LinkedIn is the place for you as a business looking to leverage social media to make better decisions and boost your brand. Social media platforms like X, Facebook, and Instagram can be great for brand building. However, if you’re a B2B business, LinkedIn should be at the top of your list, as it’s one of the best platforms for B2B marketing.
The platform recorded one billion users across 200 countries and regions in 2024, with 220 million in the US alone. That gives you access to a wide audience, allowing your brand to achieve your goals if you manage it well.
This guide will show you how to leverage LinkedIn analytics to support your business decisions and execute better marketing campaigns.
What is LinkedIn Analytics?
LinkedIn analytics refers to the data and statistics that give you an in-depth look at the activities and performance of your LinkedIn profile or page. It measures the effectiveness of your marketing strategy by showing you who your audience is and how they interact with your content. You can see who viewed your profile, how many people liked and clicked, and how well your sponsored posts are doing. Understanding your analytics helps you prepare better campaigns and improve your strategies.
Why Do You Need to Analyze LinkedIn Performance?
Analyzing your performance as a B2B business on LinkedIn can significantly improve your marketing campaigns. Here are 5 reasons we recommend LinkedIn analytics:
- It enhances engagement: LinkedIn analytics show your profile metrics, such as comments, likes, and shares. By seeing which posts have the most engagements, you can focus on producing more targeted content that resonates with your audience, which will boost your performance.
- It grows your network effectively: The LinkedIn metrics will also show your audience demographics, such as their region or country, their industry, age range, and much more. Understanding this will allow you to target the right audience and expand your network reach.
- It measures ROI on paid campaigns: If you use LinkedIn ads as a business, you get information on the performance of your paid campaigns. This includes key metrics such as impressions, engagement, click-through rates, and conversion rates. This essential feedback can inform your business decisions for allocating resources more efficiently.
- Competitive analysis: Seeing how your campaigns perform against your competitors can be motivating. LinkedIn analytics give you insights into your competitors’ performances, such as follower growth and engagement, allowing you to find content that works in your industry and improve your campaigns.
- Personal branding: You can also use LinkedIn analytics as a personal brand to ensure your profile reaches the right audience. It will give you insight into your profile performance and allow you to adjust your techniques accordingly.
LinkedIn Analytics Breakdown
Let’s break down LinkedIn analytics for business pages and LinkedIn ads. This will help you use the platform to your advantage and improve your business outreach.
Business Page Analytics
Business page analytics show your company page’s LinkedIn metrics. It gives details on your follower demographics, post performance, page traffic, engagement trends, impressions, profile views, and engagement rate. This information lets you optimize your content strategy, determine what works best, and adjust your plan accordingly.
Content
LinkedIn content analytics gives you an in-depth look at how your content performs on the company page. With access to this data, you can improve your content strategy to suit your audience and increase your online visibility.
The Key Metrics for LinkedIn Content Analytics
- Impressions and reach: Impressions track the number of times your post shows in someone’s feed. Reach measures the number of unique viewers of a post.
- Engagement rate: The engagement rate is the sum of your posts’ likes, comments, and shares divided by your total follower count and multiplied by 100. This shows how engaged your audience is with your content.
- Clicks: This metric shows the total number of unique clicks on your content, company name, or logo, showing you what parts of your page are catching the attention of LinkedIn members.
- Social actions: This shows the number of reactions, comments, and shares on your content by platform members, including Direct Sponsored Content. With this, you can determine what content your audience engages with more.
- Video views and viewer retention: If you post videos on LinkedIn, this metric will show you how many viewers watched the video and how long they watched it. It also shows the number of times your video was watched for more than two seconds. This helps you determine what content sells and the preferred duration of your videos.
- Followers gained from posts: This key metric shows how many people followed your page after viewing a post. You can see which content improves your follower count and add it to your content strategy.
