強力なLinkedInアナリティクスデータで適切なメトリクスを追跡できます

LinkedIn analytics are data and insights that tell you how your LinkedIn company page is performing. Your LinkedIn analytics include metrics related to your audience, content, reach, ad campaigns, and more.

Some specific metrics you can expect to see from your LinkedIn analytics include:

• Page views: The number of times your company page was viewed
• Followers: The number of followers your page has
• Post impressions: The number of times your post was seen
• Reactions: The number of reactions (i.e., likes, supports, celebrations) your post has received
• Clicks: The number of clicks a link in your post has received

You can also track your growth and performance using graphs, enabling you to see if your follower count, post performance, and other KPIs are improving over time.

By paying attention to your LinkedIn analytics, you can make sure that your page is growing, your posts are resonating with your audience, and your LinkedIn marketing strategy is working.

So here’s the big question: Why bother tracking your LinkedIn analytics in the first place?

Why are they important?

What can they offer to your marketing team that could actually make a difference?

There are four major benefits your company can get from keeping track of your analytics on LinkedIn.

Get to know your target audience better

Your LinkedIn analytics give you access to data about your page visitors (people who have dropped by your company page) and your followers (people who actually follow your company page).

Some of that data includes:

• Location
• Industry
• Company size
• Job title
• Seniority

This helps you gain a better understanding of who your audience is—while also making sure you’re targeting the right people.

For example, if your target audience for your business’s product includes B2B founders and most of your followers are entry-level job holders, you’ll know you need to shift your messaging in order to attract a different audience.

Once you’re targeting the right social media personas, you can then use your audience demographic data to get a better understanding of who they are and use your post performance as a way to gauge what types of content resonate with them most.

This data gives you clear insight into exactly who your audience is and what they want to see from your business.

Improve your content strategy

Your LinkedIn company page analytics keep you up to date with your post performance. Things like reach, impressions, reactions, comments, shares, and the like. Paying attention to how many people are seeing and interacting with your content helps you get a better understanding of which types of posts resonate best with your audience.

There are a number of different types of posts you can create on LinkedIn. Some include:

• Text-only, informational posts
• Image posts
• Video posts
• PDF slideshow posts

Can you see any patterns in your LinkedIn post analytics? Which ones tend to reach a wider audience and generate more engagement?

By incorporating more of that type of content into your strategy, you should be able to continue your growth, improving your content strategy, and increasing your reach, engagement, and overall ROI on LinkedIn.

Generate a higher LinkedIn ROI

Finally, the biggest benefit and reason you should be tracking your LinkedIn analytics is that it helps you generate a higher ROI, or return on investment.

Look at it this way. If you don’t track metrics for organic and sponsored posts to see how they’re performing, you’ll have no idea if you’re getting the response you’re hoping for. And if you have no idea how your audience is responding, you’re just putting content out into the ether with no knowledge of whether it’s making people more interested in your business.

At the end of the day, the point of all of this LinkedIn marketing is to reach your target audience and convert them into paying customers. You need to have a thumb on your post performance if you hope to generate a positive ROI. And you need to adjust and adapt your strategy based on how your posts are performing if you want to improve your ROI even further.

自社ページのLinkedInアナリティクスデータを取得する方法は主に2つあります。それぞれの方法を順にご案内します。

ネイティブアプリでLinkedInビジネスページのアナリティクスにアクセスする方法

まず、LinkedInには標準搭載のアナリティクス機能があります。これは基本的な統計で、自社ページのパフォーマンスをレベル1で把握できます。

LinkedIn上で直接アナリティクスにアクセスするには、自社ページへ移動し、ダッシュボードを確認してください。

ダッシュボードのサマリーには以下のような内容が表示されます。

• アクションにつながるインサイト
• 最近の投稿
• 検索表示数、ページ訪問者数、新規フォロワー数、インプレッションなど主要メトリクス
• トレンドの従業員投稿

