LinkedIn Analytics: The 2024 Guide for Marketers

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LinkedIn Analytics: The 2024 Guide for Marketers


Ever wonder who’s looking at your profile on LinkedIn? Or how effective your company’s page is at generating leads? With the power of LinkedIn analytics, you can track, measure, and optimize your LinkedIn data to improve your personal brand or business page.

This guide will cover all the ins and outs of LinkedIn analytics, including what LinkedIn metrics to focus on, how to interpret the data, and some additional tools to take your marketing efforts to the next level.

What is LinkedIn analytics?

LinkedIn analytics is the data and statistics behind your LinkedIn activity. It provides valuable insight into who your audience is, how they’re interacting with your content, and the overall effectiveness of your social media strategy on the platform.

For example, you can use LinkedIn analytics to see how many people have viewed your profile, how many likes your last carousel post got, or the number of clicks your company page received in the past month. You can even get super granular and see where your visitors live, their job titles, and what industries they work in.

How to use LinkedIn analytics

There are two main ways to track metrics using LinkedIn analytics:

  1. LinkedIn’s built-in analytics tools, or
  2. Third-party tools, like Hootsuite’s LinkedIn analytics product

The route you take depends on your social media marketing strategy and what you want to track. Let’s look at each option in more detail.

Native LinkedIn analytics tool

The native LinkedIn Analytics tool is available to all Page admins. It provides detailed insights into your page’s performance.

To access the LinkedIn dashboard, go to your company page and click on the Analytics tab on the left side of your screen.

linkedin analytics button shown on business page

This opens up a new page where you can view analytics for Content, Visitors, Followers, Leads, Competitors, and Employee advocacy.

linkedin analytics page showing content, visitors, followers, leads, competitors, and employee advocacy tabs

You can also find a quick snapshot of your last 30 days of activity on the right-hand side of your LinkedIn page feed.

linkedin analytics snapshot shown in right side of business page

Here’s a breakdown of metrics available in the native LinkedIn analytics tool.

Content analytics

Content analytics give an overview of your posts’ performance. Metrics like reactions, comments, and reposts can be found here.

content analytics on linkedin, with line graph showing change in impressions over 90 days

You’ll also be able to view graphs depicting your content performance over time. This includes things like clicks, impressions, and your overall engagement rate.

Visitor analytics

Visitor analytics show you people who are coming to your page but aren’t loyal followers of your brand on LinkedIn — yet!

You can use this data to spot traffic patterns and tailor your LinkedIn updates to new visitors. This can lead to visitors converting into new followers and increased social engagement.

Here, you’ll find detailed information about your visitor demographics, including their job function, seniority, industry, and company size.

visitor metrics on linkedin analytics, showing the fields visitors work in as well as page views nad custom button clicks

These LinkedIn metrics highlight who is interacting with your page content and updates. When you understand your followers, you can create content that speaks directly to them. This can help improve engagement and traffic.

(Find out more about important LinkedIn demographics here.)

Scheduling tools like Hootsuite can also help you convert visitors to followers. When you find out which posts perform best, use Hootsuite to promote them as sponsored content and draw in new audiences.

Follower analytics

Your Follower analytics include how many new people have followed your page and your total follower count. You’ll also see a geographic breakdown of where your followers live. Use this data to find emerging markets or double down on campaigns in place you’re already resonating.

linkedin follower analytics showing change in followers over time as well as where they live geographically

Other follower demographic data includes job function, company size, industry, and seniority. Use these to inform your content strategy and create content aimed at your biggest fans.

At the bottom of the page, you’ll see a list of all your current followers. This includes both individual and business pages.

list of all followers in linkedin analytics page

Lead analytics

If you have a lead generation form on your LinkedIn page, you can also track leads and conversions. Look at metrics like conversion rate and cost per lead to get an idea of your campaigns’ effectiveness.

lead form analytics in linkedin, showing status and number of leads, plus a download button

You can also download your leads and measure the impact of your campaign by viewing metrics like completion rate, cost per lead, and more. This data will help you understand what’s working and what isn’t so you can improve your results.

Competitor analytics

LinkedIn competitor analytics allow you to track and compare your page’s performance against similar businesses or organizations. This can help you identify areas where you are doing well and areas where your competitors may be outperforming you.

