How to Track LinkedIn Analytics

Figuring out if your LinkedIn content is actually connecting with your audience can feel like a guessing game, but it doesn’t have to be. Your LinkedIn Page has a powerful, free analytics dashboard filled with insights about who’s following you, which posts resonate, and who you’re actually reaching. This guide will walk you through exactly where to find those numbers, what they mean, and how to use them to create content that really works.

Where to Find Your LinkedIn Analytics

First things first, you need to know where to find this data. LinkedIn makes it pretty straightforward, but the dashboard is only available for Company Pages, not personal profiles. If you’re managing a brand or business page, you’re all set.

Here’s how to get there:

1. Navigate to your LinkedIn Company Page.
2. Make sure you are in “View as admin” mode (it’s the default when you manage the page).
3. Look for the Analytics tab in the main navigation bar at the top of your page. Just click it.

Once you click, you'll be taken to the main analytics dashboard. LinkedIn neatly organizes its data into several key areas: Visitors, Followers, Content, and Competitors. Let's break down what each of these sections tells you.

Navigating Your LinkedIn Analytics Dashboard

Each tab in your dashboard paints a different part of the picture of your page's performance. Understanding all of them gives you a complete view of what's happening.

Visitors: Who's Checking Out Your Page

This is where you learn about the people who are landing directly on your Company Page, whether they follow you or not. It's a great indicator of your brand's overall pull and visibility on the platform.

Key Visitor Metrics:

• Page views: The total number of times your page has been viewed. This includes multiple views from the same person.
• Unique visitors: The number of individual accounts who viewed your page. This tells you how broad your reach is.
• Custom button clicks: If you have a custom call-to-action button (like "Visit website" or "Contact us"), this metric tracks how many people clicked it. It’s a direct measure of intent.
• Visitor demographics: This is arguably the most valuable part of the Visitors section. LinkedIn gives you a demographic breakdown of your visitors by job function, seniority, industry, company size, and country.

Actionable Advice:

Your visitor demographics are a report card on your audience targeting. Are you trying to reach Marketing Directors at SaaS companies? Check your visitor demographics. If your main visitors are interns in the retail industry, your content might be missing the mark, or your page may be attracting an unintended audience. Look for alignment between who you want to reach and who is actually showing up. A misalignment here is a clear signal to adjust your content strategy.

Followers: Tracking Your Community Growth

While the visitor tab shows you everyone who drops by, the follower tab is all about the people who’ve raised their hand and said, “Yes, I want to see more from you.” These are the people who have deliberately chosen to add your content to their feed.

Key Follower Metrics:

• Total followers: Your current follower count.
• Follower Growth: A line graph shows you how your audience has grown over time. You can adjust the date range to see your progress over the last week, month, or even all time.
• Follower demographics: Just like with visitors, you can see a detailed breakdown of your followers’ job titles, industries, company sizes, and more. This is an incredible resource for understanding your core community.

Actionable Advice:

Watch your follower growth chart for spikes and dips. Did you gain 50 new followers last Tuesday? Go look at the content you posted on Monday and Tuesday - something you did clearly resonated. Conversely, if your growth is flat, it might indicate your content isn’t compelling enough to earn a follow. Compare your follower demographics to your visitor demographics. If they are very different, it could mean you're reaching a lot of people who check you out once but aren't converting into long-term followers.

Content: Measuring What Resonates

This is the heart of your analytics and where you’ll probably spend most of your time. The Content tab provides performance data for every piece of content you post, helping you understand what your audience truly values.

