If you’re posting consistently, engaging with others’ posts, and making new connections on LinkedIn, there’s just one thing left to do—measure your LinkedIn Company Page’s performance. Here, we outline five key goals to set for your LinkedIn Company Page, which metrics to tie to those goals, and benchmarks to compare your performance to. Goal 1: Maximize Reach on LinkedIn The most important goal is to get your Company Page’s content in front of the maximum number of people. Since this goal is all about reach, the primary metric to look at is Impressions. Impressions are counted every time a post shows up in someone’s feed. Spikes in Impressions typically happen during months where you might have a big product launch or trade show. Aside from the occasional spike or dip, look for a steady amount of Impressions month over month, hopefully with a slight trend upwards. Here’s a screenshot from our Databox Databoard showing Impressions throughout the last 11 months. Goal 2: Increase Impressions Through Engagement If Impressions are your primary goal, how do you go about driving Impressions? Impressions are primarily driven by engagement. Engagement is simply when people engage with your content by liking, commenting, sharing, clicking, reposting, etc., on your post. Here’s a screenshot from our Databox Databoard showing Engagement Rate throughout the last 11 months. If you have a lot of followers, it’s more likely that you’ll get more engagement. But, even with a very small amount of followers, you can still see significant reach and a high number of Impressions with an engagement strategy. Goal 3: Drive Traffic & Conversions To Your Website Use LinkedIn as a tool to drive traffic to your own website and into your marketing funnel. You won’t get as much reach on posts when an external link is included, but this is a necessary part of a successful content strategy regardless. I recommend limiting external links in your posts to fewer than 20% of your posts. Website traffic and conversions can be tracked in Google Analytics, so be sure you’re tracking key events in GA4. Essentially, you’ll want to see how many people come to your website as a result of your LinkedIn marketing efforts. This is very easy to see in GA4 by searching for “linkedin” when viewing the Traffic acquisition: Session default channel grouping report. In this view, you can see how many users, sessions, and key events took place from traffic from LinkedIn. You can also get a quick view of traffic and conversions from LinkedIn in a Databox Databoard. Add the Datablocks “Sessions by Session Source/Medium” and “Key Events by Session Source/Medium” to your Databoard. Here’s a screenshot of our Sessions by Session Source/Medium Datablock. You can see that LinkedIn is the 8th largest driver of traffic to our website in the last 11 months. Here’s a screenshot of our Key Events by Session Source/Medium Datablock. You can see that LinkedIn is the 5th largest driver of conversions on our website in the last 11 months. Goal 4: Get More Followers on LinkedIn Oftentimes on social media, Page owners are most interested in high follower counts. In reality, follower count is mostly a vanity metric when it comes to LinkedIn Company Pages. Focus on building a real, engaged following to achieve the primary goals outlined above. Aim to slowly but surely grow the followers on your LinkedIn Company Page. If you’re posting high-quality, relevant content, along with implementing technical strategies (posting at certain days, times of day, tagging/not tagging other people and Pages), the followers will come! Add the “Followers” Datablock in your Databox Databoard to track follower growth. Example of Follower growth over the last 3 months. Goal 5: Track Benchmarks See how your performance compares to others’ with LinkedIn’s Competitor Analytics and Databox’s Benchmarks Groups. Competitor Analytics in LinkedIn LinkedIn’s Competitor Analytics includes the ability to track 9 competitors and compare your total followers and new followers to their Pages, as well as your total engagements and total posts compared to your competitors. The main thing to evaluate is your engagement rate compared to your competitors. Since you may have massively different follower amounts, the other metrics won’t give you an apples-to-apples look the way that engagement rate will. In LinkedIn under Analytics, Competitors, you’ll find this view of Competitor Highlights. Databox’s Benchmarks Groups As a Certified Databox Benchmarks Partner, we host a free Benchmark Group that calculates the median, top quartile, and bottom quartile B2B LinkedIn Company Page performance. Members can join anonymously and see how their performance compares to the group. The group is made up of around 1,100 other companies whose LinkedIn Company Pages’ median number of followers is 3,000. Here are a few examples from the group, showing how different LinkedIn Company Pages perform compared to others: This LinkedIn Company Page outperforms 95% of other companies in the Benchmark Group for Comments. This LinkedIn Company Page outperforms 71% of other companies in the Benchmark Group for Engagements (Reactions). Join the benchmark group to see how your LinkedIn Company Page compares. Conclusion All you need to get started in measuring your performance on LinkedIn is the Analytics dashboard that is accessible through your LinkedIn Company Page management interface. You can also add in Google Analytics if website traffic from LinkedIn is a goal of yours. To gain even deeper insights, use Databox’s LinkedIn Page Engagement Dashboard to track key metrics like Impressions, Engagement, and Follower Growth in one place: You can also use Databox’s Benchmarks Groups to compare your performance against similar companies. I recommend creating a monthly or quarterly report with the above metrics and charts to track your progress!