アナリティクスダッシュボードはLinkedInページデータを次のようなセクション別に分かりやすく表示します。

• コンテンツ: 投稿の効果を示すメトリクス
• ビジター: ページ訪問者の属性や流入元
• フォロワー: フォロワーの属性や流入元
• リード: LinkedInのリードジェネレーションフォームで収集したリードをダウンロードしてCRMにアップロードできます
• ニュースレター: LinkedInニュースレターがあれば、登録者数や視聴回数などの成果をここで追跡
• 競合: 自社と競合の基本情報を比較
• 従業員アドボカシー: 従業員に推奨されたコンテンツのインサイト

多くの企業はLinkedInページで提供されるアナリティクスで満足していますが、さらに詳細なアナリティクスを見たい場合は、別の方法もあります。

Socialinsiderのようなサードパーティ製アナリティクスプラットフォームでLinkedInアナリティクスにアクセスする方法

LinkedInアナリティクスをもっと深く分析したい場合は、サードパーティ製アナリティクスプラットフォームを活用しましょう。Socialinsiderは最適なソリューションです。

まずはSocialinsiderアカウントを作成してください（未登録の場合）。ログインし、LinkedInページを連携すれば、Socialinsiderダッシュボードで自社データを確認できます。

そのためには、ホームダッシュボード上部のソーシャルアカウントを連携をクリックします。次にLinkedIn認証情報でログインし、Socialinsider上で完全なソーシャルメディアアナリティクスへアクセスしてください。

Socialinsiderで得られるLinkedInアナリティクス例：

• さまざまなメトリクスを自由に追加できるサマリーレポート。主要ポイントを一覧表示でき、詳細なレポートの前に全体像を把握できます。
• 指定期間内の投稿数、1日平均投稿数、投稿タイプ別、人気投稿、パフォーマンスが低い投稿も確認できるコンテンツレポート。
• エンゲージメントインサイト。合計エンゲージメント（いいね、コメント、シェア等）やエンゲージメント率（クリック有無別）、平均エンゲージメント、投稿タイプ別のエンゲージメントなど。さらに、平均エンゲージメントをもとに、最適な投稿タイミングや曜日分析も可能。個別のエンゲージメント（コメント、シェア、クリック、動画視聴回数）も細かく把握。
• リーチインサイト。指定期間内にLinkedInコンテンツがリーチした人数を表示。
• インプレッションデータ。コンテンツが見られた人数や、平均インプレッションから最適な投稿タイミングと曜日も把握。
• フォロワー数・推移、地理的分布、職場でのフォロワーの詳細まで確認できるオーディエンス属性レポート。
• 最近のLinkedIn投稿をパフォーマンス順に表示し、各投稿のエンゲージメントメトリクスもわかるLinkedIn投稿セクション。
• 他地域の企業ページも分析できるヘッド・トゥ・ヘッド比較ダッシュボード。
• 特定のキャンペーンとしてタグ付けした投稿の総合パフォーマンスに基づくキャンペーンレポート。

これらすべてのLinkedInアナリティクスレポートは、右上のダウンロードをクリックして簡単にダウンロードし、他のチームメンバーと共有できます。CSV、PPT、PDF、XLSでのエクスポートに対応しています。LinkedInデータをGoogleのLooker Studioにインポートすることも可能です。

There are a number of LinkedIn metrics you should track in order to gain a full understanding of how your content is performing and if you need to make changes to your LinkedIn activity or overall strategy.

Finding the best LinkedIn content metrics to track helps you determine whether your strategy is working or not. There are different categories of analytics that help you understand different things, like how your content is performing, who your audience is, and more.

Those categories include:

• Content analytics
• Visitor analytics
• Follower analytics
• Lead analytics
• Newsletter analytics
• Competitor analytics
• Employee advocacy analytics
• LinkedIn traffic analytics

Let’s walk through the different LinkedIn profile analytics you might want to consider tracking, broken down by category.

Content analytics

LinkedIn content analytics refers to how your LinkedIn posts are doing—both individually and as a whole. Your overall LinkedIn marketing strategy relies heavily on your organic content performance, so there are a lot of metrics and KPIs to track here.

