Do you want to follow your marketing actions on social networks? There are 5 LinkedIn™ KPIs you absolutely need to know.
LinkedIn™ is the world’s most powerful professional social network. To recruit, promote your business or prospect, LinkedIn™ is much more than a simple social platform. Despite your efforts, you are unable to achieve your goals? Your content is not converting enough and your audience is stagnating?
Imagine, your LinkedIn™ profile grows and gains visibility, your posts convert and invitations arrive by the dozen… These performances are achievable thanks to the analysis of your indicators. Here are the 5 KPIs to follow on LinkedIn™, to boost your business!
LinkedIn™ KPIs, definition
KPIs (Key Performance Indicator) are performance indicators that measure the progress of an action or the performance of a process. The best known are the ROI (return on investment), the CA (turnover) and the conversion rate.
When you launch an advertising campaign or publish a new post, you check their effectiveness using your dashboard and LinkedIn™ tools. Monitoring the effectiveness and performance of your strategy is essential!
By measuring the impact of an indicator from the moment T, that is to say from now, until the duration of your choice, you see if the post has generated the expected returns or not. This marketing strategy makes it possible to understand what works or not, and to adjust the shot quickly, in order to achieve your objectives.
For example, your LinkedIn™ content no longer earns you subscribers. So you decide to do some tests and observe the results. Perhaps the day and time of the publication are not suitable for your target? Or is the subject not relevant to your audience? Testing and rating the results remains an effective method to understand what your relations appreciate and thus be able to create relevant content that converts.
LinkedIn KPIs™, the 5 performance indicators to analyze
1. Growth in the number of subscribers or relationships
On LinkedIn™, your professional network is made up of followers and connections:
- Relationships are the people with whom you are connected. You see each other’s posts in your newsfeeds. And you can also message each other with LinkedIn™ messaging .
- Subscribers are members who “follow” you, ie they see your posts, but the reverse is not true! For that, you have to be connected with the person.
The subscribers you gain may be potential customers! So to put the odds on your side, regularly and meticulously analyze the following points:
- The number of views of your last post, but also of all your publications. This allows you to better identify the topics and types of posts (video, article, native post, carousel, survey, etc.) that most appeal to your audience.
- The evolution of your number of subscribers (and relationships) over a specific period (2 weeks, one month, etc.).
- People who have viewed your LinkedIn™ profile in the past 90 days.
- Companies that searched for your profile.
- The keywords they used to find you. Don’t hesitate to check if the keywords that find your profile in the search results are relevant! If this is not the case, consider quickly optimizing it!
Discover here , how to develop your LinkedIn™ professional network in 12 steps!
If you have a LinkedIn™ company page , you have access to interesting statistics about your page. This allows you to see how you convert the best: organic traffic, advertising campaigns or fallout from your latest video, all the data relating to the acquisition of LinkedIn™ members is available. It is effective to strengthen your strategy or on the contrary, to rework it to make it more efficient.
Want to know more about the engagement rate ? Why is it important and how to calculate it? We’ll give you the answers in a moment!
2. The number of views of your LinkedIn™ posts
From the “Activity” section of your LinkedIn™ profile, you can view the number of views your posts have received. Very useful, this indicator makes it possible to analyze the effectiveness of each post. Thus, after performing tests by publishing content of different types, you observe which ones work best.
In addition, when you click on the number of views, you access more detailed information: users’ companies, geographical location and even the position they currently hold. This data is valuable for accurately identifying your target and adapting your content.
Bonus: track the impact of your LinkedIn™ posts
To measure and test the impact of your posts on LinkedIn™, complete a tracking table (in Microsoft Excel or Google Sheet) that contains the following data:
- The subjects of your posts on professional social media;
- The format of your content (video, native post with image, carousel , article…);
- The date: the day and time of publication;
- The number of likes, comments and shares that the content generates;
- The number of views;
- The engagement rate .
Here, the objective is to carry out tests and then analyze your detailed reports, in order to subsequently produce content that converts.
For example, you publish a post of the same type, on Tuesday, Thursday and Friday at the same time. Observe over 5 days or a week the impressions they generate. Depending on the relevance of the results, do the same for now. If Tuesday has the most views and engagement, then try posting at 8 a.m., noon, and 4 p.m. and see the results again. This is an effective strategy that allows you to know precisely what day and time to publish .
3. The interactions of your publications
The interaction, that is to say, the number of comments, shares and likes that your LinkedIn™ publications generate, is one of the key performance indicators to monitor. In fact, when a post is appreciated by your network, it helps to generate a high level of engagement and a significant number of views. The LinkedIn™ algorithm analyzes this data and then boosts its visibility.
The interactions of your posts are the witnesses of a close-knit and lively community. Even more when you respond to people who comment! This shows your contacts that you are listening to their opinions and that you are really looking to provide a solution to their needs.
