LinkedIn has transformed from a simple job search and networking site into a dynamic social media platform. In 2024, Microsoft reported “record levels in engagement” on LinkedIn, highlighting its growing appeal for creators and brands seeking to expand their reach.
If you’ve been browsing your LinkedIn feed lately, you’ve likely noticed a wider range of conversations—from professional discussions to various trending topics. Despite this diversity, LinkedIn remains uniquely focused on career growth, making it an ideal platform to boost both your business and personal brand through content creation.
However, as LinkedIn becomes more crowded, standing out with engaging content is more challenging than ever—this is where LinkedIn analytics come into play.
By leveraging LinkedIn post analytics, you can gain deep insights into what resonates with your target audience. Understanding these metrics allows you to refine your content strategy, helping you create more impactful posts and grow your LinkedIn following.
In this article, we’ll show you how to access LinkedIn content analytics and highlight key metrics that are essential for shaping a successful LinkedIn marketing strategy.
What Are LinkedIn Analytics?
LinkedIn analytics provide valuable data to measure the performance of your posts and overall LinkedIn activity. These metrics include engagement rates, audience demographics, page visitors, and more.
There are two types of LinkedIn analytics available: personal profile analytics and LinkedIn page analytics, depending on the type of account you manage. While LinkedIn personal profiles offer insightful analytics for individual users, LinkedIn Pages provide businesses with more robust tools for tracking performance.
For marketers or business owners managing a brand’s LinkedIn presence, LinkedIn content analytics from both personal profiles and business pages can be accessed without switching between accounts—streamlining your workflow. LinkedIn has also made creator features, previously tied to Creator Mode, available to all personal profiles, ensuring that everyone has access to the data they need to thrive on the platform.
Why LinkedIn Analytics Matter
Tracking LinkedIn analytics is crucial for developing a successful content strategy and maximizing your impact on the platform.
Without closely monitoring these essential LinkedIn metrics, you’re missing out on valuable insights that can significantly enhance your personal brand or marketing efforts. In the early days of LinkedIn, it may have been easier to succeed without a data-driven strategy, but today, with more brands and creators vying for attention, getting strategic is non-negotiable if you want results.
By analyzing your post and page performance through LinkedIn post analytics and LinkedIn content analytics, you gain a clear understanding of what resonates with your audience. Content that aligns with your audience’s interests leads to increased engagement—likes, comments, and shares. This engagement signals to LinkedIn’s algorithm that your content is valuable, boosting your chances of appearing in the feeds of non-followers.
The broader your reach, the faster your LinkedIn following will grow, leading to new opportunities—whether it’s attracting more customers to your business or landing exciting job offers.
Utilizing LinkedIn content analytics or tools like Blabigo’s LinkedIn analytics platform is the most efficient way to determine what content is effective and how to optimize your efforts. Below, I’ll walk you through how to harness LinkedIn’s native analytics to enhance your performance.
LinkedIn Page Analytics
On your LinkedIn business page, the LinkedIn analytics dashboard provides a comprehensive overview of key performance metrics, including:
- Content performance
- Visitor statistics
- Follower growth
- Leads generated
- Newsletter performance
- Competitor comparisons
- Employee advocacy engagement
While tracking all these metrics can be beneficial, it can also be overwhelming. That’s why it’s important to focus on the top three metrics that have the most impact, which I’ll highlight shortly.
How to Access LinkedIn Page Analytics
Before diving into the details of LinkedIn Page analytics, it’s essential to know how to access them. You need to be a page admin or have an “analyst” role assigned to view these metrics.
Here’s how you can access LinkedIn analytics for your business page:
- Log in to your LinkedIn account.
- Click on the “Me” icon in the top-right corner.
- Select “Manage” and then choose your Company Page.
- On your Company Page, select the “Analytics” tab from the left-side menu.
Now you’re ready to explore the data that can inform your content strategy and boost your LinkedIn presence!