Currently, you can benchmark your performance against your competitor’s followers and organic content and see trending competitor posts.

page showing five competitors ranked by followers and organic content in linkedin

Take it even further with Hootsuite’s industry benchmarking tool, which offers detailed data on brand awareness, amplification rate, clicks, audience growth, and more.

competitor benchmarking data in hootsuite for linkedin channel showing plot graphs of engagement rate and likes

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Employee advocacy analytics

These numbers help LinkedIn Page admins review how employees engage with recommended content.

(Note: These numbers will be more useful if you have employees!)

employee advocacy metrics on linkedin native analytics platform

You can view metrics like the number of recommendations made for employees and the number of comments on employee posts. You can also see how many LinkedIn members you reached through your employee advocacy program.

Linkedin hashtag analytics

Hashtags on LinkedIn are becoming increasingly popular for organizing and categorizing content.

While there’s no specific LinkedIn analytics page for hashtags, we found a creative way to measure hashtags without one.

To find your LinkedIn hashtag analytics, go to your LinkedIn page and enter the hashtag you want to track into the search bar.

linkedin search for hashtag #socialmediamarketing

From here, you can filter by posts, people, or companies using the hashtag. This can give you a better understanding of the conversation around that topic and help you connect with relevant individuals or businesses.

list of top performing posts for linkedin hashtag #socialmediamarketing showing hootsuite as number one result

LinkedIn post analytics

Want to know how a single post is performing?

Drill down on the LinkedIn metrics for a specific post by clicking View analytics inAnalyticsom right corner of a post.

post from hannah macready promoting hootsuite article with arrow showing the view analytics button in bottom right corner

This view will show you the number of impressions and engagement your post received. It can also show you the demographics of people reached.

post analytics for individual post showing discovery, engagements, and top demographics of users ranked by company size

Linkedin newsletter analytics

Did you recently start a LinkedIn newsletter? Then, you’ll want to monitor the performance of your content.

LinkedIn’s native analytics platform lets you track the subscriber count, click-through rate, and open rate of your newsletter. You can also measure the success of your newsletter by tracking how many people unsubscribe from it.

LinkedIn profile analytics

Tracking profile analytics is a good idea if you offer professional services from your LinkedIn profile or act as a brand ambassador.

These stats can be found on your profile, directly under Your Dashboard.

linkedin profile analytics tab shown directly under profile picture on individual linkedin page

More detailed LinkedIn analytics in Hootsuite

Hootsuite’s LinkedIn analytics product gives you all the information you need to track your brand’s performance on LinkedIn—in one place.

When you connect your LinkedIn account to Hootsuite, you can:

  • View detailed analytics for your Company Page and profile
  • Compare your social media stats side by side
  • See how your content performs over time
  • Download and share customized reports
  • Get real-time alerts when someone mentions your brand
  • Add multiple LinkedIn accounts to Hootsuite and switch between them with just a few clicks.

Hootsuite’s LinkedIn analytics tool offers more detailed LinkedIn metrics than LinkedIn’s native tool. These stats include page engagement, post video views, amplification rate (i.e., the number of followers who share your content), and more.

See a complete list of Hootsuite LinkedIn metrics here.

Hootsuite is also great for managing one or more LinkedIn Company pages. Your Hootsuite dashboard lets you track vital stats like page views, follower growth, and engagement.

Track content performance over time and compare your page stats against competitors. You can use this data to adjust your strategy on the fly to ensure you’re always getting the most out of LinkedIn.

Hootsuite LinkedIn performance report

Need to share your LinkedIn analytics with your team or clients? Hootsuite lets you easily create customized reports for business and personal LinkedIn pages.

Personal pages can include data on post-performance, such as comments, tags, and reactions.

hootsuite personal linkedin report showing metrics for post reactions, comments, and a weighting table of best performing posts

Business pages can choose from overview reports, which include metrics like page engagement, impressions, reach, and top posts.

hootsuite dashboard showing linkedin analytics which includes graphs and metrics like engagement rate

Audience reports, which include follower demographics and trends over time.

And engagement reports, which measure specific post reactions like comments, shares, and clicks.

linkedin engagement report shown in hootsuite with detailed metrics for post comments, likes, shares, and video views

Best of all, you can compare your LinkedIn reports to other social media platforms that you manage in Hootsuite, giving you a clear, comprehensive view of your social media performance.

cross-channel social media report in hootsuite, comparing all channels with line graphs, metrics, and data

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The best LinkedIn metrics to track

There are countless LinkedIn metrics available to marketers. But does that mean you should be tracking, monitoring, and reporting on them all?

Nope! That’s a lot of data.

Which LinkedIn metrics you should track depends on the marketing goals you set.