Luckily, Socialinsider can be a big help. Here are some of the most important LinkedIn metrics to track, all of which can be found right inside your Socialinsider dashboard.

Reach (available in Socialinsider)

Reach is the number of people who have seen your LinkedIn content. This is the count of unique viewers of each LinkedIn post.

Understanding how many people each of your posts reaches helps you to see how your content is doing against the LinkedIn algorithm. Ideally, your post reach is equal to or greater than the number of followers your LinkedIn account has.

Note: If you’re checking this metric in your native LinkedIn analytics dashboard, it will be called “unique impressions” instead of reach.

Impressions (available in Socialinsider)

Impressions refers to the number of times your post has been seen. This number may be greater than reach as it will count all views, rather than individual people who have seen your post. So if someone has viewed your post twice, that would count as one towards reach, but two towards impressions.

You want your impressions to be higher than reach because it means that people may be coming back to check out your content again and again—a good sign that it’s resonating with your audience.

Engagement (available in Socialinsider)

Engagement refers to the number of interactions people have had with your content. On LinkedIn, this includes interactions like:

• Likes/reactions
• Comments
• Reposts
• Link clicks
• Video views
• Follows

If you’re posting content and not receiving any engagement, you need to rethink your content strategy. People must not be resonating well enough with your posts if they’re not leaving any reactions or comments. Play around with different types of content until you start generating engagement.

Clicks (available in Socialinsider)

Clicks are the number of times someone has clicked on your LinkedIn post. This could include clicks on a link you’ve shared, clicks on your content to read more, clicks to your company page, or clicks on a document you’ve shared.

In Socialinsider, you’ll be able to see engagement data with or without clicks. This is because clicks are metrics you’ll only gain access to when you connect an authorized LinkedIn account that you manage.

This way, you can get a more accurate comparison of certain engagement metrics by comparing engagement rates without clicks to your competitors—while also having data like engagement rate with clicks for your internal usage.

Reactions (available in Socialinsider)

On LinkedIn, reactions refer to the number of ways someone can react to a post. What started as just “likes” when LinkedIn launched has now increased to:

• Like
• Celebrate
• Support
• Love
• Insightful
• Funny

Though many people may just leave a simple “like,” having the option for people to leave additional reactions gives you an idea of how they feel about your content. Plus, leaving a reaction other than a “like” takes more time, meaning they wanted to dedicate more to your post than a quick click of the “like” button.

Comments (available in Socialinsider)

Comments, of course, tell you how many people have left a comment on your LinkedIn posts. You want to see this number continue to grow as you grow your LinkedIn presence.

One great way to increase the number of comments you receive is to end each of your LinkedIn posts with a question. Aim to start some dialogue around your post’s topic to see if that engages your audience better.

Reposts (available in Socialinsider)

Reposts (also known as shares) refers to the number of times someone shared or reposted your post onto their own profile or company page. When people repost your content, it opens you up to reaching a whole new audience—so you want to increase reposts.

Start by having your employees re-share your content (we’ll talk a bit more about this in the employee advocacy analytics section) and make sure to continue creating content that your audience will enjoy.

Engagement rate (available in Socialinsider)

Engagement rate is found by dividing your total engagement by your total followers, total reach, or total impressions (then multiplying by 100 to get it in percentage form). You’ll find all three of these engagement rate calculations within your Socialinsider dashboard to give you a clear idea of how engaged your audience is.

Top-performing posts sorted by engagement (available in Socialinsider)

In the Posts section of your Socialinsider dashboard, you can get a line-up of your top-performing posts sorted by engagement. You can also filter to view them by:

• Engagement rate
• Date
• Engagement/impressions rate
• Impressions
• Clicks
• Views

Again, look for patterns to see if you can tell which types of posts are remaining at the top, no matter which way you sort.

Content formats sorted by impressions (available in Socialinsider)

Under the Impressions tab of your Socialinsider insights, you can view your Post types by impressions bar chart. This shows you which types of posts (i.e., link shares, images, videos, polls, native documents, text, carousels) are getting the most impressions so that you can create more of that post type.

