Are you measuring your LinkedIn marketing efforts? Do you know which metrics to monitor?
Over the last several years LinkedIn has grown far beyond just another job site.
With more than 700 million business professionals, it has evolved into one of the best content marketing platforms for B2B businesses.
Professionals are here for more than networking and job hunting - LinkedIn is an opportunity to get in front of your ideal clients.
Savvy agencies use their LinkedIn Company Page to build trust by producing relevant, high-quality content, thus positioning themselves as authorities in their market. Top agencies also apply the same strategy to their clients' business.
Whether you’re promoting awareness of their brand or boosting credibility among peers, you need to measure progress.
You need to demonstrate how effective your marketing is by including the right metrics in your social media reports.
In this post, we’ll go over the top 5 metrics you should focus on in your LinkedIn dashboard and reports.
But first, let's start with the basics.
What are LinkedIn Analytics?
LinkedIn Analytics are a selection of metrics that capture the performance of your LinkedIn Company Page.
Like other social media platforms, they measure metrics such as followers, clicks, shares, and comments.
Content you publish on the platform, ads that you run, and people who visit your Company Page are all captured by these metrics.
Tracking your analytics is critical when determining what content resonates with your target audience.
Where to find your LinkedIn Analytics?
First, you need to make sure your Company Page has been setup. When you log into your Company Page, you will then see the Analytics dropdown on the top menu:
Note: Analytics are only available to Page Admins.
Which metrics does LinkedIn measure?
As you can see from the screenshot above, LinkedIn Analytics are broken down into 3 main categories:
Each section reports on a different aspect of your LinkedIn page:
In this section, you’re given metrics that help you determine if your company updates (posts) are generating customer engagement.
These metrics include:
- Update Title - The title of the update you posted.
- Posted by - Who on your team posted the update.
- Created - The date the update was published.
- Impressions - The number of times an update was shown to a user.
- Video Views - When 3 seconds or more of a video was viewed, or the Call-to-Action (CTA) was clicked.
- Clicks - The number of times your update or company branding was clicked.
- CTR (Click Through Rate) - Clicks divided by impressions.
- Likes - Number of likes on your update.
- Comments - Number of comments on your update.
- Shares - Number of update shares.
- Follows - Number of people who click ‘follow’ on your sponsored updates.
- Engagement Rate - (Clicks + Likes + Comments + Shares + Follows / Impressions)
Examples of company updates would include how-to articles, company achievements, advice, and other content that provides value to your target audience.
Make sure you have a well-defined strategy before posting updates. There should be a purpose and direction.
In this section, you’re given metrics about who is following your Company Page.
These metrics include:
- Total Followers - Total followers of your company page.
- Organic Followers - Followers acquired without ad spend.
- Sponsored Followers - Followers acquired through paid ads.
- Follower Demographics - Demographics of your company page followers broken down by location, job function, industry, and company size
- Follower Trends - A line chart that shows when followers were added over time.
In this section, you’re given metrics about people who have landed on your Company Page.
These metrics include:
- Page Views - Total number of views of your company page, including your career page.
- Unique Visitors - Unique page visitors. Excluding multiple visits from the same user.
- Visitor Metrics - This is a line chart that allows you to see the number of Page Views over time.
- Visitor Demographics - Similar to Follower Demographics, this section gives the demographics of your page visitors.
Remember, visitor analytics give you data on who has visited your page, but not metrics on content performance.
Be sure to fill-out every section of your company page in order to optimize the visitor experience. You don’t want a prospective customer to leave with more questions than they arrived with.
Which Metrics Should You Report?
Phew! That’s a lot of metrics to track!
With all these available metrics it’s easy to get lost. Now lets hone it down to the most critical for monitoring the health of your LinkedIn marketing efforts.
These are the 5 most important metrics to track:
Measure the reach of your marketing campaign.
Content marketing is all about attracting potential customers by offering value upfront.
Impressions are the total number of times your post has been seen. This includes users that see it more than once.
For example: If a user sees your update three times, it counts as three impressions. But, it will only count as one unique impression.
When viewing impressions data through the update metrics chart, you can gain additional insights, such as:
- Determining the best time to post: You’ll be able to identify the days when your posts are seen most often, and then, refine your posting schedule to ensure that your customers are receiving your content when they are most likely to view it.
- What posts to sponsor: By comparing organic and sponsored posts, you can quickly determine which organic posts are resonating with your existing followers. Making it easy to determine which posts and topics you should sponsor to broaden your follower base.
- Long-term trends: Viewing your impressions over time will help you visualize the trajectory of your marketing campaign. If you are seeing a downward trend in impressions, this could mean your content is not compelling and LinkedIn is serving it to fewer followers.
Having a high number of impressions doesn’t necessarily mean you’ve got a winning post, but it is a great indicator.
You still need to look at the following two metrics as well, to understand if your post resonated with your audience.
2) CTR (Click-Through-Rate)
How’s your performance?
All too often, clients obsess over how many clicks their content and ads are receiving. But as many seasoned marketers know, it’s the click-through rate that gives you the real insights.
As mentioned before, CTR is the total number of clicks your post receives divided by the total number of impressions. It measures the percentage of people who see your post and click through to learn more.
Why is this metric important? Because a high CTR means a high percentage of people who saw your post are clicking your content and going to your site.
This indicates that your ad imagery and copy are effective and that your audience is willing to take action.
Monitoring your click-through rate will make you aware of underperforming content and signal you to act.
3) Engagement Rate
Are people interested in what you have to say?
The engagement rate is the best metric for determining the quality and relevancy of your content.
The higher the engagement rate the more irresistible your audience finds your content.
This will help you determine what resonates with your followers and allow you to create more of what your audience loves.
Don’t forget to experiment with images and video. Images receive 200% more engagement than a standard text post.
4) Follower Demographics
Who is liking what you’re saying?
You need more than to reach an audeince - you need to know that you're reaching the right audience.
Look at your follower demographics to understand who your content reaches.
What role does your customer play within an organization? Are they decision makers?
You can see if your audience comes from small businesses or large corporations, what job function they have within their company, and even their location.
Do you want to target specific verticals? If so, you can target the industry most of your viewers work in.
When combined with CTR and Engagement Rate, you can very clearly determine who loves your content and craft your updates just for them.
Total and Organic
Not surprisingly, the probability of your target audience seeing your posts in their feed increases if they follow your page.
This is why it’s important to know and actively try to increase your total followers.
Having a high total number of followers also implies strong brand credibility in the eyes of future customers.
In the follower metrics chart, you can see both your total followers and the trend in gaining followers.
This creates a visual representation of the followers metric under updates, which shows you which posts generated new page followers.
Knowing which posts generated the most followers creates a feedback loop allowing you to improve the effectiveness of your content marketing.
You can also gauge the effectiveness of your sponsored posts by seeing how many new followers they generated compared to your organic posts.
How to report your LinkedIn Analytics
LinkedIn is the king of B2B social media marketing. An effective LinkedIn marketing strategy will help your clients build their brand and generate leads.
And you need to communicate that strategy effectively.
You’ve got all the data you need to demonstrate the success of your content marketing strategy, now you just need a clear and concise way of reporting this data.
This is where AgencyAnalytics’ white label dashboard and reporting software can help you showcase your results.
Your clients can access our white-labeled interface that displays all the necessary metrics clearly.
Client Dashboard by AgencyAnalyics
Once you have tailored your client’s dashboard to your specs, generate easy-to-understand reports. These reports can send automatically to your clients on a daily, weekly, or monthy basis.
Save hundreds of hours every month when you sign up for AgencyAnalytics' free trial and start automating your reports.