LinkedIn analytics report guide: How to access, export, and use LinkedIn data for client reporting

Creating LinkedIn analytics reports can eat up hours of your week. For agency account managers tracking LinkedIn page analytics across multiple clients, the time spent switching between tabs, copying data, and formatting reports is time that could be devoted to strategy and results.

You already know there's a better way to handle LinkedIn reporting. This guide covers how to access, export, and use LinkedIn data to build client-ready reports. You'll find practical steps for tracking LinkedIn analytics, choosing the right key metrics, and turning raw data into something your clients will actually read.

Key takeaways

• LinkedIn's native exports give you raw XLS files, one page and one data category at a time, with no scheduling and no way to combine accounts.

• The metrics that matter change with the client's goal: impressions and follower growth for brand awareness, click-through rate and cost per lead for lead generation.

• Benchmarks give a number context — the average LinkedIn post receives just over 500 impressions, and the average SMB LinkedIn account has just over 300 followers.

• Lead every report with the headline finding and put the supporting data underneath, because clients remember stories and forget spreadsheets.

• Automating collection and delivery takes a client report from 2.5 hours to under 30 minutes.

What is a LinkedIn analytics report?

A LinkedIn analytics report is a summary of how a company's content, audience, and advertising efforts perform on the LinkedIn platform. It pulls together LinkedIn data from your client's LinkedIn Company Page and ad accounts so you can see how their audience interacts with their brand.

Like other social media platforms, LinkedIn analytics measure total engagement metrics, such as followers, clicks, shares, and comments. The content your client publishes, the ads they run, and the people who visit their company page are all captured by these metrics. Tracking them is how you determine what content resonates with the target audience, which informs your client's LinkedIn content strategy.

KPIs allow us, as the agency, to demonstrate our value to the client. There are basic KPIs, such as spend, clicks, impressions, and ranking, but the real KPIs every client wants to know are leads and/or sales. Ultimately, what is their ROI from our efforts?

Jacob Hicks, Owner, Magnyfi

A strong report also uses historical data to compare LinkedIn analytics over time. That's how you evaluate audience growth trends, spot patterns in campaign performance, and adjust content strategy based on what's actually working.

What data you can find in LinkedIn analytics

Through the analytics tab on a LinkedIn page, native analytics is divided into three main categories, each reporting on a different aspect of the company page.

Updates

This section tells you whether your client's company updates (posts) are generating engagement. The metrics available include:

• Update title — the title of the update you posted.

• Posted by — who on your team posted the update.

• Created — the date the update was published.

• Impressions — the number of times an update was shown to a LinkedIn user.

• Video views — when 3 seconds or more of a video were viewed, or the call-to-action (CTA) was clicked.

• Clicks — the number of times your update or company branding was clicked.

• CTR (click-through rate) — clicks divided by impressions.

• Likes — number of likes on your update.

• Comments — number of comments on your update.

• Shares — number of update shares.

• Follows — number of people who click 'follow' on your sponsored updates.

• Engagement rate — (clicks + likes + comments + shares + follows) / total impressions.

Company updates include how-to articles, company achievements, advice, and other content that provides value to the target audience. Have a defined LinkedIn strategy before posting, so every update has a purpose and a direction.

Followers

This section covers who is following the company page:

• Total followers — total followers of the company page.

• Organic followers — followers acquired without ad spend.

• Sponsored followers — followers acquired through paid ads.

• Follower demographics — followers broken down by location, job function, industry, job title, company name, and company size.

• Follower trends — a line chart showing when followers were added over time.

Visitors

This section covers people who have landed on the company page:

• LinkedIn page views — total number of views of the company page, including the career page.

• Unique visitors — unique page visitors, excluding multiple visits from the same user.

• Visitor metrics — a line chart showing page views over time.

• Visitor demographics — the same demographic breakdown, applied to visitors rather than followers.

• Search appearances — how often the page appeared in LinkedIn search.

Visitor analytics tell you who has visited your client's company page, but not how their content performed. Fill out every section of the company page so a prospective customer doesn't leave with more questions than they arrived with.

That's a long list, and it's easy to get lost in a sea of digital marketing analytics. Which brings up the next question: which of these metrics should you actually report on?

