LinkedIn Analytics: The 2024 Guide for Marketers
LinkedIn analytics offers valuable insights into your profile visitors and the performance of your company’s page. By leveraging these analytics, you can enhance your personal brand or business presence on the platform.
In this guide, we’ll delve into the world of LinkedIn analytics, highlighting key metrics to prioritize, strategies for interpreting data effectively, and supplementary tools to elevate your marketing endeavors.
Additionally, we’ll introduce Blabigo, a platform equipped with advanced LinkedIn content management tools, AI-powered content generation, and robust analytics capabilities to further optimize your LinkedIn strategy.
What is LinkedIn analytics?
LinkedIn analytics encompasses the data and statistics pertaining to your activity on the platform. It offers valuable insights into your audience demographics, content engagement, and the overall performance of your social media strategy on LinkedIn.
For instance, with LinkedIn analytics, you can track metrics such as profile views, engagement levels on your posts, and traffic to your company page over specific time frames. Moreover, you can delve deeper into the data to gain a more detailed understanding of your audience, including their geographical locations, job titles, and industries they belong to. These insights are crucial for refining your LinkedIn presence and tailoring your content to better resonate with your target audience.
Utilizing LinkedIn analytics can be done through two primary avenues
- LinkedIn’s Built-in Analytics Tools: This option involves leveraging the analytics tools provided directly by LinkedIn.
- Third-party Tools: Alternatively, you can opt for third-party solutions such as Blabigo’s LinkedIn analytics product.
Your choice between these options should align with your social media marketing strategy and the specific metrics you aim to track. Let’s explore each option further.
Native LinkedIn Analytics Tool: The native LinkedIn Analytics tool is accessible to all Page administrators, offering comprehensive insights into your page’s performance.
To access the LinkedIn dashboard, navigate to your company page and locate the Analytics tab on the left side of your screen.
Upon clicking the Analytics tab, a new page will open, presenting you with a range of analytics sections:
- Content: This section provides insights into the performance of your posts and content on LinkedIn, including metrics such as engagement, reach, and impressions.
- Visitors: Here, you can explore data related to the visitors of your company page, including demographics, locations, and industries they belong to.
- Followers: Gain a deeper understanding of your page’s follower base, including trends in follower growth, demographics, and engagement levels.
- Leads: This section offers insights into how effectively your LinkedIn efforts are generating leads, including metrics such as conversion rates and lead demographics.
- Competitors: Compare your page’s performance with that of your competitors, allowing you to identify areas for improvement and potential opportunities.
- Employee Advocacy: Analyze the impact of employee advocacy initiatives on your LinkedIn presence, tracking employee engagement and content amplification metrics.
Each of these sections provides valuable data to inform your LinkedIn strategy and optimize your presence on the platform for maximum impact and engagement.
In addition to accessing detailed analytics through the Analytics tab, you can also find a convenient snapshot of your recent 30 days of activity on the right-hand side of your LinkedIn page feed. This snapshot provides a quick overview of key metrics and trends, allowing you to stay informed about your performance at a glance without needing to navigate to the Analytics section. It’s a handy feature for monitoring your LinkedIn activity and performance in real-time, enabling you to make timely adjustments to your strategy as needed.
Within the native LinkedIn analytics tool, content analytics offer a comprehensive overview of your posts’ performance. Here’s a breakdown of the key metrics available in this section:
- Reactions: This metric tracks the number of reactions (such as likes, loves, and other emoticons) your posts receive from your audience.
- Comments: Comments represent the number of interactions where users have engaged with your posts by leaving comments.
- Reposts: Reposts indicate how many times your content has been shared by other LinkedIn users on their own profiles or within their networks.
By analyzing these metrics, you can gauge the level of engagement and resonance your content generates with your audience, helping you refine your content strategy for greater effectiveness and impact on the platform.
In addition to the post-performance metrics, the content analytics section also provides graphical representations of your content performance over time. These graphs illustrate metrics such as clicks, impressions, and your overall engagement rate, allowing you to track trends and patterns in how your content resonates with your audience.
Moving on to visitor analytics, this section offers insights into individuals who visit your page but have not yet become dedicated followers of your brand on LinkedIn. By analyzing this data, you can identify traffic patterns and tailor your LinkedIn updates to appeal to new visitors. This strategic approach can help convert visitors into followers and boost overall social engagement.
