How to Track the Performance of a LinkedIn Company Page

Posting consistently to your LinkedIn Company Page is only one piece of the puzzle. Knowing what’s actually working is where you'll find real, sustainable growth. Understanding your page's performance data helps you stop guessing what your audience wants and start creating content that lands with impact. This guide will walk you through exactly where to find your LinkedIn page analytics, which metrics matter most, and how to use that data to refine your content strategy.

Where to Find Your LinkedIn Company Page Analytics

First things first, let's locate your analytics dashboard. LinkedIn makes this pretty straightforward, but the options can feel a little overwhelming once you're inside. Don't worry, we'll break it all down.

Here’s how to get there:

1. Navigate to your LinkedIn Company Page while logged in as an admin.
2. Below your company name and logo, you'll see a navigation bar with options like "Home," "About," and "Posts." Click on Analytics.
3. You’ll be presented with a dropdown menu showing several categories: Visitors, Updates, Followers, Competitors, and sometimes specialty analytics like Employee Advocacy or Talent Brand for certain page types.

This is your command center. Each of these tabs gives you a different view of your page's performance. Let's look at what each one tells you and which numbers deserve your attention.

Understanding the Core LinkedIn Metrics: What to Actually Track

You can easily get lost in a sea of charts and numbers. The goal isn't to track everything, but to track the right things - the metrics that give you actionable information to improve your content and grow your audience.

1. Visitor Analytics: Who's Checking You Out?

This section is all about the people who land on your page, whether they follow you or not. It's great for understanding who your content is attracting at a high level.

• Page views: The total number of times your Company Page has been viewed.
• Unique visitors: The number of individual accounts that have viewed your page. One person visiting five times counts as 5 page views but only 1 unique visitor.

While an upward trend here is nice, the real gold is in the Visitor demographics section. This is where you can see anonymized, aggregated data about the people visiting your page, including:

• Job function (e.g., Marketing, Sales, Engineering)
• Location
• Seniority (e.g., Entry, Senior, Manager, Director, VP)
• Industry
• Company size

Actionable Advice: Check these demographics monthly. Are they aligning with your ideal customer profile? If you're a SaaS company trying to reach VPs of Marketing but your visitor demographics are showing mostly entry-level sales reps, it’s a clear sign your content strategy needs a pivot. You might need to change your post topics, tone, or messaging to attract the right professional audience. For more tips, learn how to grow your brand on LinkedIn.

2. Update Analytics: Is Your Content Hitting the Mark?

This is arguably the most important section for day-to-day content strategy. It tells you exactly how your individual posts (updates) are performing. When you click into "Updates," you’ll see a list of your recent posts with several columns of data.

Here are the key metrics to focus on:

• Impressions: The number of times your post was shown on screen. This is a measure of reach.
• Clicks: The number of clicks on your content, company name, or logo. This includes clicks on links, images, or "See more..." prompts.
• Click-through rate (CTR): Clicks divided by impressions. A high CTR indicates your headline and visuals are compelling enough to make people stop scrolling and engage.
• Reactions: The total number of likes, celebrations, supports, loves, insightfuls, and funnies on your post.
• Comments: A strong indicator of engagement, showing that your content sparked a conversation.
• Shares (Reposts): Shows that your content was valuable enough for someone to share with their own network - a strong vote of confidence.
• Engagement rate: This is the holy grail metric. LinkedIn calculates this for you by summing up reactions, comments, shares, and clicks, then dividing that by the total impressions.

Actionable Advice: Don't just look at individual post performance. Look for patterns. Sort your updates by engagement rate to quickly see what content formats and topics resonate most. Did your carousel post with client testimonials outperform the single-image post about a company update? Did the behind-the-scenes video get way more comments than the link-out to a blog post? This is how you learn what your audience truly wants to see from you. To learn more about this metric, check out how to measure engagement on LinkedIn.

3. Follower Analytics: Are You Growing the Right Audience?

This section is dedicated to the people who’ve raised their hands to say, "I want to hear more from you." It's where you track audience growth and make sure that growth is coming from the right places.