Why LinkedIn analytics reports matter for agencies

LinkedIn is one of the main places your clients' buyers, partners, and future hires spend their time, and it's a crowded space. Analytics help you cut through the noise and prove what's working, which means going beyond vanity metrics and into the post-level data that moves the needle.

With analytics, you can quickly see:

• Who your client is reaching (roles, industries, locations) and whether that matches their ideal LinkedIn audience

• Which posts pull their weight, so you can double down on the formats and topics that drive engagement

• How your client's LinkedIn page grows over time, making it easier to connect LinkedIn efforts to leads, pipeline, or hiring goals

• What to optimize next, from posting cadence to content mix, based on data rather than gut feel

For agencies, this is how you move LinkedIn from "we're posting consistently" to "we're running a channel with clear results we can show clients." When a client asks what they're getting for their investment, a clear report with the most important LinkedIn metrics gives you the answer.

How reporting supports ROI conversations and retention

Reports that focus on actionable insights instead of vanity metrics help clients connect their marketing efforts to real outcomes. When your reporting highlights qualified leads, engagement rate improvements, or audience growth among target job functions, the ROI conversation gets much easier.

The marketing dollars need to translate to top-line revenue, and so it's our job to help our clients connect the dots to that in our reporting.

Lane Rizzardini, Co-Owner, Marion Relationship Marketing

Consistent, well-structured LinkedIn reporting also strengthens retention. Clients who see clear results stay longer. And agencies that use tools like the LinkedIn analytics report template can build these reports quickly without starting from scratch.

How to access and export a LinkedIn analytics report

Before choosing a reporting tool, it helps to understand what LinkedIn gives you natively. Here's how to find, export, and use LinkedIn page analytics directly from the platform.

1. Go to your client's LinkedIn Company Page. You'll need at least analyst-level admin access.

2. Click the Analytics tab in the top navigation menu of the page.

3. Choose the category you want to review: Visitors, Followers, Leads, Content, Competitors, or Employee Advocacy.

4. Use the date range filters to set the reporting period you need.

5. With the right category open, click the Export button in the upper-right area of the page.

6. Select your date range and download the file. LinkedIn exports data as an XLS spreadsheet.

7. Repeat for each data category you need. Each export creates a separate file.

Each analytics tab shows different performance metrics, from page views and search appearances to follower demographics and posts performance. LinkedIn users with admin access to a company page can view all the data available for that page, and can export content performance, visitor data, follower data, and competitor benchmarks.

What export files include and their limitations

LinkedIn's native exports give you raw data in spreadsheet format. That's useful for one-off analysis, but it comes with real limitations for agencies:

• Each LinkedIn company page requires a separate login and export. There's no way to pull data across multiple accounts at once.

• Export files don't include visualizations or summaries. You'll need to format and present all the data yourself.

• There's no way to combine LinkedIn data with data from other platforms (like Google Analytics or social media analytics reports from other social platforms) in the same export.

• You can't schedule recurring exports. Every reporting period requires a manual download.

For a single client, native exports can work in a pinch. For agencies managing 10, 20, or 50+ clients, it becomes a bottleneck fast.

The 10 LinkedIn metrics worth reporting on

Every data point adds context, but as with all social media platforms, there's usually a set of social KPIs that matter more than others. These ten cover the health of a client's organic presence and their paid campaigns.

1. Post impressions

Impressions are the total number of times a LinkedIn post has been seen, including users who see it more than once. If a user sees an update three times, it counts as three impressions but only one unique impression.

Viewing impressions through the update metrics chart gives you more than a headline number:

• The best time to post. Identify the days when posts are seen most often, then refine the posting schedule so content lands when the audience is most likely to view it.

• What to sponsor. Comparing organic and sponsored posts shows which organic posts resonate with existing followers, which tells you which topics are worth putting budget behind.

• Long-term trends. Impressions over time show the trajectory of a campaign. A downward trend can mean the content isn't compelling and LinkedIn is serving it to fewer followers.

• Competitive context. Industry benchmarks show how a client's LinkedIn analytics compare to their peers over time.

For example, based on industry benchmarks derived from over 150,000 digital marketing campaigns run by the 7,000+ marketing agencies that use AgencyAnalytics as their reporting partner, the average LinkedIn post receives just over 500 impressions.

