Like most social platforms, analytics on Linkedin for Company Pages are represented by the number of followers, shares, clicks, and impressions.
What can you measure with LinkedIn Analytics?
Company Page Analytics are split up into three sections—Updates, Followers, and Visitors:
A table showing the most recent updates and the following data:
- Preview—Shows the first few words of your post if it included text.
- Date—The date each update was posted.
- Audience—Indicates whether the update was sent to all followers or targeted.
- Sponsored—Shows which campaign(s) you’ve sponsored content in.
- Impressions—The number of times each update was shown to LinkedIn members.
- Clicks—The number of clicks on your content, company name, or logo. This doesn’t include interactions (shares, likes, and comments).
- Interactions—The number of times people have liked, commented on, and shared each update.
- Followers Acquired—How many followers you gained by promoting each update.
- Engagement—This percentage shows the number of interactions plus the number of clicks and followers acquired, divided by the number of impressions.
A graph showing the number of times your updates were seen both organically and through paid campaigns on a daily basis.
A graph displaying the number of times members clicked, liked, commented on and shared your content in both organic and sponsored campaigns.
- Total—The total number of LinkedIn members following your Company Page. The number displayed here is updated only once a day so it may be different from the current number on your Overview tab, which is updated in real time.
- Organic—Followers you gained without advertising.
- Acquired—Followers you gained through Sponsored Content and/or Company Follow Ads.
A breakdown of who’s following your company using five types of demographic data: seniority, industry, job function, company size, and more.
Showing how your number of followers has changed over time.
How You Compare
Your number of followers compared to other companies.
Hot tip: How You Compare is a good insight to include in a competitive analysis. You can also use it as a benchmark to set goals in your social media strategy.
- Page views—A graph showing how many times your Company Page was viewed.
- Career Page clicks—If you have a Career Page, this graph shows you how many times viewers clicked various elements of your Career Page. This metric might be useful for someone in your Human Resources department who’s looking to see how much interest is being gathered by a job posting.
- Unique visitors—A graph showing how many LinkedIn members visited your page, not including duplicate visits to a single page.
- Visitor demographics—This is a graph showing a breakdown of who’s visiting your Company Page based on seniority, industry, function, and company size.
Benefits of using LinkedIn analytics
1. Understand more about your audience
The key to engaging your LinkedIn audience is knowing as much as you can about them.
As a brand, you should have an idea of who you’re speaking to—a buyer persona. Make sure your target audience is on LinkedIn by familiarizing yourself with the LinkedIn demographics that matter most.
Use these insights to start posting content your target audience wants to see. Curating and sharing relevant content with your audience is one of the best ways to boost engagement and spark more interest in your brand.
2. Replicate your success
You spent the last week creating a blog post on women in tech and you’re excited to see how it’s doing. How does it compare with other pieces you’ve published? Is it worth putting paid advertising behind it?
Analyze the updates with the most impressions and interactions—these are the posts receiving the most engagement. Check for similarities. What kind of content was in each update—images, copy, maybe a SlideShare presentation? What topics did they cover? A job posting? A product launch? What was the CTA, if there was one? Use this data to tweak your social media content strategy to fuel engagement.
3. Visualize your data
LinkedIn Analytics visualizes your data so can you see your social media performance at a glance. It makes identifying trends easy—such as spotting any dips or spikes in your data.