Furthermore, visitor analytics offer detailed information about the demographics of your page visitors, including their job functions, seniority levels, industries, and company sizes. Armed with this information, you can better understand your audience and tailor your content to cater to their interests and preferences, ultimately driving greater engagement and connection with your brand on LinkedIn.
These LinkedIn metrics play a crucial role in understanding who interacts with your page content and updates. By gaining insights into the demographics and behaviors of your followers, you can tailor your content to resonate directly with them. This personalized approach not only enhances engagement but also drives traffic to your page, ultimately strengthening your brand presence on LinkedIn.
Utilizing scheduling tools like Blabigo can further amplify your efforts to convert visitors into followers. By identifying your best-performing posts through analytics and leveraging Blabigo to promote them as sponsored content, you can effectively attract new audiences and expand your follower base.
Turning to follower analytics, this section provides valuable data on the growth of your follower base, including the number of new followers and your total follower count. Additionally, you’ll gain insights into the geographic distribution of your followers, enabling you to identify emerging markets or focus your campaigns in regions where your content already resonates strongly. Armed with this information, you can strategically allocate resources and tailor your content strategy to maximize your impact and engagement on LinkedIn.
In addition to geographic data, follower analytics provide valuable insights into other demographic factors such as job function, company size, industry, and seniority. Leveraging this information empowers you to fine-tune your content strategy and craft compelling content tailored to resonate with your most dedicated followers.
Towards the bottom of the page, you’ll find a comprehensive list of all your current followers, encompassing both individual users and business pages. This allows you to gain a deeper understanding of your follower base and tailor your engagement efforts accordingly. By analyzing this data, you can identify trends, preferences, and areas of opportunity to foster stronger connections and drive sustained engagement with your audience on LinkedIn.
In addition to tracking audience engagement, LinkedIn analytics also enables you to monitor lead generation efforts through lead analytics. If you’ve implemented a lead generation form on your LinkedIn page, you can gather valuable insights into leads and conversions.
Key metrics to focus on include:
- Conversion Rate: This metric measures the percentage of visitors who complete a desired action, such as filling out a lead generation form. A higher conversion rate indicates that your campaigns are effectively driving desired outcomes.
- Cost Per Lead (CPL): CPL calculates the cost associated with acquiring each lead. By analyzing this metric, you can assess the efficiency and cost-effectiveness of your lead generation campaigns.
By closely monitoring these metrics, you can gain a comprehensive understanding of your campaigns’ effectiveness in generating leads and driving conversions on LinkedIn. This data-driven approach allows you to refine your strategies, optimize campaign performance, and maximize your return on investment (ROI) from lead generation efforts on the platform.
In addition to monitoring leads and conversions, LinkedIn provides the functionality to download leads and assess the impact of your campaigns through metrics such as completion rate and cost per lead. Analyzing this data enables you to gain insights into the effectiveness of your campaigns, allowing you to refine your strategies for improved results.
Moving on to competitor analytics, this feature allows you to track and compare your page’s performance against similar businesses or organizations on LinkedIn. By benchmarking your performance against your competitors, you can identify areas of strength and areas where you may need improvement. This insight is invaluable for refining your LinkedIn strategy and staying competitive in your industry.
Currently, LinkedIn’s competitor analytics allow you to benchmark your performance against your competitors’ followers and organic content. Additionally, you can view trending competitor posts, gaining further insights into effective strategies and content types within your industry. By leveraging this information, you can adapt your approach, capitalize on opportunities, and maintain a competitive edge on the platform.
To enhance your competitive analysis on LinkedIn, you can leverage Blabigo’s industry benchmarking tool, which provides detailed data on various metrics including:
- Brand Awareness: Measure the extent to which your brand is recognized and recalled within your industry compared to competitors.
- Amplification Rate: Assess the rate at which your content is shared and amplified across the platform, indicating its virality and reach.
- Clicks: Track the number of clicks your content receives, indicating audience engagement and interest in your offerings.
- Audience Growth: Monitor the growth of your follower base over time, as well as compare it to competitors’ audience growth rates.
By utilizing Blabigo’s industry benchmarking tool in conjunction with LinkedIn analytics, you can gain comprehensive insights into your performance within your industry landscape. This allows you to identify strengths, weaknesses, and areas for improvement, enabling you to refine your LinkedIn strategy and maintain a competitive edge.
