Growing your online presence is crucial, especially in a networking and connection environment like LinkedIn. What many fail to recognize is just how confusing and anxiety-inducing these platforms can be without proper guidance.

So we at LooseGrip have compiled a beginner’s guide in this article to help you navigate LinkedIn Analytics and understand all the options and measurement insights available.

Sounds good? Let’s get started.

Navigating the Analytics Dashboard

Okay, so you’ve opened the dashboard for the first time and are immediately overwhelmed with data. We get it. However, it's not as complex as it seems.

Although the raw numbers can be tricky to navigate and may lure you into focusing on the “wrong” metrics, once you know what to look for, the dashboard is fairly easy to use.

• Visitors: Provides an overview of the demographic of visitors to your business page.
• Updates: Measures the impact of your posts/shares and explains how each piece of content performs.
• Followers: Offers an in-depth analysis of your audience.

Understanding Your Content with ‘Company Updates’

Next, the 'Company Updates' section is vital. It helps you delve deeper into how your content resonates with your audience and offers recommendations for greater engagement.

LinkedIn offers endless options for content types, so feel free to experiment until you find the perfect mix for your audience.

Here’s how to interpret the numbers:

• Impressions: The number of times someone has seen at least 50% of your content for longer than 300ms.
• Unique Impressions: The count of first-time views of your posts.
• Clicks: The number of times a visitor clicked on your profile, logo, or post.
• Click-through rate (CTR): The percentage of users who viewed and clicked your ad over all users who viewed the ad.
• Interactions: The number of engagements your post has collected, including likes, shares, and comments.
• Engagement rate: The percentage of people who interact with your posts divided by the number of impressions.

Know Your Visitors From Your Followers

Differentiating followers from visitors is super important when analyzing who is viewing, engaging, and clicking on your content.

In the 'Visitors' section of LinkedIn, you can filter 'Unique Visitors' (or 'Unique Views').

This option lists all unique views within your chosen date range, excluding multiple visits from the same user.

• Page Views: The number of visits your page received within the selected timeframe, including all instances where a user opened your page.
• Visitor Demographics: A data section with the option to break down all views and understand the types of people visiting your page. You can sort this data by company size, level of seniority, location, function, or job industry.

Learn More About Your Followers

If they are interested enough to stay in touch with you and your business, they most likely will follow you.

But to build and retain an organic follower base, it’s increasingly important to understand who these individuals are and where they are coming from.

• Follower Metrics: Numerical and graphical representation of your follower base growth, correlated to your page activity and the split between paid and organic followers.
• Follower Demographics: Filtering functionality to gather deeper insights into your followers, such as seniority level, job title, company size, and the ratio of employees to non-employees following your page.

What now?

Congrats, you now know the basics of navigating your LinkedIn dashboard from taking the time to read this and not just watching a YouTube tutorial (although we wouldn’t blame you.) Remember, keeping a watchful eye on your metrics, observing trends, and acting on those insights takes practice.

We recommend jumping in, clicking around, and finding additional useful resources online.

And for all those times when you need a bit of advice or a refresher, we’ll be right here.