As we are all well aware, every action you take in your acquisition strategies needs to be measured. After all, how else will you know if you are profitable?

The same applies to the actions you take on LinkedIn. And to measure them, you can look at the infamous LinkedIn Key Performance Indicators (KPIs)!

What are LinkedIn KPIs? Why should you track them? And above all, how do you do it?

In this article, I explain everything you need to know about LinkedIn KPIs so that you can become a whiz at performance measurement!

What are LinkedIn KPIs

On LinkedIn, as on any other network or advertising platform, you will be able to measure your performance using certain KPIs.

Depending on your end goal, the KPIs to be tracked will not be the same. They won’t be the same depending on the LinkedIn plan you’re using as well.

Generally speaking, on LinkedIn, your actions are based on three possible types of objectives:

  • Awareness/ Brand image: Actions such as setting up a company page, LinkedIn ads, a LinkedIn profile, Employee Advocacy, etc. will enable you to raise awareness of your brand and develop its image.
  • Engagement: Measures such as setting up a strategy of LinkedIn posts and webinars will enable you to develop your network and engage your contact base.
  • Sales: Sending LinkedIn messages and performing other outreach actions such as LinkedIn Hooks aimed at initiating conversation and selling your product or service to different prospects.

All these actions can and should be measured using KPIs such as:

  • Number of visits to the company page
  • Reach
  • Engagement rate
  • Traffic to your website
  • Number of views on your profile
  • Conversions rate of the LinkedIn channel.

Basically, you can track just about anything on LinkedIn. And that’s exactly the point of this article. We’ll get into more detail later. 😉

Why are LinkedIn KPIs important to track?

Measuring = Understanding.

If you measure, you can therefore understand whether an action is a success or a failure.

But beyond that, you can understand which action is the most successful.

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8 LinkedIn KPIs you absolutely need to track:

Let me now show you exactly what to look for on LinkedIn when it comes to your performance on the platform and how to know if you’re doing a good job or not.

Here are 8 LinkedIn KPIs that you should track to know if you’re overall leveraging LinkedIn to its full potential. 👇

LinkedIn KPI #1 – Number of Followers:

I bet you think this one is pretty straightforward. Well, maybe on the surface.

You obviously need to closely follow your number of followers simply because it’s a direct reflection of your growing influence and reach on the platform.

Here’s how to find it:

  • Head over to the Analytics tab on your LinkedIn company page.
  • Look for Followers under the Analytics section.
  • Here, you’ll see a detailed breakdown of your total followers and follower trends over time.

LinkedIn even goes on to give you a detailed day-to-day count of your followers. AND whether they’re organic or sponsored (through LinkedIn Ads):

Be careful of falling into the trap of following this number too closely. It’s good to check on it from time to time -I recommend it if you have an Ads campaign running, but it shouldn’t really lead to any significant insights.

That said, the cool thing about LinkedIn analytics is that it automatically gives you the number of followers over a period of time of your choosing:

You can choose to view your growth over the last 15- 30- 90 days, over the last year, or you can choose a custom duration.

This number is way more important than just the raw count of followers because it gives you an idea of your growth rate over that same period of time.

LinkedIn KPI #2 – Follower Demographics:

Now that you have an idea of how many followers you got, time to look up who they are.

Again, LinkedIn couldn’t make this easier, see the steps I explained a second ago in the first KPI? 👆 You simply do the exact same thing, and you scroll down to find this:

By default, it shows you the different Locations of your followers and the percentage by city. This is a direct indicator of a couple of things:

  • Language(s) you should use.
  • If you have a regional product, what region you should focus on
  • The best time to post, based on the time zones of your followers.
  • Potential expansion opportunities if you notice a growing follower base in new regions.
  • etc.

But that’s not all! You also have (and should check) a ton more demographic information:

Each of these is important in its own right. I can’t tell you if one is more important than the other. It really depends on your company, the ICP that you target, etc.

What I can tell you though; make sure the information you find with all these metrics matches up with the personae you’re targeting.

LinkedIn KPI #3 – Visitors & Reach:

Another very important KPI to track is the total number of Visitors and the overall reach you have.

This tells you how many people visited your page and you can even filter it by Unique Visitors:

  • On the Analytics page, head to the Visitors tab.
  • Choose your desired time period.
  • Filter either by Total Visitors or Unique Visitors:

Clearly, the higher this number is, the better performance you have, because it means that more (unique) LinkedIn users have seen and visited your page.

This ultimately increases the chances of interaction and gives you a better opportunity to assert yourself as an industry leader!

When I say Reach, however, I’m talking about the content you share on your company page. This metric is easily found in the Content section of the Analytics page:

Once you’re there, scroll down a bit to find your total number of impressions:

Right underneath this graph, you’ll find a breakdown of the posts you shared, with all sorts of details:

  • Post type
  • Number of impressions per post,
  • CTR
  • Engagement rate
  • etc.

