If you are creating a Company or Showcase Page on LinkedIn, it’s not enough to assume that you’re getting a decent number of visitors. That’s where LinkedIn’s powerful Analytics come in – they offer an at-a-glance idea of how your pages are performing and who you may not be reaching. In addition, you’ll be able to find out how individual posts are performing along with the engagement rate of key metrics.
Following a summer 2013 reboot of its Analytics offerings, LinkedIn now breaks its analyses into three different categories: Updates, Followers and Visitors. You can first start to access this information under the Analytics tab.
Keep in mind that you’ll need to have Administrator status in order to view this data. If yours is a Company Page, just click on that page and then click the Analytics tab. If yours is a Showcase Page, go to your Company Page and then scroll to the Other Pages area on the page’s right side. Choose your Showcase Page, then click the down arrow icon next to the blue Edit button at top right. Then select View Analytics from that list.
If you’re looking at a Company Page Updates section, you’ll find a table showing the most recent updates. In addition, you’ll also find data including:
- The date of each update
- Whether a campaign or campaigns have sponsored updates
- A preview of the first words of text posts. For image posts, you’ll see alt text or a file type.
- The number of clicks on your logo, content or company name. Keep in mind that this does not include interactions such as shares, likes and comments. This will be shown separately.
- The number of times that LinkedIn members saw each update.
- The engagement rate, which is calculated by figuring out the number of interactions plus the number of clicks and followers, which is then divided by the number of impressions.
- The number of followers gained by promoting each update.
There are also two other graphs: Reach and Engagement. The Reach graph depicts trends based on the number of times that your updates were seen, be it organically or through paid campaigns. You can alter the date range if you wish to focus on a smaller amount of time.
The Engagement graph will show you how often members liked, clicked, commented on or shared your content in a given campaign. Here, too, you’ll be able to adjust the date range.
Remember that, as an extension of a Company Page, a Showcase Page’s analytics are calculated separately.
When you come to the Followers section, you’ll find that it’s divided into four areas:
- Total, which includes:
- The total number of LinkedIn members who follow your page. Unlike the Overview tab, which is updated in real time, this is updated only once daily.
- The number of followers you gained organically, or without advertising
- The number of followers you acquired through Sponsored Updates or Company Follow Ads.
- Follower Demographics, which includes:
- A breakdown of who follows you. This is further broken down into five categories: seniority, industry, job function, company size and more.
- Follower Trends, which includes:
- A depiction of how your number of followers has changed over time. You can select preferred date ranges by using the dropdown box at right.
- How You Compare, which includes:
- The number of followers you have as compared to the competition.
Finally, there’s the Visitors section, which will tell you more about who’s viewing your page. Before the revamp, this was found under the Page Insights area, but has since been folded into the Analytics tab. Here you’ll find:
- Page views, with a graph depicting the number of views. You’ll also find any Career Page data page view data here. The dropdown menu is available for you to adjust the date range.
- The number of unique visitors, which is similar to page views, but does not count duplicate visits to a single page. As with page views, use the dropdown menu to adjust date range.
- Visitor demographics, depicted as a graph with a breakdown by seniority, industry, function, region and company size.
For more resources, check out 3 Quick Tips for Optimizing Your LinkedIn Profile for Real Estate and 10 Ways to Optimize Your LinkedIn Blog Posts. Also, if you haven’t already signed up to receive my Content Strategy Grid, you can do so by clicking here!
If you have any questions or comments, be sure to leave them below. Also let’s connect on LinkedIn!