Promoting your business on social media is vital but can be tough – in 2024, marketing on LinkedIn has rocketed to the top of the list when it comes to making the most of social media platforms to help your business grow.

LinkedIn’s strategic decision to cater to a unique audience, distinct from other social networks, has set it apart. Its primary focus on facilitating professional networking has been a smart move.

That’s why monitoring your performance on this platform is vital. LinkedIn analytics can provide valuable insights into your profile’s performance.

We’re going to look at the most crucial LinkedIn metrics you need to know to succeed on this platform but first let’s explore why it’s so vital to do so.

Why Is It Important To Track LinkedIn Metrics?

By tracking LinkedIn analytics, you can harness the power of information to enhance your marketing strategy.  There are several reasons why tracking LinkedIn metrics is essential:

• Know How Your Clients Interact With Your Brand

Examining engagement metrics, such as comments, likes, and shares, will help you find out what type of content is resonating with your viewers.

You can then tweak your future posts to meet your audience’s interests and likes.

• Find Out How You Compare to Competitors

LinkedIn analytics is a powerful tool for competitive analysis in the social media landscape. By examining key metrics such as follower growth and content effectiveness, you can identify areas of strength and areas for improvement. 

This process can refine your LinkedIn strategy and give you a strategic advantage over your competitors.

• Deliver Maximum Return on Investment

LinkedIn provides valuable statistics such as lead generation, conversions, and campaign performance. By leveraging this data, you can identify the most effective strategies to maximise your social media return on investment. This reassurance allows you to optimise your marketing strategies for maximum impact and growth.

Which Metrics Does LinkedIn Analytics Measure?

Audience Insights

LinkedIn offers audience insights that allow you to analyse your audience demographics, job names, and location. This information benefits you by letting you know your audience better and helping you customise your content to suit their needs and preferences. 

It will allow you to develop more targeted content and increase engagement.

LinkedIn metrics also give insights into the hours and days your followers are most active. With this data, plan your content schedule to ensure maximum reach and engagement, thereby improving the likelihood of reaching a wider audience.

Content Performance

You can determine whether your profile and content attract new clients by tracking your views over time.

Views will tell you that content has either attracted someone to visit your website and learn more about your company or that they came across your page in another way, such as through search results or another platform.

Whatever the case, you must ensure that the number of visitors is steady or growing. If they’re declining, it’s time to change your action plan.

In addition to the number of views, It is also possible to keep track of specific visitors. This indicates that you’re attracting new users to your profile (which means your brand’s visibility is growing).

Conversion Metrics

If you’re using LinkedIn advertisements, you should know that the money you’re investing will pay off in conversions.

LinkedIn doesn’t offer conversion rate tracking to track organic content. However, it’s accessible for paid ads. All you have to do is include LinkedIn Insight Tag on your website. 

LinkedIn can monitor how many people who click on your advertisement take the action you intended. This could be buying something, completing the contact form, or beginning a free trial.

It means you can try different advertisements to determine the most effective way to get your target audience to convert. You can examine LinkedIn ads to determine what brings the highest conversions.

Brand Awareness

LinkedIn enhances your brand image and credibility by establishing a strong online presence. Posting shareable content can boost your reach, visibility and brand awareness. 

In this case, the more your content is shared, the more your name can be easily found online via search engines and LinkedIn. This will further boost your brand image.

Video LinkedIn Performance Metric

This is a measure that determines the number of times a LinkedIn user has watched videos. This is among the most crucial LinkedIn KPIs to track for companies when they create video content.

This measurement is crucial for B2B owners since it lets them assess the effectiveness of their video content. If lots of people are watching a video, then it’s clear that the content resonates with them.

Companies that use the live stream feature of LinkedIn receive more responses and have more comments than normal videos.

Top LinkedIn Metrics to Track in 2024

LinkedIn Audience Metrics

• Demographic Information

The advantage of LinkedIn is the massive amount of data you can access regarding your audience. This allows you to be more specific in your approach than on a more general platform like Facebook and Instagram.

LinkedIn’s audience demographics allow you to analyse the demographics of the people you’re reaching to ensure that your content reaches the most relevant people.

When you promote your service or product to a certain client base, you need to create content that entices that audience.

You can also view the following data:

• Job role 
• Size of the company 
• Industry 
• Location 
• Seniority 

Based on this information, you’ll better understand the people most interested in your website and determine how to turn them into clients.

• Unique Visitors

Like follower analytics, visitor analytics provides an in-depth look at LinkedIn users who have visited your company page or profile.

