LinkedIn is a social network for career building where professionals can make contacts with other professionals and look for better opportunities. LinkedIn is a great place for B2B marketing and networking.LinkedIn has approximately 875 million members, and its reach in 200 countries across the globe.

One of the best things about LinkedIn is that the analytics provide the perfect help to cater to the needs of B2B businesses. These analytics play a vital role in making decisions in favour of the company. This is like every other social media where businesses need to have a good strategy to be successful.

LinkedIn Analytics

Few of the LinkedIn analytics present and used by B2B marketers are listed below. They measure specific metrics on the company page, so that data can be easily accessed and insights can be gained which help increase engagement and boost the company’s performance.

1. LinkedIn Visitor Analytics

This section of analytics shows the total number of visitors on the company’s profile page. As simple as that!

This provides the data related to total number of page views, Button clicks, Unique Visitors, etc. in the last 30 days. It also shows the month on month percentage change in these areas.

It shows the user who all are visiting the page. This helps spot patterns after which tailored content can be served to those visitors. The objective is to engage more visitors and increase brand awareness but also increase the number of followers and increase the engagement.

It is the section to start from if companies are looking to boost their visibility and check the number of people viewing their content.

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How to use visitor analytics?

B2B businesses might want to know what time they received the maximum impressions from visitors. They also would want to know about the specific pages which are receiving the maximum number of visitors. Businesses can use Linkedin Analytics to find the number of unique visitors who visit their company page.

Some B2B companies are interested in the details of their visitors. LinkedIn also tracks the professional details of these visitors. It helps in understanding the demographics of the visitors which helps in the businesses marketing campaigns.

2. LinkedIn Follower Analytics

This is one of the most important metrics for B2B marketers. It denotes the number of followers the company can attract.

It shows the demographics and source of the followers. Its purpose is to let the business know who all are following the company page and the best possible measures they can take to engage with their followers.

The followers of the company on the company page are crucial to their business plan, depending on whether they are hiring people, trying to form new connections or trying to get partners or investors on-board.

How to use follower analytics?

B2B businesses are interested in knowing the individuals or companies who follow their company page. The followers could include the customers, potential customers or competitors of the business.

LinkedIn analytics helps B2B businesses by providing them with the information they need to filter out the followers and build their campaign.

3. LinkedIn Update Analytics

This feature permits the user to see the performance of the previous posts on the platform. This helps the marketers in evaluating the performance of each post the basis of which is quality, format and topic.

This function is a jackpot in terms of actionable data, whether it is long-term or short-term. It tracks the interactions of all the content on the company page, be it photos, videos, articles, or any form of content.

How to use update analytics?

The update highlights help in tracking the extent of introduction for all contents developed over a certain website which might be the internal original website of the organisation or the LinkedIn posts of the organisation only. The association or agency might post videos or photos of communication of different elements.

The highlight feature showcases the kind of reaction received every month against respective kinds of content. The comments, as well as likes and shares, reflect the prospects of tracking the performance of the content over a stipulated timeline.

4. LinkedIn Talent Brand Analytics

This section of analytics is linked to the Career Page of LinkedIn. This is important whenever the company is scouting for new talent. It also comes in handy when after scouting, the company wants to engage with the talent.

It has a positive impact on the casing of the brand as an employer, and promoting jobs.

5. LinkedIn Competitor Analytics

This function provides the insight of what the competitors are doing and it helps in comparing the performances of both the companies.

This helps in gaining the insights into the competition’s followers as well and know what type of content is working for the competition. B2B marketers can design a strategy on similar outlines and grow their own business.

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How can these be used to increase sales and brand presence for the B2B sector?

B2B businesses can use these analytics to increase their brand awareness, brand presence and sales. With the help of these analytics, B2B businesses can improve their company pages and optimise content which is published on the page.

The content which is more viewed and appreciated by visitors could be the basis of future contents, so that it draws in more visitors.

The follower analytics could be used to look at who all are the followers of the company page. The influential people can be targeted and connected with to increase sales.
Competitor analytics can be used to check out the competition and if they are doing good or not.

People who follow your competition are also interested in your business, but why are they not following your page? What kind of content is published by the competition, which draws in more visitors. All these questions can be answered and it helps in the optimization of the content which attracts new visitors.

Which LinkedIn Metrics Should Be Tracked?

Like every social media platform, the most important factor in devising a successful strategy, with analytics at the heart, is to be familiar with and understand the company goals and KPIs. Once those are taken care of, then the companies can choose the appropriate metrics for the business,

1. Traffic

LinkedIn can be used to see the changes in company page traffic over some period of time. This helps in seeing the highs and lows in the activity.

It also helps in finding whether the traffic is coming from desktop or mobile, It also helps in understanding the preferences of the audience. This will help in tailoring content for the mobile users, for example the landing pages can be optimised for mobile users.

2. Impressions

It is the number of times the post has been seen by followers or visitors. It shows two types of impressions: Total Impressions and Unique Impressions. This metric shows the number of possibilities of interactions with the content.

Unique impressions should not be left untracked. It tells the number of unique LinkedIn users who see the post. This can also help in understanding reach, which in turn will help to monitor brand awareness. Higher the number of reach, higher is the potential to attract clients.


Engagement rate is calculated by totaling the number of interactions, which includes likes, shares and comments, clicks and the total number of followers gained divided by the number of post impressions. It gives an overall view of how the content is performing on LinkedIn.

4. CTR

Clicks are the marketers favourite metric. This is because clicks denote that someone is showing interest in the content on LinkedIn. This interest is enough for the viewer to take an action on the post.

Clickthrough rate (CTR) is calculated by dividing the clicks on a specific post by the total number of impressions of the same post. It is shown in percentage. CTR provides a good idea about the engagement per post and helps in understanding what type of content works for the audience. This helps in planning out future campaigns.

5. Reactions & shares

These metrics show how many people engage with the content on the company profile page. These metrics are important for any business which has brand awareness as its goal. These metrics denote the engagement and growth in the brand profile page.


LinkedIn allows everybody across the globe to connect with each other. If the brand is targeting a specific age, gender, income group or location, this metric is very helpful to find out to which sub category the users belong. This helps in generating content catering to specific audiences.

LinkedIn Analytics gives us the knowledge of what kind of posts work for the audience, and what is the best time to gain the most engagement. All the analytics should be monitored closely to track the growth of the campaign.

At We Think North, we are here to help you grow your brand on LinkedIn. Our experienced performance marketers will guide you through the process where you can grow your audience and increase brand value and credibility. Write to us your queries and we will get back to you with the answers.

We Think North

We Think North

This piece was collaboratively written by multiple members of the We Think North team, bringing you perspectives from across the branding, marketing, content and tech verticals.