LinkedIn analytics are the bridge between your strategy, efforts, content and how your brand performs overall in the professional space. LinkedIn analytics can be a powerful tool to gain insight into your brand’s reputation and how it's perceived overall — from the products or services you provide to your internal culture and values.
LinkedIn analytics help your team hone in on precisely what drives users to your site. From posts to pages and even insights into your follower demographics, understanding LinkedIn’s metrics and what they mean will help your team set SMART goals — and achieve them.
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LinkedIn Analytics is a set of metrics that relate to different aspects of your brand’s performance. LinkedIn analytics range from visibility metrics, like views and clicks, conversion performance from paid ads and insights into your follower demographics. These metrics help your team understand how your content performs, who your audience is and how your profile engages with others. You’ll need this data to tailor your LinkedIn marketing strategy and ensure your content resonates with the target audience.
Diving into LinkedIn analytics starts with your preferred social management tool. Social teams can access analytics through LinkedIn’s website or your Dash Hudson account. We explore how to collect your LinkedIn analytics effectively so you can access valuable insights that help you tailor your content and engagement strategies for the best outcomes.
To view your analytics through the native LinkedIn website, you must be a page admin or have analyst access to view analytics. Once your organization grants you access, or if you already have it, follow these steps to find your analytics:
Each category brings you to a page with a host of analytics related to each category.
One of the most significant benefits of using a social media tool is posting, monitoring and measuring your social media content for all your social media accounts. To access LinkedIn analytics in Dash Hudson:
Getting a comprehensive, high-level look at how your brand is succeeding on LinkedIn is always a good idea. You must understand how each metric impacts your performance to determine which KPIs you’ll set and track — these metrics will be the most critical data in your analytics reports. Read on to learn more about what each metric means for your social strategy.
Page analytics are relatively straightforward — these analytics speak to how your LinkedIn page performs overall.
The Visitors metric tells you the demographics of your visitors and the path taken to find your page. These metrics help your team understand your most popular demographics and how to engage with them.
The ‘Followers’ metric informs you of your follower demographics and how you obtained them. Understanding how to convert page traffic into followers is helpful, especially if you have goals around increasing brand awareness and follower count.
Lead data from LinkedIn is especially relevant for your lead generation team and any goals surrounding sales and conversions. Lead metrics offer information for LinkedIn members who have filled out a lead gen form for your page for 90 days. Brands should determine a regular collection date for this data to take advantage of every opportunity.
Competitor metrics offer a clear view of how your follower count and content stack up against the competition. They are essential in completing a competitive analysis template, ensuring your page and content match and potentially outshine your rivals.
The Employee Advocacy metric measures employee and member engagement from content recommended to employees by your organization. Employee advocacy metrics are helpful to see which content resonates internally and are beneficial if you have a large or global organization.
This metric measures engagement with your ‘Career’ page. Employer Brand metrics help understand what attracts potential candidates to your organization and how to improve your recruitment and retention efforts.
On LinkedIn, brands can create and share periodic newsletters for their followers and industry. Newsletter metrics help determine who follows your newsletter and how readers engage.
Content analytics give you insight into how specific pieces of content perform. These analytics help social teams discover which types of content their audience loves the most and how they engage with it.
Impressions show the number of times your content has been visible on LinkedIn. LinkedIn defines an impression as a post that appears for at least 300 milliseconds and takes up at least 50% of the post visible in the user’s device or browser. Impressions are helpful to determine if your content is being shown to other users and ranking in LinkedIn’s algorithm. If impressions are low, this can signal that you need to switch something up or perhaps conduct a social media audit to find gaps in your existing content.
Unique impressions are almost identical to Impressions, except LinkedIn only counts these impressions when unique, signed-in members see your content.
Clicks show how many unique (meaning repeat clicks to the same content are not counted) clicks your content, logo or company name receives. LinkedIn does not include interactions, shares, reactions and comments.
Click-through rate (CTR) is measured by how many clicks your content receives divided by how many impressions your content receives. CTR benefits brands that want to measure the effectiveness of ads or other posts in resonating with users.
