7 LinkedIn Metrics You Need to Track to Measure Success

LinkedIn has become an invaluable platform for professionals, businesses and brands to build their network, generate leads, and drive engagement. With over 722 million users worldwide, LinkedIn offers a wealth of opportunities to connect with your target audience.

However, simply having a presence on LinkedIn is not enough. You need to actively track and measure your performance to gauge the success of your LinkedIn strategy. Choosing the right LinkedIn metrics to monitor can provide actionable insights that will enable you to refine your approach for better results.

In this comprehensive guide, we will explore the top 7 LinkedIn metrics that you should be tracking, along with tips on how to analyze and optimize each metric. Let’s get started!

Why You Should Track LinkedIn Metrics

Here are some key reasons why tracking LinkedIn metrics should be an essential part of your social media strategy:

  • Monitor growth and engagement: Metrics allow you to monitor the growth of your audience, engagement levels, and how people are interacting with your content over time. This shows you what’s working so you can do more of it.
  • Benchmark performance: Establish benchmarks for each of your goals so you can measure your progress against KPIs and objectives. This keeps you accountable.
  • Identify what content resonates: See which types of content get the most engagement. This allows you to create more of what works.
  • Optimize your approach: Analyzing metrics enables you to spot issues and finetune your LinkedIn strategy for better results. You can optimize both organic content and paid campaigns.
  • Prove ROI of investment: Hard metrics demonstrate the concrete ROI from your time and money invested in LinkedIn. This helps justify further investment.
  • Outperform competitors: Keep an eye on competitors’ LinkedIn activity along with your own metrics to outperform them. You can even repurpose their best content ideas!

Now let’s explore the top 7 LinkedIn metrics to track for marketing success.

1. Follower Growth

Your number of followers on LinkedIn is a vanity metric that gives a sense of your reach and visibility on the platform. However, it’s an unreliable measure of engagement by itself. You want to monitor both follower growth and engagement metrics.

Here are some tips for tracking and boosting follower growth:

  • Benchmark follower numbers: Establish a baseline and monitor your follower count weekly or monthly. Set goals for follower growth – aim for 10-20% growth month over month.
  • Analyze follower sources: Check your follower analytics to see where new followers are coming from – your content shares, ads, or follower recommendations. This can help inform your strategy.
  • Engage your audience: Post regularly, comment on others’ posts, like and share content. This raises your visibility and prompts followers.
  • Leverage hashtags: Participate in trending hashtags and industry hashtags like #socialmedia, #marketing. This expands your reach.
  • Run follower campaigns: Consider running paid campaigns to promote your LinkedIn page. Follower numbers lift brand image.
  • Optimize your profile: Include keywords in your profile headlines and descriptions. An optimized, complete profile attracts more followers.
  • Share great content: Share informative articles, infographics, videos, and tweets. Valuable content will organically attract more followers.

Overall, you want to ensure that your growing follower base remains engaged, not just a vanity number. Combining follower growth with engagement metrics is key.

2. Engagement Rate

Your engagement rate measures how well your LinkedIn audience interacts with your content. Higher engagement signals you are sharing valuable, relevant content that resonates with your followers.

To calculate your engagement rate, use this formula:

Engagement Rate = Total Engagement / Followers x 100

Here are some tips to boost your LinkedIn engagement rate:

  • Post at optimal times: Analyze when your followers are most active on LinkedIn and post at those high traffic times. This varies by industry and location.
  • Use rich media: Posts with video, images, polls, quizzes, and SlideShare presentations garner 2x more engagement. Media appeals to different learning styles.
  • Diversify content format: Status updates, articles, case studies, infographics, live videos – test different formats to see what your audience prefers.
  • Leverage hashtags: Include relevant hashtags in your posts to tap into larger conversations and get discovered beyond just your followers.
  • Encourage comments: Ask questions, run polls and surveys to spark two-way engagement. Respond to all comments to keep the conversation going.
  • Reply to mentions: Monitor brand mentions and interact with anyone who mentions your company or content. This builds goodwill.
  • Share user-generated content: Repost great user photos, reviews, testimonials, and mentions of your brand. This makes followers feel valued.
  • Go behind the scenes: Give a sneak peek into your company culture and team with pictures, videos and stories. Followers love exclusivity.