Content Performance Analysis in the Highlights and Trends Section
The Highlights and Trends section gives you an overview of your content performance over a specific period. It shows you what posts performed well, which can impact your future strategy. It includes trend graphs and the top-performing posts. The trends graph visually represents your engagement trends over time and shows the content with the best impact. Top-performing posts show the posts with the highest engagements, impressions, and clicks.
How To Effectively Use Content Analysis For Strategy Optimization
You can make the most of these key metrics by:
- Keeping track of different content’s performance, and designing a content strategy to adapt the most successful content.
- Trying out different types of content—including articles, videos, and images—to determine which content has more engagement and why.
- Analyzing what time your posts get the most engagements and adjust your posting schedule accordingly.
- Using the demographics data to design your content to suit your audience’s specific interests.
Visitors
LinkedIn visitor analytics gives insight into the members who view your company page—including those who are not following you. This allows you to see the extent of your company’s reach, the type of audience your page attracts, and the type of content that the audience is interested in. With these metrics, you can design better strategies to attract more followers and increase your audience.
The Key Metrics in LinkedIn Visitors Analytics
- Page views and unique visitors: Page views is the total number of views your page has during a specific period, including multiple views from the same user, while unique visitors is the number of unique viewers visiting the page. This metric allows you to see the demographics of visitors on your page, allowing you to create a strategy to target this audience.
- Visitor demographics: This metric is a breakdown of your company page visitors by job function, location, industry, company, seniority, and time ranges. It allows you to fully understand the audience your content is reaching so you can tailor your strategy to them.
- Engagement metrics: LinkedIn gives you a full perspective of the number of clicks on your company page, including the company logo, name, and other buttons available. With this, you’ll see what is most effective in attracting attention and engagement on your page.
- Mobile vs desktop visits: With insights into the devices your audience uses to access your page, you can curate your content for different platforms.
Visitor Performance Analysis in the Highlights and Trends Section
This section gives you a summary of key metrics over time, including specific time ranges. Here, you’ll see how well your page has performed over time, and how to improve.
- The Traffic Sources section highlights where your page visitors come from—whether through direct visits, LinkedIn, or other search engines.
- The Activity Peaks section shows the time your page gets the most activity, allowing you to schedule your posts accordingly to maximize visibility.
How to Effectively Optimize Visitor Analytics for Strategic Planning
You can make the most of LinkedIn visitor analytics as follows:
- Improve your page engagement by scheduling new content releases and page updates at peak visiting hours, according to your Activity Peaks.
- Take advantage of demographic insights to tailor your content to your audience’s interests.
- Use device usage data to design your page and content for your audience’s preferences or optimize it for both mobile and desktop viewing.
- Harness the power of SEO to analyze traffic sources to focus on channels generating traffic and improve poorly performing ones.
Followers
LinkedIn follower analytics give you a comprehensive breakdown of the type of followers on your company page. You can use details on location, job function, seniority, and company size to identify and understand those interested in your content. This allows you to tailor your marketing strategies to attract and retain loyal followers.
The Key Metrics in Follower Analytics
- Total followers: This gives you a view into the effectiveness of your marketing strategies.
- Follower demographics: This gives you key information about your followers, including their job function, industry, seniority, and company size.
- Follower trends: This shows how many followers your page has lost or gained over a specific period. It tells you which content attracted or lost followers, allowing you to understand your audience better and the impact of your content on them.
- Follower sources: This metric is key for determining which outreach channels to invest in. It shows how your followers discover you, whether from LinkedIn suggestions, search, other search engines, or your company’s website.
Follower Performance Analysis in the Highlights and Trends Section
This section provides visual graphs and charts to understand your followers’ dynamics better. The Growth Rate displays your follower growth over time, while Top Growth Drivers show what content or marketing campaigns have brought you the most followers. These metrics help you understand the direct impact of your content on your audience.
How to Optimize Follower Analytics for Engagement and Growth
Here’s how to use Follower Analytics effectively:
- Use follower demographics to segment your audience with content that appeals to each group of followers.
- Monitor and identify your growth trends to see which strategies work and which don’t.
