Do you want to gain a deeper understanding of the people who connect and engage with your company on LinkedIn? Utilise this free data to make strategic business decisions, online and offline.
How it’s split
LinkedIn splits the analytics into three main sections:
To access a section click the Analytics tab at the top of your business page and choose an option.
Great, but what do these sections mean for you?
This section gives you metrics concerning the traffic for your LinkedIn page. The visitor analytics page is split into three individual sections:
- Visitor highlights
- Visitor metrics
- Visitor demographics
This is an overview of the visitors to your page with a date range stuck on the last 30 days. Checking this will allow you to see if your recent activity is having a positive or negative effect on your page views and unique visitors.
This section allows you to dig deeper into the above highlights. A few key things to consider when understanding your visitor metrics is that you need to decide on the time range, page, metric and device.
The way you view your metrics will all depend on your primary LinkedIn aim. So it’s important to understand your goals before digging into the analytics.
For example, if your goal is to increase the number of users to your LinkedIn company page and you are tracking your results on a monthly basis, you could set it up as follows:
Time range: 30 days
Page: Company Page (Overview)
Metric: Page views
Aggregate desktop and mobile traffic: yes
With this information, you want to be looking to see which days the spikes in traffic occurred, and then matching this up with the activity you carried out on that day (or the day before in some cases). Understanding that the activity was a success will enable you to create similar posts in the future to meet this type of goal.
Still unsure how to set your visitor metrics? Post your LinkedIn business goal in the comments below and one of our social media experts will offer their advice!
This section gives you the aggregated demographics of all the users to your page over a time range of your choosing. The demographic information identified can be job function, location, seniority, industry, or company size.
This information is great to give you a wider overview of the people visiting your LinkedIn page. To ensure you are providing value to your audience, you should use this data to decide which content you create and make it a fundamental part of your content creation sessions.
This section is more concerned with your posts, and post metrics. Again this section is split into three main areas:
- Update highlights
- Update metrics
- Update engagement
This is an overview of your page highlights from a date range stuck on the last 30 days. Checking this will allow you to see if your recent activity is having a positive or negative effect on your post likes, comments and shares.
This section works in a similar way to the visitor metric graph. Again, the way you view your metrics will all depend on your LinkedIn goals. However, as this section is concerned with your post metrics, it doesn’t give you the option to change/choose page. Also, instead of being able to aggregate the mobile and desktop above, this graph allows you to aggregate the organic and sponsored content instead.
For example, if your goal is to increase the number of shares on your LinkedIn posts, you could set it up as follows:
Time range: 30 days
Aggregate organic and sponsored: Yes
This will allow you to see which day(s) over the last 30 days had the most shares. By looking to see the type of content published on this day will allow you to create similar posts when aiming to increase shares on LinkedIn.
Let me know how you prefer to set up and view this graph in the comments section below!
This section is great for more granular details on specific posts, this section is updated in real time and gives you metrics on the last 500 LinkedIn posts you published. Focusing on metrics such as:
- Video views
- Engagement rate
Although it provides a wealth of knowledge, this table is quite static and only lets you change the number of posts you can view at one time from 10 to 20.
This section gives you metrics concerning your LinkedIn followers. Unlike the previous two, this area is split into four individual sections:
- Follower highlights
- Follower metrics
- Follower demographics
- Companies to track
An overview of your follower highlights, checking this will allow you to see if your recent activity is having a positive or negative effect on your total followers and new followers over a date range stuck on the last 30 days.
Similar to the previous metric graphs this gives you an overview of new follower activity over a chosen time range.
Unlike visitor and update metrics, this graph doesn’t give you as many options and limits you to the following choices:
- Time range
- Aggregate organic and sponsored
This graph is great to use in correlation with the previous two metric graphs, by comparing them side to side you’ll be able to see if your visitors are converting to followers and if your updates are affecting your follower growth positively.
For example, below we compare the follower metrics to the unique visitors to page metrics:
We can see that there is a direct correlation between unique visitors and new followers, meaning that our LinkedIn page is optimised correctly to gain new followers. If you are not seeing a correlation, learn how to optimise your page here.
Most similar to the visitor demographics section on LinkedIn Analytics, this area allows you to understand the aggregated demographics of your page followers.
This section can be adapted for the following data sets:
- Job function
- Company size
As well as comparing this data to your visitors, you can also use your follower demographics to create reliable user personas for your business. See how you can use your personas to create effective content here.
Companies to track
This additional area is great to see how you are performing on LinkedIn in comparison to your competitors, by seeing how your followers and updates compare to other similar companies.
This section allows you to change the date range only, but provides relevant competitor data on the following:
- Total followers
- New followers
- Number of updates
- Engagement rate
Getting to know your LinkedIn Analytics might seem like a long-winded process, but by spending a little time on it each week, it will soon become second nature how to utilise the data for your benefit.
I would recommend starting your journey by making a note of your primary and secondary LinkedIn goals, and then putting a weekly or monthly report together with the use of the specific analytical data which affects those goals.
Let me know in the comments section below what your primary LinkedIn goal is, and how you will track success moving forward!