• Follower highlights: This is a simple chart showing your total followers and how many new followers you’ve gained over a selected time period. You’re looking for steady, consistent growth here. Big spikes are great but try to understand what caused them - was it a viral post or a successful promotion?
• Follower demographics: Just like visitor demographics, this section shows the aggregate data for your follower base (job function, seniority, industry, etc.).

Actionable Advice: Compare your follower demographics to your visitor demographics. This comparison answers a vital question: Are the people who follow you representative of the people you're attracting? If you’re attracting senior-level decision-makers (high-quality visitors) but they aren’t hitting the "Follow" button, it might mean your page itself isn’t compelling enough. Consider pinning a high-value post to the top of your feed or updating your tagline and "About" section to better communicate your value proposition. If you're just starting, here's how to create a company page on LinkedIn.

4. Competitor Analytics: How Do You Stack Up?

Social media doesn't exist in a vacuum. The competitor analytics tab allows you to add up to nine other companies and benchmark your performance against theirs. It's a fantastic, free tool for a bit of friendly competitive analysis.

You can compare:

• Total followers and new follower growth
• Total number of updates (posts) in a given timeframe
• Total reactions, comments, and shares

Actionable Advice: Go beyond a simple follower count comparison. A competitor with more followers isn't necessarily more successful. Instead, focus on their engagement. If a competitor has fewer followers but gets consistently more reactions and comments per post, they’re doing something very right with their content. Look at their top-performing posts that LinkedIn surfaces in this section. What topics are they covering? What tone are they using? You can find a lot of inspiration without having to copy them directly. For comprehensive strategies, explore how to optimize your LinkedIn company page.

Beyond the Dashboard: Putting Your Data Into Action

Data is useless without action. Simply knowing your engagement rate is 1.5% doesn't help you grow. Here’s how to turn these insights into a tangible strategy.

Set Clear, Measurable Goals

Instead of a vague goal like "grow our LinkedIn presence," use your analytics to set specific targets. Effective goals answer the "what" and "when" questions clearly.

For example:

• "Increase our average post engagement rate from 2.5% to 3.5% over the next quarter by focusing on more carousel and document posts."
• "Generate an average of 25 clicks per post to our new case studies page this month."
• "Gain 150 new followers from the 'Software &, IT Services' industry over the next 60 days."

These goals give you something concrete to measure against, turning analytics from a passive report into an active guide.

Create a Simple Tracking System

While LinkedIn's dashboard is great, it’s helpful to track your most important metrics over the long term in a simple spreadsheet. This helps you spot trends that might be missed in a 30-day view.

Create a sheet with columns for:

• Date
• Post Description &, Format (e.g., "Video testimonial," "Text-only question")
• Impressions
• Clicks
• CTR
• Reactions
• Comments
• Shares
• Engagement Rate

Just spending ten minutes updating this each week will provide immense clarity on what is and isn't working over time. For detailed steps on creating effective content, read our guide on how to post on LinkedIn.

Engagement Rate = ((Reactions + Comments + Shares + Clicks) / Impressions) * 100

Test, Measure, and Repeat

Your analytics dashboard is a sandbox for experimentation. Use it to form hypotheses and then test them. You never know what might work until you try.

• Test post formats: Pit a document post (like a PDF slider) against a video on the same topic and see which performs better.
• Test topics: Share a customer success story one week and an industry trend analysis the next. Which one sparked more comments?
• Test timing: Try posting in the morning for two weeks and in the afternoon for the next two. Does your specific audience show a preference? Analytics will give you the answers.

Consistently tracking your LinkedIn performance is about shifting from making assumptions to making informed decisions. By understanding who your audience is and what they value, you can create a content strategy that not only reaches more people but builds a community and drives real business results.

We know that jumping between platforms to piece together performance data can be a real drag, especially when you manage multiple social accounts. That’s why we built Postbase with a clean analytics dashboard that brings all your social metrics - including LinkedIn - into one easy-to-understand view. You can see what's working across all channels, export reports for your team, and spend less time pulling numbers and more time creating content that connects.