How to Use LinkedIn Analytics

Thinking your LinkedIn post is performing well based on likes alone is like judging a book by its cover. To truly understand what resonates with your audience, you have to look beyond surface-level metrics. LinkedIn's built-in analytics provide the data you need to turn your company page into a powerful marketing and lead-generation tool. This guide will walk you through how to find, interpret, and act on these insights to refine your content strategy and grow your presence.

Finding Your LinkedIn Analytics Dashboard

First things first, you need to know where to find your data. LinkedIn makes this straightforward, but the analytics are only available for Company Pages, not personal profiles. Assuming you have admin access to your company's page, here’s how to get there:

Navigate to your company's LinkedIn Page.
Look for the admin view menu at the top of the page.
Click on the Analytics dropdown menu.

From here, you’ll see four primary categories to choose from: Visitors, Updates, Followers, and Competitors. Each of these tabs provides a different layer of information about your page's performance and audience.

Making Sense of Your Visitor Analytics

The "Visitors" section is all about understanding who is stopping by your page, regardless of whether they follow you yet. This data is incredibly valuable for gauging interest from potential recruits, customers, and partners. Here's a breakdown of what you'll find.

Visitor Highlights

At the top of the page, you'll see a high-level summary. You can filter this view by the last 7, 14, or 30 days, or choose a custom time range.

Page Views: This is the total number of times your company page was viewed. This metric includes repeat visits from the same person. A sudden spike might mean a recent post or external link is driving traffic to your page.
Unique Visitors: This tells you how many individual people have viewed your page. This number is often lower than Page Views and gives you a more accurate sense of your actual audience size over a specific period.
Custom Button Clicks: If you've set up a custom call-to-action (CTA) button on your page (like "Visit website," "Contact us," or "Learn more"), this metric tracks how many people clicked it. It’s a direct measure of how well your page is converting curious visitors into potential leads. If this number is consistently low, consider reworking your button text or trying a different CTA.

Visitor Demographics

This is where the real insights are hiding. LinkedIn provides an anonymous, aggregated breakdown of your visitors based on their profile data. This helps you confirm if you are reaching your target audience.

Job Function: Are you attracting people from marketing, sales, engineering, or operations? If you sell marketing software but primarily see visitors from engineering, there might be a disconnect in your messaging.
Location: See a geographic breakdown of where your visitors are based. This can help inform regional marketing campaigns or expansion plans.
Seniority: Are you engaging with senior-level decision-makers, or is your content resonating more with entry-level professionals? Knowing this helps you tailor the tone and complexity of your content.
Industry: Check if your page visitors are from the industries you aim to serve. High visitor traffic from an unexpected industry could signal a new market opportunity.
Company Size: This confirms whether your page appeals more to small businesses, mid-market companies, or large enterprises.

Analyzing Your Content Performance with Update Analytics

The "Updates" tab shows you how your individual posts are performing. This is the feedback loop that helps you stop guessing what type of content works and start creating posts you know will perform well. To get started, select a time range - you can go back as far as one year.

Key Metrics for Content Performance

The table in this section displays all your recent posts along with columns of data. Here are the most important ones to watch:

Impressions: The total number of times your update was shown to LinkedIn members. It’s your content’s overall reach. Keep in mind that a single person can see your post multiple times.
Clicks: This is the number of times people clicked on your post's content, your company name, or your logo. This is a good baseline interest indicator. A low number of clicks on a high-impression post suggests the headline or visual wasn't compelling enough to grab attention.
Click-Through Rate (CTR): Calculated as Clicks ÷ Impressions, this percentage tells you how effective your post was at generating curiosity. A higher CTR means your content successfully prompted users to take action. This is often more telling than just looking at clicks alone.
Reactions, Comments, and Reposts: These are your core engagement metrics. While reactions (like, celebrate, support) are good, comments and reposts are far more valuable. They signal that your content was compelling enough for someone to add their own thoughts or share it with their network, which significantly boosts its reach.
Engagement Rate: This is arguably the single most important metric. LinkedIn calculates it by adding the total number of reactions, comments, reposts, and clicks, then dividing that by the number of impressions. It gives you a complete picture of how a piece of content performed.

How to Use Update Analytics

Don't just look at the numbers - look for patterns. Use the sort feature at the top-right of the table to organize your posts by Engagement Rate or CTR. Identify your top 5-10 performing posts. What do they have in common?

Format: Were they videos, image carousels, polls, or text-only posts?
Topic: Did you talk about company culture, share an industry insight, or post a customer case study?
Style: Was the tone conversational, instructional, or did you ask a question?

When you start to identify what your audience prefers to engage with, it should inform your next content calendar. Double down on what works and experiment with new ideas based on your best-performing content pillars.

Getting to Know Your Audience Through Follower Analytics

While Visitor Analytics shows you everyone who drops by, Follower Analytics focuses on the community that has intentionally opted in to see your content. These are often your warmest leads, most loyal brand advocates, and ideal job candidates.

Follower Highlights and Demographics

Much like the visitor section, you'll first see follower highlights showing your total follower count and how many new followers you've gained over your chosen time period. The graph is particularly useful for spotting growth trends. Did you get a surge of new followers after a successful webinar or product launch? That’s a clear sign your efforts are paying off.

The Follower Demographics section mirrors the visitor one, showing you the job function, seniority, industry, and location of your followers. The most important question this data helps you answer is: "Are we building a community of the right people?"

If your Target Customer Profile is a CMO in the software industry, but your followers are predominantly junior marketing specialists in retail, your content is likely not aligned with your business goals. Use these insights to recalibrate your strategy to attract the audience that matters most to your bottom line.

Actionable Strategies Based on Your LinkedIn Analytics

Understanding the numbers is only half the battle. The real value comes from turning those insights into concrete actions that improve your results.

Refine Your Content Strategy

This is the most direct application of your analytics. Your data provides a clear roadmap to what your audience wants.

Double down on high-engagement formats: If you notice videos consistently get the highest engagement rates, make video a central part of your strategy.
Tailor topics to your audience demographics: Seeing a large follower base in the financial services industry? Create content that addresses their specific pain points and regulatory challenges.
Test, measure, repeat: Don't assume that what worked last month will work next month. Continuously monitor your update analytics and be agile enough to shift your strategy as audience preferences evolve.

Improve Your Company Page SEO

Although LinkedIn provides its own internal tools, it's an often-overlooked fact that your Company Page is indexed by Google. By examining the Company and Job functions in your Visitor analytics dashboard, you'll find real-world terms that your audience uses to describe themselves. Ensure keywords are woven throughout your "About Us" section and tagline.

Inform Your Paid Ad Campaigns

Your organic visitor and follower demographics are a goldmine for your paid media strategy. Instead of guessing who to target with your LinkedIn Ads, you now have a data-backed profile of the people already engaging with your brand for free. Use this data to build highly-targeted ad audiences based on job title, industry, and seniority for a much more efficient ad spend.

Final Thoughts

Diving into your LinkedIn analytics moves your page's strategy from guesswork to a data-driven science. By regularly checking in on your visitor, follower, and update metrics, you can create more compelling content, attract your target audience, and turn your company page into a valuable business asset.

Manually checking and making sense of your data - not just on LinkedIn but across platforms like Shopify, Google Ads, or Salesforce - can take hours away from an already busy week. This is exactly why we built Graphed . We let you connect all your marketing and sales data sources in one place and simply ask questions like, "Show me my top-performing LinkedIn posts last month by engagement rate" or "Compare leads from LinkedIn vs. Google Ads this quarter." We create the reports and dashboards for you in seconds, saving you from the manual work of building them and giving you more time to act on the insights.