Skip to content
(314) 849-6969 (314) 849-6969

Estimated reading time: 6 minutes

LinkedIn is a professional networking site that has revolutionized how professionals network and interact with one another. Let’s talk more about what to focus on when analyzing LinkedIn analytics.

LinkedIn is a complex social media platform with loads of things that you need to take into consideration when developing a LinkedIn strategy. The sheer number of metrics can be a little difficult for you to focus on.

Here is a list of metrics that you should be focusing on when analyzing LinkedIn analytics:

1. Visitors

Visitors on LinkedIn are the people who have visited your profile, as the name suggests.

The more visitors you’re getting per day, the more chances you have to convert them into followers and eventually customers and clients.

But how does a LinkedIn beginner go about converting their visitors into followers?

Well, for starters, you should have great content on your profile. Great content that is insightful and valuable provides a visitor with a genuine reason to follow you.

Another thing you can do on LinkedIn to increase your visitors and eventually followers is to collaborate with other people with a sizeable following. That will help drive traffic to your platform.

If you’re driving your LinkedIn visitors to another website then you’ll want to engage them as soon as possible. To decrease your bounce rate, you’ll need to increase engagement between you and your audience, and a live chat app would be a great way to do that and much more.


Follow us on social media

Followers on LinkedIn have a greater chance of seeing your posts.

Some people may consider followers as a vanity metric. And while that may be true for most other social media platforms, but LinkedIn is different.

Almost everyone on LinkedIn is there for a reason, to represent themselves in a professional capacity and network with people in industries of interest.

The quality of your followers on LinkedIn is much higher than on any other platform. So, it will be in your interest if you have a large following on LinkedIn.

There are two kinds of followers on LinkedIn; organic and paid.

With paid followers on LinkedIn, you have to take into account the resources you spend to acquire these followers.

If you would like to have more followers on LinkedIn, you should start by optimizing your profile’s SEO. That way, more people will be able to discover your profile.

Another thing that you should do is publish content quite regularly. You not only get to cement your position as an expert in your industry but also get a chance to attract likeminded individuals to your profile.

3. Demographics

Demographics are important for any social media platform, but even more so from LinkedIn.

Demographics help you understand who’s following you. Building a buyer’s persona becomes a whole lot easier when you have the help of demographics.

The demographics available to you on your LinkedIn help eliminate a lot of the guesswork on your part.

Let’s say that you want to create some kind of content for your audience. Without understanding your demographics, you will most probably end up with content that does not interest your audience a great deal.

To get the most out of your hard work, only create content that is specially tailored to help your audience. This will not only save you time and resources, but it will also help to appeal to your audience even more.

4. Engagement Metrics

Engagement metrics consist of all kinds of things like comments, shares, likes, clicks, impressions, among other things.

An impression is how many people actually ended up seeing your content.

You cannot realistically expect all of your audience to see your content on LinkedIn or any other social media platform for that matter. Other individuals and organizations are competing for that same space on a user’s feed.

Getting impressions is the first step you’ll need to take.

The next engagement metric that you should think about is the number of clicks you get. That’s the number of people who have seen your content and decided to interact with it.

Likes work similarly to other likes on social media platforms. They indicate how good a piece of content was. It also shows that your content or post was able to resonate with your audience.

Comments are interesting as they allow you to interact with your audience. Generally, you’ll want to interact with every comment. It shows that you care and that you have a desire to interact with your audience, increasing your likeability.

Shares show that a user found your content to be valuable enough to share with their circle. If your content is really good, it will help your piece of content gain more traction, resulting in more brand awareness for your profile.

5. CTR

Pay attention to the CTR for your LinkedIn

CTR or Click Through Rate is a common metric. What it means is that how many people landed on your landing page after clicking on your ads on LinkedIn.

The higher your Click Through Rate, the higher your chances of making conversions.

If you’re struggling with CTR, you should reevaluate the kinds of ads you are using on LinkedIn. Also, make as many specific and targeted landing pages as that will help with overall conversions.

If you are not used to marketing or advertising, make sure to have a quality copy. The copy is the little piece of text that accompanies your ad, compelling your audience to do an intended action, like clicking on a link, etc.

6. CPA

Cost Per Acquisition (CPA) is the money you spend to get a customer or client.

To get the most out of your advertising budget on LinkedIn, try having a low CPA. This may not be possible for several industries or audiences, as the CPA for them is genuinely high.

You should aim to get hit at least the average CPA for your target audience. If not, you should reevaluate your ads and how you are choosing to spend your resources.


If you are a professional in any niche or industry, LinkedIn is the networking platform to be on. There are loads of advantages to be on LinkedIn. You get to grow your network and have access to the latest thought on industry leaders within your niche and beyond.

Knowing which metrics to keep track on LinkedIn will help you grow your network and become a respected and well-known member within your niche.

Guest Post Author Bio:

Hamzah Adil is a digital marketer who has a knack for analytics given his background in computer science. He’s currently working for a startup that has launched a new live chat app called SwiftChat.

Contact Matchbox Design Group Today!

If your website could use a refresh or you’re looking to drive more traffic to your site, fill out the form below and we’ll contact you to learn more about your digital needs.

About the Author

James McMinn

Senior Digital Strategist

James is a savvy digital marketing specialist with a Masters of Science in Internet Marketing. For the past fourteen years, he has been specializing in SEO, PPC & Marketing Strategy. He has a super sharp analytical mind and a finely tuned creative eye for marketing initiatives that optimize brands.

View more posts by James or check out profile.