Guide to analysing your business data

Wondering what Linkedin Analytics is and how it works? Are you already familiar with Linkedin? With more than 585 million users worldwide, it is the first B2B (Business to Business) social network that allows you to build a network of connections with professionally trustworthy users, specialists, and companies that offer great job opportunities.

To achieve your goal, it is essential to monitor the progress of your Linkedin profile and Linkedin insights. How? Linkedin Analytics precisely, the analytics platform for measuring the effectiveness of your personal and corporate presence and activity on Linkedin. With this tool, you can obtain various useful data such as:

  • interactions on Linkedin;
  • percentage of interest on Linkedin;
  • the Linkedin engagement rate.

Do you want to share specific content to increase your authority? Are you having difficulty finding high-level people in your field? Have you just finished your studies and don’t know how to make yourself known to companies? Linkedin is a very useful social network to find jobs or, if you are an experienced manager, increase your business and your company’s performance from the workforce.

LinkedIn Analytics how it works

And thanks to Linkedin Analytics, you can keep an eye on your profile performance and improve your strategy.

How does Linkedin work?

To make the most of the potential of this professional platform, it is necessary to know how to use it. LinkedIn functions as a full-fledged social network, so first you need to register by entering your email and choosing a secure password.

The chances of finding a perfect job for you increase by having a complete and optimized profile. So, once you have signed up, Linkedin will let you get on with completing your profile, which can be:

  • Personal profile: you should only publish work-relevant information, such as your current job, previous work experience, and studies. The aim is to increase your own visibility and/or that of the company you work for.
  • Company page: you can share posts and updates and you can have followers, i.e. people who follow the updates on your page. The purpose here is branding and traffic to your website.
  • Groups: interest groups are communities of professionals who exchange information about the market or a specific sector. The purpose of a group is to network, make acquaintances and establish an authority in the sector.
  • Blog: write posts and share them with your network of contacts. The goal is to acquire readers, establish yourself as an authority, and act as an influencer.

Proceeding with the data entry, Linkedin will tell you how complete your description is and what needs to be added. In addition, the platform offers you the possibility of having your profile in several languages at once in order to expand your opportunities.

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Linkedin presents itself as a social media for networking and publishing professional content. The main function is to provide a tool to search for and offer jobs. The two main usage factors are therefore:

  • Job search
  • Job offer

Social Media Analytics

The main factor in social media marketing is analyzing the success of your content and posts. This is done through the use of social media analytics, which is used to identify new trends by monitoring data and metrics aimed at analyzing what is happening online in relation to your page. All data collected in Linkedin Analytics allows you to improve your strategy.

Defining your goals will allow you to identify which social media analytics tools are most effective for your company. In general, the parameters used for a social media analysis are:

  • Actions on the page
  • Involvement
  • Followers
  • Impressions
  • Page Likes
  • Page pre-visualisation
  • Page views
  • Post Reach (key point as it describes the number of times your post has been seen, not viewed)

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Linkedin Analytics

A data measurement tool was also been created for Linkedin purposes, and this falls into the category of social media analytics tools. Linkedin Analytics is the platform for measuring the effectiveness of your presence and activity on Linkedin.

Analytical tools

There are three main metrics:

  • On a personal level: number of profile views (and trend), number of personal followers, effectiveness in terms of engagement (comments, recommends, shares) of your status updates.
  • On the company level (for the company page): number of followers of the page (and the trend), number of views for each status update, number of interactions for company updates (comments, recommend, share), number of clicks (for status updates containing links), interest in percent, i.e. the ratio (interactions + clicks)/views.

It is also important to analyze the demographics, professional profile, and growth rate of the people who have interacted with the content on the page, as they are your target audience.

  • For advertisers: For those who have activated paid campaigns Linkedin shows key campaign metrics such as views, CPC, CTR, and so on.

How is Linkedin Analytics structured?

The analytics part is divided into three categories: updates (updates), followers (followers), and visitors (visitors).


The information in the Updates is:

  • Previews show your post and which part of your text will be displayed in the preview.
  • The Dates of the post updates.
  • The audience mentioned whether the update was sent to all the followers or only the targeted users.
  • Sponsoring shows in which campaign you sponsored your content.
  • Impressions are the number of times your content has been viewed.
  • The number of clicks on your post, logo, or profile name, this information does not include interactions such as likes, shares, and comments.
  • Interactions are the number of people who have liked, commented on, or shared your content.
  • Followers Acquired indicates the number of users who have been added thanks to your post.
  • Engagement is a percentage showing the sum of interactions, clicks, and users acquired, divided by the number of impressions.


On the other hand, as far as the Followers part is concerned, you will find:

  • The Total, i.e. the total number of members who have started following your company page. However, this number is only updated once a day, unlike the number shown on the general overview of your page, which is updated in real-time.
  • Organic refers to users who added you without having clicked on a post but from an actual search.
  • Acquired represents the number of followers who have added you via sponsored content.


In the visitors’ section, on the other hand, it concerns the following info:

  • Page Views: a graph will show how many times your profile or page has been viewed
  • Career Page Clicks: for those who have a Career Page. If you have one, there is a chart in this section showing how many times visitors have clicked on your page. It is definitely a very professional tool, the goal of this is to make your profile more interesting than others, especially in the job placement phase, it helps attract the attention of HR and various companies.
  • Unique Visitors: the graph shows how many LinkedIn users have visited your profile, although duplicate visits to a single page are not counted.
  • Visitors Demographics: this graph shows who sees your profile or page based on the demographics mentioned above based on the following: company size, industry, function, and so on.

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Third-party tools

By now, many social analytics platforms have also taken LinkedIn into account for the analysis of social metrics. These include:

  • Socialbakers, within the beta services (Labs) you can download a PPT sample with some slides showing a series of analytics.
  • Talkwalker: analyzing the analytics of a company profile on LinkedIn.

If you want to get better at LinkedIn Analytics, do not hesitate to contact us. We will be at your disposal to give you the tools to do so


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