LinkedIn Company Page Analytics: Which Metrics Actually Matter for B2B

Your LinkedIn company page analytics show:

• 2,400 impressions last month
• 94 engagement actions
• 12 new followers
• Engagement rate: 3.9%

Your CEO asks: "Is our LinkedIn strategy working?"

You have no idea how to answer. Are these numbers good? Bad? Should we do more of this? Less?

This is the analytics trap: LinkedIn gives you lots of numbers, but most of them don't tell you what actually matters for B2B companies.

What actually matters: How many qualified leads came from your company page? How much pipeline? How much revenue?

But LinkedIn's native analytics don't show this. And most companies never connect the dots between "impressions" and "revenue."

This guide shows you exactly which metrics matter for B2B lead generation, how to track them (including connecting company page activity to actual pipeline), and what "good" looks like so you can answer your CEO's question with confidence.

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The Problem with LinkedIn's Native Analytics

LinkedIn Company Page Analytics shows you 4 main metric categories:

1. Visitors

• Page views
• Unique visitors
• Custom button clicks

2. Followers

• Total followers
• New followers (by time period)
• Follower demographics (function, seniority, industry, location, company size)

3. Content Performance

• Impressions
• Engagement rate (likes + comments + shares / impressions)
• Clicks
• Reactions breakdown

4. Competitor Insights

• How your metrics compare to similar pages

The problem:

None of these metrics directly answer the question: "Did this company page activity generate pipeline?"

• You can have 10,000 impressions and generate zero leads
• You can have 100 impressions and generate 5 qualified leads

Impressions, engagement rate, and follower count are inputs, not outcomes.

What you actually need to measure: Qualified leads, pipeline dollars, closed revenue.

But LinkedIn doesn't track this for you. You have to build the measurement system yourself.

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The 3-Tier B2B Company Page Measurement Framework

Here's how to think about company page metrics in three tiers:

Tier 1: Business Impact (Revenue Metrics)

These are the only metrics that matter to your CEO.

What to measure:

• Qualified leads attributed to company page
• Pipeline dollars influenced by company page
• Closed revenue from company page-sourced leads
• Cost per qualified lead (time invested / leads generated)

How to track:

• UTM parameters on all links in posts
• CRM tagging for leads that came from LinkedIn
• Multi-touch attribution (LinkedIn often assists, not sources directly)

Benchmarks (B2B SaaS, $15K+ ACV):

• Good: 2-4 qualified leads per month from company page
• Great: 5-8 qualified leads per month
• Excellent: 10+ qualified leads per month

Why these matter: This is the actual business value. Everything else is a leading indicator of these outcomes.

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Tier 2: Engagement Metrics (Leading Indicators)

These metrics predict whether you'll hit your Tier 1 numbers.

What to measure:

• Website clicks from company page posts
• Profile views (people clicking through to your company page)
• Custom button clicks (e.g., "Visit website" button on your page)
• LinkedIn message inquiries (sent via your company page)
• Content shares (how many people shared your posts)

How to track:

• LinkedIn native analytics (shows website clicks)
• Google Analytics (shows traffic from linkedin.com with UTM parameters)
• CRM lead source tracking

Benchmarks (for pages with 500-2,000 followers):

• Website clicks: 15-30 per month (good), 30-60 per month (great)
• Profile views: 100-200 per month (good), 200-400 per month (great)
• Custom button clicks: 5-12 per month (good), 12-25 per month (great)
• Content shares: 8-15 per month (good), 15-30 per month (great)

Why these matter: High engagement metrics (clicks, shares, profile views) correlate with high business impact metrics. If website clicks are trending up, leads will follow.

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Tier 3: Activity Metrics (Vanity Metrics)

These metrics show effort and reach, but don't directly predict business outcomes.

What to measure:

• Impressions
• Engagement rate (likes + comments + shares / impressions)
• Follower count
• Follower growth rate
• Reactions (likes, celebrates, loves, etc.)

How to track:

• LinkedIn native analytics

Benchmarks (for pages with 500-2,000 followers):

• Impressions: 1,500-3,500 per month (good), 3,500-7,000 per month (great)
• Engagement rate: 3-5% (good), 5-10% (great), 10%+ (excellent)
• Follower growth: +3-5% monthly (good), +5-8% monthly (great)

Why these matter (and don't):

• They show whether your content resonates (engagement rate)
• They show whether you're building an audience (follower growth)
• But they don't guarantee business results

The trap: You can optimize for high engagement rate and still generate zero leads (if you're creating content that gets likes but doesn't drive buying intent).