A high impression count is a useful indicator, not a verdict. The next two metrics tell you whether the post actually landed.

2. Clicks

Clicks measure how many times someone actively engaged with a LinkedIn post or ad, whether that's clicking a link, the company name, or an image.

Tracking clicks gives you a baseline read on how well content captures attention and drives action. If impressions are high but clicks are low, the creative or the offer may not be resonating with the target audience. Steady growth in clicks, especially alongside consistent engagement rates, indicates the content strategy is connecting with the right people.

3. Click-through rate

Clients often focus on how many clicks their content and LinkedIn ads receive. Click-through rate is the metric that tells you how relevant and engaging those posts actually are.

A high CTR means a high percentage of the people who saw the post clicked through to the site. For ads, that says the imagery and copy are effective and the audience is willing to act. The same applies to organic posts. Monitoring CTR also makes underperforming content visible early, so you can identify the best-performing content types, headlines, and image creatives and optimize from there.

4. Engagement rate

Reaching an audience isn't enough on its own — you need to know you're reaching the right audience, and as many of them as possible.

High engagement rates often lead to increased visibility on LinkedIn, because engaged users are more likely to share content with their network, attracting new followers and potential clients.

Social actions matter for the same reason. Likes, comments, and shares help establish your clients as thought leaders and build credibility in their industry. Comments and shares can lead to user-generated content, fostering discussion around the brand and the topics it cares about.

These data points, when visualized correctly on a LinkedIn analytics dashboard, show you what resonates with followers so you can create more of it.

5. Follower demographics

Demographics connect the audience your agency is reaching on LinkedIn to your client's target market. Look at follower demographics to understand who the content actually reaches, and whether that matches the ideal buyer.

Are they decision-makers? You can see whether the audience comes from small businesses or large corporations, what job function they hold, and where they're located. If your client wants to target specific verticals, you can check the industries most of their viewers work in.

Combined with CTR and engagement rate, demographic data tells you who responds to the content so you can write the next update for them.

Segment-level reporting also helps you move beyond overall engagement rates. Different audience segments interact with content differently, and analyzing behavior by job function, industry, or seniority reveals which content types and formats perform best for each group.

6. Followers: total and organic

The probability of a target audience seeing a post in their feed increases if they follow the page, which is why follower analytics matter. A high total follower count also signals brand credibility to future customers.

The follower metrics chart in native LinkedIn analytics shows both total followers and the trend in gaining them. Paired with the followers metric under updates, it creates a visual representation of which posts generated new page followers — a feedback loop you can use to improve content quality.

Splitting organic from sponsored followers also shows how many new followers paid posts generated compared to organic ones.

A large following isn't a prerequisite for success. Industry benchmarks show the average SMB LinkedIn account has just over 300 followers.

7. Profile views

Profile views indicate a client's brand visibility and reach on the platform. When LinkedIn users visit a profile, it often means content, messaging, or branding piqued their interest.

Visitor metrics can be customized by time range, page section, total page views, and unique visitor counts. You can analyze them in aggregate or non-aggregate form, and drill down by page type — homepage, about, insights, or people — or combine the data across all pages.

Rising page views suggest that posting high-quality content or joining relevant discussions is attracting attention. Tracking views over time also measures the impact of profile optimization work, such as updating the banner, headline, or summary.

Treat profile views with care, though. On their own they can become a vanity metric with limited actionable insight — a high number looks impressive but doesn't necessarily translate into leads or conversions. Read them alongside engagement rate, click-through rate, and audience growth to make informed decisions.

Get Reports Done in Minutes

Automated Client Reports, Ready in Just a Few Clicks

Start Your 14-Day Free Trial

8. Sponsored content performance

Understanding LinkedIn ads metrics helps you make data-driven decisions, optimize ad campaigns, and deliver better results. For sponsored content, track:

• Impressions — the reach and visibility of the campaign.

• Clicks — how effectively the content and messaging drive users to the client's website.

• Click-through rate — clicks divided by impressions, confirming that ad content, imagery, and targeting are on point.

• Cost — budget management and the cost-efficiency of each campaign.

• Cost per click (CPC) — the cost-effectiveness of campaigns and where there's room to optimize.

