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Marketing | Feb 25
Masooma Memon on August 31, 2020 (last modified on October 26, 2020) • 20 minute read
Posting helpful content on LinkedIn is only half of the marketing picture. The other half, you ask? It’s tracking the right LinkedIn metrics that give you insights on your user demographics, post engagement, and more.
However, this doesn’t mean you glue yourself to each metric that’s out there. All that can be overwhelming! Instead, keep tabs on a handful of the most important LinkedIn metrics that’ll show you how well your strategy is doing.
But which ones? The ones that experts measure themselves, which you’ll find in this post. In addition to 18 expert-recommended LinkedIn metrics that you must absolutely track, we’ll also cover details on how to track these metrics.
On the whole, we’ll cover the following:
Let’s dive in:
Your LinkedIn company page gives you all the important metrics that you’ll need to keep tabs on. The company page has an Activity Dashboard to its left that gives you a quick overview of your performance over the last month.
You can fetch basic LinkedIn metrics there including:
For more metrics, click on Activity on your Activity Dashboard. You can grab the following metrics from here:
Next, visit Analytics on the dashboard to see the following LinkedIn metrics:
By selecting Updates under the Analytics tab, you can get all your engagement metrics on LinkedIn.
Make sure you select a time frame of posts. This way you can select and review metrics from a specific time range. You can get the following metrics here:
By scrolling down this page, you can also get a table packed with more metrics on each content piece published during the selected time. Metrics here include:
If you find that tracking LinkedIn metrics from your company page is a struggle, you can always get all the essential metrics on one screen with Databox.
Here are just some of the LinkedIn metrics you can get using Databox visualizations:
This gives you the number of times each update you make on your LinkedIn reaches your audience during a specified time period. The metric helps you understand how far your updates are going, which, in turn, helps you understand if your updates are resonating with your audience.
Page Overview is what it sounds like, a collection of all the essential LinkedIn metrics including Impressions, Interactions, Unique Impressions and New Followers. These metrics will help you understand how your updates are doing in one glimpse so you can tweak your LinkedIn content strategy accordingly.
This one is another multi-metric visualization from Databox that gives you all essential page metrics like Page Updates by Impressions and Page Updates by Clicks. Again, these metrics help you understand what’s resonating with your audience, so you can improve your strategy and cover more of what’s working.
You can find the following engagement-related metrics here: Total Comments by Update, Total Clicks by Update, Total Engagements by Update, Total Shares by Update, and Total Impressions by Update. These engagement metrics show how much your audience is interacting with you, which is how you can tell if your audience is interested in your content.
These data visualizations are the tip of the iceberg though. You can grab more dashboards including those related to LinkedIn ad campaigns like Ads Performance, Campaign Performance, Average Engagement by Ad, and Engagement by Ad dashboards.
Ready to get a LinkedIn metrics checklist from expert marketers? Let’s dive right in:
Brand mentions involve others’ tagging your business. “When anyone makes the effort to tag the brand’s name in their post,” shares CROWN’s Luis Antezana “whether they’re writing an original piece of content or sharing the brand’s, or even mentioning the brand in a comment, we’ve earned a place in their head.”
Antezana adds, “hopefully [the mention is] for a good reason about something we should keep doing, but even if it’s not, we’d rather know about something that needs fixing than be in the dark. Either way, the brand intelligence aspect of social listening should be a huge reason why a brand is even on social media in the first place.”
The Profile viewed metric is another one of the useful LinkedIn metrics to keep an eye on. “In my opinion, the most important LinkedIn metric is viewer information which is particularly who visited and viewed my updates and profile,” notes Jay Scott of Pugsquest.
For example, Scott shares, “a person that engages with me to such lengths is highly likely to be in my field of specialization. This is important in that I can easily interact with them without the risk of engaging unrelated personnel as would be the case with random engagement.
In addition, I can know where most of my visitors come from. Collectively, I can easily decide the type of content that would attract maximum engagement if I posted.”
Kristel Staci from Blogging Tips considers this as another important LinkedIn metric to track. Staci explains, “The ‘activity’ of a profile or page is extremely important, as this will break down the likes, shares, comments and mentions associated with the brand. Obviously, the more activity, the more legitimate the page or brand will likely be.”
