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LinkedIn established a reputation for being the top B2B social media. No doubt it is the most-used social media platform by Fortune 500 companies. Currently, LinkedIn has 690+ million active users. And for these Fortune 500 companies to assess their growth they used LinkedIn Analytics. LinkedIn Analytics is a set of metrics that capture the performance of your LinkedIn/Company’s Page. Similar to other social media networks (Twitter, Facebook, Pinterest, YouTube, Instagram), they measure metrics such as followers, mentions, reactions, clicks, shares, and comments. Such metrics measure the content you post on the network, the advertising you run and the people who visit your Company Page. That is why it’s critical to track your analytics when determining what content resonates with your target audience in order to maintain your company's LinkedIn Page's presence.
How to Access LinkedIn’s Analytics and Metrics
To access LinkedIn's free native analytics, log in to your LinkedIn profile, and afterward click on your Profile picture. Under Manage section, click on your LinkedIn/Company Page. Next, you'll be redirected to your LinkedIn/Company Page. There you can upload new posts, get an overview of your activities, or view more detailed analytics. Click the Analytics tab, and pick what you need to concentrate on.
LinkedIn's analytics for LinkedIn Pages/Company Pages is separated into three distinct classifications: Visitors, Updates, and Follower (new analytics).
Visitors Analytics
The traffic metrics for your LinkedIn page. Shows aggregated metrics across all tabs and metrics for individual tabs. You can see the following:
1. Visitor highlights
The number of page views and unique visitors over time. The Data is measured across desktop and mobile for logged in LinkedIn members.
The unique visitors are calculated daily and are not de-duplicated over multiple days.
- Page views – the total number of views of your page, across all tabs. The change shown is from previous 30 days.
- Unique visitors – the aggregated traffic metrics for your LinkedIn page over time. The unique visitors are calculated daily and are not de-duplicated over multiple days. The change shown is from previous 30 days
2. Visitor metrics
The traffic metrics for unique visitors and page views over time. The mobile metrics include LinkedIn native apps and mobile web browsers. The unique visitors are calculated daily and are not de-duplicated over multiple days.
- You can filter the time range (last 7 days/last 15 days/Last 30 days/Last 12 weeks/Last 6 months/ Last 12 months/ Custom)
- Filter by type of pages (Home/About/Insights/People)
- Metric (Page views/Unique Views)
3. Visitor demographics
The aggregated demographics of LinkedIn members when they visit your page.
- You can filter the time range (last 7 days/last 15 days/Last 30 days/Last 12 weeks/Last 6)
- Data for (Job function/Location/Seniority/Industry/Company Size)
Update Analytics
The engagement metrics for your organic and sponsored updates over time. Shows aggregated metrics across all updates and metrics for individual updates.
Sponsored metrics include Sponsored Updates and Direct Sponsored Content. You can see the following:1. Update highlights
The total number of your likes, comments, and shares on your updates in the last 30 days. The data is measured across organic and sponsored updates, including Direct Sponsored Content.
- Reactions – the total number of reactions on all your updates. The change shown is from previous 30 days
- Comments – the total number of comments on all your updates. The change shown is from previous 30 days
- Shares – the total number of shares on all your updates. The change shown is from previous 30 days
2. Update metrics
The aggregated engagement metrics for your organic and sponsored updates over time. Sponsored metrics include Sponsored Updates and Direct Sponsored Content.
Time range filter applies to dates when your updates were viewed by LinkedIn members.
- Impressions – shows the views when an update is at least 50% on screen for at least 300 milliseconds, or when it is clicked, whichever comes first.
- Engagement rate – this is calculated as: (Clicks + Likes + Comments + Shares + Follows) / Impressions.
- You can filter the time range (last 7 days/last 15 days/Last 30 days/Last 12 weeks/Last 6 months/ Last 12 months/ Custom)
- Metric (Impressions/Unique impressions/Clicks/Reactions/Comments/Shares/Engagement rate)
3. Update engagement
This is the engagement metrics for individual updates and is updated in real time. Data for Sponsored Updates is total of organic and sponsored engagement.
The time range filter applies to the dates when your updates were created. All dates and times are in UTC (Coordinated Universal Time or Universal Time Coordinated).
The video views are limited to the past 6 months.
- You can filter the time range (last 7 days/last 15 days/Last 30 days/Last 12 weeks/Last 6 months/ Last 12 months/ Custom)
Followers (New Analytics)
This is the follower metrics for your LinkedIn page. The metrics you can see are the following:
1. Follower highlights
All-time followers and new followers of your LinkedIn page in the last 30 days.
- Total followers – the all-time followers of your LinkedIn page since it was created. This excludes people who have unfollowed your page.
- New followers – the number of LinkedIn members who followed your page in the last 30 days. Percentage change is measured from the previous time period (30-60 days).
2. Follower metrics
The number of your new followers. And the sponsored data shows followers acquired through Ads and Sponsored Content.
- You can filter the time range (last 7 days/last 15 days/Last 30 days/Last 12 weeks/Last 6 months/ Last 12 months/ Custom)
3. All followers (New metrics)
The list of your Pages current followers ordered by recency.
4. Follower demographics
The aggregated demographics of LinkedIn members who follow your page. Percentage (%) shown is calculated as: Followers with this demographic / Total follower with standardized demographics.
- Data for (Job function/Location/Seniority/Industry/Company Size)
5. Companies to track
Here you can see how your followers and updates compare to those of other similar companies. The time range filter does not apply to total followers.
- You can filter the time range (last 7 days/last 15 days/Last 30 days/Last 12 weeks/Last 6 months/ Last 12 months/ Custom)
Aside from those three distinct classifications you can also see your activity. The Activity Tab is just located right beside the Analytics Tab and here you can see your Social Notifications:
- Show All – All Notifications for your LinkedIn Page
- Reactions for your LinkedIn Page
- Shares for your LinkedIn Page
- Comments for your LinkedIn Page
- Mentions of your LinkedIn Page
Keep in mind that what works on LinkedIn as a predominantly B2B network is not similar to the likes of Pinterest, Facebook, Twitter, or Instagram. That’s why leveraging this LinkedIn data helps you make better choices about the types of content you produce and distribute to help grow your business at the same time how your company approaches LinkedIn in general.
