Audience Insights

Audience Insights shows which industries, company sizes and countries your LinkedIn ads are actually reaching. Your campaign targeting says who you meant to reach. This page says who you reached. Use it to check whether the audience LinkedIn delivered matches your ICP.

You will find it under Audience insights in the LinkedIn section of the sidebar. It covers both paid and organic impressions.

Fibbler Audience Insights showing companies reached, impressions and the industry, company size and country breakdowns

What the page shows

Two tiles at the top give the totals for the period:

  • Companies reached: how many separate companies saw your ads or organic content in the period. A company is counted once no matter how many times it saw you.
  • Impressions: paid and organic impressions added together for those companies.

Below the tiles are three breakdowns of the same set of companies:

  • Industries reached: which industries your ads are being shown to.
  • Company sizes reached: how big those companies are, by employee count.
  • Countries reached: where those companies are based.

Each row shows the number of companies in that group and what share of your reached companies they are. The ten largest groups are shown first, with a control to show the rest.

Why the company size bands do not add up

Company size is reported as a range, not an exact headcount. A company reported as 40 to 60 employees genuinely spans two bands, so it is counted in both 11-50 and 51-200. That means the company counts in the size breakdown add up to more than the Companies reached total, and the percentages add up to more than 100%.

This is expected, and it is only true of company size. The industry and country breakdowns put each company in exactly one group, so those do add up.

The Unknown group

Not every company has an industry, size or country on record. Rather than quietly dropping those companies, Fibbler puts them in an explicit Unknown group in each breakdown. A company can be known in one breakdown and unknown in another.

If Unknown is a large share of your audience, read the rest of the breakdown as a sample rather than the full picture. Smaller and newer companies are the ones most often missing attributes.

Filters

You can filter by time period, campaign, industry, company size and country. Pick what you want and press Apply filter. The filters only offer values that actually occur in your data for the selected period, so you cannot filter your way to an empty page by accident.

Filters apply before the breakdowns are calculated, so every tile and every group describes the same filtered set of companies. Combining them is the point: filter to Sweden and read the industry breakdown to see which industries you reach there, or filter to one campaign to see who that campaign actually delivered to.

Your filters are kept in the page address, so you can bookmark a view or send it to a colleague.

See the companies behind a group

Click any row to open the companies in that group, with their industry, size and impressions. The list shows the top 500 companies by impressions and tells you the true total when there are more, so you always know what you are looking at.

Export CSV inside that view downloads the companies for that one group. Export all companies at the top of the page downloads every company in the current filtered audience, with name, domain, industry, size, country, impressions and engagements. Both exports respect the filters you have applied.

Acting on what you find

  • Reaching industries or countries you do not sell to usually means the targeting is too broad, or that LinkedIn is spending budget outside your intended audience.
  • Reaching companies far smaller or larger than your ICP is a sign to tighten the company size targeting in Campaign Manager.
  • Individual companies that should never see your ads can be excluded from Company Insights.
  • To check who is seeing your ads by job title rather than by company, use Audience Exclusions.
This page describes who saw your ads, not who bought. To connect the two, ask Fibbler through MCP for the pipeline from a specific industry, size band or country.

If you have the Google Ads add-on, there is a separate Google Ads Audience Insights page. It answers the same question for website visitors from Google Ads. The two are counted differently, LinkedIn by impressions and Google Ads by visits, so do not add their numbers together.