LambdaTest Inc’s Junaid Ahmed notes Visitors as an important metric that their team tracks. Ahmed says, “visitors matric helps us to analyze what kind of posts worked better for us as it clearly shows the number of people who visited the page. The best part is that we can track the job function of people who visited us, this helps us in tracking if we are attracting the right audience on our page or now.”
A lot of our respondents pointed out Demographic information as the most helpful metric to track on LinkedIn.
Demographics tell you “of the users who are following your page, liking posts, and interacting with your ads on LinkedIn. Demographics on followers include their region, job, seniority, company size etc.,” explains Boster Biological Technology’s CJ Xia.
Why? Because “LinkedIn follower demographics help you understand whom your content reaches, looking at their roles within organizations, their company size, their job functions, and even their location,” highlights Isabelle Drury of Ricemedia.
Digital Now’s Marcin Nieweglowski also adds, “Thanks to recent changes and roll-out All-followers feature, admin of Company Page can see who and when [someone] starts following a brand on LinkedIn.
It’s important because you can check whether you communicate with the right audience or not. They’re no longer anonymous. Now you know their first and last name, profession, where they work etc. This data will help you to set up a more precise paid campaign on LinkedIn, for example.
Another thing is that by gauging the growth of followers month by month, you have a clear picture of how your communication/ marketing actions are effective; what you should improve etc.”
Editor’s Note: Get all your demographics data on one screen using this free LinkedIn Demographics overview dashboard. It pulls out all the essential metrics such as Followers by Seniority, Followers by Industry, Followers by Company Size, and even Month over Month Improvement.
So what can this metric help you with? Here’s what:
Drury points out, “as a digital marketer you need more than to just reach an audience, you need to reach the right audience.”
By seeing the preferences of traffic interested in their page, Total Girl Boss’s Shannon Denton creates audience-needed content. Denton explains, “it tells me from what industries or areas of expertise do people visit my profile, so I can optimize my content accordingly.”
Amelia Whyman from Global App Testing suggests the same. “With follower demographics, you can analyze the seniority of your followers. If your content is tailored towards VPs and Directors, but your followers are mostly entry-level, you might want to change what you post to tailor it more towards your target market. This is an extremely valuable insight that can inform your content decisions.”
What’s more, “the demographics of LinkedIn account is an excellent source of information for targeting LinkedIn ads and content. It contains extensive information about users’ professional lives and all their career details. It is helpful to use to develop content and to reach the targeted audience,” shares Xia.
Bannersnack’s Bernadett Dioszegi adds, “LinkedIn gives you the possibility to compare different pages of your website in order to learn more about your audience that is interested in your content. These insights are a great help when it comes to creating tailored content for your target audience. These kinds of audience insights help you to create a proper marketing strategy, also more relevant and engaging content.”
Andre Oentoro of Breadnbeyond highlights another benefit of tracking demographic data: “This metric allows me to see detailed information on who’s checking out my LinkedIn company page. All the data and information I look for in candidates are written there, from job function to industry to location.
Whenever I haven’t found the best candidates in the process of hiring more employees, I rely on this metric to reach out to the right people. Once I found a visitor that might be the best fit for the opening position, I can interact with them in just a click.”
If your goal is anything like Mobilization Funding’s Autumn Sullivan, you’ll find Engagement an essential LinkedIn metric to track. Sullivan says, “our goal on LinkedIn is to foster conversations and build a community.”
To this end, Sullivan tracks “Reactions, Shares, and Comments separately to see which topics resonate best with our audience, as well as track our overall Engagement Rate. By focusing on our community, we have maintained an Engagement Rate around 10% even as our Audience and Reach grow month over month.”
Nikola Roza from Nikola Roza- SEO for the Poor and Determined also notes “LinkedIn’s Engagement report helps me break down the numbers and metrics by individual posts; so I see which posts got impressions, clicks, likes, shares, comments… Very useful info to have because with enough samples it’s easy to extract a pattern. Then once you know what works, keep it simple, and do more of it.”
So it makes sense to track your Engagement as these marketers do.
On top of tracking your Engagement, keep an eye on your Engagement Rate as well.
Evinex’s Jose Gomez notes, “Engagement Rate helps you track this on a post basis, making it possible for you to know what content works best for your audience.”
Carol Tompkins of AccountsPortal adds, “This insight lets you know the kind of content you need to create in order to keep your target audience engaged, and interested in the company, and its services.”