Content Analytics: Understanding Your LinkedIn Post Performance
LinkedIn content analytics is a powerful tool that lets you track the performance of your posts, helping you understand what resonates with your followers and visitors. Let’s dive into the key metrics you’ll find in this section.
Highlights
Your LinkedIn analytics dashboard starts with a Highlights section that gives a quick snapshot of how your content performed over the past 30 days. This includes a summary of total reactions, comments, and reposts. It’s a simple yet effective way to gauge the overall success of your LinkedIn posts at a glance.
Metrics
Below the Highlights section, you’ll find a detailed Metrics section. This provides a graph displaying the performance of both your organic and sponsored content over a selected time period. You can filter the data based on specific date ranges and choose from the following key data points:
- Impressions: The number of times your post was displayed.
- Unique views: How often your post was shown to signed-in LinkedIn users.
- Clicks: The number of clicks on your content, company name, or logo by a signed-in user.
- Reactions: The number of reactions your post received.
- Comments: How many comments were posted on your content.
- Reposts: The number of times your content was shared by others.
- Engagement rate: This is calculated by dividing the total number of interactions (likes, comments, reposts, and follows) by the total impressions.
Content Engagement
The Content Engagement tab offers a more detailed breakdown of individual post performance, allowing you to filter data by date ranges and see metrics for each post. Here’s what you can track for every LinkedIn post:
- Post title: A preview of the first few words of your post.
- Post author: Who created the post.
- Post type: Whether the post is an image, video, or text.
- Audience: Who the post is visible to.
- Impressions: How many times the post was displayed.
- Views: The number of times users viewed the post for at least 3 seconds.
- Clicks: The number of times the post was clicked.
- CTR (Clickthrough Rate): The ratio of clicks to impressions.
- Reactions: The total number of reactions.
- Comments: How many comments the post received.
- Reposts: The number of times your post was shared.
- Follows: The number of new followers gained through the post (for sponsored posts with a follow button).
- Engagement rate: The total engagement (likes, comments, reposts, and follows) divided by impressions.
With these metrics, you can assess how well your LinkedIn content is performing and fine-tune your strategy to create more engaging posts.
Follower Analytics: Know Your Audience
Follower analytics help you understand who is following your LinkedIn page, giving you insights into your audience’s demographics and engagement levels. If you discover that you’re not attracting your desired audience, this data can help you adjust your content strategy to better connect with them.
Follower Highlights and Trends
This section provides an overview of your total follower count, the number of new followers gained, and the percentage change in your followers over a selected time period.
Follower Metrics
The Follower Metrics graph displays how your follower count has evolved over time, allowing you to track both organic and sponsored follower growth.
Follower Demographics
In Follower Demographics, you’ll gain valuable insights into the types of people following your LinkedIn page. The metrics include:
- Job function
- Company size
- Industry
- Location
- Seniority level
This detailed information helps you tailor your content to better engage with your current followers or reach new demographics.
All Followers
The All Followers section provides a list of your followers, including their most recent company and the month they started following your page.
Visitor Analytics: Convert Visitors into Followers
Visitor analytics offer insights into LinkedIn users who have visited your business page but have not yet become followers. By analyzing this data, you can create strategies to convert these visitors into engaged followers.
Visitor Highlights
This section summarizes key metrics for the past 30 days, including total page views, unique visitors, and custom button clicks, along with the percentage change compared to the previous month.
Visitor Metrics
Here, you can track page views and unique visitors over time. You can also filter this data by specific sections of your LinkedIn page, like your About section or individual posts.
Visitor Demographics
Just like follower demographics, Visitor Demographics gives you insights into who is visiting your LinkedIn page. You can analyze this data by:
- Job function
- Company size
- Industry
- Location
- Seniority level
Understanding who is visiting your page will help you craft more targeted content and strategies to convert these visitors into loyal followers.
With these LinkedIn content analytics tools, you’ll be well-equipped to track your performance, engage your audience, and grow your LinkedIn presence. Tools like Blabigo can further simplify the process, helping you to easily access and interpret these critical metrics, enabling you to optimize your LinkedIn strategy for even greater success.
