The potential of LinkedIn analytics is not to be underestimated, especially when it comes to the modern world of business. With LinkedIn offering its own set of performance metrics and marketing insights, the platform has become a powerful tool in tracking the performance of your business’s online presence.
By analyzing these important metrics and insights, you can stay aware of how your LinkedIn presence is performing, where it’s resonating with your target audience, and how you can improve future campaigns. In this article, we’ll explore some of the key metrics to track in LinkedIn analytics, to help you make the most of your LinkedIn performance.
What Are The Available Metrics?
Before we dive into the key metrics you should be tracking, it’s important to understand the LinkedIn analytics metrics that are available to you. There are a few main categories of metrics to keep in mind that can provide valuable insights into your performance on the platform. They are:
- Network Metrics
These are the metrics that relate to the size of your following, including your reach and engagement. Examples of network metrics include:
• Total followers: This is the total number of people who follow your page.
• Unique followers: This is the number of people who have recently followed your page or have recently come across it.
• Total shares: This is the total number of times your post has been shared by anyone.
• Engagement: This is the number of people who have reacted, commented, or shared your post.
- Content Metrics
These are the metrics related to the content you’re publishing on LinkedIn. Examples of content metrics include:
• Reach: This is the number of people who have seen your post.
• Impressions: This is the number of times your post has been seen.
• Click-through rate (CTR): This is the number of people who have clicked on a link within your post.
• Engagement rate: This is the ratio of people engaging with your post compared to how many views it has received.
• Shares: This is the number of times your post has been shared by anyone.
- Audience Insights
These are the metrics that relate to the people who are engaging with your content and following your page. Examples of audience insights include:
• Location: This is the geographic region your followers are from.
• Demographics: This is information about the gender, age range, and other demographic markers of your followers.
• Interests: This is information about the topics, industries, and general interests of your followers.
• Job Experience: This is the amount of experience your followers have in a given industry.
- Campaign Performance
These are the metrics that relate to campaigns you’ve run on LinkedIn. Examples of campaign performance metrics include:
• Campaign impressions: This is the number of times your campaign was seen by someone.
• Ad clicks: This is the number of people who clicked on an ad within your campaign.
• Cost per click: This is how much you’re paying each time someone clicks on an ad in your campaign.
• Conversion rate: This is the rate at which people take the desired action after clicking on your ad.
- ROI Metrics
These are the metrics that relate to your overall return on investment when running campaigns. Examples of ROI metrics include:
• Cost per lead: This is the amount you’re paying each time someone becomes a lead through your campaign.
• Lead quality: This is the quality of leads generated through your campaign, based on the actions they take.
• Conversion rate: This is the rate at which leads take the desired action after clicking on your ad.
• Cost per acquisition (CPA): This is the amount you’re paying each time someone converts from a lead to a customer.
The Key Metrics To Track
Having an understanding of the available LinkedIn analytics metrics is important for understanding what you should be tracking. But, there are certain metrics that are more important than others in order to get the full picture of your performance on the platform. Here are some of the key metrics to track:
- Reach
Reach is an important metric to track as it’s an indication of how many people are seeing your content. A high reach shows that people are sharing and engaging with your content, and that your content is resonating with them.
- Engagement
Engagement is another key metric to track as it offers insight into how interested people are in your content. Take the time to look at what type of content is performing best in terms of engagement, such as videos, live streams, or written content, and focus your future efforts accordingly.
- Demographics
Demographics are important metrics to track in LinkedIn analytics as they give you an understanding of who is engaging with your content. For example, if you find that your content is mainly resonating with men aged 18-35, consider targeting more content to this demographic in order to reach a wider audience.
- Followers
One of the key metrics to track is the total number of followers your page has. This number is an indication of how many people have achieved a certain level of brand loyalty and are therefore more likely to purchase or engage with your content in the future.
- Conversion Rate
Conversion rate is a key metric to track as it shows how successful your campaigns are at converting people. It’s important to look at what stages of the funnel your campaigns are performing at and recognize which campaigns are driving the highest number of conversions.
LinkedIn analytics offer a wealth of insights into the performance of your LinkedIn presence, which can help you continuously improve your activities on the platform. By understanding the various metrics available and zeroing in on the key metrics to track, you can ensure that your efforts are always providing the best return on investment. Doing so will help you create a stronger presence on LinkedIn and stay ahead of the competition.