The visitor highlight section will show the total pages viewed, unique visitors and clicks on custom buttons in the past 30 days. It will also show the percentage of change in your followers over a month.

Visitor metrics reveal two leading indicators: page views and unique visitors. 

• Profile Views

Profile views serve as an indicator of visibility and reach on the platform. More profile views indicate that your efforts to post quality content or participate in meaningful discussions are efficiently drawing users’ attention and driving them to your profile.

When you’re on the platform, try to track these indicators:

• Search Results: How many times does your profile appear in search results within a certain time?
• Post Views: the number of views your articles or documents have received. You can also look into the post-by-post breakdown and get insights such as reactions to comments, shares, and specifics.

Premium accounts will have more details, including the names, their title, and the search terms they used to find you.

• Follower Growth

You’ll find various options under your LinkedIn Analytics. One option offers valuable information on your number of followers.

Your followers are LinkedIn users who follow you. 

LinkedIn has two kinds of follower metrics: Total Followers and Organic Followers. Each one has its advantages.

1. Total number of followers

Your total followers is the total number of LinkedIn accounts subscribed to your page. This number includes organic and sponsored followers.

2. Organic followers

Organic followers are the total number of LinkedIn accounts that have joined your page without relying on paid ads. Instead, these people discovered your page or profile through SEO rankings or reposts from their LinkedIn friends.

Remember that a solid following base can boost the image and popularity of your business, quickly attracting interested users.

• Traffic Sources

Utilising traffic metrics can help you determine the source of page visits, for instance, whether they come from mobile or desktop devices. This data helps you improve your content to fit different screen sizes and ensure the same user experience across different platforms.

LinkedIn Content Metrics

The LinkedIn algorithm encourages engagement with the right people by assessing the quality of the content that resonates with them. By monitoring engagement-related metrics,  small business owners can evaluate the effectiveness of their content and make informed decisions that will increase engagement. 

Let’s take a look at the key engagement-related LinkedIn metrics:

• Impressions

Content marketing is about attracting clients and offering value from the start. Impressions are the number of times your content has been viewed. 

Source: Storykit

They exclude LinkedIn users who have seen the post more than once.

For instance, if someone sees your post three times, it is only counted as one impression.

If you look at impressions data you will procure extra insight, including:

👉 Determining the best timing of your posts: finding the days that your LinkedIn posts are the seen most frequently and then modifying the schedule of your posts to ensure your content is being posted as the time your clients are they’re most likely to see it.

👉 What topics to promote: when comparing sponsored and organic posts, you will quickly identify which organic posts resonate with your current followers. Deciding what posts and topics you need to sponsor to increase your following base is then easy.

👉 Long-term trends: looking at the impressions you have made over time can help you check your content effectiveness. If you’re experiencing decreased impressions, your content isn’t engaging enough, and LinkedIn then shows the content to fewer users.

• Reach

Reach is the amount of people who have seen your content in their news feeds. It indirectly indicates your followers’ base and the degree of engagement in your content. 

While the number of followers and their engagement play a part in reach, other aspects including the timing of posts and content quality can also influence the reach. 

Tracking reach allows you to assess the impact and visibility of your content for your viewers.

• Engagement Rate

You can increase your audience’s trust by focusing on interactions with them. These can be comments, shares, or responses to posts.

These activities help keep you engaged and make your company stand out from other brands.

However, to determine the engagement percentage, use this formula.

Source: Authored

Analysing your engagement rates can give you a better understanding of your content quality. If they’re growing, then you’re heading in the right direction.

• Reactions, Comments, and Shares

These engagement metrics measure how often your blog post has received a response through commenting, sharing, or liking.

LinkedIn Reactions can be used to express different emotions toward your content. Users can pick emojis to show their appreciation and can show support and love, or interest in your published content.

• Clicks & Click-Through Rate (CTR)

Clicks are among the most crucial LinkedIn indicators of whether your call-to-action is working. Simply put, they will tell you if the users are taking the action you’d like them to perform instead of passing by it.

Clicks are counted only on your post, company name, or logo on the platform. 

Source: The Online Advertising Guide

They don’t count other engagement actions. Click-through rates are an amount of the number of clicks divided by the post’s impressions.

CTR can also help you understand how engaging or stimulating your content is. A higher CTR can indicate that LinkedIn posts are directing visitors to your site.

It is important to be aware of relevant conversations when evaluating the number of clicks and CTR. This will tell you if your content impacts ROI or not.

