There’s no other better professional social media platform than LinkedIn. With 310 million monthly active users, it is easy to see why LinkedIn should be part of any company’s marketing strategy. But success isn’t guaranteed—you need the right metrics to measure your campaigns’ performance and track user engagement. That’s where LinkedIn analytics for business come in.
With advanced data-driven insights, you can gain valuable insight into your target audience, how they interact with your brand on the platform, and your marketing performance.
This guide will show you how to use LinkedIn analytics tools like Audience Insights, Campaign Manager, and Lead Gen Forms to optimize your business’ performance on the platform.
Why Use LinkedIn for Your Marketing Efforts?
LinkedIn is a valuable platform for marketers that provides many unique benefits to businesses. Here are some of the top reasons why you should utilize LinkedIn for your marketing campaigns:
Reach High-Quality Leads: Using LinkedIn, you can easily target a specific audience with LinkedIn advertising that can lead to quality leads and sales.
Establish Authority and Credibility: LinkedIn is a great way to showcase your expertise in the industry, allowing you to become an authority figure and build trust with potential customers.
Gain Valuable Insights: You can evaluate what content works best for your audience with LinkedIn analytics. This allows you to laser-focus your marketing efforts for maximum results.
Expand Your Network: LinkedIn is a great place to connect with industry professionals, customers, and potential partners that can help promote your business or offer other types of valuable collaborations.
Gain Access to a Professional Audience: LinkedIn has a highly diverse, professional audience that can be tapped into for your marketing campaigns. This provides great potential to acquire quality leads and sales.
What Are LinkedIn Analytics for Business?
LinkedIn Analytics is a free tool for businesses to track and measure key metrics of their page, posts, and campaigns, such as profile engagement, page views, referral traffic, click-through rate, competitor analytics, etc. With this data, marketers can gain insight into how their strategies perform and identify areas that need improvement.
LinkedIn Analytics also allows businesses to create custom reports quickly to save time and resources. All these features contribute to the success of a business by enabling marketers to develop effective campaigns that drive results.
How to Access LinkedIn Analytics?
You can access LinkedIn analytics once you are in the Page admin view of your LinkedIn account. You can go to the Page admin view by selecting the “My Pages” pane on the left side of your homepage. Choose the page you want to view analytics for.
Then, you can find the analytics dropdown menu in the top navigation bar. Select it to view different analytics of the page.
LinkedIn Analytics for Business: The Performance Guide
Every social platform has various analytical metrics according to its nature. Here are seven key metrics you should track to leverage LinkedIn analytics for your business.
Engagement analytics help you gain insights into your content’s performance. From shares to comments, likes, and follows, engagement analytics provide meaningful data that can be used to track audience interaction with your posts and profiles.
By monitoring these metrics closely, you can adjust your strategy to ensure maximum reach and engagement.
LinkedIn’s Visitor analytics offers a comprehensive overview of total visitors, unique visitors, page views, and average view duration on your profile and company page, allowing you to determine how effective your content is at engaging audiences.
Visitor analytics can help you identify whether these visitors are potential customers or just passing by. Knowing this information can help you tailor content and campaigns to better engage with your target audience.
With visitor analytics, you can gain insight into the best channels for outreach, what kind of content resonates most with users, and which geographical regions are finding success in discovering your profile or page.
Follower analytics provide insight into your follower’s engagement with your content and brand. It will help you understand your most active followers and their demographic breakdown so you can tailor content accordingly.
With LinkedIn’s follower analytics feature, you can easily see how many people follow your profile and page and know their location, language, and industry. This can be especially useful for targeting certain demographics with specific content.
Competitor analysis helps you understand your competitor’s content and marketing strategy and how well users receive it. It provides an in-depth look into the performance of their content and followers, enabling you to identify areas for improvement.
By monitoring your competitors’ analytics, you can gain valuable insights about your audience to help you create more effective content and grow your presence on LinkedIn.
Update analytics help you understand the performance of each update on your profile or page. It measures key metrics like likes, shares, comments, and impressions on your updates, allowing you to understand how each update affects your audience’s behavior.
LinkedIn Post Analytics
The post analytics feature on LinkedIn provides detailed insights into your posts, including the number of clicks and reach. Knowing these metrics can help you understand how users interact with your content and how well they connect with it.
Using this data, you can identify the best type of content to reach more viewers and measure its success over time.
CTR (Click-through rate) measures the number of times a link or page you have shared has been clicked. You can also view this as a percentage of the total number of clicks against the total number of impressions. This data can be used to determine how effective your post is at driving traffic and conversions, which will help you optimize future campaigns and posts.
Tracking the progress of all marketing efforts is a dire need for every business. LinkedIn analytics makes it easier for businesses to analyze various metrics in one place to reflect and repurpose their strategies as needed. Remember these key metrics you can track through LinkedIn analytics:
- Engagement analytics provide data on audience interaction with your posts and page.
- Visitor analytics offers an overview of total visitors, unique visitors, page views, and average view duration on your profile and company page.
- Follower analytics help identify your most active followers and their demographic breakdown.
- Competitor analysis provides an in-depth look into the performance of your competitor’s content and followers.
- Update analytics measure key metrics like likes, shares, comments, and impressions on your updates.
- Post analytics provide detailed insights into each post’s clicks, engagement, and reach.
- CTR (click-through rate) measures the number of times a link or page you have shared has been clicked.
- With visitor and engagement analytics, you can gain valuable insights about your audience to help create more effective content and grow your presence on LinkedIn.
If you want a more in-depth analysis of your LinkedIn performance with a side-by-side comparison, try Publer’s Analytics tool. Sign up now to get started.