIn ad account to create this segment for. If you have one account, it will be auto-selected.
    3. Strategise and choose the Rule Groups for your new audience segment. 
    • Adding at least one rule is mandatory and you can also edit the rules at a later stage once saved successfully.
    • Customize your website audiences with the different rules and select Matching URL with the below options.
  • You can include multiple audience pools under the same segment. All these segments denote the "OR" relationship. Add Segment: to create separate segments that denote "AND" relationship.


  • This rule is used to build audiences when members visit the exact URL on your site. A page that has this exact URL match, is a match on every single character in your URL.
  • Use this when the URLs for your site are static or when you intend to retarget visitors from specific pages.
  • Valid URL required.
  • For example, a URL visited by a visitor might be


  • This rule is used when you have dynamic parameters at the end of your URL. Your audience will build when members visit any page starting with the URL entered.
  • Valid URL required. 
  • For example, a URL visited by a particular visitor might be page=1&id=9982251615.
    In this case, the ID at the end varies for every user.
  • You could still match this page by using page=1 as the URL with pages that start with this URL as your match type.


  • This rule is used to build audiences from pages on your site that contain keywords or phrases in the URL.
  • This rule can take any alphanumeric value.
  • When you use contains, you don’t need to add the complete URL. 
  • For example, any URL containing HTTPS or


          • After saving the new audience successfully, you can view it in the audience segment list and the type will show as LinkedIn-Website.

          • You can edit/archive/bulk archive LinkedIn website audience from the audience list.
          • You will not be able to share or create lookalike audiences using LinkedIn website audiences.
          • The last updated date will be shown in XPO for the LinkedIn website audience.
          • These audiences will not have a lookback window and will appear as N/A in XPO.

          • If any edits are made to the audiences in XPO, the changes will reflect simultaneously on LinkedIn as well.


(2) Link The LinkedIn Audience To XPO Ad Group

      1. Once you have successfully saved your new audience segment(s), you can link them to all your LinkedIn Ad Groups formats. 
      2. The +CUSTOM dropdown in the ad group form, lists all the added LinkedIn website audiences, and you can select one or more from them.
        • You can narrow down/exclude website audiences.
        • You can select all or remove all website audiences.
      3. The added audience(s) will be linked to the LinkedIn ad group detail page and will also be shown in the audience segment list.
        • When you share/clone the ad group to another ad account, the linked audience will also be cloned.
        • You can add/remove audience(s) successfully while editing the ad group.

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