9. Lead generation form analytics

LinkedIn's lead generation forms capture high-quality leads directly on the platform.

We love hearing feedback from clients that they are getting leads, getting results, and then showing them why with the data.

Valerie Jennings, CEO, Jennings Social Media & MarTech

To make the most of this feature, track:

• Leads — the total number of leads generated, and how well lead generation efforts on LinkedIn are working.

• Cost per lead (CPL) — the average cost of each lead acquired through LinkedIn, so you can compare it to other channels. Compare lead quality too: if a Facebook lead closes at 2% but a LinkedIn lead closes at 8%, the LinkedIn CPL target should be around 4x the Facebook CPL target.

10. Conversion tracking and ROI

Conversions measure the desired actions — purchases, sign-ups, downloads — that users complete after engaging with a client's LinkedIn ads. These conversion metrics tell you whether campaigns are driving meaningful outcomes:

• Conversions — the total number of times LinkedIn users took the appropriate action, such as signing up for a webinar, downloading a whitepaper, or purchasing a product or service.

• Conversion rate — the percentage of users who complete a desired action after clicking a client's LinkedIn ad.

• Cost per conversion — how cost-efficient a client's social media campaigns really are.

• Conversion value — read alongside cost per conversion, this gives a clear view of return on ad spend and quantifies the financial impact of the campaign.

Build client reports around the metrics they care about with the LinkedIn Ads reporting dashboard. Try AgencyAnalytics free for 14 days.

What to include in a LinkedIn analytics report

A good LinkedIn analytics report is focused, scannable, and tied to your client's goals. Here's what to include in each section.

Performance summary metrics

• Total followers gained during the reporting period

• Total impressions and reach across LinkedIn posts

• Total clicks and engagement rate

• Period-over-period changes (week over week or month over month)

Follower and audience metrics

• Net new followers and follower growth trends

• Follower demographics: job titles, job functions, industries, and company names

• Audience quality indicators showing whether the right people are following

Engagement and content metrics

• LinkedIn reactions, comments, and shares per post

• Click-through rate and engagement rate by content type

• Top-performing LinkedIn posts during the reporting period

• Employee engagement with company content (if tracking advocacy)

Visibility, search appearance, and page view metrics

• Page views and unique visitors to the LinkedIn company page

• Search appearances showing how often the page appeared in LinkedIn search

• Referral traffic from LinkedIn to the client's website

How to choose the right metrics and KPIs

LinkedIn requires a separate social media strategy from your clients' other channels. The metrics that matter depend on what each client is trying to achieve through their LinkedIn presence.

Establishing KPIs for LinkedIn campaigns

Clients don't want to dive deep into every detail of their LinkedIn performance. They have businesses to run and goals to hit, and they rely on your agency to translate the data into clarity.

Align your LinkedIn reporting to the key performance indicators (KPIs) and metrics that relate directly to their objectives. Distil the report down to the insights that drive decisions: qualified leads generated, post engagement quality, or website traffic from LinkedIn.

Matching KPIs to brand awareness goals

• Impressions and reach across LinkedIn posts

• Follower growth rate and follower demographics

• Engagement metrics like reactions, comments, and shares

• Search appearances on the LinkedIn company page

Matching KPIs to lead generation goals

• Click-through rate on LinkedIn posts and LinkedIn ads

• Conversion metrics from LinkedIn to the client's website or landing page

• Cost per lead and ad spend efficiency for LinkedIn Ads campaigns

• Lead form fills from LinkedIn ads reporting data

Matching KPIs to thought leadership goals

• Article reads and content shares on LinkedIn posts

• Comment quality and depth of audience engagement

• Follower quality (job titles, company names, industries) over follower count alone

• Growth in personal profiles contributing to the brand's LinkedIn presence

Selecting the right analytics is an ongoing conversation with your client. Review performance data regularly and refine the strategy based on what's working.

Impress clients and save hours with custom, automated reporting.

Join 7,000+ agencies that create reports in under 30 minutes per client using AgencyAnalytics. Get started for free. No credit card required.

Sign up with Google

or

First name

Last name

Email address

Start Your Free Trial

Already have an account?

Log in

How to turn LinkedIn analytics into client-ready insights

Pulling LinkedIn data is one thing. Turning it into something a client reads and acts on is another. This is where your agency earns its keep.