- Determine which strategies increase followers and replicate or improve them for future content.
- Use data on follower location and industry to target new audiences and boost active ones.
Leads
LinkedIn leads analytics provide a detailed look into the leads generated by the platform’s features connected to your LinkedIn ads, like Lead Gen Forms. Lead Gen Forms are LinkedIn analytics tools that allow you to collect data on your potential customers on the platform. The leads metric is valuable to B2B businesses as it gives you quality leads from your page visitors and how they interact with your campaigns.
The Key Metrics in Lead Analytics
- Lead generation forms performance monitors specific lead generation forms, and shows how many leads are captured by each form, allowing you to evaluate directly how well it engages prospects.
- Lead quality measures the quality of generated leads based on engagement levels and conversion rates. You can create better strategies, as lead quality shows you which leads are likely to convert.
- Lead demographics gives a comprehensive picture of the people who have filled out your forms, including their job function, industry, seniority, company size, and location.
- Conversion rates track the number of leads that have taken the intended action, allowing you to measure the ROI of your marketing investments.
Lead Generation Analysis in the Highlights and Trends Section
This gives a brief outline of your lead generation strategies over a specific period. It includes Lead Volume Trends, a chart that shows the total number of generated leads over time. This helps you understand the impact of your campaigns and the effects of seasonal changes. The top-performing lead gen forms metric helps improve your form deployment strategy by determining which forms capture leads most effectively.
How to Use Lead Generation for Improved Conversion Strategies
You can use lead generation to improve your conversion strategies, as follows:
- Customize the questions on your forms according to your performance data. This should help improve conversion rates.
- Use demographics data to inform follow-up communications to address the needs of specific groups.
- Determine which types of content are most effective at converting leads. Adjust your offers accordingly.
- Analyze conversions for what works best. Use this data to set realistic goals. Measure leads against these goals to assess the effectiveness of your marketing strategy.
Competitors
Competitor analytics give comprehensive details on how your company performs against others in your industry. This gives you insights into the effectiveness of your marketing strategies and allows you to develop ways to improve. If used adequately, you can make your campaigns stand out and succeed.
The Key Metrics in Competitor Analytics
- Follower Count Comparison: View the follower count of your competitors and monitor how they increase over a specific period. This will allow you to see how your brand visibility compares to others.
- Engagement Rates: Check out how well competitors’ followers engage with their content compared to yours. Seeing which content receives more engagement can allow you to measure your content performance against others and redesign your marketing strategy effectively.
- Growth Trends: Seeing the rise of competitor followers can help you determine what strategies work and what trends are more successful.
- Content Performance: Here, you’ll see what content performs better on your competitors’ pages and determine what strategies are more likely to succeed.
Competitor Analysis in the Highlights and Trends Section
Like others mentioned before, this section gives you a visual and data-driven comparison of your page performance to that of your competitors. The Side-By-Side Metrics Comparison includes visual graphs and charts that compare your performance to your competitors. This allows you to identify effective trends and opportunities. The Top Performing Posts From Competitors section gives insight into which posts get more engagement from your competitors. You can use this to determine what trends and strategies deliver successful campaigns.
How to Use Competitor Analytics to Improve Conversion Rates
- Use your competitor data as a guide to set realistic and driven goals for your page regarding growth, engagement, and effectiveness.
- Look out for missed opportunities in your competitor strategies that you can use to offer better content and get ahead.
- Monitor what drives higher engagement and following on your competitors’ pages and reconstruct your strategies accordingly.
- Follow the trend but also get innovative by using industry trends to create unique content within the trend and stay ahead.
Employee Advocacy
LinkedIn Employee Advocacy analytics gives insights into how well your company employees engage with and promote your company’s content on their personal profiles. When your employees engage with your content and share it with their followers, it increases the range of your audience and enhances your company’s credibility. You can improve your marketing strategy by monitoring and understanding your employee engagement.
The Key Metrics in Employee Advocacy Analytics
- Employee Shares: This metric tracks which employees share your content and how often they do, giving insight into how many employees advocate for your company.
