LinkedIn Analytics to Measure Social Success

20 May 2024

LinkedIn is one of the most robust social media platforms, connecting professionals with industry leaders and helping them find new career opportunities. Brands leverage this platform to gain authority, build a community, and win clients. Understanding your LinkedIn analytics will reveal your social success and help you flourish on this network. 

In this post, I will explain the most important LinkedIn analytics to measure and tools to seamlessly automate your data and lead you in the right direction. 

Understanding LinkedIn Analytics 

Did you know that marketing on LinkedIn can generate 2x higher conversion rates? This platform is unique due to its high professionalism and qualified users. It is now more than an employment site, but a complete social media platform that allows you to cultivate authentic audiences, share valuable resources, entertain an audience, and network with other professionals. 

Learning who your audience is, what they are looking for, and how to best engage them lies in the data. Through demographic, performance, and growth metrics, these answers uncover themselves. So, what are the most important LinkedIn analytics? 

Let’s break the metrics into four categories ––  audience, content performance, growth, and competitor metrics. Depending on your goals, you can measure the metrics that measure these goals. 

LinkedIn demographic metrics 

These metrics define who your audience is and how to target them. Within LinkedIn, you can view your demographic analytics in your profile dashboard. If you are a page admin, you can select “View as admin” to see a breakdown of your analytics. 

When analyzing your page, select a custom date range of up to one year. 

By clicking the “Followers” tab, you can see an evolutionary graph of your total followers and new followers over the last 30 days. 

Below, view your follower demographics by the following filters: 

  • Job function 
  • Company size 
  • Industry 
  • Location 
  • Seniority 

This information will help you create more valuable content for your niche audience. With this data, you can understand the job positions, industries, and cities they live in. 

You can view your followers at the bottom of the page to connect with them and better understand what they seek. 

LinkedIn content performance metrics 

When viewing how your content has performed, you will see a graph showing the evolution of the selected metric. At the top of this page, view your overall performance highlights – reactions, comments, and reposts. 

You can also measure per the following metrics: 

  • Impressions
  • Unique views 
  • Clicks 
  • Reactions
  • Comments
  • Reposts
  • Engagement rate 

Below this graph, you will see a Content engagement section, with a breakdown of your top-performing posts. This shows: 

  • Post type
  • Audience
  • Impressions
  • Views
  • Clicks
  • CTR
  • Reactions
  • Comments
  • Reposts
  • Follows
  • Engagement rate 

LinkedIn page growth metrics

By clicking on the “Visitors”  tab, you can see an evolutionary graph of your page views, unique visitors, and custom button clicks. When viewing the graphs, filter by the page views or unique visitors, and then select the page – Home, About, Insights, and People. 

As you can see in the graph, you can view results for both desktop and mobile versions. In this tab alone, you have powerful information about which pages are gaining the most visibility and how many people view your page. 

Below, view your visitor demographics by the following filters: 

  • Impressions
  • Unique views 
  • Clicks 
  • Reactions
  • Comments
  • Reposts
  • Engagement rate 

LinkedIn competitor metrics

Lastly, on LinkedIn, you can view your main competitors’ performance. View your competitor’s new follower count, engagement rate evolution, number of posts published, and trending competitor posts per the period. 

Underneath the number figures, you will see the change percentage and a green or red arrow indicating a growth or decline. 

How to Use LinkedIn Analytics to Measure Success

As you build your LinkedIn marketing strategy, keeping your main objectives and goals at the forefront will help you stay focused and allow you to measure growth accurately. Then, you can use the above metrics to see if you are meeting these goals. 

You can create monthly social media reports to keep track of your monthly evolution and share this with your team or client. Then, depending on your numbers you can tweak your content marketing strategy 

LinkedIn Analytics Tool: Metricool 

If you manage multiple social media platforms, you know the pain of jumping between platforms to post content, answer your comments and DMs, engage with other users, and grow your brand’s awareness. 

However, with a comprehensive social media management tool like Metricool, you can manage all your social media profiles in one place. Schedule and auto-publish content, view follower and page analytics and view all comments and messages – with the same tool. 

When connecting your LinkedIn page with Metricool, you can see your community growth, content performance, interactions, and a list of your top-performing posts. The tool displays easy-to-read graphs, allowing all expertise levels to understand these analytics. 

⚠️To create custom LinkedIn reports on Metricool, you must have a Premium plan – Starter, Advanced, or Enterprise. For the latter two, you can create custom templates to save for other reports.

The list of posts breaks down the individual metrics of your top posts showing the post type, reactions, comments, clicks, shares, impressions, engagement, video views, viewers, time watched, and average watch time. 

Analyzing this data will improve your content marketing strategy, as you start to see patterns of what works well with your audience. 

LinkedIn analytics reports

As mentioned above, creating social media reports on LinkedIn allows you to track your monthly data in a cohesive document. Manually reporting this data is time-consuming, so that’s why at Metricool we have created an automatic reporting feature. This allows you to create comprehensive, visually appealing social reports without spending hours.

Select the period, language, and social networks for your report. Then select the metrics you want to organize the report by and add your brand logo. For Advanced and Enterprise accounts, you can customize your template by adding cover and body backgrounds, and brand colors. Then, view a preview of your report before downloading. 

Then, generate the report in PDF or PPT! 

Below the customization, you can also automate monthly reports to send to your client or coworker on the same day each month. Metricool works to do the heavy lifting so you can work on your strategies, creatives, and campaigns. 

Metricool is completely free, however, if you want to connect your LinkedIn account, you must have a Premium account. We aim to keep costs low, so you can focus on growing your business. Create your account and see what centralized social media management can do for you: 

Sara Martín Sara Martín , 20 May 2024


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