--- "@context": https://schema.org "@type": TechArticle "@id": https://www.twilio.com/docs/segment/connections/destinations/catalog/actions-linkedin-audiences#article headline: LinkedIn Audiences Destination description: Send Segment Engage Audiences to LinkedIn as Matched Audiences to drive conversions and product discovery with hyper-relevant LinkedIn ads. url: https://www.twilio.com/docs/segment/connections/destinations/catalog/actions-linkedin-audiences inLanguage: en dateModified: 2026-10-19T13:38:40.000Z author: "@type": Organization name: Twilio Developer Education Team publisher: "@type": Organization name: Twilio --- # LinkedIn Audiences Destination ## Destination Info * Accepts [Track](/docs/segment/connections/spec/track) calls. * In Cloud-mode, refer to it as **Linkedin Audiences**, **LinkedIn Audiences** in the [Integrations object.](/docs/segment/guides/filtering-data/#filtering-with-the-integrations-object) * This destination is **only** compatible with [Twilio Engage.](/docs/segment/engage/) ### Components * Server LinkedIn Audiences enables advertisers to send Segment Engage Audiences to LinkedIn as Matched Audiences using [LinkedIn's API](https://learn.microsoft.com/en-us/linkedin/marketing/integrations/matched-audiences/matched-audiences). By using Segment's Engage Audiences with LinkedIn, you can increase traffic and drive conversions with hyper-relevant ads that promote product discovery. ## Getting started Before connecting to the LinkedIn Audiences destination, you must have a [LinkedIn Campaign Manager](https://www.linkedin.com/campaignmanager) 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](https://www.linkedin.com/campaignmanager) 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](https://www.linkedin.com/campaignmanager), 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. ## Destination Settings | Field | Description | Required | Type | | -------------------------- | ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | -------- | ------- | | LinkedIn Ad Account Id | The id of the LinkedIn Ad Account where batches should be synced. You can find your Ad Account id in your \[LinkedIn Campaign Manager]\(https://www.linkedin.com/campaignmanager/login). | Yes | string | | Send Email | Whether to send \`email\` to LinkedIn. This setting applies to all mappings you create in this destination instance. | Yes | boolean | | Send Google Advertising ID | Whether to send Google Advertising ID to LinkedIn. This setting applies to all mappings you create in this destination instance. | Yes | boolean | ## Available Actions Build your own Mappings. Combine supported [triggers](/docs/segment/connections/destinations/actions/#components-of-a-destination-action) with the following LinkedIn Audiences-supported actions: > \[!NOTE] > > Individual destination instances support a maximum of 5 mappings. * [Sync To LinkedIn DMP Segment](#sync-to-linkedin-dmp-segment) * [Sync To LinkedIn DMP Company Segment](#sync-to-linkedin-dmp-company-segment) ### Sync To LinkedIn DMP 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"` | Field | Description | Required | Type | | --------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ | -------- | ------ | | DMP Segment Display Name | The display name of the LinkedIn DMP Segment. This field is set only when Segment creates a new audience. Updating this field after Segment has created an audience will not update the audience name in LinkedIn. | No | STRING | | User Email | The user's email address to send to LinkedIn. If not hashed, Segment will hash this value. | No | STRING | | User First Name | The user's first name to send to LinkedIn. | No | STRING | | User Last Name | The user's last name to send to LinkedIn. | No | STRING | | User Title | The user's title to send to LinkedIn. | No | STRING | | User Company | The user's company to send to LinkedIn. | No | STRING | | User Country | The user's country to send to LinkedIn. This field accepts an ISO standardized two letter country code e.g. US. | No | STRING | | Segment Engage Audience Key | The \`audience\_key\` of the Engage audience you want to sync to LinkedIn. This value must be a hard-coded string variable, e.g. \`personas\_test\_audience\`, in order for batching to work properly. | Yes | STRING | | DMP User Action | A Segment specific key used to define action type. | No | STRING | ### Sync To LinkedIn DMP Company Segment Syncs companies to LinkedIn DMP Company Segments. Sync To LinkedIn DMP Company Segment is a **Cloud** action. The default Trigger is `type = "track"` | Field | Description | Required | Type | | ---------------------- | ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | -------- | ------- | | Company Identifiers | The company identifiers to add to or remove from the LinkedIn DMP Company Segment. At least one of 'Company Name', 'Company Domain', 'Company Email Domain', 'LinkedIn Company ID' or 'LinkedIn Company Page URL' is required, and providing more than one is recommended. Every identifier