Connect Reverse ETL Source to LinkedIn Audience

Configure a Reverse ETL source with your LinkedIn Audience destination.

5 minute read

This guide takes you through the steps to connect a Reverse ETL source to the LinkedIn Audience destination. You can create a new audience or use an existing audience to sync the data.

The below steps assume that you have already set up a Reverse ETL source and configured the connection settings for the connected LinkedIn Audience destination.

You can connect multiple Reverse ETL sources to the LinkedIn Audience destination.

Audience settings

Setting	Description
Which LinkedIn account would you like to sync to?	Select your LinkedIn Ads account from the dropdown that RudderStack automatically fetches based on your specified connection settings.
Which type of audience you want to sync data to?	Select the audience type from the dropdown. RudderStack supports two types - User and Company.
Sync to new or existing LinkedIn audience	Specify whether you want to sync data to a new or existing LinkedIn audience. If you select Create a new LinkedIn Audience, then specify the name and description (optional) for the new audience. Select Use an existing LinkedIn Audience if you have an existing audience in LinkedIn. Then, choose the audience automatically prepopulated by RudderStack based on your specified connection settings and the audience type (user or company) configured above.
Sync mode	Choose the sync mode to specify how RudderStack syncs the data to the audience. Note: RudderStack supports only Mirror mode for this destination.

Mapping settings

RudderStack does not typecast any data while syncing it to LinkedIn - it expects the data to be present in your warehouse in the correct format.
You can connect a transformation to the destination to update the data in the required format.

Use this section to map your warehouse columns to specific LinkedIn Audience fields:

Identifier mappings

RudderStack supports specifying multiple identifiers for both the User and Company audience types.

For the User audience type, RudderStack supports the below LinkedIn identifiers to which you can map your warehouse columns:

Identifier	Description
Email (SHA256)	User’s email in a hex-encoded string format with a maximum length of 64 characters.
Email (SHA512)	User’s email in a hex-encoded string format with a maximum length of 128 characters.
Google Advertising ID	Plain text string (in lower case) with a maximum length of 32 characters.

For the Company audience type, RudderStack supports the below identifiers:

Identifier	Description
Company Name	The company name.
Company Email Domain	Company’s email domain string in a URL format, for example, `linkedin.com`.
Company Website Domain	Company’s website domain string in a URL format, for example, `www.linkedin.com`.
Company Page URL	The LinkedIn company page URL with a maximum length of 100 characters, for example, `linkedin.com/company/acmecorp`.
Organization URN	The LinkedIn company page URN, for example, `urn:li:organizationUrn:123`.

Other settings

Apart from the identifier mappings, the User audience type also supports the below field mappings:

Field	Description
First Name	User’s first name with a maximum length of 35 characters, for example, `Alex`.
Last Name	User’s last name with a maximum length of 35 characters, for example, `Keener`.
Title	User’s title in the company with a maximum length of 50 characters, for example, `Engineer`.
Company	User’s company name with a maximum length of 50 characters, for example, `Acme Corp`.
Country	ISO standard two letter country code, for example, `US`.

For the Company audience type, RudderStack supports the below field mappings:

Field	Description
Stock Symbol	Stock symbol of the company with a maximum length of 5 letters, for example, `ACME`.
Industries	Three industry names for the company with a maximum length of 50 characters, for example, `Technology`, `Software`.
City	City of the company with a maximum length of 50 characters, for example, `New York`.
State	State or province of the company with a maximum length of 50 characters, for example, `Louisiana`.
Country	ISO standard two letter country code, for example, `US`.
Postal Code	Postal code of the company with a maximum length of 20 characters, for example, `560001`.

User data hashing

Setting	Description
Enable hashing	This setting is toggled on by default and causes RudderStack to send hash-encrypted data to LinkedIn. Note that: This setting is applicable only for the User audience type. Toggle off this setting if you are syncing already-hashed data from your warehouse to LinkedIn.

Schedule settings

RudderStack determines how and when to run a sync based on the sync schedule you set for your Reverse ETL connection.

Schedule type	Description
Basic	Run syncs at a given time interval and specified time (in UTC).
CRON	Run syncs based on a specified CRON expression (in UTC).
Manual	Run syncs manually.

Sync observability settings

Setting

Description

Retain sync logs

This setting is toggled on by default and instructs RudderStack to store the sync logs in your warehouse. You can also configure the below settings:

Setting	Description
Sync log retention	Specify the retention period of the sync logs in your warehouse. If you set it to 1, then RudderStack deletes any sync log older than a day (in UTC time).
Snapshot table retention	Specify the number of snapshot tables to retain.

Retry failed records

This setting is toggled on by default and causes RudderStack to continually retry sending the failed records.

Storing sync logs and snapshot tables may incur additional warehouse costs.

`record` event structure

The LinkedIn Audience destination supports only record events.

A sample record event that RudderStack sends to LinkedIn depending on the audience type is shown:

{
  "type": "record",
  "action": "insert",
  "fields": {
    "title": "Mr.",
    "lastName": "Keener",
    "firstName": "Alex"
  },
  "channel": "sources",
  "context": {
    "sources": {
      "job_id": "<job_id>",
      "version": "<version>",
      "job_run_id": "<job_run_id>",
      "task_run_id": "<task_run_id>"
    }
  },
  "recordId": "4",
  "rudderId": "853ae90f-0351-424b-973e-a615e6487517",
  "messageId": "7416cf4a-e5bd-4a3b-b2ff-805e7f39f5a0",
  "receivedAt": "2024-11-18T14:01:09.737Z",
  "request_ip": "1.2.3.4",
  "identifiers": {
    "sha256Email": "alex@example.com",
    "sha512Email": "alex@example.com"
  }
}

{
  "type": "record",
  "action": "insert",
  "fields": {
    "city": "New York",
    "industries": "Information Technology",
    "country": "USA"
  },
  "channel": "sources",
  "context": {
    "sources": {
      "job_id": "<job_id>",
      "version": "<version>",
      "job_run_id": "<job_run_id>",
      "task_run_id": "<task_run_id>"
    }
  },
  "recordId": "5",
  "rudderId": "853ae90f-0351-424b-973e-a615e6487517",
  "messageId": "8dbf3a72-8f4d-4499-b1fd-72b1f930dc3a",
  "receivedAt": "2024-11-18T14:16:55.481Z",
  "request_ip": "<ip>",
  "identifiers": {
    "companyName": "Acme Inc.",
    "organizationUrn": "urn:isbn:<org_id>",
    "companyWebsiteDomain": "example.com",
    "companyEmailDomain": "example.com"
  }
}

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