LinkedIn Conversion Metrics

• Conversion Rate

The conversion rate metric finds the percentage of site visitors who fill in and complete the questionnaire, which usually includes the visitor’s contact details, their name and basic information about the company. 

This is a sign of a degree of interest and could be an opportunity for sales. A low conversion rate could indicate a problem in the form, for example, too many required fields or poor page placement. The conversion rate of a form is expressed in percentages and calculated using an easy formula:

Source: Wall Street Prep

• Lead Generation

LinkedIn leads are clients who’ve expressed an interest in your business via LinkedIn.

They can interact with you via your website, content, or ads or show a desire to contact you by providing their email address or expressing an interest in learning more about your services.

These leads are handy for the B2B sector.

LinkedIn provides a variety of internal tools to benefit lead generation:

• LinkedIn Ads
• Sponsored InMail
• LinkedIn Sales Navigator
• LinkedIn Lead Gen Forms

How to measure?

👉 Track InMail messages and Ads

Check the number of people engaged with LinkedIn Advertisements and Sponsored Emails and the percentage of those interactions converted into leads.

👉 Examine Lead Gen Form submissions

Be aware of the quality of responses you receive from the Lead Gen forms. 

👉 Monitor Sales Navigator

If you use Sales Navigator, track how your prospective clients interact with your content and the percentage that converts into leads.

If you produce content that is pertinent to the needs of your LinkedIn community, you’re more likely to attract leads.

LinkedIn Brand Awareness Metrics

• Share of Voice (SOV)

Once you’ve gathered and analysed the data collected from the sources and channels you have chosen, you can calculate your percentage of voice with various methods and formulas. 

One of the easiest ways to calculate your share of voice is to divide your brand’s mentions and impressions by the number of mentions and impressions from all brands that compete in your industry. 

If, for instance, your company has 100 mentions and the sum of mentions for all brands is 500, your percentage of the voice is 20 percent. 

Using more sophisticated metrics, like engagement or conversion rates, can also determine the impact and quality of your brand’s shared voice.

• Mentions and Tags

The mentions on LinkedIn are extremely important but generally are underrated.

The number of mentions reflects the number of times other LinkedIn users have referred to your brand name or similar keywords.

Tracking mentions on LinkedIn can help you assess your brand impact and the degree of engagement with your network.

It’s also a crucial tool for managing reputation. 

By tracking LinkedIn mentions, you can understand how your brand is perceived, participate in relevant conversations, and react quickly to negative feedback.

LinkedIn Video Performance Metrics

LinkedIn’s video features provide professionals with an effective tool to entice and engage followers. 

By tracking video performance metrics, you can evaluate the performance of your video content and improve future video content and campaigns. Let’s look at the key measures of video performance on LinkedIn.

• Lifetime Watch Minutes

Lifetime watch minutes measure the length of time your video content has been watched in both organic and sponsored distribution. 

This measure provides insight into total engagement and impact. It lets you determine which videos are most popular with your viewers.

• Total Lifetime Views

Total lifetime views indicate the number of times the video content has been viewed for over 3 seconds. This is a measure that covers both organic and sponsored distribution.

When you track all view counts over time, you can assess the reach of your content and pinpoint the content that resonates with your target audience.

• Unique Lifetime Views

Unique lifetime views indicate the number of individual people who viewed your content for over three seconds. This is a measure that also covers both organic and sponsored distribution.

Studying your unique lifetime views can improve your content strategy and develop more customised campaigns.

• Audience Insight

LinkedIn offers audience insights for video content, allowing you to learn more about the viewers like their job titles and geographic areas. This information helps you get to know your audience and customise the video content to their preferences. 

This insight will allow you to make more targeted videos and increase engagement.

Here are some actions content marketing professionals can implement:

✅ Content Iteration: Use data to improve content strategies and test the desirable ones.

✅   Personalisation: Use audience data to tailor content and create more connections.

✅ Experimentation: Test A/B of various content formats, messages, formats, and publishing times to improve efficiency.

✅ Alignment with the business objectives: Ensure that content strategies align with larger business objectives by focusing on delivering tangible payoff.

Summary

LinkedIn has become a well-known social network for business professionals. Making the most of this platform and measuring progress requires tracking the correct KPIs.

You need to know all KPIs to monitor to boost your LinkedIn business performance.

In a nutshell, the top LinkedIn KPI metrics include audience, conversion, content, brand awareness and video performance metrics.

Next Steps

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