Understanding LinkedIn’s analytics & breaking it down
Next, we’re going to be looking at LinkedIn’s analytics and breaking that down. Like Facebook, LinkedIn has a lot of data to give you and you can take a really in depth look at your analytics. Let’s dive right in!
To access your business’ analytics, remember you have to be an admin on the page (as with all the other platforms). Once you’re signed in to your personal page, click on the ‘Me’ icon at the top of your homepage, select your Company Page below Manage, and then click on Analytics. LinkedIn has three different subsections; Visitors, Updates and Followers.
To get accurate data for your report or just for interest, remember to check your date range. Under Visitors, you can have a look at your traffic metrics which means data about unique visitors or page views. You can also have a look at demographics, which includes job function, country, region, seniority, industry and company size.
Under Updates, you have access to quite a lot of info. Engagement highlights gives you your total number of likes, comments, shares and new follows. Your engagement metrics gives you organic and sponsored versions of impressions, unique impressions, clicks, likes, comments, shares, followers and your social engagement percentage (interactions + clicks + followers divided by impressions).
To be able to see video views, you’ll need to look at your stats under the video on your updates tab.
Update engagement displays engagement updates by individual updates. This shows the update name, date, target audience, sponsorship, follows acquired, impressions, clicks, CTR (clicks divided by impressions), social actions and engagement (number of interactions + clicks + followers acquired divided by impressions).
Here you can find all the info you need on the people following you. Follower highlights gives you your total followers, both organic and acquired through boosting. Your follower gains shows you how your followers have changed over time, here you can set your date range to what time span you would like to see.
Your follower demographics are the same as the demographics you’ll find in the visitors section. Next you have companies to track, which is how your followers compare to similar companies. This includes total followers, follower growth, number of updates and social engagement.
Talent Brand Analysis
If you have activated LinkedIn Career Pages you’ll have access to data called Talent Brand analytics. This measures the engagement of career pages by looking at engagement highlights, company talent flows, talent attraction and applicant behaviour.
By looking at all four platform’s analytics each month, you’ll be able to compare and interpret your data to create the best content for your brand, which you know your followers will love to see.