However, interactions are not just about comments and likes. Other more complex points need to be analysed:
- The majority reaction to your post (congratulations, likes, support, etc.);
- The total number of interactions;
- The number of subscribers gained;
- Invitations received after publication;
- The engagement rate.
The engagement rate is an important marketing performance indicator that measures the popularity of your company, your agency. To calculate it, it’s very simple: divide the total number of reactions by the number of subscribers (or the number of views of the post) then, multiply the result by 100! You get your engagement rate directly as a percentage.
To learn more about the engagement rate, it’s here !
4. Click-through rate
Also known as CTR (Click Through Rate), this indicator corresponds to the number of clicks on your content, your campaign. In b2b , knowing your click-through rate is essential, indeed, if your campaign has a large number of views, but a low click-through rate, you need to review your strategy!
This KPI therefore makes it possible to evaluate the effectiveness of an ad, a page or a campaign by analyzing the number of clicks they have generated. A successful click-through rate is a traffic booster for your website, the acquisition of new leads and prospects and the growth of your turnover. To do this, it is better to meticulously analyze the click-through rate generated by your LinkedIn™ Ads campaigns.
To calculate the click-through rate, simply divide the number of clicks by the number of impressions, then multiply by 100: number of clicks / number of impressions x 100.
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5. The social selling index (SSI LinkedIn™)
It is a tool that assesses your skills in promoting and imposing your brand on LinkedIn™. The social selling index is totally free! This indicator takes into account 4 factors:
- Build your professional brand;
- Find the right people;
- Exchange information ;
- Build relationships.
Its use helps you understand which aspects to improve among these 4 elements. However, this metric also measures your activity and time spent on LinkedIn™. Thus, a less active user collects a score varying between 10 and 30/100 while a more active person can easily reach 80/100. The minimum score to aim for is 60/100.
To find out more, see our article SSI: Using the social selling index well
LinkedIn™ KPIs to conclude
- The number of subscribers is an important benchmark. Thanks to LinkedIn™ tools, you know how you gain subscribers (sponsored ad, post, organic traffic, etc.).
- The number of views of your LinkedIn™ posts, as well as information on the members who view them, makes it possible to know precisely who is affected by your content and to evaluate their performance.
- Analyzing the impact of your publications allows you to understand what type of content, but also what subject interests you the most. To measure it, do tests by posting on different days, at different times or by posting several post formats. Then identify which are the most relevant!
- The interactions generated by your posts, i.e. likes, comments, sharing, but also the engagement rate and the number of subscribers gained after the post is posted. The more interactions, the more your ad or content is visible to LinkedIn™ users.
- The click-through rate is effective in evaluating the performance of your post. Indeed, an advertisement which is seen thousands of times, but which generates only 50 clicks is not effective! In this specific case, you need to rework your marketing strategy.
- The social selling index is a free LinkedIn™ tool, which allows you to measure your effectiveness in imposing your brand on the social network. 4 factors are considered: building your brand, finding the right people, exchanging information and building relationships. In the form of a graph, you see which parts need to be reworked, knowing that the minimum score to aim for is 60/100.
LinkedIn™ KPIs summarized in 4 questions
What KPIs for LinkedIn™?
LinkedIn™ KPIs are tools for measuring your performance. Here are the most relevant indicators:
- The number of subscribers;
- The interaction of your audience;
- The engagement rate of your posts;
- The number of views;
- The click rate to your website, your sales page for example.
How to present your KPIs?
To present and analyze your KPIs, the ideal is to set up a table for each indicator. From a spreadsheet, fill in the criteria and then the objectives you want to achieve for this indicator.
For example, to find which content converts the most, fill your table with the following information:
- The subject of each publication;
- The format of the posts;
- The reactions it elicits;
- The date and time of publication;
- The number of views;
- The engagement rate.
How do you analyze a LinkedIn™ account?
LinkedIn™ is a great tool that offers the possibility of analyzing a lot of information without the help of external software. For example :
- The performance of your campaigns;
- People who visited your LinkedIn™ profile in the last 90 days;
- The impression rate of your publications;
- Professionals who visited your LinkedIn™ profile.
To analyze your LinkedIn™ account and follow the evolution of your performance, it happens in your dashboard (“My profile” section and “Statistics” section below your presentation)! All the data is present in the form of detailed reports.
How do you measure your performance on LinkedIn™?
LinkedIn™, like most social networks, has its own performance analysis tool. You find it on the “Posts and activities” page of your LinkedIn™ account, where all the statistics related to your publications and your activities are present.
However, to accurately measure the benefits of your marketing campaign and achieve your objective, it is advisable to measure the progress of a KPI over a specific period (1 week, 1 month or 1 quarter for example).