A beginner’s guide to LinkedIn company analytics

Viewing your page analytics allows you to:

• Evaluate the effectiveness of your updates, including posted videos
• Understand more about your followers’ and visitors’ demographics and sources

For those organisations who may have also enhanced their page with LinkedIn Career Pages, you’ll also have access to Talent Brand analytics. I am not covering these component in today’s article.

Accessing Your LinkedIn Company Page Analytics

Your Company Page is listed on the LH side one third of the way down the page, when you are working from the desktop and in the main newsfeed of LinkedIn. Admins can access the LinkedIn Company Page and will automatically be given the admin view (see below).

Analytics Options for Your LinkedIn Company Page

As a LinkedIn Page admin, you can gain a better understanding of your Page’s performance through Visitor/Updates/Followers Analytics where you’ll find trends across different time periods.  To access your Analytics you can either click the Analytics tab and select Visitors/Updates/Followers from the dropdown (as per the diagram above) or you can access your Analytics by clicking any of the blue numbers featured in the diagram below.

The LinkedIn Page Analytics module offers admins an overview of your Page’s performance. The module is located on the left side of the Page tab in your admin centre.

The Analytics module provides the number of Unique visitors, New followers, Post impressions, and custom button clicks your Page has received over the past 30 days.

6 Ways to Use the LinkedIn Company Page Analytics Options to inform Your Content Marketing Plan for LinkedIn

When I am reviewing the analytics of Think Bespoke or our client’s LinkedIn Company Pages, here’s what I look for and how I use this information to inform our content posting decisions.

• Analytics – Visitor – Visitor highlights: custom button clicks provides a measure of how many page visitors have clicked the custom button over the last 30 days. How you use this information will depend on which custom button you have set up. You can choose Contact us, Learn more, Register, Sign up, Visit website (recommended) and drive traffic to your preferred website / landing page.
• Analytics – Visitor Demographics – Top Locations: this is a key metric to assess if the page is attracting visitors from the target geographic area. In cases where it is not, we dial up the location based content in the posts we share from the company page, and ensure the hashtags we use feature these geographic locations.
• Analytics – Updates – Update Highlights: this provides % Reactions / Comments / Shares in summary for the responses to the content on your page for the last 30 days.
• Analytics – Updates – Update Engagement: a review of this section enables you to assess the Impressions, Video views (as relevant), CTR (clicks/impressions) and engagement rate. I am most interested in CTR, engagement rate and clicks. You are looking for an engagement rate of at least 2.5% and clicks are most relevant if the updates provided a link. The higher the CTR, the better your post has performed. Use these analytics as a guide to what you share in future posts.
• Analytics – Follower highlights: this provides a summary of total no. followers and new followers in the last 30 days, a key metric to measure follower growth. This is important to track if you are also actively inviting connections to your LinkedIn company page, or running sponsored updates with the option to follow your LinkedIn company page.
• Analytics – Follower Demographics – Location: this is a key metric to assess if the page is attracting followers from the target geographic area. Again, in cases where it is not, we dial up the location based content in the posts we share from the company page, and ensure the hashtags we use feature these geographic locations.

How Can We Help You?

I hope this introduction to your LinkedIn Company Page Analytics has helped you on your LinkedIn journey

If you’d like to book a 1:1 training session with me to help you learn how to manage your organisation’s LinkedIn Company Page, please schedule a session here or contact us today.

Source: LinkedIn Help