LinkedIn macros allow you to generate personalized ad content for each recipient. When you use macros like %FIRSTNAME% or %LASTNAME% during ad creation, the member’s personalized information appears in the ad copy when the campaign is live. Macros are supported for Sponsored Messaging (message and conversation ads), dynamic ads, and conversation assets used in click-to-message ads.
Macro functionality
When using macros, the text must be in all capital letters. For example, %firstname% won't work as a macro, use %FIRSTNAME% instead.
There are two instances where macros won’t function as expected:
- If a member turns off ad personalization in their privacy settings.
- If a member doesn’t have an active job position listed in their profile.
In both instances, the macro will fail to load and will revert to using generic language. The following table illustrates the text that's used when ad personalization is disabled.
| Macro | Text used when ad personalization is disabled |
|---|---|
| %FIRSTNAME% | LinkedIn Member |
| %LASTNAME% | LinkedIn Member |
| %COMPANYNAME% | your company |
| %JOBTITLE% | professional |
| %INDUSTRY% | industry |
Start your message ad or conversation ad with a custom greeting for a personal introduction that’s more conversational and increases relevancy. You can also add a macro to your message by selecting the Insert custom fields dropdown and choosing from the available options.
To insert a custom greeting, type your salutation, like Hello or Hi, and add %FIRSTNAME%, for a first name greeting. Some examples include:
- Hi, %FIRSTNAME%, will appear as Hi, Jane, for the member seeing the message or conversation ad.
- Hi, %FIRSTNAME% %LASTNAME% will appear for the member as Hi, Jane Smith.
- Add %COMPANYNAME% after your salutation to dynamically insert the company’s name of the viewer.
- Add %JOBTITLE% after your salutation to dynamically insert the viewer’s job title.
- Add %INDUSTRY% after your salutation for the viewer’s industry to appear.
Here's a tip
Macros can’t be used in the subject line of a Sponsored Message.
When creating a Dynamic ad, you can insert a macro such as %FIRSTNAME% as part of your custom message when completing the ad’s text fields. During ad creation, you will see a live preview of your ad with each valid macro added. The live preview ensures the macro you have selected is supported and interpreted correctly.
The table lists the macros supported for Dynamic ads.
| Follow company | Spotlight | Jobs | |
| Fields supporting macros | Ad headline Ad description | Ad headline Ad description | Ad headline Call to action |
| Macros supported | %FIRSTNAME% %FULLNAME% %COMPANYNAME% | %FIRSTNAME% %FULLNAME% | %FIRSTNAME% %FULLNAME% %COMPANYNAME% |
When the ad is served to LinkedIn members:
-
%FIRSTNAME% is replaced with the recipient’s first name according to their LinkedIn profile.
-
%FULLNAME% is replaced with the recipient’s full name according to their LinkedIn profile.
-
%COMPANYNAME% is replaced with the company name from the LinkedIn page associated with your ad account.
Related tasks
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