Linkedin analytics, the guide for marketers

Linkedin analytics, the guide for marketers

LinkedIn analytics metrics are the proof points of your LinkedIn marketing efforts. This data allows you to prove and improve your social media ROI.

Does your business have a presence on LinkedIn? If yes, then it also has social media goals—from recruitment to awareness and sales. And without LinkedIn analytics, your ability to track these goals is just guesswork.

LinkedIn analytics metrics are the proof points of your LinkedIn marketing efforts. This data allows you to measure your success. It also gives you the info you need to prove and improve your social media ROI.

Learn where to find your company page’s analytics and the best metrics to track. Plus, we’ve included a few LinkedIn analytics tools that can deliver deeper insights and make reporting simple.

How to use LinkedIn analytics

To access the LinkedIn analytics dashboard, start by logging in and opening your company page. From here, you can check your analytics in the following sections:

Analytics Dashboard

The Analytics Dashboard is the main area to monitor LinkedIn page performance. There are three broad data categories:

  • Visitors (data on people who visit your page)
  • Updates (engagement metrics for content posted on LinkedIn)
  • Followers (numerical and demographic information about people who subscribe to your page)

LinkedIn Athene Suites Analytics Dashboard

Activity Dashboard

Visit the Activity dashboard for qualitative insights on the following metrics:

  • Likes
  • Shares
  • Comments
  • Mentions (when your brand is tagged in another member’s post)

The activity page offers qualitative insights into your LinkedIn presence. Read comments and look at mentions to gauge sentiment and identify reasons behind particular data trends. If that seems like a lot of work, Hootsuite offers social listening tools that track sentiment and mentions.

Linkedin Athene Suites Activity Dashboard

LinkedIn Post Analytics

LinkedIn offers a comprehensive look at post analytics from the Updates dashboard. But you can also drill down on a specific post by clicking Show stats in the bottom right corner.

LinkedIn Post Analytics show stats

LinkedIn Profile Analytics

If you offer professional services from your LinkedIn profile, or act as a brand ambassador for your company, you may want to also track profile analytics. These stats can be found from your profile, under Your Dashboard.

LinkedIn Profile Analytics Your Dashboard

The best LinkedIn metrics to track

What LinkedIn metrics you should track depend on the marketing goals you set. Experimenting with thought leadership articles? Keep an eye on Updates. Want to know how your Career Page is performing? Lookup page views in your visitor tab.

If you need a primer on social media metrics, start here.

Company page analytics

Use these LinkedIn metrics to gauge your page performance and inform your marketing strategy.

Visitor analytics

Visitor metrics: These metrics are akin to traffic metrics. From the Visitor Analytics dashboard you can track Unique visitors to see how many individual members have visited your page. Use Page views to see the total number of times your page was visited.

LinkedIn company page analytics visitor metrics

Learn which tabs visitors are most interested in by filtering between All Pages, Home, About, Insights, and People. If you’ve created a Life tab with Career Pages, you can see how many visitors they’re attracting here, too.

Unique visitor metrics are a good indication of how many people are interested in your company. Just like traffic analytics elsewhere, these figures will also give you a sense of how well your SEO strategy is working.

Visitor demographics: Learn about the LinkedIn members who are showing an interest in your page. Data includes job function, location, seniority, industry, and company size. Look for trends that you can use to inform the content of upcoming posts, Career Pages, and LinkedIn ads.

These stats can help with LinkedIn ad targeting, too. For example, maybe these visitors would also be interested in visiting your shop or a webinar you’re planning.

Custom button clicks: Each LinkedIn business profile can include one of the following action buttons: Visit website, Contact us, Learn more, Register, and Sign Up. See how many clicks you’ve earned on your button, over the past 30 days, from the Visitor analytics dashboard.

Follower analytics

Follower metrics: Where visitors measure interest in your company, followers measure the number of people who would like to stay connected. Use the graph in the Follower analytics tab to track growth patterns. You can also compare the number of followers acquired through sponsored content.

Follower demographics: Know your audience. The people who follow you on LinkedIn are the people who will see your company posts and updates. Understanding who they are, where they are, and what they do will help you create relevant and engaging content.

Compare your follower stats with LinkedIn’s platform demographics.Get the free guide right now!

Companies to track: Compare companies similar to yours with the following categories:

  • Total followers (compares current subscribers—note that this number is static and won’t change if you update the time range)
  • New followers vs. your company (compares subscribers gained)
  • Number of updates vs. your company (compares post frequency)
  • Engagement rate vs. your company (compares page interactions)

LinkedIn companies to track

Look for correlations between new followers and update and engagement stats. If your company is underperforming compared to a competitor, consider adjusting your post frequency. Or, dig into your visitor demographics and imagine what type of content would convert these visitors into followers.

Update analytics

Impressions: The total number of times at least 50% of your update was visible for more than 300 milliseconds. Unique impressions counts the number of times your updates were seen by individual members.

Update analytics impressions

Clicks: A click tells you your call-to-action worked. On LinkedIn, Clicks are counted when a signed-in member clicks on your post, company name, or logo. It does not include other interactions like shares, reactions or comments. Use the click-through rate to gauge the number of clicks you earned versus impressions.

Update analytics clicks

Engagement rate: LinkedIn calculates update engagement rate by adding the number of interactions, clicks, and new followers acquired, divided by the number of impressions the post receives. There are many ways to calculate engagement rates. Before you compare this stat to another, make sure it’s been calculated the same way.

Reactions, comments, and shares: The number of comments, shares, and reactions your post receives. Reaction buttons include like, celebrate, love, insightful, and curious.

Reactions comments and shares

If your goal is to create engaging content or position your company as a thought leader, you’ll want to track these LinkedIn metrics. Remember, what people say matters. So be sure to balance quantitative data with qualitative insights, too.

Bonus: Download a free guide that shows the 11 tactics Hootsuite’s social media team used to grow their LinkedIn audience from 0 to 278,000 followers.

How to export LinkedIn analytics

Analytics displayed in the Updates dashboard combine organic and sponsored stats. Export a report to see how your organic efforts compare with paid actions in two separate data columns.

Simply click the Export button in the upper right corner and set your time range.

Export LinkedIn analytics