In the last session, we covered the topic of Youtube Analytics.
In our session today we will be covering the topic of LinkedIn Analytics.
And in that we will also see the analytics available to us on LinkedIn.
The very first analytics available to us is “Visitor Demographics”
If we are running a LinkedIn page, if we are managing a LinkedIn page of any brand then on that particular page how many people visited, how many people could engage and they fall into which job functions or roles.
As you can see on my screen “Top Job Functions” are listed here.
So 64% of the people who have visited this particular page are basically from the “Marketing job functions”.
12% are from “Media and Communications”
8% are from “Business Development”
And the remaining 16% are from Engineering and Human Resources with 8% each.
So this information helps us to understand the kind of audience visiting our page.
Now this section tells us how much is the “Aggregate Desktop and Mobile Traffic”.
So this red bar that you can see here, the orangish or the red candles denotes the mobile traffic.
Whereas the blue section denotes the desktop traffic.
Clearly, you can make out that there are a lot of spikes in Mobile traffic which means that your content is viewed maximum on a mobile phone.
Whereas desktop has fewer spikes, so the audience viewing your content from desktop is comparatively less.
So this gives us a breakdown device wise too.
Now, we are on “Visitor Analytics”
In this visitor analytics, we get to understand 3 main things:
The first is “Page Views” , that is, how many people have viewed our page.
The page views are 107 and as you can see the date range from my screen, this data is of 30 days.
You can change the date range as well.
You can also export this data as a “csv file” for your own records.
There are around 35 overall unique visitors and around 5 people clicked on the “custom button” that you had created.
Now this shows the “post level analytics”
That is, this lets you know the kind of engagement received on all the posts you have published on your page,
How many impressions did they manage to receive?
How many are the CTR’s?
How many are the reactions?
I hope you are also able to see the “engagement percentage”
For example, on this particular post, there was around a 9% engagement rate.
The more the engagement rate, will help you understand how that post is performing and thereby will help you analyse the need to tweak the strategy to ensure more engagement rate.
This is your “Follower Demographics”
Where are your followers from?
Like, from Ahmedabad we have 51% followers
And the city list.
Now let us move to our live dashboard to understand this in further detail.
This is our “Analytics view”
So under “Analytics” have all these options:
If I go into the “visitor’s section”, this is the section that I have covered.
Then under “Visitor Metric”, we have “aggregate desktop and mobile traffic”
From here you can change the date range
For example if you want to check out for the last 12 weeks, then you will get to see the results as is visible on my screen.
Then in “Visitor demographics”, as i had mentioned earlier, you can change the date range from here.
If I check out the aggregate of the last 6 months, then the job function of the maximum visitors is “Business Development”
If I check out for a smaller date range, as I had shown in my screen shot, Marketing was on the top.
But if the range I selected is a longer date range, then the maximum visitors that have come on to this LinkedIn page are from the “Business Development” job function.
Let us move a little further, let us check out “Updates”
We have all these under “Updates” that is how many
“Shares” has your post received.
Like in the last 30 days no major post has been published so it shows a Zero
Then we also have “Organic and Sponsored”
Then here we have “Updates”
Let me increase the range here.
If I check out for the last 12 months, then I have a lot of stuff to check and analyse.
This section is visible like this.
If I check this out from “Engagement rate’s” perspective, then against each post I have their engagement rate.
From here, from the top, I can change it to 20 as well.
This will help me to check out 20 posts in one go.
I can also see the date of the post creation, then I have a number of impressions, comments, reactions, CTR and overall engagement rate.
Engagement rate is very very important.
If you hover on this, you will get to know how an engagement rate is calculated, that is, you will get to know how LinkedIn calculates the engagement rate.