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Ultimate Guide to LinkedIn Analytics

LinkedIn is the number one online B2B channel. By far. Learning what analytics to track and how to interpret them, will bring you one step closer to better performance. As always, focus is key.
Virginie Dardenne
Last Updated
October 22, 2021

Why it's important to track the right analytics on LinkedIn

📌 SPOILER ALERT

Head over to lesson 5 of this section about Social Media Analytics to find out how Willow allows you to easily monitor your performance cross-channel in one sleek overview, using:

  • both the important standard key metrics such as Reach and Engagement,
  • as well as our very own Social Health score to make sure you maintain consistency and variation at a high level!

In general

Any social media channel will give you a bunch of metrics, data and analytics to track the performance of your Company Page. These numbers can guide you towards a better overall strategy.

Social media analytics will help you understand what your audience likes. When a post scores well, make sure to understand why. It'll allow you to give your audience more of the same. A couple of things you can tweak based on your analytics are:

  • your tone of voice
  • your visuals
  • you posting rhythm and posting times
  • the topics you talk about

By learning from the analytics and doubling down on what works well, you'll see the numbers go up, hopefully 😉

On LinkedIn

LinkedIn throws a lot of data at you when you're in the Admin View of your page. You'll see a split between Visitors, Updates and Followers when you click the Analytics tab at the top. Left of your timeline, you'll find a few stats related to activity on your page in the last 30 days.

LinkedIn Analytics

So here's the problem: unless you're a marketeer, it has become quite difficult to find your way around all these numbers and make up your mind about which ones to keep a close eye on.

Still, it is important that you dò make up your mind, because in the end, you want to know how you're doing on social media and how it's helping your business, right?

What are the top 5 metrics to track in LinkedIn?

That's why we've singled out the 5 most important metrics to focus on when analyzing your LinkedIn activity.

Impressions

On a post level

Impressions are the total number of times your post has been seen. This includes users that see it more than once. LinkedIn tends to favor high-quality posts with more views. The more engagement (see later) they get, the more people will see it, and so on. The number of impressions is a first good indicator to know what type of posts your audience likes! You'll find the impressions all the way at the bottom.

Linkedin Analytics on a post level

Over a certain timespan

The small analytics board on the left of your Company Page's timeline allows you to see how many impressions you've had over a span of 30 days. Basically, you'll be able to tell whether your content game was strong or if you need to spice it up a little in general 🌶

In our case, it seems like we had a strong streak before, but were 20% down in terms of impressions. So time to get posting strong stuff again!

Linkedin Analytics 30 days timespan

Engagement Rate

Engagement is everything from a like, a comment, a share, a view, or a click combined. As a standalone number, it may tell you something about the performance of a post. In reality, it's best to create perspective by dividing your engagement by the number of impressions, resulting in Engagement Rate.

📊 Engagement / Impressions = Engagement Rate

Linkedin Analytics engagement rate

So what's an acceptable Engagement Rate? You'll find a million different opinions online about that. The truth is, there are so many different aspects that come into play, that we believe it's best to apply a different approach.

Start tracking Engagement Rate over a certain time span to set your own benchmark. Next, learn from your audience preferences to increase your it, by doubling down on quality, relevant content.

Click-Through Rate (CTR)

When you drill down deeper into the stats under a post, you'll discover the CTR of your post. This stat is considered to be one of the most important ones in Marketing. It tells you how many people have:

  • clicked the link to your website
  • read through your slides (if you've shared a pdf, for example)
  • viewed the photo you shared
Linkedin Analytics click-through rate

It's basically a higher degree of Engagement. These people have actually taken the time to not just hit the thumbs up button 👍🏻  but to actually read or view your content.

Why is it so important? Because it tells you if you were able to trigger the interest of your audience to actually read or view what you've shared, even if that means leaving LinkedIn as a platform to view the content on your website, for example. It's a huge step in behavior and therefore a very important metric to track. If you can get high CTR's, you know you're hitting the sweet spot with your audience.

Followers

In this section, LinkedIn gives you metrics about who is following your Company Page.

These metrics include:

  • Total Followers - Total followers of your company page.
  • Organic Followers - Followers acquired without ad spend.
  • Sponsored Followers - Followers acquired through paid ads.
  • Follower Demographics - Demographics of your company page followers broken down by location, job function, industry, and company size
  • Follower Trends - A line chart that shows when followers were added over time.

The way LinkedIn's algorithm works is that it will initially show each post to a certain percentage of your followers. So evidently, the more followers you have, the more people will see and may interact with your content.

Next, the algorithm will show it to more people if the content sparks the interest of the initial group of people it was shown to.

Increasing the number of followers can be a powerful way to boost your visibility in terms of impressions.

💡 When you're just starting out, don't expect your Company Page to grow in followers just by the mere fact of posting good content. This happens rarely.

Start by boosting the number of followers by manually inviting them. And by asking your employees or colleagues to do the same. You will need to give them Admin access rights though!

Linkedin Analytics invite connections

Visitors

In the overview tab, you can add additional information that's relevant for followers and other stakeholders who might be researching you.

The Unique Visitors metric is a great to get a sense of how not only your page is growing, but how the content you're sharing is creating a buzz. If this metric continues to go up as your page grows, you know you're on to something.

Linkedin Analytics visitors

Here's how it works in a nutshell:

When you publish a post, you expect your followers to engage with it. Every time they do so, people in the networks of your followers will be able to see that engagement.

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Ultimate Guide to Facebook Analytics
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