If you run a LinkedIn company page, you get access to numbers. Lots of numbers. And that's where the problem starts. LinkedIn Analytics for company pages provides data - but hardly any guidance. This article explains what you see, why you see it and what you should (not) deduce from it. Without promises of growth. Without buzzwords. Without agency-speak.
LinkedIn Analytics for Company Pages are statistics that show how your page and your content are performing.
They answer questions like:
How visible is my page?
How do users react to our posts?
Is our follower base growing?
What they don't answer:
Why something is working
What you should do next
Whether your content makes strategic sense
Analytics ≠ Strategy.
You can only find it if you are an admin of the page.
Path:
Open LinkedIn
Open the company page
Click on "Analytics" at the top
There you will find several areas:
Visitors
Followers
Content (posts)
Leads (if active)
No central dashboard, but distributed views.
Impressions show how often content from your company page has been displayed.
Important:
One person can generate multiple impressions
Impressions say nothing about interest
High impressions ≠ good performance
They measure visibility, not impact.
LinkedIn rarely talks explicitly about reach, but means
Number of users reached
Reach is always context-dependent:
Post
time period
target group
It is worthless without comparison over time.
Engagement includes
Reactions
comments
shares
Clicks
Engagement shows: 👉 that content is being noticed 👉 not that it is relevant
A polarizing post can generate strong engagement and still have no business value.
The engagement rate puts interactions in relation to impressions.
Typical:
(interactions / impressions) × 100
Caution:
Small sites often have higher rates
Only compare similar content
LinkedIn does not calculate the same everywhere
The engagement rate is a comparative figure, not proof of quality.
Clicks are one of the most honest metrics.
They show
whether content triggers curiosity
whether content leads to action
Many company pages have
high impressions
but hardly any clicks
This indicates superficial visibility.
Follower numbers are sluggish, but relevant for
Brand perception
recognition
long-term visibility
Important:
Followers are not a short-term KPI
Growth is usually irregular
Stagnation is normal
Followers ≠ reach.
A common mistake: post performance is equated with page performance.
Difference:
Posts → short-term reactions
Page → long-term perception
A strong page can have weak posts. Strong posts do not make a strong page.
For marketing, LinkedIn Analytics:
a control tool
not a control system
They help you:
recognize patterns
Compare formats
observe developments
They do not help you:
Evaluate content ideas
understand target groups
Replace strategy
Typical errors in thinking:
Impressions = success
Engagement = relevance
Followers = influence
Individual posts = overall performance
LinkedIn Analytics only work via: 👉 Time 👉 Comparison 👉 Context
Everything else is a numbers game.
Which LinkedIn metrics are important for company pages?Impressions, engagement, clicks, followers - but only in combination.
Where can I find LinkedIn Analytics for Company Pages?Directly on the page under "Analytics" if you are an admin.
Difference between profile analytics and company page analytics? Profiles measure people. Pages measure brands. The logic is different.
Are LinkedIn Analytics reliable?Yes, but roughly. For more in-depth analyses, you need external tools or your own evaluations.
LinkedIn Analytics for company pages show you what's happening - not what's right.
If you use them correctly:
you recognize trends
avoid actionism
make more informed decisions
If you read them wrong:
you optimize for visibility instead of impact
you chase numbers without a goal
The numbers are neutral, the interpretation is your job.