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How to Connect Company Page Activity to Revenue (The Missing Link)

LinkedIn doesn't automatically track which leads came from your company page. You have to build this connection manually.

Here's the system that works:

Step 1: UTM Parameter Tracking

Every link you share in company page posts should include UTM parameters:

Base URL: https://yourcompany.com/demo

URL with UTM parameters:

https://yourcompany.com/demo?utm_source=linkedin&utm_medium=company_page&utm_campaign=product_education&utm_content=workflow_automation_post

What each parameter tells you:

• utm_source=linkedin → Traffic came from LinkedIn
• utm_medium=company_page → Specifically from company page (not personal profile or LinkedIn Ads)
• utm_campaign=product_education → From product education content (vs customer stories, industry insights, etc.)
• utm_content=workflow_automation_post → From this specific post

Why this matters:

When someone clicks this link and converts to a lead, your CRM captures these UTM parameters. Now you know:

• This lead came from LinkedIn company page
• From a product education post
• About workflow automation

Implementation:

1. Create a UTM parameter template for company page posts:

   • Source: Always linkedin
   • Medium: Always company_page
   • Campaign: Content type (product_education, customer_stories, industry_insights, announcements)
   • Content: Specific post topic or identifier

2. Use a UTM builder to create links:

   • Google's Campaign URL Builder (free)
   • Or build a spreadsheet template with formula to auto-generate

3. Always use UTM links in posts (never raw URLs)

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Step 2: CRM Lead Source Tracking

Configure your CRM to capture and display LinkedIn company page as a lead source:

In HubSpot:

1. Go to Settings → Properties → Contact Properties
2. Find "Original Source" property
3. Add "LinkedIn Company Page" as an option
4. Create automation: If UTM Medium = "company_page" → Set Original Source = "LinkedIn Company Page"

In Salesforce:

1. Navigate to Lead object
2. Add "LinkedIn Company Page" as a Lead Source picklist value
3. Create workflow rule: If Campaign Source = "linkedin" AND Medium = "company_page" → Update Lead Source

In Pipedrive:

1. Go to Settings → Data fields → Lead source
2. Add "LinkedIn Company Page" option
3. Use Zapier or native automation to map UTM parameters to lead source

Result:

Now when you filter your CRM by "Lead Source = LinkedIn Company Page," you see:

• All leads that came from company page
• Which posts drove each lead (via utm_content parameter)
• Conversion rates from company page leads
• Revenue from company page-sourced deals

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Step 3: Multi-Touch Attribution

Here's the challenge: LinkedIn company page often assists conversions rather than directly sourcing them.

Typical B2B buying journey:

1. Prospect sees your company page post (educational content)
2. They visit your website (doesn't convert yet)
3. Two weeks later, they see another post (customer story)
4. They click through, read the case study
5. One week later, they Google your company name
6. They sign up for a demo (Google is the "last-click" source)

In last-click attribution: Google gets credit for the lead.

In reality: LinkedIn company page influenced this conversion across 2 touchpoints.

The solution: Multi-touch attribution

Track all touchpoints, not just the last one:

In Google Analytics 4:

1. Go to Advertising → Attribution
2. View "Conversion paths"
3. Filter for paths that include linkedin.com with company_page medium
4. See how many conversions had LinkedIn company page in the journey

In HubSpot:

1. Use Contact Attribution Reports
2. Select "All attribution models" or "Time decay"
3. Filter for contacts with LinkedIn Company Page touch
4. See revenue influenced (not just sourced)

The metric to track:

• Sourced leads: LinkedIn company page was the first touch (original source)
• Influenced leads: LinkedIn company page was in the conversion path (any touch)
• Influenced revenue: Total revenue from deals where LinkedIn company page assisted

Benchmark: For every 1 sourced lead, expect 3-5 influenced leads.

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The Monthly Company Page Analytics Review (What to Actually Check)

Most companies either:

• Never look at analytics, or
• Look at every number and get overwhelmed

Here's the focused monthly review (30 minutes):

Week 1 of Each Month: Run This Report

Tier 1: Business Impact

Open your CRM and filter for:

• Lead source = "LinkedIn Company Page"
• Date range: Last 30 days

Answer these questions:

1. How many qualified leads came from company page? (Goal: 2-8 depending on company size)
2. What's the pipeline dollar value from these leads? (Compare to previous month)
3. Which specific posts drove the most leads? (Check UTM content parameters)
4. Cost per lead: Time invested / leads generated (Goal: Under 2 hours per qualified lead)

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Tier 2: Engagement Metrics

Open LinkedIn Analytics → Visitors tab:

Check:

1. Website clicks: How many clicks from posts to your website?

   • Compare to last month
   • Which posts drove most clicks?

