LinkedIn matched audiences feature

LinkedIn matched audiences feature

Although LinkedIn can be a challenging platform to master, brands can succeed in producing results by combining the right targeting and messaging strategies.

You can target lists of “dream companies” that you’d like to collaborate with and connect with people who have interacted with your business in some way thanks to matched audiences. 

LinkedIn matched audiences feature

This article gives you a general overview of how to use matched audiences and some strategies for using them in your campaigns.

Types of matched audiences

There are numerous first-party and third-party audience-building techniques available on LinkedIn. At the time this article was being written, the following categories were available:

  • Contact lists: Identifying specific individuals.
  • Targeting people who work for a specific company using company lists.
  • Reaching anyone who visited particular pages of your website using pixel-based retargeting.
  • Retargeting that is engagement-based: Based on in-platform activity, such as:
    • Single image ad engagement.
    • Video ad views.
    • The lead form opens/submits.
    • Company page engagement.
    • LinkedIn event RSVPs.


For a matched audience to be eligible to serve, it must be at least 300 people in size. This indicates that following the upload and processing of the list, 300 people must be matched in the platform.

Since the platform won’t be able to match every person in your original document, there will probably be some drop-off.

After the list has finished syncing, the platform will display a match rate, allowing you to double-check your fields if it appears to be unusually low.

Even though you can focus on as few as 300 people, you shouldn’t necessarily. CPC and CPA effectiveness tends to increase with audience size, with a threshold of at least 50,000 users being ideal. 

LinkedIn advises including a minimum of 1,000 companies when targeting specific industries.