LinkedIn analytics: everything that marketers should know

With more than 560 million of users, LinkedIn is standing in one line near Facebook, Instagram and Twitter as the most powerful social media. Everyday we can see developers upgrading their profiles, creating new advertising campaigns and growing their business. All this is a part of very long working process, which brings us to success in the end. However, we shouldn`t forget about analytics.

Company pages feature some specific LinkedIn analytics that quickly become popular between regular users and businesspersons. So, in this article, we will be talking about LinkedIn analytics and everything that belongs to it. We will find out the real potential of such tools and show you what can you do with its help.

How to use LinkedIn analytics?

First of all, you should access the LinkedIn analytics dashboard. It could be done through the toolbar at the top of your company page. Here will be three points:

• Company page. It`s the place where you are able to update your page banner and profile picture. It also has a dashboard that shows basic traffic data from past 30 days, including the number of visitors, the number of post impressions and all new followers who came during that period.
• Activity dashboard. This part will help you to get information about likes, comments, shares and mentions. You should make regular checks of the dashboard to make sure that your statistic is standing in one point.
• Analytics dashboard. This is the main area to monitor if you are looking for deep LinkedIn profile insights. Here we have three board data categories: visitors (people who visited your profile), updates (engagement metrics for posted content) and followers (info about people who subscribed your page).

The best LinkedIn metrics to track

Remember: the data you analyze always depends on the goals you set for yourself. Right here, we will take a look on our categories and show what exactly should be analyzed.

Visitors

Analyzing this part, you will be able to find out a number of page views and separate unique visitors from all visitors. Beside each number there is a percentage showing how much that number has increased or decreased compared to the highlights of the last month.

Traffic metrics

By default, it will show you your past two weeks of aggregated page traffic data. There you will be able to see all page views from anywhere on your profile.

Traffic metrics graph data is split by device: one line (blue) represents mobile views, while other line (orange) is for desktop views.

There you will also find a toolbar for three data filters: time range, page and data metrics.

Visitor demographics

This section gives you a detailed information about people who are checking out your LinkedIn company page. You can filter visitors by their:

• Job function
• Location
• Industry
• Company size
• Seniority

Demographics is a really important point for you LinkedIn marketing strategy. With it, you will know that you are working with right people or, if something went wrong, what exactly should be repaired.

Updates

In this section you will find information about the content you share on LinkedIn (the section of Analytics menu). Use this information to gauge the effectiveness of your LinkedIn updates.

By default, the updates page shows the aggregated data from all of your content.

Engagement metrics

Engagement metrics will help you to discover detailed stats on various types of engagements your content earned in a specific period of time. Engagement metrics include:

• Impressions
• Unique impressions (how often individuals saw your content)
• Clicks
• Likes
• Shares
• Social media percentage

Followers

In this part, you will be able to find our all information and statistic about your profile`s following (new followers and people who stopped following your). All data is given for the 30-days period.

You can also tune the follower’s demographics to track the specific group of people (from one company, from one city or country).

That`s all for today. Now you know what LinkedIn analytics can do and how you can use it.