These are the 30 LinkedIn metrics to track in 2020 for branded, LinkedIn company pages. The metrics you gather will evaluate engagement, referral traffic and brand growth generated by branded content placed on the platform each month and appearances of your company page in LinkedIn search results. Both will funnel traffic to your branded page, content posts and ideally to your company website.

If you don’t track progress, it’s like none of the work happened. Which is why it’s vital to quantify your work through metrics and to learn from what performs and what does not. Remember, metrics are always a golden opportunity to manage-up and manage-out on the positive impact LinkedIn can have on your brand.

The LinkedIn platform has the power to:

  • Act as a testbed for the effectiveness of branded messaging
  • Optimize industry visibility for B2B events, topics and trends
  • Deliver qualified, in-market leads, attract top talent and create meaningful partnerships between brands

And, if your content game is tight, you can do all of this organically. If you are just getting started or want to funnel targeted traffic rapidly, you can also sponsor key content posts during the month.


      1. Number of branded posts created
      2. Increase in page follower count
      3. Total page followers each month
      4. Post engagement rate average for the month
      5. Post with the highest engagement score for the month (Document the URL)
      6. Number of comments
      7. Post with the most comments for the month (Document the URL)
      8. Number of shares
      9. Post with the most shares for the month (Document the URL)
      10. Number of videos posted
      11. Number of total streams per month
      12. Total video streams for all time
      13. Video with the most streams (Document the URL)
      14. Number of impressions per month across posts in 30 days time
      15. Number of clicks for the month
      16. Post with the most clicks (Document the URL)
      17. Click-through rate (CTR) average for the month
      18. Post with the highest click-through rate (Document the URL)
      19. Number of organic impressions per month
      20. Post with the highest organic impressions (Document the URL)
      21. Number of paid impressions per month
      22. Paid/sponsored post with the highest impressions (Document the URL)
      23. How many paid posts did you sponsor this month
      24. How much money did you spend on paid posts this month
      25. Did any events increase brand exposure this month (trade show, conference, etc.)
      26. Total yearly budget amount targeted for LinkedIn
      27. How much of that budget have you spent so far
      28. Target amount to spend next month
      29. How many people clicked-through to visit your LinkedIn company page
      30. How much referral traffic came over from LinkedIn to your corporate website (* Document the via corporate website analytics platform. In Google Analytics, for example, this can be found under: ACQUISITION –> SOCIAL –> NETWORK REFERRALS)

First of all, keep it easy. An Excel or Google spreadsheet works best, arranged with a row for each month, using a column for each data point. Thirty data points sound like a lot, but once your master spreadsheet is set-up, plan on about an hour to document and another half hour to finish your analysis and correlations each month.

This will make it easy to create reports and to share data snippets with colleagues as you advocate for LinkedIn platform support. It will also engage colleagues when they learn stats like:

  1. LinkedIn is trusted by almost 91 percent of corporate executives
  2. The average time a user spends on LinkedIn is 17 minutes per visit
  3. 41 percent of millionaires worldwide use LinkedIn for networking
  4. 80 percent of B2B social leads are coming from the LinkedIn platform
  5. Of all the branded content placed on LinkedIn, 45 percent are read by decision-makers, with spend and deal-making authority, such as VPs, and C-suite executives

LinkedIn Metrics to Track Each Month


In our previous deep-dive, we shared what metrics matter for businesses on LinkedIn. In contrast to other social platforms, remember that LIKES and impressions are not what LinkedIn is all about.

While you will still log these LinkedIn metrics, the things to focus on are generated sales leads, as well as true engagement markers like shares, comments, clicks and referrals to your company website.

Company page follower increase is an opportunity for lead-generation, as well as brand and sales conversion. As a result, this should be a metric that is fostered closely for continual growth.


Referrals from LinkedIn to your company website (verified weekly or monthly by Google Analytics or another website metrics tool) shows the direct correlation from branded LinkedIn content to genuine lead-generation.

You’ll also track leads that come from comments to branded LinkedIn posts. Plus, leads that arise via the company email address you’ll promote in branded posts have the power to generate branded partnerships, grow your lead database and sell products.

Lastly, track lead acquisition from LinkedIn to your company website from a pop-up form or embedded form on your company home or landing page. It’s an easy add via MailChimp, Perdot or similar platform, and each of these added contacts act to grow your audience, sales database and can pump-up internal conversion metrics for sales teams.


Your analysis is only as good as your data. Make sure you have everything you need to accurately tabulate growth and progress at specific, monthly intervals. Be methodic, it can pay off big down the line.

Metrics build trust, validate initiatives and deliver proof of concept when engagement skyrockets.  


If you need help or advice on how to interpret LinkedIn metrics, certainly reach out to Media Lab One. We take branded metrics and tell powerful success stories for brands, products and services that engender trust and deliver sales. Our White Label service is always on-target for the intended audience and laser sights the success markers needed for optimal takeaways.

Jennifer Degtjarewsky

Author Jennifer Degtjarewsky

Jennifer Degtjarewsky has worked with top brands like Yahoo!, Patron Spirits, Hearst Corporation, multiple U.S. and European automotive manufacturers, and many more. She regularly consults with brands on growth and branded content strategy, product launches, and more. She serves as the Chief Brand + Product Development Officer for Media Lab One, LLC.

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