Get to know your LinkedIn Page analytics.
Learn how to improve your content over time by tracking analytics like engagement, follower growth, and more.
What are Page analytics and why do they matter?
LinkedIn Page analytics allow you to see how your nonprofit's Page and content are performing over time. By reviewing your analytics on a regular basis, you can identify trends and get a sense of what’s resonating most with your audience.
How to view your Page analytics.
To get started with Page analytics, make sure that you’re an admin of your nonprofit’s LinkedIn Page, then follow these steps:
Step 1
Go to your Page admin view and select “Analytics” from your admin tools menu.
Step 2
From the list of tabs at the top of your screen, select what type of analytics you want to review. You can explore information related to your Page’s Content, Visitors, Followers, and more.
Step 3
Select the time frame you want to explore. You can review analytics for the past 15, 30, 90, or 365 days, or set a custom time frame.
If you’d like to share Page analytics with your leaders or others at your organizations, you can export the data by clicking the “Export” button in the upper-right corner.
How to use Page analytics.
Your Page analytics can help you gauge trends and understand how your content performs. Page analytics include the following insights that you can leverage to inform your content planning and promotion schedule:
Content: Understand who is seeing and engaging with the updates you post. Learn which types of content resonate with your audience and how you can optimize your posts.
Competitors: Compare your Page's followership and content engagement with competing nonprofits or organizations. Benchmark your metrics and growth against similar nonprofit organizations, identifying best practices and opportunities to refine your strategy.
Followers: Discover how many people are following your nonprofit's Page and their demographics. Understand the characteristics of your current follower base so you can shape your content and messaging around their interests.
Employer brand: Dive into your Career Page performance. Find out what's making the biggest impact with your audience to enhance your nonprofit's talent acquisition.
Visitors: See how many people are visiting your nonprofit's Page and their demographics. Gain insight into the types of people who look at your Page and learn more about your core audience.
Newsletter Analytics: Track your newsletter's performance and subscriber data. This information will help you identify what’s working so you can drive increased engagement and audience growth.
Leads: Download the information for members who filled out a lead gen form from a boosted or sponsored post within the past year. Learn about potential donors or partners who have expressed interest in your nonprofit, and determine the best next steps.
Key metrics to watch.
Each focal area of LinkedIn’s Page analytics has specific metrics you can leverage to help achieve your nonprofit’s LinkedIn goals. Consider paying close attention to these these five metrics, which can provide key information on the health of your Page at a glance:
1. Page followers: Tracking follower count and growth over time can reveal which content or events attract new supporters to your nonprofit’s LinkedIn Page. Growth of page followers can be a core metric to regularly report to leadership.
2. Impressions: This metric indicates how often your posts appear in users’ LinkedIn feeds, helping assess visibility and optimal posting times.
3. Engagement rate: By measuring interactions like comments, reactions, and reposts, engagement rate helps identify which content connects most with your audience.
4. Click-through rate: CTR tracks how often users click on your posts, showing how effectively your content drives actions like website visits or donations.
5. Unique visitors: Shows how many individual people are visiting your nonprofit’s LinkedIn Page.
Considering metrics in the context of your larger Page analytics data can provide additional important insights. For example, if you notice an increase in unique visitors but not Page followers, there may be opportunities to keep them engaged with your content. Improving engagement rates can be a precursor to growing your reach.
If you’re just getting started and your numbers seem low, don’t get discouraged! Focus on quality over quantity. And think about the broader context of these metrics. Even if your click-through rate seems low, you could be attracting higher-intent clicks and stronger conversions. A relatively small Page following can be very powerful if these followers are highly engaged.
Making the most of your Page analytics.
Whether you’re new to managing a LinkedIn Page or just want to get more from your Page analytics, follow these best practices.
Test content.
Consider posting similar content on different days, swapping out one key element. For example, one post may encourage people to donate via a video, while the other may include only text. Review your content metrics to see which version performed best and leverage that information when designing your next campaign. If your team is eager to try a new format, you can also use your Page analytics to see how well it is received, which may determine whether you use it again.
Look for dips and spikes.
Pay attention to content that has unusually high or low engagement. This can help you make more informed decisions about the kinds of content you prioritize in the future. Similarly, if you notice a sudden jump in visitors or followers on a particular day, consider what might have happened on that day to trigger this behavior and whether it’s something you can replicate.
Review regularly.
Try to dedicate a few minutes each week to reviewing your Page analytics. This will make it easier to identify noteworthy trends and make rapid decisions about content.
Build benchmarks.
Once you’ve managed your LinkedIn Page for a while, you’ll have an idea of what’s normal for your nonprofit when it comes to metrics like impressions, click-through-rate (CTR), and engagement rate. By establishing benchmarks, you can provide clear context to leaders when discussing Page performance, which may help you secure more resources or support for marketing.
Always be improving.
Even if you’re getting great results with your LinkedIn Page, there are always opportunities to enhance it. Consider choosing different metrics or goals you want to focus on each month. You could try using more creative headlines or compelling CTAs to boost CTR. Or commit to posting more frequently and see how it affects your engagement rate and follower growth. Pages analytics equip you with everything you need for data-driven optimization!
Always be improving.
Even if you’re getting great results with your LinkedIn Page, there are always opportunities to enhance it. Consider choosing different metrics or goals you want to focus on each month. You could try using more creative headlines or compelling CTAs to boost CTR. Or commit to posting more frequently and see how it affects your engagement rate and follower growth. Pages analytics equip you with everything you need for data-driven optimization!
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