Employee advocacy analytics provide LinkedIn Page administrators with valuable insights into how employees engage with recommended content. This data is particularly useful for companies that encourage their employees to actively participate in sharing and promoting content on LinkedIn.
Key metrics in employee advocacy analytics may include:
- Engagement Rate: Measure the level of interaction and involvement from employees with recommended content. This could include likes, comments, shares, and other forms of engagement.
- Reach: Assess the extent of the content’s distribution across LinkedIn networks through employee shares and interactions.
- Amplification: Track how effectively employees amplify the reach of content by sharing it with their connections and networks.
While these numbers can offer valuable insights into the effectiveness of your employee advocacy program, it’s important to note that their usefulness may vary depending on the level of employee participation. For companies with active employee engagement on LinkedIn, these analytics can provide valuable feedback and help optimize employee advocacy efforts for maximum impact and visibility.
In employee advocacy analytics, administrators can access metrics such as the number of recommendations made for employees and the number of comments on posts shared by employees. Additionally, it’s possible to track the reach of your employee advocacy program by monitoring the number of LinkedIn members reached through employee shares and interactions.
Moving on to LinkedIn hashtag analytics, hashtags play a significant role in organizing and categorizing content on the platform. While LinkedIn doesn’t offer a dedicated analytics page for hashtags, there’s a creative workaround to measure their effectiveness.
To access your LinkedIn hashtag analytics:
- Navigate to your LinkedIn page.
- Enter the hashtag you want to track into the search bar.
This method allows you to view posts and discussions related to the hashtag, providing insights into its usage and engagement levels. While it may not offer comprehensive analytics, it can still offer valuable information to inform your hashtag strategy and content planning on LinkedIn.
Once you’ve entered the hashtag you want to track into the LinkedIn search bar, you’ll have the option to filter the results by posts, people, or companies using that hashtag. This functionality allows you to gain a deeper understanding of the conversation surrounding the topic associated with the hashtag.
By filtering the results, you can:
- Explore Posts: View posts containing the hashtag to stay updated on relevant discussions and content related to the topic.
- Discover People: Identify individuals who are actively engaging with or discussing the hashtag, enabling you to connect with like-minded professionals or potential collaborators.
- Find Companies: Explore companies that are using the hashtag in their content or discussions, offering opportunities for networking or partnership.
This granular filtering capability empowers you to immerse yourself in the conversation around the hashtag, identify key players and influencers, and forge meaningful connections with individuals and businesses relevant to your interests or objectives on LinkedIn.
To access detailed analytics for a specific LinkedIn post, follow these steps:
- Navigate to the post you’re interested in analyzing on your LinkedIn feed.
- In the top-right corner of the post, you’ll see an option labeled “View analytics.”
- Click on “View analytics” to access the performance metrics for that particular post.
Upon clicking “View analytics,” you’ll be directed to a page where you can view comprehensive data on how the post is performing. This includes metrics such as the number of views, likes, comments, shares, and other engagement indicators. Analyzing these metrics can provide valuable insights into the effectiveness of your content and help you refine your LinkedIn content strategy for optimal results.
If you’ve recently launched a LinkedIn newsletter, it’s essential to monitor its performance to gauge its effectiveness and optimize your content strategy accordingly. LinkedIn’s native analytics platform provides valuable insights into various aspects of your newsletter’s performance, including:
- Subscriber Count: Track the growth of your newsletter’s subscriber base over time to assess its popularity and reach.
- Click-Through Rate (CTR): Measure the percentage of subscribers who clicked on links or calls-to-action within your newsletter, indicating the level of engagement and interest in your content.
- Open Rate: Evaluate the proportion of recipients who opened your newsletter, providing insights into its effectiveness in capturing attention and generating interest.
- Unsubscribe Rate: Monitor the number of subscribers who choose to opt-out of receiving your newsletter, helping you understand audience preferences and refine your content strategy accordingly.
By regularly monitoring these metrics, you can gain valuable insights into the performance of your LinkedIn newsletter and make informed decisions to enhance its impact and effectiveness.
Additionally, if you offer professional services or act as a brand ambassador on LinkedIn, tracking profile analytics can provide valuable insights into your personal brand’s performance and audience engagement. These statistics can typically be found on your profile, directly under “Your Dashboard,” allowing you to monitor key metrics such as profile views, engagement levels, and follower growth over time. Utilizing this data can help you optimize your LinkedIn presence and maximize your impact as a professional or brand ambassador on the platform.
