What LinkedIn Metrics Should You Track?
Like any social media platform, the key to devising an effective strategy with analytics at the core is to understand your company goals and set KPIs. Once you have those you can choose the right metrics for your business.
From the six available analytics on LinkedIn, some key metrics will matter to your business and help you gauge performance to optimize organic and paid posts.
Traffic
Using LinkedIn analytics you can see how your traffic changes over time. This will help you see peaks and troughs in activity (or a steady ascending line, if you’re lucky!).
It will also help you see where your traffic is coming from: desktop or mobile. This will help you to understand the intent and preferences of your audience. This can help to tailor content to mobile users i.e. optimize your click-through landing pages if a large proportion of your LinkedIn followers use mobiles.
Impressions
Impressions are basically the number of times your post has been seen. This metric is important as it shows you how many times your content is seen and increases the probability of an interaction with it.
You should also track unique impressions. This counts the number of unique LinkedIn users that see your post while impressions can count for the same person viewing the post twice.
Unique impressions can also help you understand reach which will help you monitor brand awareness. A higher reach means you have the potential to attract prospects and clients, a great sign for any B2B marketer.
Engagement
LinkedIn calculates the engagement rate by adding the number of interactions, clicks, and new followers gained, divided by the number of post impressions. It’s worth including this in your analysis as it gives an overall view of how content is performing on your LinkedIn channel.
It’s worth noting that a 2022 B2B study by Socialinsider found that video content gets more impressions and has a greater chance of driving engagement on LinkedIn for small to medium-sized accounts. For middle accounts, images generate the highest engagement levels while large accounts (more than 100k followers) see native documents (those generated on a third-party application like Word) generate a higher engagement rate.
Clicks or CTR
Marketers love clicks and for good reason, it means someone is interested enough in your LinkedIn content to take an action.
Your clickthrough rate (CTR) is shown as a percentage that divides the number of post clicks by the number of impressions. This will give you a good idea of engagement per post and help to understand what content is working so you can plan for future LinkedIn campaigns.
Reactions & shares
These metrics will help you to gauge engagement on your LinkedIn posts and see how people are reacting.
These can be seen as vanity metrics so think about why you want to include them in your overall LinkedIn strategy. If brand awareness is an important goal of your LinkedIn activities then these metrics including shares can help show engagement and growth in your brand profile.
Demographics
While LinkedIn allows you to connect with people across the world, if you are targeting a specific country or territory in your B2B activities, it can be very useful to see where users are coming from.
It can help you to make changes in your content to cater to a specific audience. For example, if you want to target users in the United States, make sure you are using U.S spelling and vocabulary.
Other areas to think about are video views and follower growth as they can give you great insights.
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