Track both your overall average engagement rate as well as engagement rates for each post. This will reveal what content strategy and formats are working best.

3. Click-Through Rate

Your LinkedIn click-through rate (CTR) indicates how many people clicked on your content after seeing it in their feed. A higher CTR signals your posts are grabbing attention and interest.

To find your CTR:

CTR = Post clicks / Post impressions x 100

Tips to improve your LinkedIn CTR include:

  • Compelling headlines: Use power words, numbers, benefits, questions, emotions, and specifics like names and data to grab attention.
  • Intriguing introductions: Start strong with an interesting fact, story, quote or question to hook readers and inspire clicks.
  • Calls to action: Include clear CTAs within your posts and at the end telling people how to take action. For example, “Learn more”, “Download now”.
  • High-quality thumbnails: For images and videos, choose eye-catching thumbnails and preview images that look professional. This attracts clicks.
  • Manage post length: Keep your introductions short and scannable before the click. You want enough details to entice interest but not give everything away.
  • Time it right: Post when your audience is most active and limit posts to 2-3 per day for visibility. Too much content causes followers to disengage.
  • Track competitor content: See what posts and headlines from competitors get high engagement and CTRs. You can emulate what resonates while making it unique.

Click-through rates help you determine which post styles and topics attract the most interest so you can refine your content approach.

4. Content Engagement by Type

Monitoring engagement metrics for different content types will reveal what resonates most with your LinkedIn audience. This enables you to double down on what works.

Track engagement for:

  • Articles: Native long-form articles on LinkedIn offer valuable insights. Monitor views, likes, comments, and shares.
  • Case studies: Measure reach and engagement for case study posts showcasing client success stories and transformations.
  • Whitepapers/ebooks: Share a summary and link to whitepapers and ebooks to generate leads. Track downloads.
  • Blog content: Repurpose top-performing blog posts on your site. Track engagement on LinkedIn.
  • Videos: Monitor views, completion rate, likes, and comments on branded videos to see what grabs attention.
  • Events: Track reach and engagement for posts promoting upcoming webinars, conferences or other events.
  • Infographics: Visually engaging infographics often go viral. See which design styles and topics get most shares.

Analyze your top and lowest performing content pieces to double down on what works and switch up what doesn’t. This will maximize your LinkedIn content ROI.

5. Lead Generation

One of the biggest benefits of LinkedIn is generating sales leads through content and ads. Track the following metrics to optimize lead gen:

  • Leads by content type: See which posts are driving the most lead gen sign ups, downloads and inquiries. Double down on these.
  • Lead quality: Assess lead quality based on fit, interest level, company size and other factors. Focus your content and targeting for ideal leads.
  • Cost per lead: Calculate your average cost per lead from LinkedIn ads and sponsored content. Aim to reduce cost per lead over time as you optimize.
  • Lead conversion rate: Measure the % of leads that convert to opportunities or customers. Work on improving conversion through lead nurturing.
  • Content downloads: See which gated assets like ebooks, toolkits, whitepapers generate the most downloads. Promote those more.
  • Lead response rate: Monitor how quickly your team responds to and follows up on leads from LinkedIn. Faster response means higher conversion.

Tracking these lead gen metrics enables you to build an effective lead generation engine on LinkedIn. You can prove the ROI of your activities and budget allocation.

6. Employee Advocacy Engagement

An employee advocacy program can significantly expand your LinkedIn reach and engagement. Track these key metrics:

  • Number of posts: Track how many total posts are being created by your employee network monthly. More content extends reach.
  • Posts by department: See which teams/departments are sharing the most. Recognize the top advocates and encourage more activity from other areas.
  • Click-through rate: Monitor the CTR on employee posts to optimize the content being shared for relevance. Higher CTRs reflect better content targeting.
  • Content type performance: Assess engagement on different content types shared by employees – articles, images, videos, tweets etc. This reveals their sweet spots.
  • Employees enrolled: Gauge program adoption by tracking how many employees have signed up and activated their account. Shoot for 25-50%+ employee participation.
  • Shares per employee: Calculate the average number of shares per active employee monthly or quarterly. Higher averages reflect better adoption.

