Most Important LinkedIn Metrics Explained

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If your digital or social media marketing strategy doesn’t include LinkedIn you are clearly missing out. Especially if you and your business operate in B2B sphere.

LinkedIn is often perceived as just another site with job listings. Inequitably. Yes, you can definitely land a job on LinkedIn. As a matter of fact it’s probably easier than anywhere else.

But that’s only because it’s a social media network for professionals.

It’s a place where you can set up and maintain your professional profile. With past education, previous positions and all skills you possess. That’s pretty clear.

However, it’s far from being only that. The potential is much greater.

It’s also a place where you can grow your network. Where you find, meet and link with people from your business area or with similar interests. Just like on Facebook you can find groups.

But LinkedIn is a place where building connections is much more important than on other social media platforms. It is much more about real people and much more what you represent. As a result it’s a perfect place to build relationships and expand your business.

There is no monkey business on LinkedIn.

Despite that it’s far from being stiff. Only because you won’t find too many random memes or abusive comments doesn’t mean you cannot have some casual discussions.

And you cannot ignore a platform with more than 500 millions of users that is constantly growing. Their reported user goal is 3 billion. That’s pretty impressive.

Under this link you can learn how to build your LinkedIn marketing strategy.

In this article you are reading right now, however, I would like to focus more on the most important LinkedIn metrics. So read the post linked above, I’ll wait 🙂 once you ready just dive in.

The Only LinkedIn Metrics That Really Count

Before we start the one thing you have to remember is that LinkedIn is different than other platforms also on the analytics field. You can’t copy the approach from other social media.

If you do you might miss how well you actually perform.

LinkedIn is pretty unique compared to Twitter, Facebook or Instagram. The good news is it’s not a rocket science so just bear with me. By the end of this post you will know exactly what to look at.

There are basically two perspectives you can take. First one is from your company’s point of view. The second one is from your personal point of view. I believe the difference is clear.

But the metrics for these two will not be the same.

Personal LinkedIn Profile

I will cover the company’s metrics below, but as you will see your personal metrics are much more simple. They do, however, offer you few interesting insights.

  • LinkedIn Profile Views – particularly handy if you’re looking for a job and to establish new connections.
  • Personal Update and Posts Views – unlike the above one it’s related purely to your posts and updates.
  • Endorsements – probably the most important personal metric on LinkedIn. It represents how many times someone “confirmed” your skills.
  • Total Connections – not that important, but it shows you how big is your personal network.

Company LinkedIn Profile

  • Impressions – the reach of your marketing efforts. It will help you to realize what posts work best and what is the best time to post.
  • Click-Through Rate – just as with other platforms it’s crucial metric and represents curiosity. It tells you how many clicks you got compared to number of impressions.
  • Engagement Rate – something that’s pretty unique for LinkedIn specifically, you need external calculator for Facebook to judge that. It’s the amount of times members interacted with your content in any way: clicks, likes, comments and shares.
  • Followers and their demographics – you can measure not only the followers growth, but also obtain the information about their demographics. Like what industry are they from, seniority, function or company size. Location is pretty standard.
  • Conversions and leads generation – I believe that’s pretty obvious, but for the sake of this article conversions happen when the audience performed a task defined as your objective. Which can be for example leads generation – number of potential customers.

More to explore

Most Important LinkedIn Metrics Explained

Most Important LinkedIn Metrics Explained

If your digital or social media marketing strategy doesn’t include LinkedIn you are clearly missing out. Especially if you and your business operate in B2B sphere.

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