Reactions count how often users have replied to your content with a Like, Celebrate, Love, Insightful or Curious reaction. Comments refer to how many comments your post receives, while Shares count how often users have shared your content.
LinkedIn calculates engagement rate by the number of interactions from your content, plus clicks and acquired followers divided by impressions. Engagement rate is one of the most popular and essential metrics to measure to identify how invested your audience is in your content and if they interact with it.
Follows on LinkedIn tell you how many followers you’ve earned from sponsored content. As of writing, this metric is specifically for sponsored posts.
Cost per sponsored engagement is only available for sponsored posts and tells you the average cost of each engagement your post receives. This metric helps understand how your ad spend is used across ads.
Follower metrics offer you and your team insight into the people and organizations that follow you and engage with your content. These analytics can help source employees, expand your professional network, capture leads and more.
Follower highlights show how many members have clicked ‘Follow’ on your page since its creation. This metric also shows how many followers you’ve gained in a specific period, the percentage change of your current followers, and how many followers you had 30 days previously. Follower highlights are helpful to determine the cadence in which you gain followers, which lends itself to setting realistic growth goals in the future.
Follower metrics measure how your follower count has changed over time — specific time ranges can also filter this metric so you can pinpoint moments in your strategy or campaign that resulted in more or fewer followers.
Follower demographics provide background on who your followers are — location, job function, industry, company size and seniority. This metric is helpful to see who your content reaches — are you a B2B industry interested in getting buyers? Or perhaps a recruitment firm looking for job seekers? Demographics help you determine, on average, who you reach. It’s worth noting that LinkedIn shows your top results, meaning you might not be able to drill down to the nitty-gritty demographics that make up a smaller portion of your following.
The All Followers metric speaks to your existing page followers and includes where they currently work (the last place listed on their profile) and when they followed your page. It’s important to note that ‘All Ffollowers’ are listed starting with your most recent follower and rounded approximately, so the number might be more or less than your actual follower count.
Visitor analytics speak to demographics and data from users who interacted or visited your page but don’t necessarily follow you.
Visitor highlights show a high-level overview of Page views, Custom button clicks and Unique visitors to your page for the last 30 days. Visitor highlights also show the percentage of visitors lost or gained within the 30-day period.
Visitor metrics are data about visitors and traffic to your page. In Visitor metrics, users can filter results by specific time ranges and even page sections, such as how often unique visitors view your page. Social teams can use this data to learn more about users who might be interested in their content or brand but haven’t yet committed to following you.
Visitor demographics, much like Visitor metrics, give you a breakdown of users who visited your page but aren’t necessarily followers. However, Visitor demographics aim to tell you more about the users who visit your page. You can discover your visitor’s location, job function, seniority, industry, job function and company size. These metrics are helpful to determine if your brands and posts bring in your target audience — or perhaps other heavy-hitters like LinkedIn marketing experts. Visitor demographics also tell you which audience segments are most interested in your content or organization.
Life page traffic gives you a comprehensive look at page traffic for the entire time you’ve been on LinkedIn. It breaks down your total visitors and total unique visitors to all your pages — published and unpublished.
Brands can leverage Dash Hudson’s LinkedIn Insights from post to performance review. With LinkedIn Analytics, social teams can compare LinkedIn to other platforms, schedule posts, easily connect with their community and monitor performance from a central social media management tool. You can also dive into your top-performing posts to hone in on the content your audience prefers, organizing them by media type and caption so you can drill down to the small factors that make your content stand out.
Click-through rate or CTR is an important LinkedIn metric because it gives you a more comprehensive look at how content performs than using impressions or clicks alone — instead, CTR describes the relationship between these two metrics and how engaged your audience is. For example, let’s say you have high impressions but a low CTR. While high impressions can be excellent, this signals a disconnect between your brand’s content and your audience’s intent. However, if your CTR is increasing or higher than average, this signals that your content aligns with your audience’s interests and intent, and your marketing tactics are likely on the right track.
Brands can measure LinkedIn metrics through the native app or with their social media management tool, like Dash Hudson. To find your LinkedIn metrics in Dash Hudson, click ‘Analytics’ in the top navigation bar. To find your LinkedIn metrics on LinkedIn,