The 4 best LinkedIn metrics

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We take a look at the 4 best LinkedIn metrics, so you can stay on top of your LinkedIn analytics and drive success on the B2B platform.

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Struggling to understand what’s working on LinkedIn and how you can improve your presence on the professional network? Well, effectively using LinkedIn analytics is critical to driving success on the B2B platform. But there are so many LinkedIn KPIs you could be tracking (and so much conflicting advice out there), that finding the right ones is understandably a bit confusing.

So, we’d recommend keeping it simple. We’re sharing the 4 best LinkedIn metrics, to help you truly understand your audience and make the most of your presence on the platform.

RELATED: The 4 best metrics for Twitter

LinkedIn today

Let’s first take a look at what LinkedIn looks like today:

The 4 best metrics for LinkedIn

1. Follower demographics

First and foremost, it’s important to know what kind of people are engaging with your LinkedIn content. Using LinkedIn KPIs to find out what is resonating with who helps you to tailor your content towards your audience and map out target personas more clearly. For example, if web developers in South America are particularly engaged with your page, that may help you craft more engaging campaigns for that audience.

For company pages, LinkedIn analytics allow you to break down follower demographics under the ‘followers’ drop down option. Here, you can see the percentage breakdown of your LinkedIn followers’ location, job function, seniority, industry and company size by percentage. Using these LinkedIn KPIs help you create content that specifically targets your audience, meaning you’ll see results much faster.

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2. Engagement rate

Having hundreds of thousands of professionals following you on LinkedIn doesn’t mean anything if they aren’t engaging with your page. This means that vanity metrics, like impressions, are ineffective on their own, and instead you should focus on the engagement rate of those followers. LinkedIn includes its own engagement rate, which can be viewed in the LinkedIn analytics below posts or in the LinkedIn analytics of updates. This is made up of all the times a user interacted with your posts, including link clicks, shares and reactions.

But LinkedIn engagement is whatever you want it to be, so your team should decide what kind of engagement is the best fit for the goals you are trying to achieve. These LinkedIn metrics could be:

  • The click through rate (CTR) of content
  • Comments
  • Shares
  • Mentions
  • Use of branded hashtags
  • Links back to you
  • LinkedIn reactions

3. Custom button clicks

Users clicking the custom button on your company page are demonstrating an active interest in your company, so it’s a very relevant LinkedIn metric to track. You can check the number of custom button clicks in the analytics on LinkedIn under the visitors drop down.

On your company’s LinkedIn page, there are several options for a custom button which will redirect to any page you wish. The options are:

  • ‘Learn more’
  • ‘Register’
  • ‘Sign up’
  • ‘Visit website’
  • ‘Contact us’

Choose a button based on what your goals on LinkedIn are. It’s also worth trying out different buttons to find the one that proves the most engaging.

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4. Conversion rate

Conversion rate is probably the most important LinkedIn metric to track, because it shows how much of your LinkedIn marketing efforts are translating to cold, hard cash. Tracking the number of conversions you are getting through LinkedIn directly informs your company how much revenue the platform is adding. The conversion rate goals you are aiming for will be specific to your company and product.

Conversion rate is the only LinkedIn KPI you can’t track using analytics on LinkedIn. Instead, you can use Google Analytics, Millimetric’s automated KPI monitoring platform or whatever tool you use to analyse conversions.

READ MORE: 7 essential Google Analytics custom alerts

LinkedIn metrics: Key takeaways

Like with other key marketing metrics, it’s probably tempting to report on LinkedIn KPIs such as impressions or reach where numbers can easily reach the thousands. But these are vanity metrics. When it comes to LinkedIn metrics, the figures that show genuine interest are always going to be more helpful for your marketing efforts. LinkedIn metrics that show users who are engaged in your content, who are visiting your website and may potentially convert will help you build marketing funnels and understand what sort of content is aiding your marketing efforts.

Quick wins for higher engagement on LinkedIn

Let’s finish up with some easy ways to drive better engagement on LinkedIn:

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The 4 best LinkedIn metrics

We take a look at the 4 best LinkedIn metrics, so you can stay on top of your LinkedIn analytics and drive success on the B2B platform.

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