Introduction to LinkedIn Analytics

Michael Jenkins
Michael Jenkins

CEO - Shout Agency
[email protected]


Image Credit: Michael Korcuska

Linked is an excellent platform for business, professional, and career networking. It boasts over 630 million professionals and 30 million companies globally.

It’s also a great tool to help B2B marketers connect to decision-makers and to generate valuable leads.

LinkedIn reports that 92 percent of B2B marketers prefer the platform to its competitors. More so, more than 80 percent of B2B markets generate leads using LinkedIn.

LinkedIn Marketing can help businesses create brand awareness, build strategic partnerships, and promote their businesses.

With LinkedIn Analytics, you can obtain real-time data to measure performance and insights that will help drive business decisions.

In this article, you will find useful information about accessing LinkedIn Analytics and how you can use it to measure your marketing campaigns.

Getting Started with LinkedIn Analytics

To use Google Analytics, you must create an account as a campaign manager. You may choose to associate a LinkedIn page to your account.

In this short post, we’ll consider each element of LinkedIn Analytics and shed light on how you can benefit from it.

Conversion Tracking

This tool allows you to monitor your ads and evaluate their impact on business goals and conversions. You can monitor factors like signups, purchases, event registrations, content downloads, and more.

You can also track conversion from people who viewed and clicked your ads or completed a required action.

Also, you can use automated tools to get more conversion based on your bid . By setting the bid type to automated, you can maximize and track your campaigns for clicks, impressions, and conversions.

Also, you can gather data on the kind of people converting on your ads, the number of conversions, and the conversion rate.

Additionally, you can use filters to get periodical reports.

Here’s how to track conversions.

Step #1: Install the LinkedIn Insight Tag on Your Website


Image Credit: LinkedIn

First, you will need to install the LinkedIn Insight Tag on your website. The LinkedIn Insight Tag is a free piece of javascript code.  You can also use a tag manager to add the tag without changing your website code.


Image Credit: LinkedIn

Step #2: Set Your Conversion Goals

Secondly, you will specify actions that will count as a conversion, like when someone completes a purchase or fills a form on your website.

Step #3: Add Conversion Actions to Your Campaign

Thirdly, you will need to add conversion actions to your campaign to record conversions. You can add multiple conversion actions to each campaign.

Step #4: Measure and View Analytics

Lastly, you can click on the account assets and then click Conversions to measure and view analytics from your campaign.

Campaign Performance Analysis

 The Campaign Manager provides reports and metrics like clicks, impressions, click-through rates, and ad engagement. You can measure and optimize ads to improve performance. Furthermore, you can identify strategies to achieve campaign objectives and ROI.

Depending on your campaign objective, you can obtain a wide variety of metrics.

1. Is Your Marketing Goal to Generate Leads and Conversions?

You may want to see how many people purchased your product, completed a form, or downloaded an e-book, you can access metrics such as:

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Conversions: How many times, the user completed the desired action after seeing or clicking on your ad.

Conversion rate: Your conversion rate is the number of conversions divided by the number of people that visit your page. It describes how frequently your ads result in conversions.

Cost per conversion: Ad spend divided by conversions on your page.

Leads: The number of potential customers you get from your ads.

Cost per lead (CPL): Ad spend divided by the number of leads generated.

2. Want to Drive Conversions or Build Brand Awareness?

You should consider metrics such as

Impressions: These are the number of times someone sees your ad

Clicks: The number of clicks on your ad.

Click-through rate (CTR): CTR number of clicks divided by impressions on your ad

Average engagement: Total engagement or clicks (both free and clicks) divided by the number of impressions.

You can view and filter campaign metrics by selecting the account and campaign group name. Select the metrics from the drop-down and filter to

  • Check the campaign by status
  • Type of ad
  • Campaign objectives

Besides, you can view and filter the Performance chart of a campaign account by clicking on the Performance Chart at the top of the page.

You can download performance reports from the campaign manager by clicking on the Export button at the top right.

Report types include

  • Campaign performance
  • Demographics
  • Ads performance
  • Audience network performance

You can choose the reports you want and download them in CSV format.

Marketers can improve campaign performance by leveraging 0n campaign insights such as total budgets, which shows the total amount spent throughout the campaign duration.

The daily budget shows the regular spend in the last seven days.

Bid insights show bid competitiveness when compared to other advertisers. It also indicates recommended bids to improve ad performance.

Website Demographics

This tool helps you gain valuable insights into your audience and suitable content to drive engagement.  You will access information on their demographics, companies, company size, location and country industries, job roles, job seniority. With this tool, you can reach your prospects and quickly convert them to customers.

Put Your LinkedIn Analytics to Work

LinkedIn Analytics can help marketers discover insights they’d otherwise miss, hence this tool is fast becoming crucial to your campaign’s success. No doubt, LinkedIn Analytics helps you track and analyze the metrics and KPIs that matter most to your business.

But knowledge is nothing if you do nothing. So, it’s time to take action.

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