2. Profile views: How many people visited your company page?

   • Trend: Going up or down?
   • Source: From posts, employee profiles, or search?

3. Custom button clicks: How many clicked "Visit website" or "Contact us" on your page?

   • If declining, test different CTA button text

Open LinkedIn Analytics → Content tab:

Check: 4. Post performance:

• Which posts got the most engagement?
• Which posts got the most clicks?
• Are they the same posts? (High engagement doesn't always mean high clicks)

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Tier 3: Activity Metrics

Open LinkedIn Analytics → Followers tab:

Check:

1. Total followers: Are you on track to hit growth goals?
2. Follower growth rate: +3-8% monthly is healthy
3. Follower demographics:
   • Are you attracting your ICP? (Check seniority, job function, company size)
   • If not, adjust your targeting strategy

Open LinkedIn Analytics → Content tab:

Check: 4. Average engagement rate: Should be 3-10%

• If dropping, review content quality
• Make sure you're following 40/30/20/10 framework

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What to Do with This Data

If Tier 1 metrics are growing (leads, pipeline, revenue):

• ✅ Keep doing what you're doing
• ✅ Document what's working (which content types drive leads)
• ✅ Double down on high-performing content types

If Tier 2 metrics are strong but Tier 1 is weak (high clicks, low leads):

• ⚠️ Your content is driving traffic but something breaks on your website
• Check: Landing page conversion rate, form friction, offer clarity
• Fix: Optimize landing pages for LinkedIn traffic

If Tier 3 metrics are strong but Tier 2 is weak (high engagement, low clicks):

• ⚠️ Your content gets likes but doesn't drive action
• Problem: Content is interesting but not valuable enough to warrant a click
• Fix: Include more tactical, actionable content with clear next steps

If all metrics are weak:

• ⚠️ Content isn't resonating
• Review: Are you posting valuable content or just announcements?
• Fix: Implement content strategy framework

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Post-Level Analytics: Which Content Drives Business Results

Don't just look at aggregate metrics. Analyze individual posts.

How to Access Post-Level Analytics

Option 1: LinkedIn Native (Limited Data)

1. Go to your company page
2. Click "Analytics"
3. Select "Updates" tab
4. View performance for each post (impressions, engagement rate, clicks)

Limitation: LinkedIn only shows 365 days of data, and you can't export it easily.

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Option 2: Export to Spreadsheet (Better)

1. Click "Export" in LinkedIn Analytics

2. Download CSV of all post performance

3. Add columns for:

   • Content type (Educational, Customer Story, Product Education, Announcement)
   • Topic
   • UTM content parameter
   • Qualified leads generated (from CRM)

4. Sort by "Leads Generated"

What you'll discover:

• Which content types drive the most leads (probably educational + customer stories)
• Which topics resonate most with your ICP
• Which post formats perform best (text-only, image, document, video, poll)

Example insights:

"We posted 24 times in Q1:

• 10 educational posts → 6 qualified leads (0.6 leads per post)
• 8 customer stories → 9 qualified leads (1.1 leads per post)
• 4 product education posts → 2 qualified leads (0.5 leads per post)
• 2 announcements → 0 leads

Conclusion: Customer stories drive 2X more leads per post than educational content. Next quarter, shift to 40% educational / 40% customer stories / 20% product."

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The Content Performance Framework

Track these metrics for each post type:

Content Type	Posts Published	Avg Impressions	Avg Engagement Rate	Avg Clicks	Leads Generated	Leads per Post
Educational	10	420	6.2%	18	6	0.6
Customer Stories	8	380	8.1%	26	9	1.1
Product Education	4	290	4.8%	14	2	0.5
Announcements	2	210	2.4%	6	0	0

This tells you:

• Customer stories have highest engagement (8.1%) AND highest conversion (1.1 leads/post)
• Educational content has good reach (420 impressions) and decent conversion (0.6 leads/post)
• Product education has lower engagement and conversion (may need to rethink approach)
• Announcements drive almost nothing (limit to 10% of content, as recommended)

Action: Increase customer story frequency from 8 to 12 posts next quarter.