LinkedIn KPI #4 – Engagement Rate:

In the same section ☝️, you can choose which graph you can look at. One of the most important metrics to track is the engagement rate. After all, LinkedIn remains a social media, and engagement is an integral part of the “social” factor.

LinkedIn calculates Engagement by including a few things:

  • Clicks
  • Reactions (Like👍, Love💟, Insightful💡, etc.)
  • Comments
  • Shares
  • Follows

Then the rate is calculated as:

This is why at the end of their posts, LinkedInfluencers (patent pending) ask you to Like, Comment, and drop a Follow. It’s kind of the equivalent to YouTube’s “Like & Subscribe”.

Because LinkedIn calculates Follows and Clicks as part of user engagement, the more engagement your post draws, the more visible it will be, and the higher reach it will get.

That’s the cycle of social media: The better your post is, the more engagement it draws, the more visible it gets, the more engagement it draws, and so on… (Up to you to decide if it’s a virtuous cycle or a vicious one. 😉)

LinkedIn KPI #5 – Click-Through Rate (CTR):

I mentioned Clicks in the previous KPI, but the CTR needs its whole section. After all, LinkedIn is -mostly- used to drive leads to your website, landing page, app, etc.

And clicks are your way of doing that! So when looking at each post’s performance, make sure to pay special attention to the clicks generated:

This is one of our own posts that did really well CTR-wise.

It’s the classic LinkedIn formula:

  • Use a Carrousel post (multiple pictures in one post)
  • Space out your text
  • Use a bunch of emojis
  • And lastly, a CTA (…or two 😅) to get your viewers to take action!

LinkedIn KPI #6 – Signups

Again, here I’m taking LinkedIn as an acquisition channel that drives traffic, leads, etc. to your website and not your place of business.

This goes hand in hand with your CTR as the links users should be clicking are towards your website. It’s just that them clicking on “Sign up here to try” doesn’t necessarily translate into an actual signup.

I can think of two ways you can get this information – an easy and an intermediate one (comment if you have any more!):

  • Easy: Add a Lead Gen Form to your company page. This is a native feature on LinkedIn, you simply add a form on your homepage that funnels leads in. Two major problems with this method: One, it requires the leads to think or actually click the form and fill it out. Two, it doesn’t necessarily add value to the customer because it’s just on your page, resting there, waiting to be clicked, there’s nothing enticing about it.
  • Intermediate: Add a UTM tag to your links. Whenever you publish a post like my earlier example 👆, think about adding a UTM tag to your CTA link. For instance, in the earlier post I shared, I wanted to send people to my article comparing Sales Navigator vs. LinkedIn Recruiter (check it out!):

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LinkedIn KPI #7 – Network Growth:

So far, I’ve gone through company-wide KPIs. Or at least ones relevant to the company page.

But it’s also as important to look at each individual employee’s performance. The following three KPIs are the most important to track!

First and foremost: Network growth. Did you, as an employee, see your network growing thanks to the notoriety increase of your company on LinkedIn?

This is a very important, yet often overlooked, metric. After all, your biggest and first ambassadors as a company are your own employees!

Think of the different people who connect with you or your employees as different opportunities ready to be activated!

And from there, you can start outreaching them and calculating exactly how many opportunities your LinkedIn network provided you with.

LinkedIn KPI #8 – Post Views & Engagement:

The second KPI comes with time and the quality of the content the employee shares. LinkedIn sends you weekly reports on how your recent posts have done:

A very old post of mine that’s still getting impressions for some reason. 🤷‍♂️

The same principles of company posts are applied here. Engagement is the name of the game!

The more good posts you publish, the more engagement you get, the more LinkedIn (and by extension its users) believes you’re an expert in your field, and the more the company you’re associated with benefits.

Even company page Analytics have an Employee Advocacy section:

These are the numbers of unique employees who created posts from recommendations on your company page!

You can use the insights gained from this section to analyze and update your posts!

Final Thoughts

Before you go running through your LinkedIn analytics, take a step back to understand what the aim behind your presence on the platform is.

Are you using LinkedIn as a Top Of the FUnnel (TOFU) Acquisition Channel? Is it your only channel? Do you want to drive leads to your LinkedIn or a website? etc.

Once you have this in mind, you can start setting your KPIs in place!

Don’t just record each metric on its own, try to consolidate all the information you can so you get the full picture.

In the end, you could use a tool like Notion to present your findings and analysis. It should look something like this:

Now that you got a handle on your general KPIs, time to check out the ones that really matter when launching your LinkedIn prospecting campaign!

Want to measure your recent prospecting campaign's performance?
Learn how to measure the right KPIs with La Growth Machine right here 👉