Since the end of July, a new Analytics function provides new possibilities for Company Pages on LinkedIn. The redesigned tab gathers the previous Follower Insights and expands the analytics section in a number of ways.
By Charlotte Østergaard Jørgensen
With the new Analytics tab administrators of LinkedIn-pages can get deeper insights into the page performance and identify various trends across key metrics. In the following, I will go through the content and options of the new tab.
At the top of the Analytics tab you find the section Company Updates. This section deals with updates, reach and engagement.
Under updates you find:
- Preview of your latest updates
- When the single updates were posted on the pages
- If the update has been sent to everyone or only a targeted segment
- The number of impressions – how many times the update has been seen
- The number of clicks on each update (including clicks on company name and logo)
- The number of times people have liked, commented or shared an update (interaction)
- Followers Acquired: How many new followers the page has obtained due to promotion of the single update.
In addition, you will find a graph showing reach of your updates (both organic and sponsored) on a daily basis. You can choose from a list of time periods, e.g. today, the last seven days etc. Another graph shows the number of people who have engaged in the updates, by clicking, liking, commenting or sharing them. Also here, both the organic and sponsored results are shown.
This section provides insight into where the followers come from, demography, trends and comparing data.
Here you’ll find 5 types of information:
- Total: The number of followers you have on your Company Page. According to LinkedIn’s Help Center, you will soon also be able to see how many of these have come organically and how many have come via sponsored products, such as Sponsored Updates or ads. (The number is only updated once daily, so it can vary from the front page which is updated all the time.)
- Follower Sources: Here you can see where your followers come from e.g. your LinkedIn page, the mobile, search, jobs and various paid solutions. According to LinkedIn Help Center, this function is not yet available on all pages, but is on its way.
- Follower Demographics: Get an insight into who follows your company page. You can for instance see job seniority, line of business, function and company size.
- Follower trends: Here you can see how the number of followers develop over time (again you can chose among a number of time intervals).
- How You Compare: The number of followers on your page compared to others (maybe similar) company pages.
This new feature replaces the previous Follower Insights, and as an administrator you still have access to the “old” Page Insights. It will be exciting to find out if there also will be a new design for Page Insights.
With the new design of the Analytics function, we have been given access to useful data in a design which is similar to Facebook Insights in many ways. And as we also know from Facebook, the new design provides links to LinkedIn’s sponsored products such as Sponsored Updates and various contact options to buy LinkedIn’s paid solutions. Oh well, LinkedIn also has a business to run.
What do you think?
What do you think about the new LinkedIn Analytics? Is anything missing?