that meets the format for its field is sent, so the more LinkedIn receives, the better its chance of matching the company. | Yes | OBJECT | | Send Company Traits | Send additional company details, such as city and country, to help LinkedIn match the company. Only one record's values are sent per company, so make sure they are consistent across the records you sync. See the \[Company Traits documentation]\(/docs/segment/connections/destinations/catalog/actions-linkedin-audiences/#company-traits) for details. | No | BOOLEAN | | Company Traits | Additional company details sent to LinkedIn to help it match the company. Only used when "Send Company Traits" is enabled. A value that breaches a LinkedIn length or format limit is left out of the request rather than shortened. | No | OBJECT | | Company Segment Action | Whether the company should be added to or removed from the LinkedIn DMP Company Segment. This is a fixed setting for the mapping, not derived from Audience membership: a mapping set to Add only ever adds companies, and one set to Remove only ever removes them. | Yes | STRING | | Audience Source | Choose "Engage or Reverse ETL" when the Audience is configured in Engage or Reverse ETL. If connecting from a Connections Source, for example a node.js Source, select Connections, then provide a name for your Segment. | Yes | STRING | | Segment Name | The name of the LinkedIn DMP Company Segment to sync to. Used only when Audience Source is "Connections". If a segment with this name does not already exist, it will be created in LinkedIn. | No | STRING | ## Linked Audiences 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. ## Sync To LinkedIn DMP Company Segment Use the **Sync To LinkedIn DMP Company Segment** action to add or remove a company from a LinkedIn Company Segment. The action can sync from the following Segment source types: a Connections Source, an Engage **Profiles audience**, or Reverse ETL. 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 Name**, **Company Domain**, **Company Email Domain**, **LinkedIn Company ID**, or **LinkedIn Company Page URL**. See [Company Identifiers](#company-identifiers) for what each one accepts. * **Audience Source**: whether this mapping is receiving data from 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. ### Company Identifiers At least one identifier is required. Every valid identifier you provide is sent, and providing more than one improves LinkedIn's match rate. * **Company Name** is the company's name, for example `Microsoft`. * **Company Domain** should be the company's website domain on its own, for example `microsoft.com`. A full email address or a web address also works: Segment takes the domain out of it, so `joe@microsoft.com` and `https://microsoft.com/about` both send `microsoft.com`. A value that isn't a domain isn't sent, including a company name that happens to contain a dot, such as `Acme Inc.` * **Company Email Domain** is the domain the company uses for email, which is sometimes different from its website domain. Same accepted values as **Company Domain**. * **LinkedIn Company ID** accepts a bare ID, for example `1035`, or a full organization URN, for example `urn:li:organization:1035`. Both forms sync the same company. * **LinkedIn Company Page URL** is the company's page on LinkedIn, for example `https://www.linkedin.com/company/microsoft` or `linkedin.com/company/microsoft`. A URL on another website isn't sent. LinkedIn rejects a page URL longer than 100 characters, so Segment doesn't send one either. Beyond that, Segment sends the value as you map it and doesn't try to correct it. That matters in one place: two spellings of the same company are two companies. If one row holds `microsoft.com` and another `www.microsoft.com`, LinkedIn receives both. Map one consistent form. If an identifier can't be used, Segment leaves that one out and syncs the company on the others. Segment doesn't report this: as long as at least one identifier is usable, the event shows as delivered and no error or warning is raised for the ones that were left out. LinkedIn also accepts a company it can't match, so a delivered event doesn't mean the company matched. Making sure the values you map are correct is up to you. To see which companies matched, use the matched report for the segment in LinkedIn Campaign Manager. If none can be used, the event fails with a validation error naming what to check. ### Connections Sources This action can be connected to a regular Connections Source, for example a Node.js source. A `track` event, mapped with at least one company identifier and a Company Segment Action of *Add* or *Remove*, adds or removes that company from the Company Segment. ### Engage Audiences Use an Engage **Profiles audience** with this action. Engage **Accounts audiences** aren't supported. Each member of a Profiles audience is a person, so the company has to come from that person's profile. Because this action syncs companies using a company identifier rather than