The Ultimate Guide to Linkedin Analytics

LinkedIn is a professional networking site that enables its users to build business connections, search for jobs and find potential clients. Every business on LinkedIn has their business goals- awareness, sales, generating leads, building credibility or so. And without LinkedIn analytics, the ability to analyse the performance of these goals is merely a guesswork.

Understanding LinkedIn Analytics can get overwhelming. In this article, discover how you can use LinkedIn Analytics to analyse and improve your LinkedIn strategy for your business.

HOW TO USE LINKEDIN ANALYTICS?

To access LinkedIn Analytics, lookout on top of your profile. Analytics related to-

Visitors
Updates
Followers and
Employee Advocacy can be tracked

Let’s look at each of them in detail.

VISITOR ANALYTICS

Visitors are similar to traffic that lands on the LinkedIn page. From Visitor Analytics one can track –

Unique Visitors : To track how many individual members have visited your page.

Page Views : Page Views help in determining the total number of times your page was visited.

Custom Button Clicks : These are the total number of clicks on the given site- website, blog link, form link etc.

(The data for the above three is available for a 30-day time period.)

Visitor Metrics : Visitor metrics can be filtered by time ranges. The analytics can also be determined by filtering between pages – Home, About, Insights, People with respect to page views and unique visitors under each section. The metrics also present the device used to access the pages – Desktop or Mobile.

Visitor Demographics : Visitor demographics on LinkedIn are the ideal way to judge whether one is able to reach the target audience or not. The demographics are classified based upon- job function, location, seniority, industry, and company size.

UPDATE ANALYTICS

Update analytics are helpful in evaluating the quality and performance of content shared on the page. The following analytics are available for Page updates.

Update Highlights : Update highlights show the number of total likes, comments, and shares in the last 30 days. It also indicates the percent of change from the previous 30 days.

Update Metrics : These are key metrics for organic and sponsored updates over time and can be filtered by time ranges. The following metrics are available:

Impressions : The total number of times the update was seen
Unique Impressions : The number of times updates were seen by individual members
Clicks : The number of clicks on your content, company name, or logo
Reactions, Comments, Shares : The engagement on content through reactions, comments, shares
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.

Update Engagement : Update engagement lists details of individual updates that can be filtered using time range. The metrics like – Impressions, Clicks, Reactions, Shares, Views (in case of videos), CTR, Engagement Rate, Follows, Comments are also enlisted corresponding to the update. This helps in determining the performance of each post.

FOLLOWER ANALYTICS

Follower analytics provide an insightful look into the followers that have taken interest in your Page. The data is helpful to tailor engagement strategy with followers. The following analytics are available for your Page followers:

Follower Highlights: Follower Highlight shows the number of members who have followed your Page since it was created. It also shows the number of followers your Page has gained and the percent of change from the previous 30 days.

Follower Metrics: Follower metrics show how your number of followers has changed over time and can be filtered by time ranges.

All Followers : The list of all followers can be seen under this. This helps in providing a consolidated list of all the followers of the page along with when they followed. The list is shown in order of recency.

Follower Demographics: Follower demographics helps in knowing the 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. The demographics are shown based upon Location, Job function, Seniority, Industry, and Company size data.

Companies to track : Companies to track helps in comparing companies similar to the business based upon- Total followers, new followers, post frequency and engagement rate. This helps in understanding the performance of the company on LinkedIn in comparison to its competitor/s so that changes can be made to the strategy if needed.

EMPLOYEE ADVOCACY

Employee Advocacy analytics provide page admins of a LinkedIn Page the opportunity to gauge trends in employee and member engagement with content recommended to employees. These analytics are available on desktop only. The analytics include:

Highlights : The analytics are an aggregate calculation from the past 30 days. The percentage increase or decrease for each metric can be used as an indicator of engagement with your recommended content. The metrics are:

Recommendations
Posts from recommendations
Reaction to posts
Comments on posts
Reshares of posts

Employee Advocacy Metrics : This determines the change in the number of recommendations, posts from recommendations, reactions to posts, comments on posts and re-shares of posts over a specified timeframe.

Employees posting from recommendations : These are the number of posts shared by employees according to their Seniority, Job function and Location over a specified time range.

LinkedIn Members reached : The data shows the number of LinkedIn members who interacted with your employees’ posts that were generated from recommendations according to their Companies, Location, Job function, Seniority, and Industry.

Recommendation Engagement : The analytics are based on all recommendations made to employees over a specified timeframe. The data offers insight on impressions, reactions, comments and re-shares of the recommendation.

The employee advocacy data is therefore helpful in reaching out to the audience through updates recommended to employees and also helps in building the brand as it generates the credibility of the employee.

LinkedIn Analytics is a free tool and its valuable data should be harnessed to make the best of business on LinkedIn. Not only that, the data can also be downloaded to be stored for future use.

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