In fact, “the engagement rate is essentially an indirect feedback metric,” opines Chris Brenchley from Surehand. “If you’re trying to test the waters with a diverse range of content, the engagement rate will tell you which sort of content do your users enjoy the most. Once you’ve gotten that information, you can double-down and create similar content in order to grow your viewership and engagement.”
That said, aim for an engagement rate that’s ideally “between 5% and 10%,” shares Remote Bob.
To get to this range, you can try what helps Bob “images and videos help us land in this area.” You can also try what Shotkit’s Mark Condon does, “we ask questions on our Linked In Posts To help influence the LinkedIn algorithm and encourage responses and comments on our posts.
Posting our photographs solely works against us (as Linked in isn’t a fan of solo media posts), so using questions, in addition, helps influence engagement over every other tactic we have tried, so tracking engagement is vital for us not to just to see how much engagement we are getting, but which types of questions perform better.”
Editor’s Note: Struggling to measure all the essential engagement LinkedIn metrics? Use this free LinkedIn Company Page Engagement dashboard to get your engagement percentage, clicks, followers, comments, shares, unique impressions, and more all in one place.
Anthony Gaenzle of AnthonyGaenzle.com Marketing shares, “engagement is the key to LinkedIn success, and no stat shows more that your audience is engaged than comments.
Having lots of comments on your content shows that people are actually reading it and are moved enough to start or join a conversation about the subject matter presented in your post. Likes and shares are great as well, as they help extend the reach of your content. Comments, however, are the true measure of whether people are actually taking the time to read the content you post and finding it worthy to reach out more personally.”
Bruce Harpham of BruceHarpham.com is also on the same page: “It is helpful because it tells me whether a given idea resonates with my target market. If a given post does well in terms of comment quantity and quality, I will consider promoting it using other marketing channels or paid ads.”
“LinkedIn’s algorithms seem to prioritize engagement, showing the most commented posts first in the news feed,” observes FansRaise’s TJ Kelly. This is why Kelly shares, “we’re trying to leverage that for further reach by using comments to propel our LinkedIn posts into more users’ news feeds. It’s early, but we’re starting to see some success!”
Another good LinkedIn metric that also proves your engagement is doing well is the message count.
Mostly Blogging’s Janice Wald, for example, says, “People send me financial opportunities and other opportunities in LinkedIn messages. For instance, I’ve been offered financial opportunities and people wrote asking if I’d speak at conferences which boosts my brand. Therefore, the more LinkedIn messages I get, the better my brand is doing.
A small LinkedIn trick: Change your LinkedIn bio every few months. Doing so shakes the algorithms, and you start getting more visibility. That’s been my experience.”
“Honestly followers are the most important metric we use for LinkedIn,” opines Chad Reid of JotForm. “That might not sound original, but it’s the most important to us. If we get more followers, then more people are going to read the content we publish on LinkedIn.”
The Advisor Coach LLC’s James Pollard notes, “one of the best parts of LinkedIn is that the organic reach is still fairly high, which means you can reach more people than you can on other social media networks. We track the number of followers we have because it gives us a good indication of how many people can see our content.
LinkedIn is also an amazing tool for scale. It’s just as easy to post something and reach 500 people as it is to reach 5,000 people, assuming you have them in your network.”
Michael Sena from Senacea further adds, “the Linkedin metric I found the most valuable is the number of relevant company page followers, those who are prospective customers. They could be easily defined by satisfying specific demographic criteria, such as location, job function, seniority, industry, or company size. All those criteria metrics are available in the admin view for company LinkedIn page.
The total number of prospective customers following our company allows us to reach out to them with our posts and updates on LinkedIn.
I believe this form of outreach is one of the best converting and allows to establish credibility over time. It’s especially valuable for companies in very specialized sectors with a narrow customer base. For them, the retargeting website visitor might be quite tricky, especially when they haven’t built the audience higher than the required minimum. LinkedIn company page updates might be a viable alternative then.”
“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,” explains Harshil Bhatnagar of Staiir Social Media Marketing.
“This indicates that your ad image and copy are effective and that your audience is eager to take action. Monitoring your click-through rate will help you in tracking underperforming content and signal you to change it,” adds Bhatnagar
This LinkedIn metric “tells you if your content is interesting to your audience,” echoes El Paso Social Media’s Shika Lakshman.