LinkedIn Profile Analytics: Track Your Personal Profile
While LinkedIn Profile analytics offer fewer metrics than LinkedIn Page analytics, they still provide valuable insights into how well your personal content is performing. These analytics help you understand how effectively you’re growing your professional brand on LinkedIn.
How to Access LinkedIn Analytics for Your Personal Profile
Accessing LinkedIn analytics for your personal profile is straightforward. Follow these steps:
- Click the Me icon at the top of your LinkedIn homepage.
- Select View Profile from the dropdown menu.
- Scroll down until you find the Analytics section.
Once there, you’ll have access to essential data about your LinkedIn activity, including:
- Profile views: Shows how many times your profile has been viewed over the past 90 days.
- Post impressions: The total number of impressions your posts have received.
- Search appearances: Indicates how often your profile has appeared in LinkedIn search results in the past seven days.
These basic yet insightful metrics allow you to measure how well you’re engaging your audience and how visible your profile is in LinkedIn searches.
By analyzing these metrics, you can better understand your audience and refine your content to boost engagement and profile visibility. Using a tool like Blabigo’s LinkedIn content analytics, you can easily track this data and improve your personal LinkedIn strategy, positioning yourself for career growth and networking success.
How to Find LinkedIn Analytics for Your Individual Posts
LinkedIn provides detailed analytics for each of your individual posts, allowing you to evaluate how well your content is performing and how effectively you’re reaching your audience.
Here’s how to access LinkedIn post analytics:
- Log in to your LinkedIn account.
- Click on the Me icon in the top-right corner of the page.
- Select Manage and then click on Posts & Activity.
- Navigate to the Posts tab.
In this section, you’ll find a breakdown of each post’s performance, including key metrics such as impressions, clicks, reactions, comments, and engagement rate. By analyzing these insights, you can fine-tune your content strategy to create more engaging posts that resonate with your target audience.
For example, let’s take a look at a post I created on my LinkedIn account where I shared my weekly social media tip. Through the post analytics, I can see how many people interacted with the post, how far it reached, and the overall engagement rate, helping me assess its success.
Tracking LinkedIn content analytics at the post level can help you understand which types of content resonate best with your audience, whether it’s images, text, or videos. Tools like Blabigo’s LinkedIn analytics platform make it even easier to monitor these metrics in one place, helping you optimize your LinkedIn strategy for maximum impact.
Accessing Post Analytics on LinkedIn
When you review the performance of an individual post on LinkedIn, you’ll first see the post impressions displayed above the comments. If your post is a video, it will show the number of video views instead. To get more detailed insights, click on “View analytics” beneath the post.
Once you click View analytics, you’ll access additional metrics, including:
- Discovery: Shows the total number of impressions, or how many times your post was displayed to LinkedIn users.
- Engagements: Includes key engagement data like reactions, comments, and reposts your post received.
- Top demographics of people reached: Offers insights into the types of professionals engaging with your content, such as their job titles, company size, location, industry, and companies they work for.
These metrics provide valuable insights, not only into your post’s overall performance but also into who your content is resonating with the most. By understanding the demographics of those interacting with your posts, you can adjust your LinkedIn strategy to create content that appeals to your target audience more effectively.
Supercharging Your LinkedIn Analytics with Blabigo
While LinkedIn’s native analytics are helpful, using a third-party tool like Blabigo can be game-changing for tracking, analyzing, and interpreting your LinkedIn data. This is particularly true if you manage multiple social media accounts and need a more streamlined solution for tracking performance across platforms.
With Blabigo, not only can you schedule and cross-post your content across LinkedIn and other social channels, but you can also access in-depth LinkedIn analytics to help optimize your strategy. Blabigo’s analytics features go beyond basic metrics, offering insights and recommendations to help you improve your content performance.
For LinkedIn Pages, Blabigo provides detailed reports, offering data-driven suggestions like:
- Best content types to post based on past performance.
