Measuring What Matters On LinkedIn

LinkedIn allows you measure a number of different insights. 

A LinkedIn KPI or metric is a measurement tool used both in company pages and individual profiles to track and measure their influence via specific goals, be it engagement, reaching out or developing connections with as many people as possible in their specific industry.

Here is the complete list of the most important LinkedIn KPIs and metrics:

• Followers’ Demographics: Where do my followers come from?
• Number of Followers: Is my business influential enough?
• Impressions & Reach: How many people have seen my page?
• Engagement Rate: What kind of content engages most?
• Company Update Stats: How are my updates received?
• Viewer Information: Who viewed my profile and updates?
• Contact & Network Growth: Where should I find new contacts?
• Profile Views by Job Title: How is my profile performing over time?
• Post Views & Engagements: How is my engagement developing?

Engagement analytics

LinkedIn engagement analytics help you learn about the performance of your campaigns, posts and videos. Specifically, you can find out whether your content is resonating with the target audience and how they’re responding to it.

• Impressions: The number of times your post was shown to LinkedIn users.
• Video views: The number of times your video content was watched by users.
• Reactions: The number of people who reacted to your post. LinkedIn reactions include Like, Celebrate, Support, Funny, Love, Insightful and Curious. Getting a reaction means your content has elicited a response (read: engagement).
• Comments: The total number of comments on your post. Getting the conversation started is a prime indicator of engaging content. Tracking comments also tells you which topics resonate most with your target audience.
• Shares: The number of times your post was shared by LinkedIn users. Posting shareable content helps you increase reach, visibility and brand awareness.
• CTR: The click-through rate (CTR) is a percentage of the number of clicks divided by the number of impressions on a post. This metric shows the extent to which your content is inspiring the audience to click on your company name, content or logo.
• Follows: The total number of Follow clicks on your sponsored content.
• Engagement rate: LinkedIn calculates the engagement rate using a standard formula: Clicks + Likes + Comments + Shares + Follows / Impressions. This metric is expressed as a percentage and sums up the average engagement level of a post.

On your personal profile you have Analytics & Tools which you can drill down by simply clicking on each tab.

How to make the most of LinkedIn analytics

Knowing what each metric means is not enough. To win on the platform, you need to analyse and leverage this data to create strategic content that clicks with your target audience.

Here are four ways to use LinkedIn analytics to boost your marketing strategy:

1. Know who your audience is

Understand your audience by looking at your visitor and follower demographics.

• Where are most of your followers located?
• What industries or departments do they work in?
• Are they entry-level employees or do they hold senior positions?

Doing so will help you create more relevant content that’s more likely to attract leads and drive conversions. You can also find out whether there’s a discrepancy between your visitor demographics and your followers. This could indicate a disconnect between the content you’re sharing and the information on your page.

2. Understand your audience’s behaviour

Use LinkedIn analytics to learn about how your audience interacts with your posts and content from other brands in your industry.

• What motivates your audience to engage with your content?
• Are they more receptive to certain topics or formats?
• How much does your audience like to share content?

Every audience is different. Understanding how yours behaves will help you set realistic goals, spark engagement, schedule posts and create better content.

3. Understand what type of content works best

Some content types get more engagement over others. This could be due to audience preferences, the nature of your business, your brand voice or the LinkedIn algorithm.

Track the performance of your posts to understand what content gets you the most engagement, traffic and overall results.

For example, you might find videos get more views and comments than written or image-only posts. You may also realize that asking thought-provoking questions or running polls gets you more engagement.

Whatever it is, learning about what works well requires both experimentation and analysis. Try different content types and formats, but also continuously track analytics to learn what works and what doesn’t. Then, replicate your success to grow on the platform.

4. Reveal new topics and trends

Tracking LinkedIn analytics can help you stay on top of trending topics in your industry. For example, you can see which posts are getting more engagement and whether there are certain topics your audience is showing more interest in.

You can also look at competitor analytics to see if they’re getting more engagement all of a sudden. Check out their pages to analyse the topics they’re posting about.

On your company page you get even more information:

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