A woman looks at her smartphone. On the desk in front of her is an open laptop.
Like most social media sites, LinkedIn provides stats for you to better understand your brand's online following. — Getty Images/PeopleImages

If you have a LinkedIn page for your business, you’re probably hoping to build brand awareness and reach new customers. Tracking these six stats will ensure you’re on track to meeting your goals.

[Read more: A Quick Guide to Marketing Your Business on LinkedIn]

Total followers

Your total followers will give you insight into your audience and whether or not your page is reaching new people. When you check your analytics dashboard, you can see how your follower count has changed over time.

Of course, a large following doesn’t matter if you’re targeting the wrong audience. You need to understand who's following you and if you're targeting the right people. Your LinkedIn analytics will show a breakdown of the average seniority level, job function and company size.

You’ll also see what industry most of your followers are in. This information matters if you’re targeting companies in a particular industry, but it could also help you identify new industries to branch into.

Visitors

In addition to tracking your followers, you want to track how often new visitors find your company’s page. You’ll be able to see the total number of views, as well as the unique views within a specific time frame.

You’ll also be able to track the demographics of your visitors. It can help to see if these demographics match up with what you see from your total followers.

If you notice that your page isn’t getting many views, then you may need to increase the time you spend engaging with other users on the platform. It can also help to promote your LinkedIn page on your website and in your weekly newsletters.

Search appearances

Tracking your search appearances will help you see if the right people can find your company. To track this, you’ll click on the Me icon on your homepage. From there, you’ll view your profile and click “Search Appearances.”

This metric will show you where your searchers work, what they do and what keywords they used to find you. If your search appearances are low, this may be a sign that you need to update your company’s profile with more detailed information.

A high CTR means not only did your audience find the content compelling, but they were willing to take action on it.

Engagement on your posts

When you share new content on your page, what kind of engagement do you get? You can measure engagement by the number of likes and comments you receive.

You’ll also see how many times your followers shared the post. When people share your posts, they become available to a new network of people and expand your business’s reach.

These stats are vital because they can help you identify what types of content perform best with your audience. By measuring engagement, you’ll be able to see what topics your audience finds the most interesting.

You may also notice that your audience is more engaged during a certain time of day. All of this will help inform your content strategy going forward.

Click-through rate (CTR)

Your click-through rate is the best way to measure how well your content is performing. The CTR measures how many people saw your post and then clicked on it to learn more.

A high CTR means not only did your audience find the content compelling, but they were willing to take action on it. If you notice that your CTR is low, then you might want to start experimenting with different types of content, like using video or adding images to text.

And just changing the formatting on your posts to include bullet points, emojis and spaces between sentences will make the post easier to read and more eye-catching.

[Read more: A Quick Guide to Using LinkedIn Sales Navigator]

Website traffic from LinkedIn

Another good way to measure your success on LinkedIn is by seeing how much website traffic you receive from the platform. This metric will help you see whether or not LinkedIn is helping you grow your business.

To track this, you’ll log into your Google Analytics dashboard and click on the Social tab. From there, you’ll see a breakdown of how much of your traffic comes from each social media network.

You’ll also see other important metrics about your traffic, including:

  • The average number of page visits from LinkedIn.
  • The average visit duration.
  • What devices your website was viewed on.
  • The total bounce rate.

[Read more: 6 Tools for Selling on Social Media]

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Published January 27, 2021