LinkedIn Analytics: 6 Critical Metrics You Need to Track

November 04, 2022
linkedin analytics

LinkedIn Analytics Vs. LinkedIn Analytics Tools

LinkedIn is a social networking site for professionals that sets itself apart from other digital platforms. While it may not join the ranks of Facebook and other top-tier social media channels, it still has 850 million members that engage with worthy and valuable content.

A professional-looking profile picture is vital on LinkedIn, but data-driven content is even better for attracting followers and growing your network. LinkedIn analytics can help you track key metrics to improve your content performance and ensure your strategy is on track.

Here’s a breakdown of in-app analytics and how they can help you grow your business:

LinkedIn In-App Analytics

LinkedIn’s analytics tool provides advertisers and content creators with the data they need to improve their social strategy. They can create a more effective campaign by understanding who to target and what content resonates.

Using LinkedIn’s analytics, you can determine metrics such as:

  • Post engagement, including impressions and user interactions like clicks and comments
  • User profile and demographics
  • Employee advocacy analytics 
  • Follower growth

LinkedIn Analytics Tools

LinkedIn’s in-app analytics are great for getting the standard engagement metrics, but using LinkedIn analytics tools can help boost your LinkedIn ROI, reach your sales targets, and get more impressions. These tools give valuable insights based on your campaign efforts and impact your overall account performance.

A LinkedIn analytics dashboard linked to a third-party analytics tool can provide important data, such as:

  • Marketing data from other social media channels like Facebook, Twitter, or Instagram merged with LinkedIn data
  • Additional key metrics from marketing data sources like Google Analytics 
  • A shareable dashboard that can be viewed by anyone you give access 
  • Real-time data updates to access fresh insights

Top 6 LinkedIn Analytics to Track and Grow Your Network

Analytics can help you understand what’s working and what’s not to help you adjust and make the right decisions. The following are 6 key metrics you should track to expand your network. 

Post Engagement 

No matter what platform you use, engagement is key to success. LinkedIn engagement is measured by the number of likes, comments, and shares received during a particular period. Keep this in mind when creating content for LinkedIn to ensure maximum engagement and success.

linkedin analytics

The most engaging post on your LinkedIn profile can give clues as to what content your audience is most interested in. Creating more content like it can increase your chances of turning your followers into leads.

Audience Reach

Your post engagement and audience reach should go hand in hand. Total reach measures how many unique users have seen your content and can impact your brand awareness and lead generation.

If you’re seeing a lot of engagement in your posts, that means your content is compelling and informative for your audience. If your reach is low, LinkedIn analytics can help you refocus your marketing strategy based on the insights you gathered from your content performance.

Audience Demographics

LinkedIn provides detailed information on your followers’ location, industry, job title, and company size. You can use this information to fine-tune your content strategy and make sure you’re creating content that resonates with your target audience.

LinkedIn Sales Navigator is a great tool you can use to check if your content resonates with a specific target audience. You can also use it to conduct an outreach campaign or determine your audience’s profile.

If you’re not attracting your target audience, it’s time to rethink your content strategy. Knowing where your audience comes from will help you create content that resonates with them.

User Impressions

Impressions on LinkedIn show how many people see your content and how often each user reads your post. A high impression rate means your content is relevant and resonates well with readers.

campaign manager

User Clicks and Click-Through Rate (CTR)

If you want users to click through your post on social media, you need to grab their attention with engaging content. This could mean writing a catchy headline or sharing insights on an intriguing topic. Your goal is to make them curious about your brand.

The click-through rate (CTR) is a metric that measures the number of clicks on a link divided by the number of times the link is displayed (impressions). It’s used to track how interested visitors are in your brand. A high CTR is a good indicator that your content is helpful and interesting to your audience.

Clicks are another important metric that tells you how many people have clicked the link on your bio. Increasing the number of clicks can increase brand awareness and drive users to follow you or visit your website.

Conversion Rate

Conversion rate is a key metric for determining whether your content marketing strategy is effective. By tracking your conversion rate, you can see which ads drive the most conversions and adjust your strategy accordingly. The LinkedIn Insight Tag allows you to track conversion rates for paid content and set up conversion goals and UTMs in Google Analytics for organic content.

conversion rates on linkedin analytics

Depending on your business funnel, LinkedIn can follow the user journey and see those making a purchase, filling out a contact form, starting a free trial, or downloading a lead magnet. LinkedIn’s analytics can also track if someone viewed the ad, visited your website, or reached your user end goal without directly clicking the ad.

This metric is essential for testing different ads and comparing LinkedIn ads to those from other channels.

Key Takeaways 

LinkedIn is one of the fastest-growing social networking platforms, so understanding its analytics is crucial to expanding your connections. Don’t forget to look at your social media performance, understand the nuances in LinkedIn analytics, and monitor your growth performance to lead your campaign in the right direction.

Understanding analytics means allowing your business to: 

  • Grow solid followers that can be converted into leads
  • Determine measurable objectives with key metrics
  • Engage users with meaningful content
  • Focus on which strategies work best

How’re you tracking your growth on Linkedin? Let us know in the comments below!

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