More detailed LinkedIn analytics in Blabigo
Blabigo’s LinkedIn analytics product offers comprehensive insights to track your brand’s performance on LinkedIn, all conveniently located in one platform.
When you integrate your LinkedIn account with Blabigo, you gain access to a range of features:
- Detailed analytics for your Company Page and profile
- Side-by-side comparison of social media stats
- Performance tracking of your content over time
- Ability to download and share customized reports
- Real-time alerts for brand mentions
- Seamless management of multiple LinkedIn accounts with easy switching
Blabigo’s LinkedIn analytics tool provides in-depth metrics beyond what LinkedIn’s native tool offers. These metrics encompass page engagement, post video views, amplification rate (i.e., the number of followers who share your content), and more.
For a complete list of Blabigo LinkedIn metrics, click here.
Blabigo also excels in managing one or more LinkedIn Company pages. Your Blabigo dashboard empowers you to monitor vital statistics such as page views, follower growth, and engagement.
Track content performance over time and compare your page metrics against competitors. Use this valuable data to refine your strategy in real-time, ensuring maximum effectiveness on LinkedIn.
Blabigo LinkedIn performance report
Need to share your LinkedIn analytics with your team or clients? Blabigo enables you to effortlessly create customized reports for both business and personal LinkedIn pages.
Personal pages’ reports can include data on post-performance, including comments, tags, and reactions.
Business pages on LinkedIn can opt for overview reports offered by Blabigo, which provide a comprehensive snapshot of key metrics to gauge performance. These overview reports typically include:
- Page Engagement: Measure the level of interaction and engagement with your business page, including likes, comments, shares, and other forms of engagement.
- Impressions: Track the total number of times your content has been displayed on LinkedIn users’ screens, indicating its visibility and reach.
- Reach: Assess the number of unique LinkedIn users who have viewed your content, offering insights into your content’s audience penetration.
- Top Posts: Identify the most successful and impactful posts on your business page based on metrics such as engagement, impressions, and reach.
By leveraging these overview reports, businesses can gain valuable insights into their LinkedIn performance and identify areas for improvement. These reports offer a convenient way to track progress and adjust strategies to achieve optimal results on the platform.
Blabigo also provides Audience reports, offering detailed insights into follower demographics and trends over time. These reports enable businesses to understand their audience better, including their demographics such as job titles, industries, locations, and seniority levels. By tracking audience trends over time, businesses can tailor their content strategies to better resonate with their target audience and drive engagement.
Additionally, Blabigo offers Engagement reports, which measure specific post reactions such as comments, shares, and clicks. These reports provide a granular analysis of how your audience interacts with your content, helping you gauge the effectiveness of your messaging and content strategy. By monitoring engagement metrics, businesses can identify high-performing content types and optimize their content strategy to maximize audience engagement and reach on LinkedIn.
Determining which LinkedIn metrics to track can seem overwhelming due to the abundance of available data. However, it’s crucial to focus on the metrics that align with your specific marketing goals rather than attempting to monitor everything.
For instance, if your goal is to expand your brand’s reach and engage with new audiences, prioritizing content analytics is key. Conversely, if you aim to enhance brand awareness on the platform, focusing on followers’ and visitors’ analytics is essential.
If you’re new to LinkedIn metric monitoring, starting with basic metrics is advisable. Here are some fundamental metrics worth tracking:
Content Metrics to Track:
- Impressions: This metric indicates the total number of times your LinkedIn update is displayed on users’ screens for at least 300 milliseconds. It’s essential to note that the post should also be at least 50% in view to a user logged into LinkedIn to count as an impression.
Understanding how the LinkedIn algorithm functions can also aid in maximizing the visibility of your content on the platform. By prioritizing these fundamental metrics, you can lay a strong foundation for monitoring your brand’s performance on LinkedIn and iteratively refining your marketing strategies for optimal results.
In addition to tracking impressions, it’s also valuable to monitor unique impressions. Unique impressions represent the number of times your post is displayed to individual signed-in LinkedIn members. Unlike regular impressions, unique impressions exclude instances where a user sees the same post multiple times.
