Also refer to 6sense Segments for LinkedIn Ads.
Authorization
How do I connect my LinkedIn ad account to 6sense?
There are three quick steps to connect your LinkedIn and 6sense accounts:
Tip: The 6sense integration with LinkedIn operates on a per-user basis, not an account-level basis. Each 6sense user must set up their own LinkedIn integration.
In 6sense, go to Segments.
Click on the segment you want to sync and select Sync to LinkedIn from its Take Action menu.
Click the Manage Integration tab and sign into LinkedIn.
Assuming you have appropriate permissions on at least one LinkedIn ad account, you’ll be successfully signed in and redirected back to the LinkedIn ad accounts tab of the same segment. You can immediately start syncing 6sense segments to LinkedIn.
If you don’t see the LinkedIn sign-in window after clicking Sign into LinkedIn check your ad blocker or browser (Safari).
What privileges do I need to be able to sign into LinkedIn?
In order to connect your LinkedIn and 6sense accounts, you must have one of the following roles on at least one LinkedIn ad account: Owner, Campaign Manager, or Account Manager.
Refer to LinkedIn user roles documentation at User Roles & Functions in Campaign Manager.
In addition, you must have one of the following 6sense roles to connect to create and manage the LinkedIn integration: Primary Admin, Admin, or Marketing User.
Will I ever need to re-authenticate LinkedIn?
Customers will need to re-initiate the setup integration once a year, whether or not they have synced any segments.
Pushing 6sense Segments to LinkedIn
How do I push a segment to LinkedIn?
Navigate to the Segment Sync Management page to begin syncing specific audiences. Click Create Sync, then select from each dropdown: choose your segment, choose your channel – LinkedIn, and choose the ad account you want to make the segment available on as an audience.
Is there a limit to the number of accounts in a segment that can be synced?
Yes. Segments synced to LinkedIn cannot exceed 1 million accounts.
If you have synced segments over 1 million you can expect:
Segments exceeding 1 million accounts will pause, becoming stale.
Paused segments will no longer be counted as actively synced segments (they won’t be counted against their allotted segment total).
Campaigns targeting paused segments will continue to serve.
Additionally, LinkedIn needs at minimum 300 members to match with to successfully build an audience.
Can there be multiple countries in a segment synced to LinkedIn?
You can have multiple countries within the 6sense segment, but you can only choose one country to target in LinkedIn Campaign Manager, where you’re pushing the segment. This is due to LinkedIn limitations. 6sense only reports on LinkedIn campaigns targeting a single country and a 6sense segment.
How do I view my actively synced segments?
Navigate to the Segment Sync Management page within the Advertising section of our app to review all segment syncs.
You can also view segments synced to LinkedIn from the segments dashboard by filtering to either Total synced to LinkedIn or Actively synced to LinkedIn from the filter dropdown.
Once I push a segment, how long until it is available?
Once you sync a Segment to LinkedIn Campaign Manager, it will be available as a Matched Audience within a few minutes. However, you must wait for LinkedIn to build the audience (24–72 hours) before impressions are served.
LinkedIn Status | 6sense Status | Duration | Notes |
|---|---|---|---|
Building | Syncing | 24h-72h | The process of LinkedIn matching individuals to accounts in your 6sense segment. This occurs the first time a campaign is synced or the first time it’s used after being expired or archived. |
Ready | Synced | n/a | The matched audience has completed building (or updating) and is ready to be used for targeting. |
Updating | Syncing | > 24h | 6sense segments for LinkedIn Ads are dynamic in nature. As such, they’re refreshed daily. The time it takes to “update” depends on the number of accounts being added/removed from the segment. |
Archived | Inactive | > 30 days | Segments not actively used in a campaign or updated for 30 days. |
Expired | Inactive | > 90 days | Segments not actively used in a campaign or updated for 90 days. |
Failed | Failed | n/a | Failures can happen when there is <300 matched audience to the segment or a network error occurs. |
Deleted | Deleted | n/a | When segments are unsynced from ad accounts in our platform, they are deleted within LinkedIn. |
What does a typical LinkedIn Matched Audience state transition look like?
A typical state transition can occur in following way:
Building: When a segment is first created, the initial state is Building, which means the segment doesn’t have anything to serve.
Building to Failed: A segment is set to Failed status if a failure happened when uploading lists.
Building to Ready: A segment is set to Ready when it’s fully available to be used in a campaign. The campaign should be able to serve right away.
Ready to Updating: A segment is updated either with a new list or some new users/companies have been streamed to it.
Updating to Ready: The updated input is ready to be used in a campaign.
Ready to Archived: A segment is not used or updated for 30 days continuously.
