LinkedIn Metrics/Analytics


LinkedIn comprises over 575+ million users, with more than 260 million active users accessing the platform every month. Of those users, 40% are engaging on LinkedIn every month. Publishing articles, adding relevant content and running ads will get you started on the right path. However, in order to truly take advantage of LinkedIn, you need to be tracking your metrics and analytics.

Module Outline and Objectives:

  • How to leverage LinkedIn analytics to grow your page

  • Understanding where and what metrics to track

  • Detailed overview of the major analytic sections

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Leveraging LinkedIn Analytics

To access your LinkedIn analytics dashboard, navigate to your company page. In the toolbar you will see a few options:

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  • Page

    • This is where you can edit your company page, by clicking on any of the “pencil” icons.

    • You can publish a new post, upload a document, add a LinkedIn group and more.

    • On the left-side, there is a Dashboard section that shows basic page traffic data from the past 30 days. Including: Visitors, Click, Impressions, and Followers.

      • This is a great way to get quick numbers, however, don’t assume they represent your historical trends.

  • Content Suggestions

    • Looking for new pieces of content to write about? How about finding content that is ranked based on engagement rates? LinkedIn will show you.

    • You can filter your content suggestions based on Industry, Location, Job Function and Seniority.

    • Additionally, you can add topics and view the most trending topics and articles for the last 15 days.

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  • Analytics

    • This is the main place to monitor your LinkedIn analytics, and you are given three categories to do so:

      • Visitors: Data on people who visit your page.

      • Updates: Engagement metrics for your content posted on LinkedIn.

      • Followers: Demographic and numerical info about people who follow your page.

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  • Activity

    • On the activity page, you can view insights for the following metrics:

      • Reactions

      • Shares

      • Comments

      • Mentions

What Metrics You Should Track

Depending on your LinkedIn goals, there are a number of metrics you can track.

If you want to expand into a different city, you may want to check out the Visitors and Subscribers page to see where your audience is located.

If you’re publishing articles, you’ll want to review Updates to see if any articles are getting above-average interactions. Reviewing the articles with higher interactions rates will help you curate more content that connects with your audience.

LinkedIn’s Three Major Analytics Categories

Visitors

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The first analytic you will see is an overview of Page Views, Unique Visitors and Custom Button Clicks over the past 30 days. The percentage next to each number shows the increase or decrease compared to the same time last month.

The next section shows your traffic data over the past 2 weeks. All of the page views across your entire profile are added up and shown based on type of device (desktop or mobile).

Side Note: Data is calculated based on the previous 24 hours. If you are looking at the current date, it will not be accurate.

You can combine desktop and mobile traffic together using the toggle, and you can adjust your data based on time range, page, and metric.

The last section shows detailed information on the type of people who are viewing your company page. Along with a time range, you can filter these visitors using the following: Job function, Location, Seniority, Industry, and Company size.

Updates

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In this section you can view data regarding the content you share on LinkedIn. This is a great way to view the effectiveness of your LinkedIn content strategy.

By default, in the Update Highlights section, you will see data based on the past 30 days of reactions, comments, and shares on your page.

Under this section, you will see detailed stats based on the engagement your content received over a period of time. A blue line indicates organic data and a red line on the graph represents paid traffic.

The engagement metrics shown include:

  • Impressions

  • Unique impression

  • Clicks

  • Likes

  • Shares

  • Social engagement percentage

At the bottom of this section you will see a list of each post you’ve shared, organized from most- to least- recently uploaded.

Followers

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Getting people to follow your company page is a great way to get your content seen.

The Follower Highlights sections show your current follower count. It also displays how many followers you have gained in the previous 30 days.

The graph in the middle, as the name suggests, shows how many new followers you received in the past 30 days, however, you can adjust the time range.

Like the updates tab, this graph separates organic and paid traffic with a blue and red line, respectively.

The Follower Demographics section will show who is currently following your page. You can switch between multiple visitor demographic categories (location, job function, seniority, industry, and company size).

You can compare your page to similar LinkedIn pages in the same industry in the Companies to track section, and view the following information:

  • Total followers

  • New followers vs. your company

  • Number of updates vs. your company

  • Engagement rate vs. your company

If a competitor in your area is performing well, click on their business, visit their page, and see what they are doing to increase engagement and followers.

In Conclusion

Understanding the type of content that resonates with your audience in imperative. Checking what types of people engage with, how you are gaining new followers, and more are important to your overall LinkedIn growth strategy.

What are you doing to reach more people on LinkedIn? What content is resonating the best with your audience? Let us know in the comments below.


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