- Engagement From Employee Shares: This metric shows you the effectiveness of your employee shares as it tracks the comments, likes, and shares your content gets when shared by them.
- Reach Expansion: This tracks the additional content engagement and visibility that your page gets when shared by employees compared to through the company alone.
- Conversion Rates: You can track the conversion rates from posts shared by employees with this metric. This can give you insights into the effectiveness of employee advocacy, especially if there are CTAs in the posts.
Employee Advocacy Analysis in the Highlights and Trends Section
This section includes details on how your employee engagement with your content is influencing your campaign goals. Activity Over Time shows how often employees share your content and the result of their engagement over a selected period. Top Advocates shares which employees are most active on your page and their engagement, allowing you to see and reward them.
How to Use Employee Advocacy Analytics to Improve Page Engagement
To maximize employee advocacy analytics, you should:
- Inform your employees of the numerous benefits of building your LinkedIn visibility and create programs encouraging them to engage and share the company’s content.
- Create content that resonates with your audience and employees, like company milestones, employee achievements, and industry insights.
- Offer training sessions or resources to employees with the potential to build the brand’s engagement and visibility effectively.
- Monitor the effect of employee advocacy on achieving your marketing goals, like online visibility, lead generation, and recruiting efforts.
How To Access The Business Page LinkedIn Analytics
LinkedIn Analytics is a tool that gives you insights into your audience, engagement, visibility, content, and effectiveness of your marketing strategies. Here’s a detailed guide on how to find analytics on LinkedIn.
Step 1: Navigate to your company page.
Step 2: Click on the “Analytics” tab, which will offer dropdown options for visitors, updates, and followers.
Step 3: Select the specific section that you want to track. Each section provides specific metrics related to that aspect of your page’s performance.
LinkedIn ads analytics gives insights into the performance of your sponsored ads on the platform and how your audience engages and reacts to them. You get information like your impressions, clicks, engagement, audience demographics, and ad or post performance. This data helps you understand the effectiveness of your ad campaigns, allowing you to redesign or enhance them for higher success rates.
Performance Report
This refers to how well your audience reacts to your ads and if the ads reach the target audience. The metrics include impressions, clicks, cost-per-click (CPC), conversions, and click-through rate (CTR). By utilizing this effectively, you can determine how well your ad campaigns are doing and what changes you need to make.
Delivery Report
This shows how well your ad is distributed across your audience and its cost-effectiveness. It includes your spending over time, frequency, and reach. The frequency is how often your ads are shown to the same person, and the reach is the number of unique members who view your ad.
Conversion Report
This metric tracks your campaign’s effectiveness in driving actions by getting the audience to follow through with your CTA. With this, you’ll understand how a well-designed campaign is driving action. It includes conversion rates, lead generation, and cost per conversion.
Demographic Report
This report allows you to see the spread out of your audience’s age, job function, company size, location, industry, and seniority. You can use this data to determine the demographics of your most responsive audience and redesign your future ads to suit their interests.
Click Demographic Report
This includes the different demographics of the audience that click on your ads. You can see your audience’s demographics interact the most with your campaigns.
How To Access LinkedIn Ads Analytics
Step 1: Click the “Advertise” icon from the LinkedIn toolbar to open LinkedIn Campaign Manager.
Step 2: Select the account associated with your ads.
Step 3: View detailed analytics for each campaign or ad set, including metrics like conversion rates and cost per result.
Profile Analytics
The profile analytics on LinkedIn helps you understand how your audience engages with your company profile. It gives detailed insights into who views your profile, their demographics, and interactions with your profile page.
Profile Views
This metric tracks how many times other LinkedIn members view your profile. It helps you understand how appealing and visible your page is to others in the industry.
Post Views
This key metric provides insights into the visibility of your posts and how well they resonate with your audience.
Search Appearances
This is data on how often your profile appears on LinkedIn searches, allowing you to know how well your page is keyword-optimized amongst your peers in the industry.