Monitoring your employee advocacy KPIs allows you to prove the value of the program and boost employee participation for exponential reach.

7. Competitor Tracking

Regularly tracking competitor LinkedIn activity provides valuable intel to help you refine your own strategy. Monitor:

  • Content themes: Identify the topics, industries, and pain points your competitors are targeting with their content. Emulate what resonates while providing your unique spin.
  • Content format: See what types of posts competitors are investing in – video, images, presentations, articles etc. Analyze their engagement.
  • Content volume/frequency: Determine how often competitors post. If they post daily, you should aim for at least 3x a week to stay competitive.
  • Engagement levels: Check competitor’s follower count as well as engagement metrics like shares, comments, and likes per post. See how you stack up.
  • Thought leadership: Follow competitor company pages and employees. Track the thought leadership and personal branding content being shared.
  • Lead gen offers: Monitor the free downloads, tools, and other gated resources competitors are using to drive leads. Consider creating your own.
  • Ads: Pay attention to competitors’ LinkedIn ads and sponsored posts. This indicates their targets and offerings.

Tracking competitors doesn’t mean copying them outright. The goal is use their activity as an additional data point to shape your own differentiated LinkedIn strategy.

Frequently Asked Questions

How often should I post on LinkedIn?

Posting 1-2 times per day is optimal for visibility and engagement. Any more can cause followers to disengage. The best times to post are Tuesdays-Thursdays from 8-10 am or 12-5 pm when engagement is highest.

What’s a good LinkedIn engagement rate?

A good engagement rate is 3-5% or higher. Under 1% signals your content is missing the mark. Benchmark your rate against competitors in your industry. Strive for engagement rates above competitors.

How do I calculate LinkedIn CTR?

LinkedIn CTR is calculated by taking total post clicks divided by total post impressions x 100. For example, if your post got 300 clicks and 2,000 impressions, your CTR would be 300/2000 x 100 = 15%.

What’s considered a good LinkedIn CTR?

A good CTR varies based on industry, but a general benchmark is 2-5%. Financial services brands see average CTRs around 0.5-2% while education brands are higher at 2-7.5%. Set your target CTR based on benchmarks for your sector.

How do I generate B2B leads on LinkedIn?

Top ways to generate B2B leads on LinkedIn include sharing helpful gated content like whitepapers or ebooks in exchange for lead signups, sponsored posts targeted to your ideal customer, LinkedIn ads, and joining/participating in relevant LinkedIn Groups to connect with prospects.

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Should I buy LinkedIn followers?

While it’s tempting to buy followers for vanity, it won’t necessarily boost engagement. Focus first on sharing great content and optimizing your profile to organically attract real, engaged followers who are interested in your brand.

What’s the best day and time to post on LinkedIn?

According to LinkedIn, the optimal times to post are: Tuesdays and Thursdays from 5-6 AM, Wednesdays at 10 AM, Tue-Th from 12-1 PM, and Wednesdays from 5-6 PM. Post no more than 2-3x daily during high engagement windows for maximum visibility.

How do I view LinkedIn post analytics?

To view analytics for your LinkedIn posts, go to your Activity tab > click the post > scroll down to Post Analytics. Here you can view impressions, engagement, clicks, reactions, comments, followers reached and more for each post.

What should I include in a LinkedIn Company Page description?

Your LinkedIn Company Page description should be optimized with relevant keywords. Include a brief overview of what you do, your key differentiators, the problems you solve, who you serve, and a call-to-action. Keep it succinct under 700 characters.

Conclusion

Tracking the right LinkedIn metrics is crucial for gauging the performance of your content strategy and campaigns. By monitoring engagement, lead generation, advocacy program impact, and competitor activity – you gain actionable data to inform your approach on LinkedIn.

Focus on these 7 key LinkedIn metrics:

  • Follower growth
  • Engagement rates
  • Click-through rates
  • Content engagement by type
  • Lead gen conversion
  • Employee advocacy engagement
  • Competitor tracking

Analyze and test different content formats, topics, keywords, calls to action, messaging, imagery, targeting, and timing to see what resonates most with your audience. Keep iterating and optimizing to boost your LinkedIn metrics.

Investing the time into thoughtful tracking and measurement will empower you to maximize your LinkedIn presence and strategy for business impact.

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