When social media first entered our lives, we were mesmerized by the advance in technology. But this was more than a decade ago, and now everything has changed.
There is no wonder why, in 2024, LinkedIn marketing is now on top of the game. So, LinkedIn, it's your time to shine now.
LinkedIn made a simple move by targeting a different audience than any other social platform because it is mainly used for professional networking.
Now, that’s precisely why we believe that it’s super important to keep track of your performance on this platform. And here's where Linkedin analytics comes to the rescue, offering great insights for social media strategy optimization.
Let's take a look at the most important LinkedIn metrics that all marketers should know.
LinkedIn metrics you should keep an eye on
LinkedIn content metrics
LinkedIn audience metrics
LinkedIn video metrics
LinkedIn traffic metrics
FAQs about LinkedIn metrics
LinkedIn content metrics
#1 Engagement
Probably the most discussed key metric out there (no matter the platform), engagement is definitely important because it shows you the true impact of your content.
This is the way to measure how people interact with the posts you publish.
The total engagement on LinkedIn is calculated as the sum of likes, comments, clicks and shares a post gets in a certain time period.
The LinkedIn average engagement rate per post by impressions is calculated as the sum of likes, comments, shares and clicks divided by the number of posts, all divided by the number of impressions. Everything is then multiplied by 100 to obtain a percentage.
On LinkedIn, that’s the key to keep your business thriving. Using Socialinsider, you can reliably track the evolution of your LinkedIn engagement metrics and identify which post type is the most engaging for your brand:
#2 Impressions
While keeping track of your LinkedIn KPIs, another essential metric to consider is impressions.
This social media metric shows you the total number of views your content receives, including multiple views coming from the same users.
Impressions help you understand the best post types when you're wondering what to post on LinkedIn.
With Socialinsider you have access to plenty of LinkedIn metrics that can help with your LinkedIn analytics reports.
A higher impression rate signals that your content is qualitative and on-point, aligning with visitors’ needs if you manage to make them watch your content repeatedly.
At the end of the day, the impressions metric is really important since it shows how relevant your content is.
Looking to give your impressions meter a boost? Share more polls!
Our latest LinkedIn Benchmarks report indicates that polls are the highest generator of impressions on LinkedIn in 2024.
The data also shows that the average impression rate on LinkedIn is currently sitting at a whopping 9.50%!
#3 Clicks
In a world that lives on fast-forward all the time, where people can’t stop scrolling, be the one who makes users pause, click, and discover your content.
For this to happen, you need to come up with really engaging ideas and turn them into posts.
The clicks metric helps you identify the visitors who are really interested in your brand, since they pause their scrolling and decide to learn more about your services and products on your website.
When the audience clicks on a link in your post, they do so to find out more about that particular idea developed in your post.
To check your clicks you can access your LinkedIn analytics from the native app.
LinkedIn audience metrics
#4 Followers growth
Maybe you’re really tired of hearing how important it is to look at this metric. Truth be told, this is not the most important one. Not even close.
But it’s a good thing to look at it, from time to time, mainly because it may show you something about your content and your activity in general.
When the numbers drop, it may be because of the lack of activity or maybe because your content wasn’t really reaching your target audience.
In Socialinsider, you can easily find out how many followers you've gained in the selected timeframe - organic and paid, respectively.
At the same time, it’s great to look at the evolution of followers because it will show you the peak of your LinkedIn activity.
If you post consistently and the content makes people react to that, then you may eventually attract even more followers. And that’s a double win.
#5 Demographics
It’s great to know where your audience is coming from.
Understanding the demographics of your LinkedIn audience is crucial for a couple of reasons. First of all, demographics data will help you to fine tune your strategy to match your audience's preferences.
Once you do that, you'll be able to create and share more relevant content, identify new networking opportunities and measure the success of your marketing efforts on the platform.
In Socialinsider, you've got your followers broken down by country, so you can see exactly what percentage of your audience comes from a specific region.
LinkedIn video metrics
Tracking your video performance has become more and more important on LinkedIn in recent years. Why? Because video is starting to take over this platform, just as it has done with pretty much every other platform.
According to our LinkedIn Benchmarks study, videos generate the highest number of shares in 2024.
#6 Video views
The video views metric offers you data about the total number of times your videos have been seen by users, either if they’ve seen it several times or not.
Your video gets viewed when a user sees at least 3 seconds of the content. Video views account for your followers’ attention span. This LinkedIn metric weighs more than any other post view.
#7 Watch time
Watch time, on the other hand, measures the total number of minutes your videos have been watched.
In Socialinsider, you can track the evolution of your video views, video watch time, total numbers for these two metrics, as well as average views and watch time per post.
Linkedin traffic metrics
#8 Page views
As always, LinkedIn makes your journey worth the hype.
Accessing LinkedIn analytics, you can monitor all of your page views by seeing the source of all these views.
Maybe it’s desktop or mobile, but this will offer you a better understanding of the intent and preferences of your audience.
In other words, all your page visits are split up into desktop views and mobile views.
Final thoughts
With LinkedIn being more popular than ever, it’s essential to enter the game and be as good as possible. And data is always by your side when it comes to anything social.
Utilizing social media analytics, keep track of your social media performance, look at the most important metrics, and learn how to speak the LinkedIn analytics language because it’s definitely going to be worth it.
As a summary to this talk, these are the most important LinkedIn metrics your brand needs to track in 2024:
- Engagement
- Impressions
- Followers growth
- Audience demographics
- Clicks
- Video views &
- Watch time
- Page views
FAQs about LinkedIn metrics
1. What are the best metrics to track on LinkedIn?
Many metrics on LinkedIn require your attention, but the best ones to focus on are: engagement and engagement rate, impressions and click-through rate.
2. How do I get LinkedIn metrics?
You can access data on your LinkedIn metrics by going to the app's native analytics dashboard, or using a social media analytics tool like Socialinsider.
Analyze your social media performance and benchmark competitors!
