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5 LinkedIn Metrics to Track at Your Nonprofit

Optimizing your nonprofit’s presence on LinkedIn starts with figuring out which LinkedIn metrics to track. When you know how to measure LinkedIn performance, you can adjust your strategy to focus on content that resonates with supporters the most. 

Before getting started, make sure you’re an admin of your nonprofit’s LinkedIn Page, as this will give you access to the Analytics tab. Then, read on to learn how to track LinkedIn analytics for your nonprofit — and which metrics to look at first. 

1. Unique visitors

Unique visitors is a measurement of how many individual people are looking at your nonprofit’s LinkedIn Page over a given period. You can find this metric by clicking the Analytics tab, then selecting “Visitors” from the dropdown menu. 

The unique visitors metric is a good indication of how many people are interested in your nonprofit and visiting your LinkedIn Page to learn more. You can also dig deeper into the demographics of your visitors to better understand your audience. LinkedIn allows you to see the top locations your visitors are based in, as well as their industries, company sizes, job functions, seniority levels, and whether they visited on desktop or mobile.

2. Page followers

One of the easiest LinkedIn metrics to track is Page followers, since this is displayed for everyone to see on your nonprofit’s LinkedIn Page. As a page admin, you can select “Followers” from the Analytics tab to get insights into the demographic breakdown of your followers.

You’ll also see a graph detailing your follower growth over time. If you see a spike on a certain date, consider what happened on that day to create this influx of new supporters — and if it’s something you can replicate.

3. Impressions

If you’re wondering how to track LinkedIn analytics for the content you’re sharing, start by looking at impressions. You’ll find this metric by selecting “Updates” from the Analytics tab.

Impressions reflect the number of times a LinkedIn post from your nonprofit was visible in people’s LinkedIn feeds. This metric is useful for gauging factors like whether you’re posting at the right time of day to catch your audience when they’re online. 

4. Engagement rate

Staying on the “Updates” page, don’t forget to track your LinkedIn engagement metrics to understand what type of content is grabbing your audience’s attention. Start with your engagement rate — the number of comments, reactions, and reposts a post received divided by your total page followers and multiplied by 100. 

Over time, you can set a benchmark engagement rate for your nonprofit. Having a benchmark allows you to see which posts are performing strongly, so you can create more content like them. 

5. Click-through rate

While looking at LinkedIn engagement metrics, take a moment to review your click-through rate (CTR). This is the number of clicks a post gets divided by its total number of impressions.

If your CTR is high, it means your content encourages viewers to click. This is especially important if you’re trying to drive more people to donate, sign a petition, or take another desired action. You can often improve your CTR by using compelling images and a strong call to action. 

Now you know how to measure LinkedIn performance, take your nonprofit’s presence to the next level

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