a person's identifiers, use [ID Sync](/docs/segment/engage/trait-activation/id-sync/) or [Trait Enrichment](/docs/segment/engage/trait-activation/trait-enrichment/) to attach at least one company identifier to events synced from the Audience. > \[!WARNING] > > Entry into or exit from the Audience isn't what gets synced to LinkedIn. The **Company Segment Action** field is a fixed setting on the mapping: a mapping set to *Add to Company Segment* only ever adds companies, and one set to *Remove from Company Segment* only ever removes them, whatever the member's Audience membership state. ### Company Traits In addition to the identifiers above, you can send extra details about a company to help LinkedIn match it: **Industries**, **City**, **State or Province**, **Country**, **Postal Code**, and **Stock Symbol**. These are optional and turned off by default. > \[!WARNING] > > Every user profile associated with the same company should carry matching Company Trait values. When several people in an Audience work at one company, Segment sends that company to LinkedIn once and attaches the traits from only one of those profiles, and which one isn't stable between syncs. If the profiles disagree, the values LinkedIn receives change from one sync to the next. For a worked example, see [Why traits from a Profiles audience aren't deterministic](#why-traits-from-a-profiles-audience-arent-deterministic). #### What each company trait accepts To send company traits, enable **Send Company Traits** in the mapping. LinkedIn limits each of these fields: * **Industries** accepts either a list or a single comma-separated value, for example `software, technology`. LinkedIn takes at most three; any beyond that aren't sent. * **Country** must be a two-letter [ISO 3166-1 alpha-2](https://www.iso.org/iso-3166-country-codes.html) code, for example `US` or `DE`. Lowercase is fine. A country name isn't sent, and the code for the United Kingdom is `GB`, not `UK`. * **City** and **State or Province** aren't sent above 50 characters, **Postal Code** above 20, **Stock Symbol** above 5. A value over a limit is left out rather than shortened, because a truncated city is the wrong city. The company still syncs on its identifiers and whichever other traits were usable. As with identifiers, Segment doesn't report a trait that was left out and the event still shows as delivered, so check that the values you map meet these limits. #### Why traits from a Profiles audience aren't deterministic Suppose a Profiles audience contains three people who all work at Microsoft, and their profiles have been enriched with company details: | Profile | Company city | Company state | | ------- | ------------ | ------------- | | Ada | Seattle | WA | | Ben | Austin | TX | | Cleo | *(not set)* | *(not set)* | Segment sends Microsoft once, with the traits from whichever one of those profiles it happens to process first. The other two are discarded. If that's Ada, LinkedIn is told Microsoft is in Seattle; if it's Ben, Austin. Which profile wins isn't stable, so a later sync of the same Audience can send a different city for the same company. The traits are taken from a single profile as a set, so you won't get Ada's city paired with Ben's state. But there's no way to tell Segment which profile is the right one. Identifiers behave differently: every profile at Microsoft resolves to the same company domain, so there's nothing to choose between. Syncing identifiers only, with **Send Company Traits** off, avoids the ambiguity entirely. So if you send traits from a Profiles audience, make the profiles agree on them first — through Trait Enrichment from a single source of company data, for example — and whichever profile wins will carry the same values as the rest. ### Limitations * **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. ## Troubleshooting ### Error: Action :: field is required but not found 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*. ### Company Traits aren't reaching LinkedIn The trait fields on the **Sync To LinkedIn DMP Company Segment** action are only used when **Send Company Traits** is enabled on that mapping. If the toggle is off, any traits you mapped aren't sent, even if they're filled in. If the toggle is on and a single trait is still missing, that value most likely didn't meet a LinkedIn format or length limit. Segment leaves that field out of the request rather than shortening it, and still sends the rest of the company, so the sync succeeds with the other fields intact. ### A company's country isn't being sent **Country** must be a two-letter [ISO 3166-1 alpha-2](https://www.iso.org/iso-3166-country-codes.html) code. A country name such as `United States`, or a three-letter code such as `USA`, isn't sent. The most common cause is `UK`. It looks correct, but it isn't an assigned ISO code — the code for the United Kingdom is `GB`. Lowercase codes are fine, so `gb` works. ### Access & refresh tokens 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.