Video views (available in Socialinsider)

Under the Engagement tab in Socialinsider, you can scroll down until you reach the various video metrics—one of the most important being your video views.

Video views show you how many views your videos have gotten. Keep in mind that on LinkedIn, a video view is counted after someone has been watching your video for at least three seconds. Video views are also counted if someone watched your video more than once.

Although you can also get metrics like:

• Average views per video
• Total watch time
• Average watch time per video

Content pillars analysis (available in Socialinsider)

Content pillars are the main topics that your business publishes content around. With Socialinsider, you can easily tag your posts into different campaigns based on their content pillar. Do this in the Campaigns tab of your dashboard.

This gives you insights into which content pillars are performing best. Perhaps a certain topic resonates better on LinkedIn while other topics might perform better on other platforms. Adjust your content strategy accordingly.

Next, you’ll want to dive into your visitor analytics to get an idea of who is checking out your LinkedIn company page. You’ll find these metrics within your native LinkedIn analytics dashboard.

Let’s walk through each section of the LinkedIn visitor metrics to give you a better idea of the data analytics you can find—and what it means for your strategy.

Visitor analytics

The visitor highlights gives you three main insights:

• Page views: The number of times your company page has been viewed
• Unique visitors: The number of unique individuals who have visited your company page
• Custom button clicks: If you have a custom button set up at the top of your company page, this tells you how many times it was clicked in a given reporting period

This highlights section provides the perfect birds eye view of your company page performance.

Visitor metrics

This area showcases visitor metrics that are based on your page traffic. Filter this by time ranges to watch the line graph adjust based on your request. You can also see how many people checked out your different page sections, the number of times your page was viewed, as well as your unique visitors (again).

Visitor demographics

Here, you can get a better understanding of the type of person that’s regularly visiting your company page based on their profile demographics.

Find details like:

• Job function
• Location
• Seniority
• Industry
• Company size

This can help you gauge whether or not you’re reaching the right people with your content.

Life page traffic

Life pages are custom pages that let you share more of your company culture with job seekers on LinkedIn. You can share more of what your company does, who works for you, and more. This is a great way to appeal to talent during hiring periods.

And you can get insights specifically about your life page performance under the Visitors tab. Find metrics like total visitors as well as unique visits to make sure people are checking out your published life page.

Follower analytics

The third tab in LinkedIn’s native analytics dashboard tells you all about the people who have actually clicked that Follow button and are now actively following your company page.

Let’s dive into the different follower metrics you can find within the native LinkedIn analytics tool.

Follower highlights

Get quick insights into your LinkedIn followers in the highlights area. You’ll find:

• Total followers: The total number of followers your company has on the platform
• New followers: Your follower growth within the last 30 days, along with your growth percentage

Follower metrics

In this section, you get access to a line graph showcasing how your follower growth has changed over a given period of time. While this graph will likely show some periods of growth and others of decline, you ideally want to see upward trends overall.

Follower demographics

This section houses similar data to the visitor demographics section. Find out who is following you based on their set LinkedIn demographics. You’ll see info like:

• Job function
• Location
• Seniority
• Industry
• Company size

All followers

This section showcases your company page followers along with certain details about them plus when they followed your page, listed in order of recency.

Lead analytics

As LinkedIn is a professional social networking platform, it of course provides the option to generate leads. And it has an analytics report just for you to see how your lead generation is doing.

In this section, you’ll be able to see each lead generation campaign you’ve run, when it was created, its current status, and how many leads it’s generated. Then, you’ll be able to download a file of all leads to add to your CRM and start nurturing them.

Newsletter analytics

If your company has started its own LinkedIn newsletter, you’ll want to pay attention to this section in your LinkedIn analytics platform—it’ll help you get an idea of how your newsletter is performing.

Let’s dig through the sections available in the LinkedIn newsletter analytics report.

