You're creating great content and building connections on LinkedIn, but you're not sure if it's all worth it. Have you ever wondered whether your efforts on LinkedIn are impactful or if you are just navigating it without a clear sense of direction? If you haven’t pondered over it yet, it's the right time to do it! LinkedIn features an exclusive tool named ‘’LinkedIn Analytics’’ through which you can track your performance, and measure or optimize your marketing efforts to boost your business page or personal brand.
In this blog post, we will talk all about LinkedIn Analytics including which metrics to track and how to track them effectively.
What Are LinkedIn Analytics?
LinkedIn Analytics is the comprehensive insight of your LinkedIn activity in the form of statistics. show how your target audience is interacting with your company page, content, and personal posts. This is how you can determine the effectiveness of your social media strategy on LinkedIn and tailor the strategy accordingly.
How To Access LinkedIn Analytics?
For Business Page
If you want to access your LinkedIn business page analytics, here is a step-by-step guide.
Step 1. Log in to your LinkedIn account. Open the company page and go to your LinkedIn admin view.
Step 2. Click on Analytics on the left side of your screen.
Step 3. Once you click the tab, you can see detailed insights categorized as Content, Visitors, Followers, Leads, Competitors, and Employee Advocacy.
Only a page admin or those having “analyst” access can track analytics.
For Personal Account
To check your LinkedIn analytics, click on the ‘’Me’’ icon at the top of your LinkedIn homepage. Next, select ‘’View Profile’’. Scroll down to the ‘’Analytics’’ section and click ‘’Show All Analytics’’. From there, you can click on ‘’[Number] Post Impressions’’ to view the performance of your posts, or ‘’[Number] Total Followers’’ to see details about your audience.
Most Important LinkedIn Analytics Metrics to Track
There are various important LinkedIn analytics marketers should know about. Below is the list of all important analytics you must consider.
Visitor metrics
People who visit your page may have some interest in your offerings. You can learn about your page visitors by analyzing the listed metrics.
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Page views: This metric tells you how many times your page was viewed within a specified date range.
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Unique visitors: This metric shows the number of unique visitors who show interest in your business. It does not account for multiple visits by the same visitor so it is a great tool to determine the number of people who have shown interest in your offerings.
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Visitor demographics: This metric provides details about the visitors. You can filter the search by location, industry, job, company size, and experience.
Follower metrics
Followers are the people who take an interest in your business and follow the company page or you as a brand. They can see your posts and content on LinkedIn. The metrics represent your brand’s popularity on LinkedIn.
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Total followers: This metric shows the total number of followers who follow your business page. It represent your brand’s popularity.
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Organic followers: Organic followers are those who follow you as a result of organic search results.They found you through search engines and LinkedIn feed.
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Sponsored followers: The metric represents the number of followers you gained through running sponsored content and campaigns.
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Follower trends: The metric provides the number of new followers within specified date range.
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Follower demographics: This metric tell you about who you followers are. You can filter this data by location, seniority, industry, company size and job function and leverage it to create targeted content.
Engagement metrics
These metrics tells the performance of your campaigns and posts. These metrics help you understand whether your target audience resonates with your content and how they respond to it.
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Impressions: The number of times LinkedIn users see your content.
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Video views: The number of times LinkedIn users watch the video you posted.
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Reactions: The number of people who reacted to your post. These reactions include Like, Celebrate, Support, Funny, Love, Insightful and Curious.
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Comments: The total number of comments on your post. Comments serve as a conversation starter and present how engaging your post is. The metric provide insight about the topics that are more enegaging to yur audience.
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Post clicks: The number of times users clicked on your page posts within a specified date range.
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Shares: The number of times your post was shared by LinkedIn users.
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CTR: The click-through rate (CTR) shows the extent to which your content engages the audience and they are compelled to click on your company name, content or logo.
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LinkedIn engagement rate: LinkedIn engagement rate means total Clicks + Likes + Comments + Shares + Follows/Impressions. This metric represents average engagement level of a post.
How to Create LinkedIn Analytics Reports
While LinkedIn's built-in dashboard offers a good start, you might need more comprehensive reports. LinkedIn allows you to export data into an Excel file, which you can then use to create customized reports:
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Export Data: In the Admin View, go to the "Analytics" dropdown menu, select the area you want to analyze, and click "Export" to download the data.
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Create Reports: Use spreadsheet software to analyze the data and create reports tailored to your needs.
LinkedIn Analytics Tips
LinkedIn Analytics is a very useful tool. Here are some tips you should follow if you want to get the most out of it.
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Understand Your Audience: Analyze visitor and follower demographics to create content that resonates with your target audience.
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Decode Behavior: Look beyond basic metrics and see how your audience engages with your content to set realistic goals and create impactful posts.
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Content is Key: Track which content types (e.g., videos, polls) generate the most engagement and replicate successful strategies.
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Adapt to Trends: Stay current by tracking industry trends and monitoring competitors’ performance, adjusting your strategy to stay relevant.
Conclusion:
LinkedIn Analytics can help you in various ways to improve your social media strategies. By focusing on these strategies and key metrics, you can make informed decisions and maximize your impact on the platform.
