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Create LinkedIn Engagement Retargeting Audience

create_linkedin_engagement_retargeting_audience

Create a LinkedIn Engagement Retargeting audience: people who already engaged with the advertiser's LinkedIn ads, company page, or website.

Input Schema

NameRequiredDescriptionDefault
nameYesName for the new audience. Prefer something that describes the rule (e.g. 'Video 50% viewers 90d') so it is recognisable later.
page_set_nameNoWEBSITE only: internal label for the URL rule set created on LinkedIn (e.g. 'Pricing and demo pages'). Required when source_platform is WEBSITE.
source_platformYesThe `engagementSourceType` chosen from get_linkedin_engagement_source_types — e.g. VIDEO_ADS, SINGLE_IMAGE_ADS, DOCUMENT_ADS, CONVERSATION_ADS, LEAD_GEN_FORMS, ORGANIZATION_PAGES, or WEBSITE. WEBSITE switches this tool to the URL-rule shape.
url_match_groupsNoWEBSITE only: OR-of-ANDs URL expression. The outer list is ORed, rules inside a group are ANDed. For a plain 'any of these pages' list, use one rule per group. Required when source_platform is WEBSITE.
engagement_triggerYesAn `engagementTrigger` listed for THAT source type (e.g. FIRST_QUARTILE for VIDEO_ADS, LEAD_FORM_SUBMIT for LEAD_GEN_FORMS, VISIT for WEBSITE). A trigger from a DIFFERENT source type is accepted without error and silently builds an audience that never populates, so take it from this source type's own trigger list.
lookback_window_daysYesHow far back engagement counts, and how long a member is retained. WEBSITE accepts 30/60/90/180 only; every other source type also accepts 365.
engagement_source_urnsNoLinkedIn URNs to retarget, taken verbatim from the `id` of each chosen search_linkedin_engagement_sources result. Required for every source type EXCEPT WEBSITE, and must be omitted for WEBSITE. Multiple URNs union their audiences.

Schema Changelog

Changes observed during successful MCP inspections.

  1. First observed

TDQS

C2.9/5.0
Behavior2/5

Does the description disclose side effects, auth requirements, rate limits, or destructive behavior?

Annotations already declare readOnlyHint=false, destructiveHint=false, and openWorldHint=true, so the safety profile is known. The description adds no behavioral context beyond that: it does not mention that this is a mutation that creates a persistent audience, that source/trigger pairs can silently produce a never-populating audience, or that WEBSITE switches the tool into a different URL-rule shape.

Agents need to know what a tool does to the world before calling it. Descriptions should go beyond structured annotations to explain consequences.

Conciseness5/5

Is the description appropriately sized, front-loaded, and free of redundancy?

A single tight sentence with the resource and audience definition front-loaded. There is no filler text to trim.

Shorter descriptions cost fewer tokens and are easier for agents to parse. Every sentence should earn its place.

Completeness2/5

Given the tool's complexity, does the description cover enough for an agent to succeed on first attempt?

For a 7-parameter, 4-required creation tool with a dual WEBSITE vs non-WEBSITE shape and no output schema, one sentence is far too thin. The description should at minimum flag the WEBSITE branch, the required URN lookup for other source types, and the fact that a new persistent audience is created — none of which it does.

Complex tools with many parameters or behaviors need more documentation. Simple tools need less. This dimension scales expectations accordingly.

Parameters3/5

Does the description clarify parameter syntax, constraints, interactions, or defaults beyond what the schema provides?

With 100% schema description coverage across all 7 parameters, the schema already documents name, the WEBSITE-only fields, source_platform, engagement_trigger, lookback_window_days, and engagement_source_urns with helpful detail. The description adds no parameter-level meaning beyond what the schema provides, so the baseline 3 applies.

Input schemas describe structure but not intent. Descriptions should explain non-obvious parameter relationships and valid value ranges.

Purpose4/5

Does the description clearly state what the tool does and how it differs from similar tools?

The description gives a specific verb and resource ('Create a LinkedIn Engagement Retargeting audience') and clarifies the underlying population (people who engaged with ads, page, or website). It is clear about what is produced, but it never distinguishes this tool from close siblings such as create_retargeting_audience or create_linkedin_native_criteria_audience, leaving the agent to infer which retargeting constructor applies.

Agents choose between tools based on descriptions. A clear purpose with a specific verb and resource helps agents select the right tool.

Usage Guidelines2/5

Does the description explain when to use this tool, when not to, or what alternatives exist?

There is no when-to-use, when-not-to-use, or alternative guidance. The description also omits the prerequisite discovery steps that the schema implies (consulting get_linkedin_engagement_source_types and search_linkedin_engagement_sources before calling), so an agent cannot tell from the description how this fits into the workflow.

Agents often have multiple tools that could apply. Explicit usage guidance like "use X instead of Y when Z" prevents misuse.

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