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Benchmarks: What "Good" Looks Like at Different Follower Counts

Context matters. A page with 300 followers should have different expectations than one with 3,000.

For Pages with 100-500 Followers

Tier 1 (Business Impact):

• Qualified leads per month: 1-3 (good), 3-5 (great)
• Pipeline per month: $15K-45K (good), $45K-100K (great)

Tier 2 (Engagement):

• Website clicks per month: 8-15 (good), 15-30 (great)
• Profile views per month: 40-80 (good), 80-150 (great)

Tier 3 (Activity):

• Impressions per post: 80-150 (good), 150-300 (great)
• Engagement rate: 3-6% (good), 6-10% (great)
• Follower growth rate: +5-10% monthly (good)

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For Pages with 500-2,000 Followers

Tier 1 (Business Impact):

• Qualified leads per month: 3-6 (good), 6-12 (great)
• Pipeline per month: $45K-120K (good), $120K-300K (great)

Tier 2 (Engagement):

• Website clicks per month: 15-35 (good), 35-70 (great)
• Profile views per month: 100-250 (good), 250-500 (great)

Tier 3 (Activity):

• Impressions per post: 180-400 (good), 400-800 (great)
• Engagement rate: 4-7% (good), 7-12% (great)
• Follower growth rate: +4-7% monthly (good)

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For Pages with 2,000-10,000 Followers

Tier 1 (Business Impact):

• Qualified leads per month: 8-15 (good), 15-30 (great)
• Pipeline per month: $150K-400K (good), $400K-1M (great)

Tier 2 (Engagement):

• Website clicks per month: 40-100 (good), 100-200 (great)
• Profile views per month: 300-700 (good), 700-1,500 (great)

Tier 3 (Activity):

• Impressions per post: 500-1,200 (good), 1,200-3,000 (great)
• Engagement rate: 3-6% (good), 6-10% (great)
• Follower growth rate: +2-5% monthly (good)

Note: These benchmarks assume:

• B2B company with $15K-100K ACV
• Posting 8-12 times monthly
• Following content strategy framework
• Using audience targeting

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Advanced Analytics: Cohort Analysis

Most companies just look at aggregate numbers. Advanced teams analyze cohorts.

What is cohort analysis?

Tracking groups of followers based on when they followed you or where they came from.

Example:

Cohort 1: Followers acquired in January

• 42 new followers
• 180 days later: 8 became customers (19% conversion rate)
• Average deal size: $28K
• Revenue from this cohort: $224K

Cohort 2: Followers acquired in February

• 68 new followers
• 150 days later: 6 became customers (8.8% conversion rate)
• Average deal size: $31K
• Revenue from this cohort: $186K

Insight: January cohort had 2X higher conversion rate despite being smaller. What was different?

Investigation:

• January: Posted 40% educational, 40% customer stories, 20% product education
• February: Posted 60% product education, 30% educational, 10% customer stories

Conclusion: Customer story-heavy months attract higher-intent followers who convert better.

Action: Return to 40/30/20/10 framework with emphasis on customer stories.

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How to Report LinkedIn Company Page ROI to Your CEO

Your CEO doesn't care about impressions. Here's how to report ROI:

The Monthly One-Pager

LinkedIn Company Page Performance - [Month]

Business Impact:

• Qualified leads: 7 (+40% vs last month)
• Pipeline generated: $184K (+$62K vs last month)
• Cost per qualified lead: 1.8 hours (down from 2.4 hours)

What's Working:

• Customer success stories driving 1.3 leads per post (2X higher than average)
• Educational content about [topic] generated 3 qualified leads this month
• Audience targeting to Directors+ in Finance drove 42% of website clicks

What We're Testing Next Month:

• Increasing customer story frequency from 6 to 9 posts
• Adding video format (currently only using text + images)
• Expanding commenting strategy to engage 5 target prospects weekly

Time invested: 8.5 hours (content creation: 6 hours, engagement: 2.5 hours)

ROI: $184K pipeline / 8.5 hours = $21,647 per hour of effort

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This is what CEOs want to see:

• Business results (leads, pipeline, ROI)
• Clear understanding of what's working
• Plan for optimization
• Efficient use of time

Not impressions. Not engagement rate. Revenue.

