Updated March 2021
In this article you will learn how to use LinkedIn Company page analytics to better inform your content marketing choices on LinkedIn.
If you’re responsible for managing your organisation’s LinkedIn company page, or you own your own business, have set up the company page, post content regularly from your company page and want to use the analytics to inform what you post, today’s article is for you.
LinkedIn Company Page Analytics Options
You can gain insight into the performance of your LinkedIn Company Page with rich analytics to gauge trends across metrics and time periods. Analytics are only viewable for admins of your LinkedIn Company Page. 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. Learn more about the Key Features of your Company Page in this article.
How to Access 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.
The Visitor highlights section displays the number of Unique visitors your Page has had in the past 30 days.
After you click New Followers, you’ll be directed to the Follower analytics page. The Follower highlights section displays the number of new followers your Page has acquired over the past 30 days.
After you click Post impressions, you’ll be directed to the Update analytics page. Information about your post’s impressions can be viewed in the Update metrics and Update engagement sections.
The bottom section of the Analytics module displays the number of clicks your custom button has received. You’ll see one of the following names as the clickable link, depending on your custom button selection: ‘Contact us’ clicks, ‘Learn more’ clicks, ‘Register’ clicks, ‘Sign up’ clicks, ‘Visit website’ clicks.
How to Analyse Your LinkedIn Company Page Analytics
When you’re reviewing the analytics of your LinkedIn company page, here’s what to look for and how to use this information to inform your LinkedIn content marketing decisions and potential follow up with new followers.
- 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. Learn more about inviting connections to follow your LinkedIn company page in this article.
- 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.
I provide my unique perspective in fortnightly updates and run a Lunch & Learn each month from February to November. Sign up to my newsletter to help you learn LinkedIn – the right way!