For example, if your brand is trying to engage new audiences through its published posts, keep an eye on content analytics. If you want to grow brand awareness on this platform, track followers’ and visitors’ analytics.

If you’re brand new to monitoring LinkedIn metrics, start simple. Here are some basic metrics you should be tracking.

Content metrics to track

Here are the best LinkedIn content metrics to track. Plus, learn how the LinkedIn algorithm works so your content is seen more often.

Impressions

This metric lets you know the total number of times your LinkedIn update is visible for at least 300 milliseconds. This tracks when the post is also, at minimum, 50% in view to a user logged into LinkedIn.

impressions shown in linkedin analytics as a line graph

You might also want to track unique impressions. This is the number of times your post displays to individual signed-in members. Unlike impressions, unique impressions won’t count when a user sees the same post multiple times.

unique impressions shown as a line graph going up and down over time, in linkedin analytics

Reactions, comments, and shares

These engagement metrics count the number of times your post received a reaction, comment, or share.

LinkedIn Reactions are used to display different emotional responses to your content. Users can select emojis to show that they like, celebrate, support, love, find insight, or feel curious about the content you share.

reactions shown on hootsuite linkedin post by hovering over like button

Shares are the number of times a user decides to share your content with their own LinkedIn following, expanding your post’s reach.

Comments are the number of user comments left underneath your post.

users responding positively to hootsuite in linkedin comments

Clicks

A click tells you your call-to-action worked. In other words, a user engaged with something of yours on LinkedIn instead of just scrolling past it.

On LinkedIn, clicks are counted when a signed-in member clicks on your post, company name, or logo. It does not include other interactions like shares, reactions, or comments.

line graph showing click metrics over time in linkedin analytics

Engagement rate

LinkedIn calculates engagement rate by adding the number of interactions, clicks, and new followers acquired, divided by the number of impressions the post receives.

Follower and visitor metrics to track

Here are the most important LinkedIn metrics for followers and visitors to track.

Follower metrics

Followers analytics measure the number of people who would like to stay connected with your brand. Important metrics your brand should monitor include:

  • Number of followers over time: This shows how the number of your brand’s followers has increased (or decreased) or a set amount of time.
  • Total followers: The total number of current followers your business page has.
  • Follower demographics: This is useful for understanding how your content resonates with followers in certain industries, seniority levels, and locations.
  • All followers: Use this list to keep tabs on your biggest fans, and don’t forget to reach out with incentives to keep them engaged.

Visitor metrics

This shows key metrics about the visitors coming to your LinkedIn page who aren’t following you in order to see your updates regularly. Important metrics your brand should monitor include:

  • Page views: The total number of times your page was visited.
  • Unique visitors: How many individual members have visited your page. This gives you a good idea of how many people are interested in your company.
  • Visitor demographics: Understanding the job, company size, industry, location, and seniority of your visitors can help inform your content strategy and unlock emerging markets.

Employee advocacy metrics to track

Metrics from employee advocacy analytics might not mean much if you’re just starting out with your LinkedIn business page. But depending on your social media goals, there are important metrics here to track too.

With employee advocacy metrics, you can track:

  • The change in the number of recommendations.
  • Posts from recommendations.
  • Reactions to posts.
  • Comments on posts.
  • Reshares of posts.
  • LinkedIn members reached.

LinkedIn profile metrics to track

You can also review some LinkedIn metrics without a business profile. If you’re using the platform as a business influencer or to share thought leadership articles, try tracking these metrics:

  • Search appearances: The number of times your profile appeared in search results during a given period.
  • Post views: The total number of views your posts, documents, or articles have received. You can also dive deeper for a post-by-post breakdown and to see insights like reactions, comments, and share details.

Premium accounts will get more in-depth information, like who those users are, what their job title is, and the keywords they used to find you.

How to generate a LinkedIn analytics report in LinkedIn

Now that you know which LinkedIn LinkedIn analytics to use, it’s time to start creating reports.

You can create six types of reports for each of the six LinkedIn analytics types. These are:

  1. Content reports
  2. Visitor reports
  3. Follower reports
  4. Lead reports
  5. Competitor reports
  6. Employee advocacy reports

To create a LinkedIn analytics report, follow these steps:

First, navigate to your LinkedIn page.

Then, choose the Analytics tab and navigate to the tab you want to generate a report from (content, visitors, followers, leads, competitors, or employee advocacy).

