Enterprise-focused social network LinkedIn has today announced a new feature called Website Demographics. The Microsoft-owned company says the addition allows easier tracking of users on websites. Site owners and marketers can now see which LinkedIn members have accessed their website.

While it is a further democratization of user anonymity, LinkedIn says is a powerful tool for marketers. That company adds that its unique dataset is the driver behind Website Demographics.

“Today, we are excited to announce LinkedIn Website Demographics, a free reporting tool that lets you see what types of professionals are coming to your website, giving you a powerful way to tune your marketing to those visitors, and develop better targeting and content for your campaigns,” says LinkedIn’s Taylor Greason.

“Website Demographics uses data from LinkedIn’s 500+ million members to provide insight into your company’s website visitors in a way that respects member privacy.”

That 500 million strong user base was the main factor behind Microsoft’s massive acquisition of the network. Website Demographics is activated through the Insight Tag, a JavaScript tag that is edited into a website’s code.

Managers can use LinkedIn’s Campaign Manager to define users by industry, job title, job details, company, location, and country.

LinkedIn says Website Demographics will launch in the coming weeks.


Since Microsoft purchased LinkedIn last year, the network has received several new major features. Back in April, the company launched a new feature called Meet Up.

The ability gives users details of when contacts are nearby and can engage them in a meeting. Microsoft explained at the time that the feature is ideal for business users in conferences or other corporate events.

Just last week, Microsoft extended integration between LinkedIn and Windows 10. The company unveiled a Windows 10 app for the network, which can be downloaded from the Windows Store.