Integrations

The Integrations page connects Skeleton Key to platforms your team already advertises on. There is one integration today: LinkedIn. Connecting it lets the Audience Strategist and the Media Plan size B2B audiences with live numbers from LinkedIn's advertising platform instead of the agent's own estimates.

What connecting does

One connection covers the whole organization. Every brand in the org gets live LinkedIn audience data; there is no per-brand connect step. The access is read-only, shown on the connection card as LinkedIn Advertising API · Read-only. Skeleton Key uses it to look up targeting criteria (seniority, job function, industry, company size, job titles, skills) and to ask LinkedIn how many members match a given audience definition. It cannot post, edit campaigns, or spend.

The connection only matters for B2B campaigns. When a campaign brief is B2C, audience sizing uses Meta's advertising data, which is built into Skeleton Key and needs no connection.

Connect LinkedIn

1. 01

   Open the Integrations page

   Click your organization's name at the top of the sidebar, then select Integrations under Configuration in the sidebar.

2. 02

   Start the connection

   Click Connect LinkedIn. You are redirected to LinkedIn to sign in and approve read-only advertising access. Use a LinkedIn account that can access your company's ad account.

3. 03

   Confirm the card shows Connected

   After you approve, LinkedIn returns you to the Integrations page and the card's status pill reads Connected. Admins also see who made the connection and the date it is valid until.

Connection status

The card shows one of four states. Connected means live sizing is active for every brand in the org. Expiring soon appears 30 days before the connection's valid-until date; reconnect before then to avoid an interruption. Reconnect needed means the connection has lapsed and B2B audience sizing has fallen back to estimates until an Admin reconnects. Not connected means no one has connected LinkedIn yet.

LinkedIn connections don't last forever. LinkedIn puts an expiry on the access it grants, so expect to reconnect periodically; the valid-until date on the card tells Admins exactly when.

Until both the design kit and the LinkedIn connection are configured, the organization's home page shows Owners and Admins a one-line setup reminder covering the two.

Map brands to ad accounts

Once connected, Admins see a panel for mapping each brand to one of the organization's LinkedIn ad accounts. This mapping is optional today: audience sizing works without it. It prepares for future features that read campaign data per brand, so it's worth setting up if the mapping is obvious, and safe to skip if not.

Disconnecting

Click Disconnect on the card (or Replace connection to switch to a different LinkedIn account). Disconnecting stops live LinkedIn sizing for every brand in the organization; outputs that were already generated keep their numbers. You can reconnect at any time.

Where LinkedIn data shows up

For a B2B campaign, the Audience Strategist defines each persona with LinkedIn's targeting criteria and reports a Size (LinkedIn) figure per persona and market. See Audience Strategist for how those numbers are meant to be read. In the Media Plan, the Targeting Specs table on the Audiences tab includes a LinkedIn Segments column whenever LinkedIn channels are in the media mix. See Plan Details.

If your campaign is B2B and the connection is missing or lapsed, a reminder appears in the run panels for Strategy, the Media Plan, and the end-to-end chain. The workflows still run; the audience sizes are estimates rather than live counts.

Limits and considerations

• One LinkedIn connection per organization. You can replace it, but you cannot connect different LinkedIn accounts for different brands.
• Read-only, sizing-focused. The integration reads audience counts and targeting criteria. It does not import your campaign performance data, and Skeleton Key never writes to your LinkedIn account.
• Small audiences don't return a count. LinkedIn withholds counts below its privacy threshold, so a very narrow persona can come back without a number.
• Without a connection, B2B sizing is estimated. Outputs still generate, and the sizing falls back to the agent's own judgment instead of live LinkedIn data.
• Only LinkedIn needs connecting. Meta audience sizing runs on Skeleton Key's own platform access, and Google Ads targeting categories are built into the platform, so neither needs anything from you. LinkedIn only grants its advertising data through an individual LinkedIn account's sign-in, so one Owner or Admin connects theirs and the whole organization uses that connection.