“High impressions with low clicks means they’re scrolling past, but a high CTR means people are stopping to check out your content.”
Like Lakshman, Kimberly Porter of Microcredit Summit tracks CTR. Porter shares, “the most important LinkedIn metric I look at is the click-through-rate of our posts. Since I primarily use LinkedIn to share and promote content from my business, I want to know how many people are actually reading what I post. This helps me to make adjustments to wording, posting time, and content as needed as well.”
Summing up, INK’s Alexander de Ridder shares, “this is crucial data to know as a high CTR means a high percentage of users who saw your post are actually clicking on your content and going to your site. This lets you know that your content is effective and that your audience is engaging with it which is the ultimate goal.”
Matt Scott from Termite Survey notes Impressions as another useful LinkedIn metric to track. According to Scott, “measure the reach of your marketing campaign. Digital marketing is more about winning new buyers by providing upfront interest. Impressions are the cumulative amount of times you’ve seen your message which involves users having it more than once. For example: If your update is seen three times by a customer, it counts as three experiences. Still, it’ll act only as one particular experience.
You will obtain additional perspectives by examining experiences via the upgrade metrics diagram, such as:
PureVPN’s Muhammad Mateen Khan writes the same: “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.”
Katie Pomeroy from 45/RPM also adds that impressions are essential as they “allows you to see what type of content resonates more with your audience. You can see if the post was able to attract users to your page.” It also “reveals trends about which posts are successful and which are not, so you can adapt your content based on the metric data.”
“It is the only measure that gives us a clear idea of whether or not our Ideal Customers find our LI page and content valuable,” shares CIENCE’s Briant Wells.
“Many other LinkedIn metrics are for vanity, I’m much less concerned with likes and follows as I am that our company’s profile makes steady gains as an acquisition channel.”
“One important LinkedIn metric to track is the number of new connections,” comments Jeff Kelly from AssetLab Marketing.
“As I meet new people and connect on LinkedIn, I find that simply having a conversation on the platform helps to strengthen the relationship for the future, even if we were able to meet beforehand via zoom or some other mechanism.”
Rameez Ghayas Usmani from PureVPN explains, “the page visitors section describes the metrics about people who have landed on your Company Page. Not just that, it also gives a detailed view of your unique visitors and a line chart that allows you to see the number of Page Views over time and their demographics which is really handy for B2B marketers to target to the demographic area the page is getting most visitors from.”
Blu Dot Media’s Carl Neumann speaks in favor of the Relevant conversations metric: “A lot of marketing on LinkedIn is about getting someone to buy your product or service, but I think the most meaningful business is generated when we find opportunities to synergize with others who have a very different perspective from ourselves. This is the most exciting aspect of networking, since we can’t predict the outcome in advance, and have to build new capabilities to realize it.”
“This metric tells you two things,” says Education Consultant, Marissa Smith, “someone took an action on your post and they thought it was relevant to share with their community. This is more valuable than a comment, because the impact stops there.
This is more valuable than impressions or likes because again, the actions stop there. With a share, the community of that person is impacted, giving your brand the chance to gain new followers, new perspectives through comments on that post, and more impressions (just by default!).”
Hearst Bay Area’s Isabella Mello is also of the same opinion: “when our team or followers share our business page’s LinkedIn updates, we know that we’re getting that many more impressions and ultimately driving more traffic to the site. The algorithm tends to favor posts shared by people in your network, so when we’re getting more organic shares, we know that the content will be prioritized and shown to more people.”
Noble A. Drakoln A. Drakoln from Capital Partners shares, “sales Navigator has been a great boon for us in both prospecting and refining our Linkedin relationships. The most important metric for us is the ‘social selling index’ the SSI. It helped us refine our brand and craft our message in a more logical way.”
DontPayFull’s Andrei Vasilescu shares Unique visitors as another important metric to track on LinkedIn.“This is the number of visitors who are visiting for the first time in the profile or company LinkedIn page.
This particular metric clearly tells how many new people have been interested in our business in a specific time period. The number of unique visitors determines the success of our social media contents in terms of creating engagement in new target audiences.”
And that’s a wrap! With these 18 LinkedIn metrics by your side, we’re hoping you’ll crush your LinkedIn marketing in no time by tracking the right metrics and tweaking your strategy accordingly.
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