Trends

See trends of your newsletter over a given time frame. The specific metrics you can find here are:

• Article views: The number of times your newsletter content has been seen
• New subscribers: The number of new people who have subscribed to your newsletter

You’ll also see a line graph so you can visually see any growth.

Article totals

Here, you’ll get key metrics from your newsletter, like:

• Impressions: Total number of views your newsletter has gotten
• Engagements: Total number of engagements your newsletter has gotten
• Article views: Total number of times someone has clicked on one of your articles to open and read it

Subscriber demographics

Filter through your subscribers based on their:

• Job function
• Location
• Seniority
• Industry
• Company size

New subscribers

View your subscribers in order of recency. You’ll see snippets of their profile, showing you their job title and level of connection.

Competitor analytics

Next, you can find your LinkedIn competitor analytics. First, you’ll need to add pages that you want to compare your own performance to.

From there, you’ll get access to a couple new sections that can help you track your growth versus their growth.

Competitor highlights

Here, you can see how many posts you shared versus your competitors within the last 30 days, as well as your engagement rate versus theirs.

New follower metrics

See where you rank in new followers versus the competition over the last 30 days in this chart.

Organic content metrics

See where you rank in total engagements and total posts amongst your competition with this section.

Employee advocacy analytics

This section tells you which employee advocacy metrics to track, giving you an idea of how active your employees are on the platform. As LinkedIn is focused more on professionalism, many employees use it to promote or mention the brands they work for.

This is called employee advocacy—when your team members are actively advocating for your company—and can be a great way to reach a wider audience and generate more leads and sales.

If you’re wanting to run an employee advocacy campaign, you’ll want to take advantage of this section. It gives you details like:

• How many employees are posting
• How many LinkedIn members are interacting with your employees
• Content that’s been recommended to your employees

There are a number of different metrics you can track here, depending on what you’re looking to get out of your employee advocacy program.

プラットフォームの優れたレポーティング機能のひとつは、LinkedInの各投稿のアナリティクスを個別に確認できる点です。この機能は、LinkedIn自身のプラットフォーム内のコンテンツアナリティクス内にあるコンテンツエンゲージメントセクションに含まれます。

ここでは、投稿ごとにエンゲージメントデータがわかりやすいグラフで確認できます。次の情報が表示されます：

• 投稿タイトル
• オーディエンス
• ブースト有無
• 投稿者
• 作成日
• インプレッション
• 視聴回数
• クリック数
• CTR
• リアクション
• コメント
• リポスト
• フォロー数
• エンゲージメント率
• エンゲージメント

さらに、Socialinsiderのダッシュボードなら、これらすべての情報やそれ以上の内容も確認できます。投稿セクションに移動し、各投稿下部のアナリティクスを表示をクリックすれば、さらに詳細なLinkedInアナリティクスレポートを取得できます。

ここでは、次のような項目も確認できます：

• ハッシュタグ
• リアクション
• コメント
• シェア
• リーチ
• インプレッション
• リンククリック
• エンゲージメント
• エンゲージメント率
• エンゲージメント/インプレッション率
• エンゲージメントの時間別分布

さらに、Socialinsiderの投稿セクションでは、エンゲージメントやエンゲージメント率、クリック数など、さまざまなメトリクスで投稿を並べ替えて、最もパフォーマンスの高い投稿を簡単に見つけられます。

このように、上位投稿を順番に表示し、それぞれの詳細もすぐに確認できます。

アナリティクスを分析したいけれど、レポートの読み方がわからないと感じていませんか？LinkedInでインサイトをしっかり理解するための分析方法について説明します。

まずはパフォーマンストラッキングから始めましょう。ここでは各投稿のパフォーマンスや、全体のLinkedInアナリティクスに関わる主なメトリクスを確認できます。

たとえば、次のような指標を見てください：

• トップ投稿
• 投稿タイプ
• 得られているリーチやエンゲージメント
• 前回レポート期間からリーチ・エンゲージメントがどれだけ増加したか

次に、オーディエンスのデモグラフィックに進んでください。以下のデータが参考になります：

• 総フォロワー数
• フォロワー増加数
• フォロワー属性

フォロワー数は見かけの数字と思われがちですが、成長の推移を見ることも大切です。それは、どれだけ多くの人があなたのビジネスやコンテンツに関心を持ち、実際にフォローしているかを示します。