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Tools That Make Analytics Easier

LinkedIn's native analytics are limited. Here are tools that help:

For Tracking LinkedIn → Revenue

LiGo

• Automatically tracks which posts drive website clicks
• Connects to CRM to show leads per post
• Shows which content types drive most qualified leads
• Built-in ROI calculator (time invested vs pipeline generated)

See how LiGo's analytics work

Google Analytics 4

• Track LinkedIn company page traffic with UTM parameters
• See conversion paths (how many touches before conversion)
• Multi-touch attribution reports

Your CRM (HubSpot, Salesforce, Pipedrive)

• Tag leads with "LinkedIn Company Page" source
• Create reports showing pipeline and revenue from this channel
• Track conversion rates

For Deeper LinkedIn Analytics

Sprout Social

• Best-in-class LinkedIn analytics and reporting
• Competitor benchmarking
• Trend analysis over time
• Export data easily

Learn more

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Common Analytics Mistakes

Mistake 1: Optimizing for Engagement Rate Instead of Leads

The error: "Our engagement rate went from 4% to 8%! Success!"

The problem: If those engaged followers aren't in your ICP or the content doesn't drive buying intent, high engagement is meaningless.

The fix: Always track Tier 1 metrics (leads, pipeline) alongside Tier 3 (engagement rate). Optimize for both.

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Mistake 2: Not Tracking at All

The error: Posting content without any measurement system.

The problem: You have no idea what's working. You can't optimize. You can't prove ROI.

The fix: Implement UTM tracking and CRM lead source tagging this week. Start measuring.

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Mistake 3: Looking Only at Aggregate Metrics

The error: "We got 2,800 impressions last month."

The problem: Aggregate numbers hide insights. Which posts drove impressions? Which drove leads?

The fix: Analyze performance by post, by content type, by topic. Find patterns.

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Mistake 4: Comparing Yourself to B2C or Consumer Brands

The error: "Our engagement rate is only 6%. Instagram influencers get 15%+!"

The problem: B2B LinkedIn company pages will never match B2C consumer brand engagement rates. Different audiences, different intent.

The fix: Compare to B2B benchmarks (3-10% is good). Focus on qualified lead generation, not viral engagement.

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Next Steps: Implement Analytics This Week

Day 1: Set up tracking infrastructure

• Create UTM parameter template for company page posts
• Configure CRM to capture LinkedIn company page as lead source
• Set up Google Analytics conversion tracking

Day 2: Create your analytics dashboard

• Build spreadsheet or CRM report showing:
  • Tier 1 metrics: Leads, pipeline, revenue
  • Tier 2 metrics: Clicks, profile views
  • Tier 3 metrics: Impressions, engagement rate, followers
• Or use LiGo's built-in analytics

Day 3: Run baseline report

• Export last 90 days of company page data
• Identify current performance across all tiers
• Set goals for next 90 days

Day 4-30: Track and optimize

• Use UTM links in every post going forward
• Track which posts drive clicks and leads
• Monthly review (30 minutes on first Monday of each month)
• Optimize content strategy based on data

90 days later:

• You'll know exactly which content drives leads
• You can prove ROI to your CEO
• You'll make data-informed decisions instead of guessing

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The Bottom Line on Company Page Analytics

Most companies drown in vanity metrics (impressions, likes, followers) and ignore what matters (qualified leads, pipeline, revenue).

The analytics framework that works:

Tier 1: Business Impact

• Track leads, pipeline, revenue attributed to company page
• This is what your CEO cares about
• This proves ROI

Tier 2: Engagement Metrics

• Track clicks, profile views, shares
• These predict Tier 1 performance
• Optimize these to improve business results

Tier 3: Activity Metrics

• Track impressions, engagement rate, followers
• These show reach and resonance
• Don't optimize for these at the expense of Tier 1 and 2

The measurement system:

• UTM parameters on all links (track source and content)
• CRM lead source tagging (connect LinkedIn to revenue)
• Monthly 30-minute analytics review (identify what's working)
• Quarterly optimization (double down on what drives leads)

Build this system once. Use it monthly. Make data-informed decisions instead of guessing.

Within 90 days, you'll know exactly how much pipeline your company page generates and how to optimize it further.

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Related Resources

Build your complete company page strategy:

• LinkedIn Company Page Management: The Complete Guide
• LinkedIn Company Page Content Strategy
• Why Your Company Page Gets No Engagement (And How to Fix It)

Master advanced tactics:

• LinkedIn Company Page Audience Targeting
• How to Get Your First 1,000 Followers

Choose the right tools:

• Best LinkedIn Company Page Management Tools

Stop guessing. Start measuring what matters. Build the analytics system this week.