To get the most out of the biggest B2B social media platform called LinkedIn, you need to learn how to use its features properly, like its data analytics tool. This tool can reveal the strengths and weaknesses of your profile and your ad campaign in general.
Monitoring your analytics can help you become an authority on LinkedIn, which currently has 706 million members across 200 countries and regions worldwide.
For starters, you need to be familiar with the LinkedIn-specific data analytics of your personal and company page to maximize your success.
How To Be A Pro With LinkedIn Data Analytics
In this section, you'll learn useful information about using LinkedIn Data Analytics to increase your platform results.
So sign in to your LinkedIn account, and let's begin!
1. Analyze Your LinkedIn Personal Profile
It's an excellent idea to begin learning how to analyze LinkedIn profile data. To do that, access your profile's dashboard to find your basic metrics.
You'll see a chart of who viewed your profile, post views, and search appearances. However, most of the data will be blurred if you have a free account, so you need to upgrade to LinkedIn Premium if you want to see all the users who viewed your profile.
Keep track of your LinkedIn updates' basic metrics using the "Post views" section to see your updates' performance.
Another useful feature of LinkedIn profile analytics is learning more about the categories of users who visited your profile using the search bar. There's a section under Who viewed your profile where you can see the following information:
- Profile viewers place of work
- Job titles connections
- Number of viewers who found you via My Network
These are just a few cool things you can do with LinkedIn profile data analytics. There's more you can do when you create a business profile on LinkedIn.
2. Analyze Your LinkedIn Business Profile Visitors
Selecting the first option from the Analytics dropdown menu will redirect you to a page containing a lot of vital information about the LinkedIn professionals who visit your business page.
The line chart in the Visitor Metrics shows the number of page visits over the selected time range. It explains what devices people use to check out your page. Enabling the "Aggregate desktop and mobile traffic" option will combine the desktop and mobile lines and show the overall unique visitors' dynamics.
You can also toggle between Page views and Unique visitors and narrow the data down by specific pages:
The Pages dropdown menu will tell you why users visit your page.
You'll see a second chart under Visitor Metrics called Visitor Demographics, which is much more useful. You can customize the dates and sort the data by metric. Visitor Demographics provides you with aggregated demographics of LinkedIn members when they visit your page:
- Job function
- Company size
How do you use all the information in the Visitor Demographics chart? Here's how
- Job Functions:
Check the job functions or positions most of your visitors hold. Doing so will verify if your content reaches the people in the right job positions.
Select the locations metric to see where the people who visit your page come from.
Analyze the seniority level of your page visitors to understand whether the users you reach are decision-makers of the company.
This category provides insights into whether your content reaches professionals from industries related to yours or your target market.
- Company Size:
This chart shows an overview of what type of companies your visitors work at – small-medium businesses or large enterprises.
3. Measure The Performance Of Company Updates
Let's talk about the second tab of the LinkedIn Data Analytics dashboard.
Update Analytics shows aggregated metrics across all updates and metrics for individual updates. This analytics tool empowers you to generate a successful LinkedIn presence with accurate insights.
There's a lot of valuable data you can pull from Update Analytics, so make sure that you check it regularly.
On top, you'll see the Update Highlights, which shows the total number of reactions, comments, and shares that your posts or updates have earned in the last 30 days.
The next graph is called the Update Metrics, which shows aggregated engagement metrics for your organic and sponsored updates over time. Sponsored metrics include Sponsored Updates and Direct Sponsored Content.
The Time Range filter applies to dates when LinkedIn users viewed your updates.
You can combine organic and sponsored content by clicking the "Aggregate organic and sponsored" box. You can also sort this section by metric:
- Unique Impressions
- Engagement Rate
The default view displays your post or updates impressions, which is 50% minimum on screen for at least 300 milliseconds, or when it gets clicked – whichever comes first.
Switch over to unique impressions to rule out users who viewed your updates several times.
Clicks, reactions, and comments are metrics that are easy to understand. However, LinkedIn's engagement rate is a bit more complicated, so we'll focus on it for a moment.
Here's how to calculate the engagement rate on LinkedIn:
LinkedIn also gives you an option to check stats on individual posts at the bottom of the dashboard called Update Engagement.
This analytics tool has more to offer. Each post displayed in the table shows the following information:
- Posted by - Name of the admin who created the update.
- Created - Date in UTC on which the update was created.
- Impressions - Views when the update is at least 50% on screen for at least 300 ms, or when it is clicked, whichever comes first.
- Video views - Three or more playback seconds while the video is at least 50% on screen, or a click on the CTA for sponsored videos, whichever comes first.
- Clicks - Clicks on the update.
- CTR - Calculated as Clicks/Impressions.
- Reactions - Total number of reactions on all your updates.
- Comments - Total number of comments on all your updates.
- Shares - Total number of shares of all your updates.
- Follows - Total number of following clicks on your sponsored updates. When enabled in ad settings, a follow button is shown on your sponsored updates to LinkedIn members who do not follow your page.
- Engagement rate - Calculated as: (Clicks + Likes + Comments + Shares + Follows) / Impressions.
4. Access Valuable Follower Insights
The final tab in the LinkedIn Data Analytics dashboard is the Followers Analytics, which shows follower demographics.
The first graph you'll see is the Follower Highlights section, which contains the total number of your followers and new followers gained over the last 30 days.
Next, you'll find a detailed diagram called the Follower Metrics, which shows the number of new followers.
If you scroll to the bottom of the dashboard, you'll find an interesting feature unique to this section called Companies to track.
Companies To Track includes a mix of competitors and companies that could become potential B2B partners. Make sure you visit this section regularly for a real-time view of your industry.
5. Extract LinkedIn Metrics Report
When you discover the most relevant LinkedIn data to you, click the Export button in any of the analytics tools I mentioned earlier and share it with anyone in your business.
And those are the tips on how to get advanced with LinkedIn Data Analytics! It's not too late to use LinkedIn to generate leads, build connections, and increase sales!
Check out the recommended resources section below to learn more about LinkedIn Data Analytics.
Recommended LinkedIn Analytics Resources
LinkedIn Analytics: The Complete Guide for Marketers
The Ultimate Guide to LinkedIn Analytics for B2B Marketers
Why you need LinkedIn Data Analytics
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