Understanding the Core Metrics:

When you look at your post performance, you’ll see several numbers. Here’s what they actually mean:

• Impressions: The number of times your post was shown in someone's feed. One person can account for multiple impressions. Think of it as total views.
• Clicks: The number of clicks on your content, company name, or logo. This includes clicks on "see more" and links in your post. It’s a good measure of how well your post caught someone's attention.
• Click-Through Rate (CTR): The number of clicks divided by the number of impressions. A high CTR (typically above 2%) suggests your headline and visual were very compelling.
• Reactions: The total number of "Like," "Celebrate," "Support," "Love," "Insightful," and "Funny" reactions on your post. It shows a basic level of agreement or appreciation.
• Comments: The number of comments on your post. This is a strong indicator of engagement, as it takes more effort than a simple reaction. Comments are where conversations happen.
• Shares: The number of times people shared your post with their own network. A share is a powerful form of endorsement, it means someone found your content so valuable they were willing to stake their own reputation on it.
• Engagement Rate: This is a formula that lumps reactions, comments, shares, and clicks together, then divides that total by the number of impressions. It’s a great overarching metric to quickly compare which posts are performing best. LinkedIn calculates this for you.

Actionable Advice:

Each metric tells a different story. Don't just chase impressions. A post might get huge impressions but a low engagement rate, meaning it was seen by many but resonated with few. A post with lower impressions but tons of comments might indicate you've hit on a passionate topic for a smaller, more dedicated segment of your audience. Sort your content by different columns - Engagement rate one day, CTR the next - to spot different kinds of winners.

Putting Your LinkedIn Analytics into Action

Knowing what the numbers mean is one thing. Using them to make smarter decisions is what really matters. Analytics should inform your strategy, not just fill up a report.

1. Identify Your Content 'Pillars' and 'Experiments'

Sort your posts by engagement rate to find your top performers over the last 90 days. Look for themes. Are they all video posts? Are they user-generated content? Are they simple text posts asking a question? The topics and formats that consistently perform well are your content pillars - the foundation of your strategy.

Next, find your worst-performing posts. Are they all overly promotional? Heavy on jargon? These are teaching moments. Notice what doesn't work so you can do less of it.

2. Optimize When You Post

While LinkedIn doesn't have a built-in "best time to post" tool, you can figure it out on your own. Export your content data into a spreadsheet. Look at your posts with the highest impressions and engagement over the first 24 hours. Was there a common day of the week or time of day they were published?

You may find that launching a thought leadership post at 9 AM on a Tuesday gets great initial traction, while a lighter, "behind-the-scenes" post performs best on a Friday afternoon. Use these clues to build a publishing schedule that aligns with your audience's habits.

3. Speak Your Audience's Language

Your follower demographics are a cheat sheet for building your customer persona. Are most of your followers in a Senior-level position? If so, content that’s strategic and focuses on high-level business outcomes will probably perform better than content focused on entry-level tactical advice.

For example, if you sell project management software and see that your audience is mostly in the construction industry, tailor your posts to address their specific pain points - like managing job sites and subcontractor schedules - instead of generic content about productivity.

A Simple Method for Tracking Performance

It’s easy to get overwhelmed. You don't need a complicated system. Create a simple spreadsheet or document to track your key performance indicators (KPIs) weekly or bi-weekly. All you need are a few columns:

Week of | Follower Growth | Average Impressions/Post | Average Engagement Rate | Top Performing Post (Topic/Link) | Notes &, Observations


Filling this out takes just 15 minutes a week. The "Notes" column is the most important part. This is where you write down hypotheses like, “Question-based posts seem to be driving a lot of comments,” or “Carousel posts took more time to make but generated the highest CTR this month.” Over time, these observations become your institutional knowledge, guiding you toward a more effective content plan.

Final Thoughts

Regularly checking your LinkedIn analytics turns posting from an art into a science. It's the most direct way to listen to your audience, providing concrete data on what they find interesting, valuable, and share-worthy. By reviewing this data consistently, you can stop guessing and start building a content strategy that drives real results.

Tracking this data is the first step, but centralizing it alongside your other social platforms is how you get a complete view without spending hours switching tabs. This is why we built our analytics dashboard in Postbase. We wanted a single, clean dashboard to track performance across all platforms, including LinkedIn, to see what’s working everywhere at once. It helps us spot trends faster and make better creative decisions without getting lost in multiple different analytics tools.