Thumbs Up on the Improved LinkedIn Analytics! Have You Looked Yet?
Way back in 2015, I wrote about how LinkedIn upgraded its reporting, but so much has changed since. In fact, they improved their analytics again earlier this year. Here are the highlights:
I’m talking, of course, about analytics on your business’s LinkedIn account. If you haven’t gotten around to creating one for your own business, you really should. And if you do already have a business page but aren’t doing much with it, maybe add this to the New Year’s resolutions list. There are a number of good reasons – enough for another article! – for a business to have a profile on LinkedIn and yours should have one, too.
But today, let’s look at the stats available to you.
Analytics by post
On each post you make, you can see at a glance who has commented or reacted to it. You can also see the number of Impressions a post has generated. To learn even more, you can click on the drop-down arrow that says “Show stats.”
The drop-down report includes Organic stats such as Impressions, Reactions, Clicks, and Reposts. It also provides a Click-through rate and an Engagement Rate. All of this is good to know, but it’s just about one individual post.
Analytics by date
To get an overall view of how your LinkedIn page is doing, there’s an Analytics tab in the menu. From there is a drop-down that reports back on Visitors, Followers, Leads, Content, and Competitors. You can view each of these reports from the last 15 days, 30 days, 90 days or 365 days, but not any farther back. However, you can export the data so you can track progress year after year in a spreadsheet of your own.
The top section gives you highlights such as Page Views and Unique Visitors. The next section is a graph that shows how many pageviews are on each day so you can track trends. The bottom section provides some demographic details about your visitors such as their location, their industry, and their company size.
This report is similar to the Visitor Analytics. Looking at the metrics and demographic information here could be very useful if you are trying to get your brand noticed or are recruiting employees.
Leads and Competitor analytics
While both of these reports could be helpful, there is some setup that needs to be done before you will see any analytics. “Learn more” links on the page will help walk you through what needs to be done.
Here is where you can see how well your posts are performing over time. The Highlights section shows the number of Reactions, Comments, and Reposts within the reporting period and the percentage change over the last period.
The Metrics graph tracks trends on the various ways visitors interact with your content, including the Engagement rate. When you run Sponsored Content, it tracks those interactions, too.
The bottom section focuses on individual posts, whether text, image, or video. Here you can see what kinds of content generate the best engagement so you can do more of that.
Not just anyone can see your business page’s analytics – only Page admins can. If you are involved in your company’s marketing strategy and you are not an admin, ask for access because it’s important to know how your campaigns are going.
With so many social media and marketing options out there, not everyone has taken on LinkedIn yet, so don’t be embarrassed if you haven’t. Remember, you don’t have to do it all by yourself! Call us to get help from our Sprocket team and check one more thing off your list.
Photo by Kevin Malik
This article is an update to “LinkedIn Adds Great New Analytics for Content Marketers” dated 5/21/2015.