On the upper right side of the screen, you’ll see an Export button. Choose the timeframe you’d like the report to cover, and click Export.

pop up asking user to select date range to export linkedin report

How to generate a LinkedIn analytics report in Hootsuite

Hootsuite users can use Hootsuite analytics to generate more than seven different types of LinkedIn analytics reports.

These include:

  1. Overview reports
  2. LinkedIn personal post reports
  3. LinkedIn audience report
  4. LinkedIn engagement report
  5. LinkedIn post engagement report
  6. Cross-channel reports
  7. Competitor reports

To generate a LinkedIn analytics report using Hootsuite, start by logging into your Hootsuite dashboard. Next, choose the Analytics button from the left-hand menu.

arrow showing analytics button on left hand menu in hootsuite dashboard

Then, select All reports.

arrow showing all reports link in left hand side of hootsuite analytics menu

Now, click the New Report button on the top right of your screen.

arrow pointing to new report button in linkedin analytics menu

Then, choose from LinkedIn Pages for business or LinkedIn profiles for personal.

two arrows showing linkedin personal and business report options in hootsuite analytics dashboard

Choose the type of report you want to generate, then click Create Report. Make sure your LinkedIn page or profile is connected by selecting it from the social account dropdown menu.

arrow showing dropdown menu in hootsuite analytics to select correct linkedin account

If you want to share your report, click on the Share with Teammates button in the top right corner. You can also export your report using the Export button in the top-right.

two arrows showing share and export options in hootsuite linkedin analytics report

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This is only the beginning of Hootsuite’s reporting capabilities. Ready to see yourself? Try any Hootsuite plan free for 30 days.

LinkedIn analytics tools to learn even more about your performance

Here are a few of the best LinkedIn analytics tools to help you track, measure, and optimize your LinkedIn content.

Hootsuite Analytics

If your company has accounts on several social media platforms, Hootsuite Analytics can make your job a lot simpler.

Connecting your LinkedIn account to Hootsuite lets you schedule posts in advance and at optimal times, but that’s not all. You can also measure how your LinkedIn analytics compare to your other social metrics.

Hootsuite Analytics lets you:

  • Track, monitor, and compare metrics for your brand’s multiple social accounts from one place.
  • Set performance benchmarks, making it easier to work toward your goals.
  • Create customizable, clear-to-read reports that are easy to share with your team.

Hootsuite Analytics mixed overview social post engagement

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Hootsuite Insights

Advanced social listening tools like Hootsuite Insights (available to Hootsuite Enterprise plans) help you monitor ongoing conversations about your brand.

This tool, in particular, helps you “hear” what people say about your brand on social media. You can use Insights to track mentions, highlight trends, and join important conversations.

You can even compare audience demographics across networks or look at the aggregate picture of your audience for all networks combined.

This is a tool that tells you a lot about your audience — and how they feel about you.

hootsuite insights brandwatch dashboard showing graphs and word charts for audience sentiment

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Hootsuite Advanced Analytics

Advanced Analytics is our extra-powerful analytics tool available on demand for Business and Enterprise plan users. It lets you measure the value of your social efforts, including those on LinkedIn.

Hootsuite Advanced Analytics goes beyond vanity metrics to showcase the entire customer journey.

For example, see how someone goes from clicking on your LinkedIn post to making a purchase. Or from reading your LinkedIn update to signing up for your newsletter.

three hootsuite analytics dashboards showing various graphs and metrics

Request a demo of Hootsuite Advanced Analytics

LinkedIn Hashtag Analytics by FILT Pod

Ever wonder how your hashtags are performing on LinkedIn? This FILT Pod tool lets you track how many likes, comments, and followers your hashtags bring in. You can use it within your Hootsuite dashboard.

You can even view your entire history to see which past hashtags have brought in the most traffic.

Learn more about Linkedin hashtag analytics by FILT Pod here:

LinkedIn analytics FAQ

How do I see analytics on LinkedIn?

To see analytics on LinkedIn, go to your company page and click on the Analytics tab on the left side of your screen. This will bring you to your LinkedIn analytics dashboard, where you can see content, visitor, follower, lead, competitor, and employee advocacy analytics.

Can you see analytics for a personal LinkedIn profile?

Yes, you can view your personal LinkedIn analytics by clicking on the Me icon in the top right corner of your LinkedIn homepage and then selecting View profile. Your analytics will be shown just below your top profile section. Click Show All Analytics to see a more in-depth breakdown.

Easily manage your LinkedIn Page alongside your other social channels using Hootsuite. From a single platform, you can schedule and share content and engage your network. Try it today.

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