in this lesson. I'll review key metrics on linkedin and where to find those on the platform. The three most useful metrics on linkedin are conversions performance and social actions and just like the other social media platforms, a conversion is the action that you want the user to take. So this could be a click on the add, it could be a download of a white paper and more often than not on linkedin, it's probably a lead generation meaning you're capturing somebody's email address or phone number or additional information about them. The second metric on linkedin is performance and this metric is going to track overall how well your ad or your content is doing. Some metrics for performance on linkedin could be engagement, click through rates as well as views of a video if that's what you have posted. And then the third metric on linkedin, which is most often uses social actions just like facebook twitter and instagram linkedin is tracking when people are commenting on your content, when...
they're liking it and when they're sharing it. And so as people respond to your content on this social platform, these social gestures are being tracked by linkedin as well. And so Lincoln has two different insights, dashboards that you can look at. It has an overall overview which will show you organic content or unpaid content and this content that you've posted as a brand or business from your own page or your own account on linkedin. Sometimes it might be a job opening, sometimes it might be a report that you've just released. Sometimes it might just be an announcement. Maybe there's a new leader on board or maybe you're celebrating a specific anniversary of the company. The other dashboard that linkedin has available. Similar to the other social networks is an advertising dashboard and that's where you'll see the performance metrics of any paid campaigns that you might be running on linkedin. That's where you'll see things like conversion rates, click through rates, cost, per click, how much you're spending for each impression. If you have run a lead generation, add how many leads you may have captured in that time period. And so with that, it's important to be clear on what you'd like to be tracking at the beginning of the campaign. What you'd be monitoring on linkedin, whether it's on organic or on a paid platform as well as what you would need to ensure the success of the linkedin campaign that you're running for your client. And in the next chapter we will talk about youtube metrics