Engagement Metrics
This is a detailed breakdown of the engagement of each post, including likes, comments, and shares. It allows you to see what content your audience engages with more and can help you refine your content strategies.
How To Access LinkedIn Profile Analytics
To access LinkedIn Profile Analytics:
- Go to your LinkedIn profile.
- Click the “View profile” button.
- Scroll down to your dashboard, which is private to you, to find data on profile visits, post views, and more.
LinkedIn Analytics Benchmarks By Industry 2025
Monitoring the right LinkedIn analytics benchmarks can help you make better marketing strategies and measure your success level. We’ll go into the top 10 benchmarks that you should stay on top of to achieve better results.
Click Through Rate
This measures the percentage of people who viewed your ads and the number of people who clicked on it. This key metric helps to determine the relevance of your ads to people and if you’re using the right keywords and targeting the right audience. The average LinkedIn CTR varies by the type of content, and the average for sponsored content ranges from 0.45% to 0.65%. You can improve your brand’s CTR by:
- Targeting the right audience
- Determining the type of content that works for you by experimenting with different ad variations.
- Ensuring your CTA is obvious and can be easily seen by the viewer.
- Targeting users who have previously engaged with your content.
- Using limited offers, bonuses, and exclusive content to create a sense of urgency.
Cost Per Click
The cost per click refers to the cost of an ad divided by the number of clicks generated, allowing you to determine how much each click costs and the most effective ads. It can help you to determine how well your content is driving engagement. A good CPC is when you spend less money for more clicks. You can improve your CPC by:
- Using the demographics data to determine the location of your audience and target this area more.
- Monitoring LinkedIn conversations to determine the interests and needs of your audience.
- Tailoring your content to your audience using data on their demographics, education, and job experience.
- Finding a device target for your content by designing your content to suit the most used devices by your audience.
Engagement Rate
This gauges how well your audience interacts with your content, such as comments, likes, shares, DMs, and clicks, against your number of impressions and views. The average engagement rate for sponsored content is 0.5% non-video and 1.6% for videos. The average engagement rate for organic content is 2% to 6%. You can improve your engagement rates by:
Creating a posting schedule and be consistent with it.
- Engaging your audience through questions, discussions, requests for feedback, and replying to their comments.
- Boosting your LinkedIn visibility through employee advocacy.
Conversion Rate
Conversion rate is a metric that shows the percentage of people who followed through with the CTA on your ad or content. It could be by filling out a form, buying a product, or signing up for an event. A good LinkedIn conversion rate is between 5% and 15%. You can improve your conversion rate by:
- Utilizing LinkedIn live and videos by sharing video content, highlighting team members and their achievements, and sharing customer testimonials.
- Try out different CTAs to see which one drives your audience more. Try to create a sense of urgency to increase the number of people who follow through.
Impressions
LinkedIn impressions indicate the number of times your audience sees your content or ad on the platform, including through scrolls, notifications, and search results. It can help you determine the reach of your content; however, it doesn’t refer to its performance. You can improve your impressions by:
- Giving a fresh look to your old high-performing content and making them more appealing to your audience, for instance, turning words into infographics.
- Boosting your LinkedIn profile by making it SEO-optimized. You can add keywords relevant to your industry so that it reaches the right audience.
Reach
This refers to the number of unique viewers on your content, including posts, ads, or articles. It measures the engagement on your content and determines if it’s valuable to appear more on members’ feeds. You can improve your reach by:
- Creating a posting schedule, staying consistent with it, and replying to comments and DMs promptly.
- Collaborating with influencers to give more visibility to your company or product.
Cost Per Send
This metric applies to InMail messages delivered to your target audience. It means you pay a specific amount for each email delivered successfully, regardless of open or click rates. You can determine its effectiveness by comparing how much you spend against industry standards, ensuring you get the best value for your money. You can improve your LinkedIn CPS by:
- Tailoring LinkedIn emails to suit your audience by adding a question, relevant data, or success stories.
