Why growing on LinkedIn is hard
Most founders treat LinkedIn like a black box. They set up a profile, post occasionally, and hope something happens. Some get likes, others get nothing, but either way, there’s no clear way to tell if LinkedIn is actually helping their business.
Meanwhile, other people seem to be growing their audience, landing deals, and attracting inbound leads. What’s the difference?
They don’t just post, they also track and adjust their approach.
And the thing is, many founders either never check their LinkedIn Analytics, check but don’t know what to do with the data, or focus on the wrong numbers.
If you’re tired of posting into the void, this guide will show you what to track, what to ignore, and how to use LinkedIn Analytics to turn content into business growth.
Where to find your LinkedIn Analytics
Before we discuss what to track, you need to know where to find the numbers. LinkedIn doesn’t make analytics front and center, so many don’t even realize these insights exist. But once you know where to look, you’ll start seeing patterns that can help you grow.
Using a personal LinkedIn profile, here’s how to access your analytics:
- Click on “Me” in the top navigation bar.
- Select “View Profile.”
- Scroll down to the Analytics section.
Here, you’ll see three key metrics:
- Profile views – Who’s checking out your profile?
- Search appearances – How often you show up in LinkedIn searches.
- Post impressions – How your content is performing.
For company pages, the process is slightly different:
- Go to your LinkedIn Page.
- Click on the Analytics tab.
This section gives insights into follower growth, post performance, and audience demographics — all essential for understanding whether your LinkedIn efforts are reaching the right people.
Before making any content decisions, start by looking at these numbers. The goal isn’t to do more but to do what actually works.
Now that you know this, there’s one mistake founders often make that tanks growth—and that’s obsessing over the wrong metrics. Let’s break it down.
The wrong metrics to obsess over
Not all LinkedIn metrics matter. Some look impressive but don’t actually help your business. But many founders spend time chasing LinkedIn metrics that don’t move the needle. Here are some of them:
1. Plain impressions
Impressions tell you how many people saw your post, but they don’t tell you if anyone cared. A post with 50,000 impressions but no meaningful engagement won’t help your business. Instead of focusing on how many people saw your content, focus on who engaged and what actions they took. This doesn’t mean impressions don’t matter. You simply shouldn’t look at them alone.
2. Follower count
A high follower count looks good, but it doesn’t guarantee business results. It’s better to have 1,000 engaged decision-makers following you than 10,000 random connections who never interact with your content. Growth is great, but only if you’re attracting the right people.
3. Virality
Going viral might feel exciting, but if it doesn’t bring in leads, clients, or meaningful conversations, it’s just noise. We’ve seen posts hit massive numbers—hundreds of thousands of views—but result in zero business impact. The goal isn’t just reach, but to reach the right people with the right message.
So what should you focus more on?
The metrics that actually matter
If you want to use LinkedIn strategically, you must focus on three key areas: who’s paying attention, how they’re engaging, and whether they are the right people. Here’s how to do that:
1. Profile analytics: Are the right people noticing you?
Your profile analytics tell you if you’re attracting prospects, partners, or investors — or just getting random views. Here’s what to check:
- Profile views – This is not just about how many people are looking at your profile, but who they are. Are they decision-makers in your industry, or just competitors and job seekers? That tells you something.
- Search appearances – If you’re showing up in searches but not from the right industries, your profile and content strategy might need repositioning.
- Follower quality – A growing audience is great, but are you attracting people who could become customers or collaborators?
2. Post analytics: Is your content driving real engagement?
Most people judge a post’s success by how many views it gets. But reach alone doesn’t mean much if no one is interacting. Instead, look at:
- Impressions and engagement rate – A post with 500 engaged readers is more valuable than one with 50,000 passive views.
- Type of engagement – Comments signal deeper interest than likes. If people are commenting, they’re more likely to remember and act on what you’re saying.
3. Audience insights: Are the right people engaging?
It’s not enough for your content to get likes and comments. The quality of people engaging also matters. Here’s what to check:
- Job titles and industries – If your posts are getting attention from junior employees but not decision-makers, you might need to adjust your messaging.
We’ve seen founders get excited about high engagement until they realize it’s coming from the wrong audience. A quick content adjustment often shifts this in the right direction.
Now that you know what to track, let’s see how you can use them to scale your growth on LinkedIn
How to use LinkedIn Analytics to improve your strategy
Tracking the right numbers is important, but what really matters is what you do with that data. LinkedIn Analytics is a feedback loop. It tells you what’s working, what’s not, and what to adjust. Here’s how to turn your analytics into a strategy that actually helps you grow:
1. Identify your best-performing content
Look at your past posts and find patterns. Which topics, formats, or styles get the best engagement? Are certain posts attracting decision-makers while others don’t? Use this data to double down on what works.
For example, if posts that share personal experiences get more thoughtful comments than generic business advice, lean into storytelling. You could also boost the posts as Thought Leader Ads (TLAs).
2. Optimize your content strategy
Instead of focusing on when you post, focus on what you post. If your engagement is low, audit your content formats. Are your posts too broad? Too niche? Not relevant to your audience?
If text posts aren’t sparking conversations but short videos or carousels are, lean into those. If a particular theme consistently gets strong reactions, explore it further. The key is to adjust based on what resonates with the right audience.
3. Refine your messaging for the right audience
If you’re attracting engagement but not from the right people, tweak how you present your ideas. Look at your search appearances and profile views. Your positioning might be off if they’re not from your target industries.
Try adjusting your profile headline, rewriting your “About” section, or shifting your content topics slightly to attract the right audience. Small tweaks can make a big difference.
4. Experiment, measure, refine
Growth on LinkedIn is about testing. Every post is a chance to learn. If something works, do more of it. If something doesn’t, adjust and try again.
When founders start using analytics this way, LinkedIn stops feeling like a mystery. They’re no longer posting just to post, but with a purpose, tracking results, and continuously improving. Just like Claire Mason who got 18 leads and 46.1% more views with our help.
Now that you know how to use LinkedIn Analytics to refine your approach, here’s what you can do next (for faster results):
- Check your LinkedIn Analytics – See who’s viewing your profile, engaging with your posts, and whether they’re the right people.
- Set one clear goal – Want more engagement or more DM conversations? Pick one focus.
- Make one data-driven change – Adjust content, timing, or messaging based on what you find.
- Track, tweak, repeat – Test, measure, and refine. Growth comes from small, smart adjustments.
Open your LinkedIn Analytics and take action today, or outsource it to Column’s if you’re too busy for that.
Final thoughts
LinkedIn success isn’t based on luck but on strategy. Analytics cuts through the noise and shows you exactly what you need to turn attention into action.
Stop chasing vanity metrics and start focusing on attracting decision-makers, sparking meaningful conversations, and building relationships that drive revenue.
LinkedIn isn’t a magic bullet, but it becomes a scalable engine for growth when used intentionally.
Lastly, every post is a test, every comment is feedback, and every profile view is a potential opportunity. Don’t forget that.
Column drives B2B growth through content. Connect with us today on LinkedIn.
