How to Use LinkedIn Analytics

Stop guessing what your LinkedIn audience wants and start listening to what they’re telling you with their actions. The platform’s built-in analytics is a powerful, free tool that shows you exactly what type of content is working, who’s paying attention, and how you compare against the competition. This guide will walk you through where to find your LinkedIn analytics, how to understand the numbers, and most importantly, how to use them to create better content that grows your influence.

Where to Find Your LinkedIn Analytics

LinkedIn splits its analytics dashboard between your personal profile and your Company Page. The data you get is slightly different in each place, so let’s look at how to access both.

For Personal Profiles (with Creator Mode)

If you have Creator Mode turned on for your personal profile, LinkedIn gives you a handy analytics snapshot right on your profile page. This is perfect for individual creators, consultants, and leaders building their personal brand.

Here’s how to find it:

1. Navigate to your personal LinkedIn profile.
2. Scroll down past your headline and featured section. You'll see a private-to-you section called Analytics &, tools.
3. Here, you'll find an overview of your post impressions, followers, profile viewers, and search appearances. Click into any of these for a more detailed view.

The personal dashboard is great for a quick pulse check on your content's reach, but the real treasure trove of data is inside your Company Page.

For Company Pages

If you manage a business page, you get access to a much more robust analytics suite that covers content performance, audience demographics, page traffic, and more. This is where you can dig deep to guide your company’s content strategy.

Here’s how to get there:

1. Go to your LinkedIn Company Page. You'll need to be a Page Admin to see the analytics.
2. In the menu on the left side of the page, click on Analytics.
3. A dropdown menu will appear with several categories: Visitors, Updates, Followers, Competitors, Talent Brand, and Employee Advocacy. We’ll focus on the first four, as they are the most relevant for a typical social media strategy.

Decoding Your Company Page Analytics: What It All Means

Once you’re in the dashboard, you’ll see a lot of graphs and numbers. It can feel overwhelming at first, but each section tells you a different part of your LinkedIn story. Let's break it down section by section.

Updates Analytics: Measuring Your Content Performance

The "Updates" tab (LinkedIn calls posts "updates" in this section) is where you measure how your content is performing. It’s probably the tab you’ll spend the most time in. Here’s what to look at:

• Impressions: This is the total number of times your post was shown to LinkedIn members. It’s a measure of reach. A high number of impressions is good, but it doesn't mean much without engagement.
• Clicks: The number of clicks on your content, company name, or logo. This includes clicks on "see more," links, or hashtags.
• Click-Through Rate (CTR): This is clicks divided by impressions. A high CTR (typically above 2%) is a strong signal that your headline and creative were compelling enough to make someone stop scrolling and click.
• Reactions, Comments, and Shares: These are your core engagement metrics. Comments and shares are far more valuable than reactions because they require more effort and extend your post's reach to new audiences.
• Views (for video): Shows you how many people watched your video for at least three seconds.
• Engagement Rate: LinkedIn doesn't show you this metric directly for each post, but it’s the most important one to track. You can calculate it yourself: ((Reactions + Comments + Shares + Clicks) / Impressions) * 100. A higher engagement rate means your content is genuinely resonating with the people who see it.

Actionable Advice: Sort your updates by top engagement rate over the last month. Do you see a pattern? Maybe your audience loves when you share behind-the-scenes photos, or perhaps text-only posts asking a probing question get the most comments. Whatever that pattern is, that’s your starting point for your next content plan.

Followers Analytics: Understand Your Audience

The coolest, and arguably most useful, part of LinkedIn analytics is the deep dive you can take into your follower demographics. This data is pure gold for validating that you’re reaching the right people.

In the "Followers" tab, you can see breakdowns of your audience by:

• Location: See a map and list of top countries and cities where your followers are.
• Job Function: Are you attracting people in Marketing, Sales, Engineering, or Operations?
• Seniority: Is your content resonating with Senior leaders, VPs, Directors, or interns?
• Industry: A look at the top industries your followers work in, like Information Technology, Marketing &, Advertising, etc.
• Company Size: Find out if you’re attracting people from startups, mid-sized companies, or huge enterprises.