- Scheduling your email to be sent at peak hours when your audience is more likely to view and engage.
Organic ROI
Organic ROI tracks how much your company earns through organic marketing efforts against the amount you spend on them. You calculate it by subtracting the total cost of organic marketing from the total income earned. You can improve it by:
- Creating and using unique and specific hashtags instead of generic ones.
- Collaborate with other brands to boost visibility and engagement.
Cost Per Lead
This refers to the amount you spend on your LinkedIn ad campaigns to generate one lead. It can help you determine if your spending to create leads is effective compared to your competitors. You can improve it by:
- Creating sequential ads to create awareness, address their problem, and provide a solution through your brand’s ads.
Return on Ad Spend (ROAS)
ROAS measures the amount you spend on ad campaigns compared to the amount you make from it.
How To Create LinkedIn Analytics Reports
Creating LinkedIn analytics reports gives you a detailed insight into the performance of your LinkedIn profile and content. An adequate report will help you develop better marketing strategies to boost your profile and content visibility, enlarge your audience reach, and improve your business. You can create LinkedIn analytics reports for your brand by following the steps below.
- Log in to your account.
- Go to your company page (ensure you’re in admin view)
- Click on ‘Analytics’ on the left side of your screen.
- Click on different key metrics to get access to the data you need.
- Choose a specific date range that’s relevant.
- Click on ‘Export’.
- Choose a preferred tool to organize the data.
- Import and visualize the data to make it readable.
- Analyze and adjust your strategies based on derived insights.
Tips For Using LinkedIn Analytics
It’s not enough to view your LinkedIn analytics. You need to use the data derived to adjust your strategies and improve efficiency. Below are tips on how to use LinkedIn analytics to boost your profile.
- Set clear goals
- Understand your audience’s demographics and behavior
- Understand the types of content that work best for you
- Reveal new topics and trends
- Check on competition
Take Your LinkedIn Analytics to the Next Level with My Reports
Understanding and leveraging LinkedIn Analytics is essential for growing your brand. With Semrush My Reports, you can simplify and enhance your reporting process. This powerful, automated tool enables you to track performance, analyze data, and present professional, customized reports effortlessly.
Whether you’re a marketer, agency, or business owner, My Reports provides an all-in-one solution to gather data from LinkedIn and other platforms, generate insightful summaries, and showcase results with ease. Spend less time on manual reporting and more on strategic decisions.
- Connect data from LinkedIn pages, LinkedIn Ads, Facebook Ads, Google Ads, Microsoft Ads, and 30 more PPC and marketing tools to see all your results in one report.
- Automated easy-to-build reports – start with a ready-to-use template, use drag-and-drop widgets to build reports in minutes, and automate them to be updated and delivered to you monthly, weekly, or daily.
- 100% white-label customized reports: align the reports with your brand by content and look. Make them truly reflect your brand.
- Easily share reports with your client or stakeholders using a link as an interactive online dashboard.
- Create insightful AI report summaries explaining your data and providing action points.
Start using My Reports today and elevate your LinkedIn strategy to achieve your brand’s goals!
- Connect data from LinkedIn pages, LinkedIn Ads, Facebook Ads, Google Ads, Microsoft Ads, and 30 more PPC and marketing tools to see all your results in one report.
- Automated easy-to-build reports – start with a ready-to-use template, use drag-and-drop widgets to build reports in minutes, and automate them to be updated and delivered to you monthly, weekly, or daily.
- 100% white-label customized reports: align the reports with your brand by content and look. Make them truly reflect your brand.
- Easily share reports with your client or stakeholders using a link as an interactive online dashboard.
- Create insightful AI report summaries explaining your data and providing action points.
My Reports by Semrush is an automated tool that can help you collect and analyze your brand’s LinkedIn analytics and create a detailed report. You’ll save significant time spent on gathering data manually, get insight into your audience’s interests, and increase the efficiency of your marketing efforts. Create your report for free with My Reports today!
