Is your company present on LinkedIn? If so, then it has social media goals too – from recruiting to awareness to sales. And without LinkedIn Analytics, your ability to pursue those goals is just a guess.
LinkedIn Analytics metrics are evidence of your LinkedIn marketing efforts. You can use this data to measure your success. It also gives you the information you need to prove and improve your social media ROI.
Learn where to find your business page analytics and the best metrics to track. We've also included some LinkedIn analytics tools that can provide deeper insights and make reporting easier.
Bonus: Download a free guide This shows the 11 tactics the Hootsuite social media team used to grow their LinkedIn audience from 0 to 278,000 followers.
To access the LinkedIn Analytics dashboard, first sign in and open your company page. From here you can review your analyzes in the following sections:
The Analytics dashboard is the main area for monitoring the performance of LinkedIn Pages. There are three general categories of data:
- Visitors (data on people who visit your site)
- Updates (engagement metrics for content posted on LinkedIn)
- Followers (numerical and demographic information about people who subscribe to your page)
Visit the Activity Dashboard for qualitative insights into the following metrics:
- Mentions (if your brand is featured on another member's post)
The activity page provides qualitative insights into your LinkedIn presence. Read comments and watch mentions to gauge sentiment and identify reasons for specific data trends. If that looks like a lot of work, Hootsuite offers social listening tools that you can use to keep track of feelings and mentions.
LinkedIn Post Analytics
LinkedIn provides a comprehensive overview of post analytics through the Updates dashboard. But you can also drill down on a specific post by clicking View Statistics in the lower right corner.
LinkedIn Profile Analytics
If you offer professional services through your LinkedIn profile or act as a brand ambassador for your company, you may also want to track the profile analysis. You can find these statistics in your profile under Your Dashboard.
The Best LinkedIn Metrics to Track
Which LinkedIn metrics to track depends on the marketing goals you've set. Experimenting with Thought Guidance Articles? Keep an eye on updates. Would you like to know how your careers page is performing? Look up pageviews on your visitor tab.
If you need an introduction to social media metrics, start here.
Analysis of company pages
Use these LinkedIn metrics to measure your page's performance and inform your marketing strategy.
Visitor Metrics: These metrics are similar to traffic metrics. You can use the visitor analytics dashboard to track unique visitors to see how many individual members have visited your page. Use Pageviews to see the total number of visits to your page.
Find out which tabs visitors are most interested in by filtering between All Pages, Home, Info, Insights, and People. If you've created a Life tab with Career Pages, you can see how many visitors they are attracting here as well.
Clear visitor metrics are a good indication of how many people are interested in your company. Just like with other traffic analysis, these numbers also give you an idea of how well your SEO strategy is working.
Visitor Demographics: Find out more about the LinkedIn members who are interested in your page. The data includes job function, location, seniority, industry and company size. Look for trends that can help you inform the content of upcoming posts, career pages, and LinkedIn ads.
These statistics can also be helpful in targeting LinkedIn ads. Perhaps these visitors are also interested in visiting your shop or a webinar you have planned.
Custom Button Clicks: Each LinkedIn Company Profile can contain one of the following action buttons: Visit Website, Contact Us, Learn More, Register, and Sign In. See how many clicks you have earned on your button in the last 30 days in the visitor analytics dashboard.
Follower Metrics: When visitors measure interest in your business, followers measure the number of people who want to stay connected. Use the chart on the Follower Analysis tab to track growth patterns. You can also compare the number of followers earned through sponsored content.
Follower Demographics: Know Your Audience. The people who follow you on LinkedIn will see your company posts and updates. Understanding who they are, where they are, and what they do can help you create relevant and engaging content.
Compare your follower statistics with the demographic data of the LinkedIn platform.