- Optimal posting times to maximize engagement.
- Custom LinkedIn analytics reports to demonstrate the value of your marketing efforts.
For LinkedIn personal profiles, Blabigo offers an at-a-glance performance overview, including key metrics like engagements, impressions, and more, simplifying the process of tracking your personal brand’s growth on LinkedIn.
Using Blabigo for LinkedIn Page Analytics
To access LinkedIn Page analytics in Blabigo, follow these steps:
- Log into your Blabigo account.
- Click on the Analyze tab at the top of the dashboard.
- Select LinkedIn from the list of social channels on the left.
Once there, you’ll be able to view key performance metrics, all conveniently filtered by specific time ranges like weekly or monthly. Here’s what you’ll find:
Overview
In the Overview section, you’ll see a summary of key metrics to assess how your LinkedIn content is performing.
- Performance: Includes total followers, new followers, number of posts, impressions, clicks, and engagement rate.
- Average performance: Shows a bar graph with total followers, clicks, comments, engagements, engagement rate, and impressions.
- Metric insights: Includes charts that break down key data such as total followers, clicks, comments, engagements, and impressions per post.
Blabigo takes the hassle out of monitoring your social media analytics by bringing all your data into one place and offering clear, actionable insights to help boost your LinkedIn presence.
Analyzing Your LinkedIn Post Performance with Blabigo
In Blabigo, the Posts tab offers a deep dive into the performance of your individual LinkedIn posts. It allows you to track key metrics over a specific time range, helping you fine-tune your content strategy based on real data. Here’s what you’ll find:
Post Summary
The Post Summary gives an overview of your LinkedIn content over a selected time period. It displays the total number of posts and highlights critical metrics, such as total impressions, clicks, and engagement rate. This summary helps you quickly gauge how well your content is performing in a specific window.
Hashtag Performance
Blabigo’s Hashtag Performance section evaluates the effectiveness of the hashtags used in your LinkedIn posts. It ranks each hashtag based on its performance and provides detailed insights, such as the average impressions and engagement rate for posts using each hashtag. This feature is particularly useful for understanding which hashtags drive the most visibility and engagement for your content.
Post Insights
Post Insights offers granular data on each of your posts, allowing you to view key performance indicators like:
- Impressions: How many times your post was shown.
- Likes: The number of reactions your post received.
- Comments: The total number of comments on the post.
- Clicks: The number of clicks your content received.
- Engagement rate: A percentage that measures how engaging your post was, based on interactions like clicks, reactions, comments, and shares.
Blabigo allows you to sort posts by whichever metric is most important to you, whether it’s likes, impressions, clicks, or engagement rate. This flexibility ensures you can focus on the data that aligns with your LinkedIn goals.
By using Blabigo’s detailed LinkedIn analytics, you can identify trends in your content, improve your hashtag strategy, and boost engagement on future posts. This comprehensive approach ensures that your LinkedIn marketing efforts are data-driven and effective.
LinkedIn Post Analytics in Blabigo
Blabigo makes it simple to track and analyze the performance of all the posts you’ve published on your personal LinkedIn profile. At a glance, you can access critical metrics to gauge the success of each piece of content.
To find these analytics in Blabigo, follow these steps:
- Navigate to your Queue by clicking on the Publish tab at the top of the dashboard.
- From the channels list on the left-hand side, select LinkedIn.
- Click on the Sent tab to filter your posts by those that have already been published.
Once you’re in the Sent section, you’ll see a variety of helpful metrics displayed beneath each post, including:
- Likes: The total number of reactions your post received.
- Comments: The number of comments your post garnered.
- Impressions: The total number of times your post was viewed.
- Shares: How many times your post was reshared by others.
- Engagement rate: A percentage that reflects the overall engagement your post generated, factoring in likes, comments, clicks, and shares.
By tracking these key performance indicators, Blabigo gives you the data you need to measure the impact of your LinkedIn content and adjust your strategy to improve future performance.