Actionable Advice: Compare these demographics to your ideal customer profile (ICP). For example, if your company sells software to heads of HR at companies with 500+ employees, but your follower analytics show your audience is mostly entry-level marketing associates at small businesses, there’s a disconnect. Your content isn't reaching the right people. This data gives you the hard evidence you need to pivot your content strategy to better align with your business goals.

Visitors Analytics: Who's Checking Out Your Page?

Lots of people might see your content in their feed, but who is intrigued enough to click through to your Company Page? The "Visitors" tab tells you exactly that. It shows much of the same demographic data as the followers tab but for all visitors, not just followers.

Look at this section to understand if the people visiting your page are a good fit for your business. For example, if you see high traffic from a particular industry you weren’t actively targeting, it could be a sign of an untapped market.

This section is also a good place to spot potential issues. Are you getting lots of page views but few new followers? It could mean your page itself isn’t compelling. Your “About” section might be unclear, or your pinned post might be outdated.

Actionable Advice: Look at the "Visitor demographics" and compare them to your "Follower demographics." If there's a big discrepancy, investigate why. Maybe you're running ad campaigns that drive unqualified traffic or attracting a different audience than you intended. Use this to refine the messaging on your page itself to convert more visitors into followers.

Competitors Analytics: How Do You Stack Up?

This is your free market research dashboard. In the "Competitors" tab, you can add up to nine of your competitors to benchmark your performance against theirs.

• Total followers and new followers: See who is growing the fastest.
• Total posts and total engagement: Get an idea of their posting frequency and how their content is landing with their audience.

Actionable Advice: If you see a competitor had a huge spike in new followers last month, go visit their page. Scroll through their activity and see what they posted. Did they launch a big campaign? Did they post a viral video? Did their CEO post a compelling thought piece? You can learn powerful lessons from their wins (and their flops) without having to spend a dime.

Putting It All Together: A Simple Analytics Routine

Data is useless if you don't act on it. Instead of just checking your analytics randomly, build a simple routine to stay on top of what’s working and systematically improve your results.

The Weekly Pulse-Check (15 Minutes)

Once a week, pop into your "Updates" analytics. Filter by the last 7 days and identify your top-performing post. Ask yourself a few questions:

• What was the format? (Text-only, single image, carousel, video, poll?)
• What was the topic? (Industry news, company update, advice, a question?)
• What was the tone? (Funny, inspiring, educational?)

Keep a simple note of what kind of content won the week. Over time, you’ll develop a powerful intuition for what clicks with your audience.

The Monthly Deep Dive (1 Hour)

At the start of each month, export your data from the previous month. This gives you a bigger picture. Look at:

1. Content Trends: What were the overarching themes of your top 3-5 posts for the month? It’s time to double down on those themes. Similarly, what posts flopped? It might be time to cut that content style from your calendar.
2. Follower Growth: Note your follower growth rate month-over-month. Is it accelerating, slowing down, or flat? Connect that growth (or lack thereof) to your content performance.
3. Audience Alignment: Glance at your follower demographics again. Are you still attracting the right people? No need to check this every week, but a monthly peek ensures you're staying on track to reach your target audience.

LinkedIn offers a wealth of information in its analytics dashboard. By setting aside a little time to regularly check in and understand the story your data is telling, you can stop creating content in the dark and start building a strategy that delivers real, measurable results.

Final Thoughts

By moving beyond vanity metrics like impressions and focusing on engagement rates, follower demographics, and content performance trends, you can transform your LinkedIn page from a simple broadcast channel into a strategic asset for your brand. Analytics give you a clear roadmap to create more of what resonates, less of what falls flat, and ultimately build a stronger connection with the people who matter most to your business.

Checking analytics on LinkedIn is one thing, but juggling reports across Instagram, TikTok, Facebook, and more can turn into a huge time commitment. To make things simple, we built our Analytics dashboard inside Postbase to pull all your key metrics from every platform into one clean view. You can see what’s working everywhere at a glance and export beautiful PDF or CSV reports to share with your team or clients, helping you spend less time pulling data and more time creating content that connects.