How to tell a story with LinkedIn data

Don't forget to tell a story with your data. Clients want to understand progress, challenges, and wins in context. A strong LinkedIn analytics report connects raw data to outcomes: what's working, why it's working, and what's next.

It's our job to tell a simple story through reporting to our clients. The report is the client's proof that what we are doing is benefiting their business in a positive way.

Brian Ferritto, Partner, 42connect

For example, instead of showing a table of LinkedIn post analytics numbers, lead with the headline: "Engagement rate increased 32% this month, driven by two thought-leadership posts that earned 4x the average comments." Then show the supporting detail below.

Connect performance changes to the strategy behind them. Clients remember stories. They forget spreadsheets.

How often to send LinkedIn analytics reports to clients

Most agencies send LinkedIn analytics reports on a monthly basis. That gives enough time for meaningful data to accumulate across a full reporting period.

For clients running active LinkedIn ads campaigns, biweekly check-ins on ad spend and conversion metrics can help optimize performance before the monthly report. Campaign launch periods often warrant weekly snapshots to track early performance signals.

Whatever cadence you choose, consistency matters. Set expectations during onboarding and deliver on them. Clients who get regular, reliable reports trust their agency more.

Picking the right LinkedIn analytics tools for your agency

With the metrics settled, the next question is how you'll report on them: across multiple clients, multiple platforms, and recurring deadlines. The ideal platform centralizes the data, automates repetitive tasks, and still lets you customize reports for each client's goals.

LinkedIn's native analytics dashboard

The native dashboard provides essential metrics and insights for both company pages and personal profiles, and it's a solid starting point. LinkedIn has improved it over time with better post-level insights, audience demographics, and competitor benchmarks.

When agencies outgrow native LinkedIn analytics

If you're managing more than a handful of LinkedIn company pages, you've probably already felt the friction. Logging into each client's account, manually exporting spreadsheets, formatting reports, and repeating the whole process next month adds up.

The gap between native LinkedIn analytics and what agencies need is scale. The built-in tools work fine for a single company page. When you're managing 20+ clients, each with their own page and possibly LinkedIn ads, you need to see all client data in one view, compare metrics across accounts, and show how LinkedIn performance fits the broader marketing picture. Checking LinkedIn Ads benchmarks against actual campaign data also becomes much easier when everything lives in one place.

What manual exports cost you

Manual exports eat hours. Each reporting period, someone on your team downloads spreadsheets, reformats data, copies it into a presentation, and double-checks the numbers. That's time taken away from strategy work, client calls, and growing the agency.

Automating the process, from data collection to formatted delivery, is how agencies go from spending 2.5 hours per client report to under 30 minutes. That's a structural change in how your agency operates.

LinkedIn reporting using AgencyAnalytics

AgencyAnalytics is a marketing analytics and reporting platform built specifically for agencies. Its LinkedIn reporting covers both organic LinkedIn analytics and LinkedIn ads reporting from a single dashboard, across every client.

Here's what makes it a fit for agency workflows:

• Multi-account reporting: Connect all your clients' LinkedIn pages and ad accounts in one place. No more logging in and out.

• Cross-channel visibility: With 85+ marketing platform integrations, you can show how LinkedIn contributes to overall campaign performance alongside SEO, PPC, email, and web analytics.

• Scheduled delivery: Set reports to send automatically on your chosen cadence. Your team gets time back every month.

• White-label customization: Brand every dashboard and report with your agency's look, so clients see your agency, not a third-party tool.

Use the LinkedIn Dashboard template to track all your clients' LinkedIn metrics in one place and turn it into a client-ready report in seconds.

Improve your agency's LinkedIn reporting today

Managing LinkedIn analytics across multiple clients can feel complex. With the right approach, it's one of the clearest ways for your agency to prove value.

By centralizing your clients' LinkedIn data and automating your reporting workflow, your agency delivers reports that show results and tell the story behind them. That builds client trust and proves strategic value, report after report.

Ready to put these insights into action? See how AgencyAnalytics' LinkedIn reporting tools help streamline your workflow, visualize meaningful insights, and help your team focus on what drives client success. Try AgencyAnalytics free for 14 days!