LinkedIn analytics template

A company page succeeds or fails on whether the right job titles engage, not on raw impressions, and that is exactly the cut LinkedIn makes hardest to keep. This template stores posts with their format and performance, daily page metrics so the trend survives, and follower and visitor snapshots with the industry and seniority breakdown attached. What you get is the ability to say which kind of post reaches operations managers, rather than which post reached the most people.

Posts comes first: one row per post from the company page, with the post itself, the date, the format. Document, Video, Text: the impressions it earned, the reactions it collected and an engagement rate as a percentage. Daily page metrics is one row per day of page-level performance: impressions, clicks, engagements, and the rate between them. Followers snapshots the audience on a date: total followers, how many were new, whether they arrived organically, and the top industry among them. Visitors does the same for the people who didn't follow: page views, unique visitors, and the top job function and top seniority on that date.

Impressions from the wrong industry flatter the chart and change nothing. A company page succeeds or fails on whether the right job titles engage, and that's precisely the cut LinkedIn makes hardest to keep hold of. So the breakdown is stored beside the totals: top industry on every Followers row, top function and top seniority on every Visitors row, all of it dated. Your audience's composition turns into a line you watch move across a quarter, not a single figure somebody screenshots at the end of the month.

"This post did well" describes last month. "Document posts reach operations managers and video does not" decides next month: it's an instruction about what to write, not a recap. The route from the first sentence to the second is keeping format, impressions, reactions and engagement rate on the same row, so any comparison between two posts is like for like rather than one number held against another that was measured differently.

Go quiet for a fortnight and the first dashboard hands you the bill. Impressions and engagement over time plots both together with posting dates marked, so a silent stretch shows up as the dip it caused rather than a gap nobody accounts for. What your audience turns up for crosses engagement by format with the industries and job functions of the people actually following you: the report built to decide the next post, not describe the last one.

"Which posts got the most impressions per follower" is a fairer ranking than impressions alone will ever give you. "What kind of post gets engagement from operations people" is the question the visitor and follower breakdowns exist to answer. "How did follower growth track against how often we posted" needs both tables and a date. And the quiet budget-maker: "which weeks did we post nothing, and what did that do to reach": run it before your next content budget conversation.

Format explains half of why a post works. The subject explains the rest, and it isn't a column until you make it one. Add a Topics table, tag every post, and "what should we write about" gets an answer with numbers behind it rather than a preference expressed loudly in a meeting. An author column, a campaign, or a call-to-action type goes in the same way: the structure changes with the posts already in it.

A B2B marketer who owns the company page lives here. So does an agency reporting on one for a client, and a founder posting on behalf of the business. If Instagram, TikTok or Facebook run alongside it, the cross-platform social media analytics template puts them all on one set of axes instead.

Imports do the work here: there's no live feed to babysit. Where your workspace has Ferra's social import enabled, you re-run it for fresh LinkedIn rows instead of leaving a connection open; where it isn't, LinkedIn's own export or a Google Sheet you already keep reads into the same tables, and that route works today. Once a month is cadence enough to keep the daily, follower and visitor tables current.