Archived to Building: A segment is updated or added to some active campaign before it gets expired.
Archived to Expired: A segment is not used or updated for 90 days continuously. That means in 60 more days it gets archived.
Expired to Building: This transition only happens for list upload segments, when an expired segment is updated with a new list.
Once a segment is linked to the LinkedIn account, does it remain dynamic or is it a one-time static list share?
Once you sync a segment with your LinkedIn Ad Account, it will remain dynamic and automatically add/remove accounts based on the 6sense segment filters. It is updated on a daily basis.
As accounts are added or removed on a daily basis, keep an eye on your audience size! Overuse of segment filters will shrink your targetable audience. Consider either loosening the campaign filters in LinkedIn or segments filters in 6sense.
How does LinkedIn match and target accounts defined in my 6sense segment?
When you sync a 6sense segment to LinkedIn, LinkedIn creates a corresponding matched audience in the building state. During the building phase, LinkedIn is translating 6sense accounts into LinkedIn individual users that will comprise that matched audience. The logic is as follows:
Parse the list of 6sense accounts associated with the synced segment.
For each 6sense account, try and match it against a company registered on LinkedIn.
For each matched company on LinkedIn, find the associated number of users with that company.
When the above translation completes, the matched audience will move from building to ready in LinkedIn Campaign Manager.
Why are the number of accounts matched differently in LinkedIn compared to 6sense?
6sense and LinkedIn define an “account” differently. 6sense defines an account as a combination of domain + country, whereas LinkedIn defines an account per company LinkedIn landing page.
Let’s look at an example where you have Apple USA and Apple France in the same 6sense segment. This would count as two accounts within 6sense but only count as a single account within LinkedIn because Apple has a single LinkedIn landing page.
How many segments can I sync at once?
There is no concurrent limit. You can sync as many segments at the same time as you like. However, there are rate limits at the individual user level. Go to the Analytics page within your LinkedIn Developer App. There you can see the Quotas and Usage. These limits reset daily at midnight UTC.
What is the maximum number of accounts I can have in my synced segment?
List uploads will not accept over 300,000 accounts.
Q: Can I sync a segment to more than one LinkedIn ad account?
6sense segments for LinkedIn ads supports asynchronous syncing across multiple ad accounts. While there is no limit on how many ad accounts can be synced to a 6sense segment, rate limits still apply at the organization level.
Q: Can a LinkedIn segment sync be toggled OFF if that segment is actively being used in a LinkedIn campaign? Are there any guardrails to prevent this happening?
Yes. You can toggle off a segment sync even if it’s being actively used in a LinkedIn campaign.
When you toggle off a segment sync, you will be prompted with a message to verify that you want to turn off the sync. The campaign will continue to serve on stale or old segment membership without refreshing the segment anymore.
Q: Why am I reaching accounts that were not in my target segment?
Analytics can be pivoted by company name to organize results by company name and understand which companies saw a campaign or ad creative. These results may include companies that were not targeted in a campaign even if the advertiser explicitly targeted specific companies to see their campaign. This is possible due to any of the following reasons:
LinkedIn members who work at more than one company.
LinkedIn members who switch jobs during the campaign’s duration.
Audience expansion is turned on.
Targeted companies are parent companies of other companies.
Advertiser changed the companies targeted during the campaign.
Use 6sense segments in LinkedIn Campaign Manager
Where do I find my 6sense segments in LinkedIn Campaign Manager?
When creating a LinkedIn campaign, 6sense segments will be available under Audience > Matched Audiences > Third Party.
Which Ad types will be available when targeting 6sense segments in LinkedIn?
All ad types support Matched Audiences. 6sense segments are an Uploaded List within Matched Audiences and can be used for all ad types.
The following ad types are available:
Single image ad
Carousel image ad
Video ad
Text ad
Spotlight ad
Message ad
Conversation ad
Follower ad
Event ad
Is there a cost associated with using 6sense segments for LinkedIn Ads?
You will be able to maintain an active connection between selected segments and channels, up to your sync limit, without incurring additional fees. Your sync limit reflects the number of segment syncs that your account is allowed to have active at any one time. This limit is set by the allotment specified in your contract. Note that a segment sync is defined as a unique segment being actively synced to a unique channel. There is an in-product restriction and notification if you try to sync additional segments beyond your contracted limit. Feel free to pause any unused segment syncs to make space for new ones. Alternatively, you can purchase an increased sync limit by contacting your CSM.
How do I reduce my number of synced segments?
To reduce the number of synced segments, toggle off the LinkedIn sync by:
Navigate to the segment you want to un-sync.
Click the LinkedIn badge.