次にコンテンツ最適化のアイデアも考えましょう。パフォーマンストラッキングですでに重要なメトリクスを確認しています。これらの情報から、

• 現状のコンテンツ戦略は効果を発揮しているか
• 他より高パフォーマンスな投稿タイプがあるか
• 高パフォーマンスなコンテンツをさらに多くシェアすることで戦略を最適化できるか

そして、LinkedIn広告予算も検討しましょう。さらにリーチやエンゲージメントを高めるため、ブーストしたい投稿はありませんか？既に成果の出ているコンテンツを強化することで、より多くのオーディエンスに届けることができます。

最後に、全体の戦略調整も見直してください。正しいオーディエンスにリーチできていますか？もしできていなければ、コンテンツが適切なターゲットに届くよう、どう軌道修正できるかを考えます。

以上の情報が、LinkedInのパフォーマンスを正しく把握し、データを適切に読み解き、アクションにつなげる一歩になります。

LinkedInパフォーマンスレポートをエクスポートする方法は2つあります。LinkedInダッシュボード内、またはSocialinsiderのようなサードパーティのレポートツールを利用することができます。

LinkedInのデータを直接エクスポートするには、LinkedInアナリティクスダッシュボードにアクセスしてください。エクスポートしたいレポート（コンテンツ、訪問者、フォロワー、競合、リード、従業員アドボカシー）を選択し、該当するタブをクリックします。

その後、ダッシュボード右上のエクスポートボタンをクリックします。期間（直近1週間、1ヶ月、四半期など）を選択し、エクスポートを完了させます。

XLSファイル形式でレポートをダウンロードでき、Microsoft Excelで開いて編集や追加が可能です。

また、先ほどご紹介したように、Socialinsiderのような高機能なソーシャルメディアアナリティクスツールを使ってLinkedInデータをエクスポートすることもできます。アカウントにログインし、LinkedInプロフィールアナリティクスダッシュボードにアクセスしましょう。

利用可能な個別レポート（サマリー、コンテンツ、エンゲージメント、リーチ、インプレッション、オーディエンス、投稿、比較、キャンペーン）をエクスポートできます。まず、共有したい期間を選択します。次に、レポートダッシュボード右上のダウンロードボタンをクリックします。

レポートのダウンロード形式は、XLS（Microsoft Excel）、PDF（ドキュメント）、PPT（Microsoft PowerPoint）から選択できます。

追跡したい主要メトリクスをサマリーページにまとめて、PDFとしてエクスポートするのが、LinkedInパフォーマンスレポートを簡単に作成するもっとも手軽な方法です。必要な情報がすべて含まれているため、チームで追加作業は不要です。あとはエクスポートするだけで、すぐにプレゼンテーションが可能です。

Want to see how your personal LinkedIn profile is performing? You can do that inside LinkedIn as well! Keep in mind that you won’t be able to use a third-party reporting tool to view your personal LinkedIn analytics, but you should be able to get a basic overview within LinkedIn’s tools.

Head over to your LinkedIn profile, then scroll down until you see the Analytics section. At a glance from your profile, you’ll be able to see how many profile views, post impressions, and search appearances your profile has gotten within the last week.

Click Show all analytics to view even more.

Within your LinkedIn profile analytics, you’ll be able to see insights like:

• Post impressions: How many times your LinkedIn posts have been viewed over the last seven days, alongside a percent change statistic
• Followers: The total number of followers you have, plus how much that number has grown or shrunk in the past seven days
• Profile viewers: The number of individual people who have viewed your profile over the last 90 days
• Search appearances: The number of times your profile has appeared in LinkedIn’s search results for other users over the previous week

You’ll also be able to keep track of recommended tasks to keep your profile active as well as the creator tools you have access to.