Companies to Track: Compare similar companies against the following categories:
- Total number of followers (compares current subscribers – note that this number is static and does not change if you update the period)
- New followers compared to your company (compares subscribers gained)
- Number of updates compared to your company (compares frequency after publication)
- Engagement rate compared to your company (compares page interactions)
Look for correlations between new followers and update and engagement statistics. If your company is underperforming a competitor, consider adjusting your post frequency. Or browse your visitor demographics and imagine the type of content that would convert those visitors into followers.
Update the analysis
Impressions: The total number of times that at least 50% of your update was visible for more than 300 seconds. Clear impressions count the number of times your updates have been seen by individual members.
Clicks: One click indicates that your call to action worked. On LinkedIn, clicks are counted when a registered member clicks on your post, company name or logo. Other interactions such as approvals, reactions or comments are not included. Use click through rate to measure the number of clicks received versus impressions.
Engagement Rate: LinkedIn calculates the update engagement rate by adding the number of interactions, clicks, and new followers divided by the number of impressions the post receives. There are many ways to calculate engagement rates. Before you compare this statistic to another, make sure that it was calculated in the same way.
Reactions, Comments, and Approvals: The number of comments, approvals, and reactions your post will receive. Reaction buttons are like, celebrate, love, insightful, and curious.
If you're creating engaging content or want to position your company as a thought leader, these LinkedIn metrics should be tracked. Remember what people are saying is important. So make sure that you also reconcile quantitative data with qualitative insights.
How to export LinkedIn Analytics
Analytics displayed on the Updates dashboard combine organic and sponsored statistics. Export a report to see how your organic efforts compare to paid promotions in two separate columns of data.
Just click the Export button in the top right corner and set your time range.
LinkedIn profile analysis
Track this LinkedIn metrics from your personal account.
Who viewed your profile? Who was looking at you in the past 90 days? Basic accounts have access to some of this information. Premium account members get more insights, including how people found you.
Search History: The number of times your profile has appeared in search results over a period of time. Click on this LinkedIn metric to see where your searchers work, what they're doing, and what keywords they found you with.
Post Views: An overview of the number of ambiguous views your posts, documents, or articles have received. Click on this LinkedIn metric to see a breakdown by post. From here, you have access to insights into who viewed your posts, as well as reactions, comments, and approval details.
Post views are logged when someone sees them in the feed, while article and document views are measured by clicks. Learn how the LinkedIn algorithm works so you can get more views.
LinkedIn analytics tools
You can dig deeper and beyond the platform with these LinkedIn analytics tools.
Connect your account to Hootsuite to measure how your LinkedIn analytics are compared on your social media platforms.
Our social media management platform has built-in tools that make managing your LinkedIn account easy. This includes analyzing the data behind your posts and comparing it with the data on your other social channels.
If your LinkedIn Company Page has multiple administrators, you can use Hootsuite to assign and manage tasks. So if you see a comment that needs a response, you can ensure that the appropriate team member is notified.
Brandwatch is a social listening tool that collects mentions of your business in more than 95 million online sources, including blogs, forums, social networks, news, videos, and review sites.
The Brandwatch app integrates with your Hootsuite dashboard for free. Brandwatch helps you understand the feelings behind the characters. Instead of logging vanity metrics, take a closer look at why people like your content and what they say about it.
Advanced segmentation allows you to filter results by author, categories, tags, and more. This makes it easier to identify trends, which can then be compared across platforms or with competitors.
Brandwatch's Hootsuite Insights
Go even further with our Hootsuite Insights Enterprise Plan add-on, powered by Brandwatch.
Analytics reports are typically reactive, but Hootsuite Insights is designed to provide marketers with actionable insights. Always stay ahead of the trends so you can have conversations on LinkedIn. Monitor online conversations so you can create engaging posts. And keep up to date with what your competitors are up to.
Members of the business plan can also integrate Hootsuite Impact. Use the advanced tools to discover new LinkedIn audiences, influencers, trending content, and more.
Easily manage your LinkedIn Page along with your other social channels with Hootsuite. You can schedule and share content – including video – and engage your network on a single platform. Try it out today.