Toggle off the synced ad accounts associated with the segment.
Why is there a discrepancy in match rate between LinkedIn and 6Sense?
LinkedIn calculates the match rate based on the delta accounts uploaded daily, rather than considering the total accounts within the segment. As a result, their match rate is an estimate. In contrast, 6sense recalculates the overall match rate based on the total accounts present in the segment at any given time, providing a more accurate view.
6sense analytics for LinkedIn campaigns
What are the advantages to using 6sense analytics for LinkedIn campaigns compared to LinkedIn’s reporting?
Campaign analytics for LinkedIn Ads lets customers understand the impact of targeting 6sense segments in LinkedIn by providing standardized account-level metrics and influenced pipeline.
Accounts Parity: Learn which 6sense accounts were reached by the LinkedIn campaign; no disparate Account definitions.
Exclusive 6s Account Analysis: Access account-centric metrics (i.e. account CTR and account VTR) not found in LinkedIn.
Influenced Pipeline: Tie LinkedIn campaigns closer to revenue by understanding the influence they’ve had on your pipeline.
How long does it take for a LinkedIn campaign to start showing stats within 6sense?
Once you deploy your LinkedIn campaign, 6sense will detect it within 24 hours and translate it to the 6sense UI. If you do not see your campaign within two days of starting the campaign, verify that you’re following the targeting criteria (listed below). If you’ve verified the criteria and it’s still not showing, reach out to your CSM.
How often are LinkedIn metrics refreshed?
LinkedIn metrics are refreshed every 24 hours as part of our daily pipeline job. On the Campaigns list page, you’ll find the analytics last updated timestamped at the top.
What 6sense permissions do I need in order to see analytics for LinkedIn campaigns in 6sense?
Primary admin, admin, or marketing users can access, create, and edit campaigns and their corresponding analytics. Operations users and view-only users have view only access to campaigns and their analytics.
Why does 6sense report only on campaigns targeting a single country?
In order to protect member privacy, LinkedIn does not disclose where exactly an individual was reached. Any campaigns targeting multiple countries can’t be reported back on our platform.
Why is my LinkedIn campaign not showing up in 6sense reporting?
The 6sense UI only reports on campaigns that:
Target a matched audience generated by 6sense.
Have a single country (due to LinkedIn API constraints).
If both of these are true and you’re still not seeing your campaign show up after 24 hours of starting the campaign, please contact your CSM.
What does “below minimum reporting threshold” mean?
LinkedIn requires a minimum of 3 units for any demographic stat to show.
For country-targeting reporting does the country need to be specified in the 6sense segment or in LinkedIn country-targeting?
Target a single country in LinkedIn campaign manager and set the filter to match and control for inflated audience.
Are there any other geotargeting considerations with segments synced to LinkedIn?
Similar to how you can only choose one country to target in LinkedIn Campaign Manager, 6sense cannot report on LinkedIn campaigns targeting specific cities or states with a 6sense segment. This is due to LinkedIn limitations.
Do these campaigns only leverage 6sense segments for LinkedIn?
These campaigns may or may not fully leverage 6sense segments for LinkedIn. Some may use different audiences along with 6sense matched audiences. 6sense only gives you account level reporting from 6sense segments to help you understand how these campaigns drove performance for your key accounts.
Why are demographics metrics from LinkedIn approximate?
To protect LinkedIn member privacy, demographic metrics are approximate. The demographic metrics will be within three units (impressions, clicks, or conversions) of actual results in almost all cases.
Because metrics are approximate for privacy protection, you may observe minor inconsistencies when:
Comparing similar time ranges, for example, reporting on results over seven days vs. eight days.
Comparing the sum of daily metrics to the full corresponding time period.
Comparing reporting levels, for example, adding campaign level data and comparing it to account level data.
To minimize the effect of privacy approximation, select:
A full time period instead of adding up daily metrics for that time period.
Campaign level data over account (demographic) level data.
Can I download the 6sense Linkedin campaign Data?
Yes, next to the campaign you can export campaigns, adgroups, and ads or account level data.
Metering Sync Limits
What is a sync limit?
Your sync limit reflects the number of segment syncs that your account is allowed to have active at any one time. This limit is set by the allotment specified in your contract. Note that a segment sync is defined as a unique segment being actively synced to a unique channel. There is an in-product restriction and notification if you try to sync additional segments beyond your contracted limit. Feel free to pause an unused segment sync to make space for new ones. Alternatively, consider purchasing increased sync limits by contacting your CSM.
Is my sync limit shared across other 6sense advertising channels (i.e. Meta)
No. Each advertising channel has its own sync limit.