By tracking unique impressions, you gain insights into the distinct reach of your content among LinkedIn users. This metric provides a clearer picture of how many unique individuals have been exposed to your post, allowing for a more accurate assessment of your content’s audience penetration and impact.
Understanding both impressions and unique impressions enables you to assess the overall visibility and reach of your content on LinkedIn comprehensively. These metrics together offer valuable insights into the effectiveness of your content strategy and help inform adjustments to optimize your reach and engagement on the platform.
Engagement metrics such as reactions, comments, and shares are crucial indicators of how your audience interacts with your LinkedIn content.
- Reactions: This metric tallies the number of times your post received a reaction from LinkedIn users. LinkedIn offers a range of reaction options, allowing users to express various emotional responses to your content. These reactions include emojis signifying likes, celebrations, support, love, insights, or curiosity about the content shared.
- Comments: Comments represent the number of times users engage with your post by leaving comments. This metric indicates the level of discussion, interaction, and engagement your content generates among your audience.
- Shares: Shares denote how many times your post has been shared by LinkedIn users with their own networks. This metric reflects the extent to which your content resonates with your audience and its potential to reach a broader audience through user-generated distribution.
Monitoring these engagement metrics provides valuable insights into the effectiveness of your content in capturing and maintaining audience interest and fostering meaningful interactions on the platform. By analyzing these metrics, you can identify high-performing content types, understand audience preferences, and optimize your content strategy to drive greater engagement and impact on LinkedIn.
Shares represent the number of times a user chooses to share your content with their own LinkedIn network, thereby amplifying your post’s reach and visibility beyond your immediate connections.
Comments denote the number of user comments left below your post on LinkedIn. These comments provide valuable feedback, insights, and engagement from your audience, fostering discussions and interactions around your content. Monitoring comment metrics allows you to gauge the level of engagement and interest your content generates and provides opportunities for further interaction and relationship-building with your audience.
Clicks on LinkedIn posts indicate that your call-to-action has resonated with your audience, as it signifies that a user actively engaged with your content rather than simply scrolling past it.
Specifically, clicks are counted when a signed-in member interacts with elements of your post such as your company name, logo, or any links included in your content. This interaction demonstrates a higher level of interest and engagement beyond passive viewing. It’s important to note that clicks are distinct from other forms of engagement on LinkedIn, such as shares, reactions, or comments.
By tracking click metrics, you can assess the effectiveness of your content in driving user actions and conversions on the platform. This data enables you to refine your content strategy and optimize your call-to-action to encourage further engagement and achieve your marketing objectives on LinkedIn.
Engagement rate on LinkedIn is calculated by summing the number of interactions, clicks, and new followers acquired, and then dividing this total by the number of impressions the post receives. This metric provides insights into the overall engagement and effectiveness of your content in capturing audience attention and driving desired actions.
For follower and visitor metrics on LinkedIn, there are several key metrics to track:
- Number of followers over time: Reflects the growth or decline in the number of followers your business page has accumulated over a specific period.
- Total followers: Indicates the current total number of followers your business page has.
- Follower demographics: Provides insights into the characteristics of your followers, including industries, seniority levels, and locations.
- All followers: Allows you to keep track of your most dedicated followers and engage with them effectively.
- Page views: Represents the total number of times your page has been visited.
- Unique visitors: Indicates the number of individual members who have visited your page, offering insights into your page’s audience reach and interest.
- Visitor demographics: Provides information about the job roles, company sizes, industries, locations, and seniority levels of your page visitors, which can inform your content strategy and identify potential market opportunities.
For employee advocacy metrics, tracking metrics such as the change in the number of recommendations, reactions to posts, comments on posts, and resharing of posts can provide valuable insights into the effectiveness of your employee advocacy program in amplifying your brand’s reach and engagement on LinkedIn.
Lastly, for LinkedIn profile metrics, tracking metrics like search appearances and post views can help you assess your profile’s visibility and content performance, even without a business profile. Premium accounts offer more in-depth insights, such as user demographics and search keywords.
To generate a LinkedIn analytics report, follow these steps:
- Navigate to your LinkedIn page.
- Choose the Analytics tab and select the specific tab you want to generate a report from (content, visitors, followers, leads, competitors, or employee advocacy).
- Click on the Export button located on the upper right side of the screen.
- Choose the timeframe you’d like the report to cover, and click Export.