# Data Overview

LinkedIn Company Pages provides nine main report types, each designed for different analytics needs. Some reports show lifetime totals, while others track changes over time with date ranges.

## Report types

| Report Type                        | Best for                          | Typical use                          |
| ---------------------------------- | --------------------------------- | ------------------------------------ |
| Page: lifetime overview            | Understanding overall page health | High-level page performance tracking |
| Page: performance insights         | Tracking engagement trends        | Weekly/monthly performance reviews   |
| Page: cumulative posts performance | Post strategy effectiveness       | Evaluating all-time post impact      |
| Page: follower gains trend         | Growth tracking                   | Monitoring follower acquisition      |
| Page: follower demographics        | Audience understanding            | HR, recruitment, employer branding   |
| Page: audience demographics        | Visitor insights                  | Content strategy, targeting          |
| Post: individual posts performance | Content analysis                  | Identifying top-performing content   |
| Post: video performance            | Video strategy                    | Measuring video engagement           |
| Post: social reactions & comments  | Community engagement              | Understanding audience sentiment     |

## Page metrics

#### Engagement metrics

| Metric          | Description                                                                     |
| --------------- | ------------------------------------------------------------------------------- |
| Views           | Total number of times your page was viewed                                      |
| Visitors        | Unique users who viewed your page                                               |
| Impressions     | Total times your content appeared (includes page views, post impressions, etc.) |
| Clicks          | Total clicks on your page or content                                            |
| Engagement rate | Percentage of viewers who engaged (clicked, commented, reacted)                 |

#### Follower metrics

| Metric         | Description                        |
| -------------- | ---------------------------------- |
| Followers      | Total follower count               |
| New followers  | New followers gained in the period |
| Lost followers | Followers lost in the period       |
| Net followers  | New followers minus lost followers |

#### Search metrics

| Metric             | Description                                         |
| ------------------ | --------------------------------------------------- |
| Search appearances | Times your page appeared in LinkedIn search results |
| Search clicks      | Clicks from search results to your page             |

## Post metrics

#### Post engagement

| Metric      | Description                               |
| ----------- | ----------------------------------------- |
| Views       | Total times the post was viewed           |
| Clicks      | Total clicks on the post or its content   |
| Reactions   | Total reactions (likes, celebrates, etc.) |
| Comments    | Total comments on the post                |
| Shares      | Total times the post was shared           |
| Impressions | Total times the post was shown in feeds   |

#### Video-specific metrics

| Metric                     | Description                        |
| -------------------------- | ---------------------------------- |
| Views                      | Total video views                  |
| Viewers                    | Unique users who watched the video |
| Time viewed (ms)           | Total watch time in milliseconds   |
| Time viewed for views (ms) | Average watch time per view        |

#### Social reactions & comments

| Metric    | Description                 |
| --------- | --------------------------- |
| Reactions | Total reactions on the post |
| Comments  | Total comments on the post  |

## Demographic dimensions

#### Follower demographics

Break down follower insights by:

* **Geography** — Country, region, city
* **Job title** — Job function and seniority level
* **Industry** — Member's industry
* **Seniority** — C-level, director, manager, entry-level, etc.
* **Company size** — Number of employees
* **School** — Where followers studied

#### Audience demographics

Break down page visitor insights by:

* **Geography** — Country, region, city
* **Job title** — Job function and seniority level
* **Industry** — Member's industry
* **Seniority** — C-level, director, manager, entry-level, etc.
* **Company size** — Number of employees
* **School** — Where visitors studied

## Time-based report dimensions

When splitting performance data by period, you can choose:

* **Daily** — Day-by-day breakdown
* **Weekly** — Week-by-week breakdown
* **Monthly** — Month-by-month breakdown

## Common report combinations

**Content strategy** — Combine "Post: individual posts performance" with "Post: video performance" to compare organic video engagement against all post types.

**Growth analysis** — Use "Page: follower gains trend" and "Page: audience demographics" together to understand who's following you and where growth is coming from.

**Engagement tracking** — Pair "Page: performance insights" (daily views) with "Post: individual posts performance" to see how specific posts drive overall page activity.

**Recruitment/employer branding** — Combine "Page: follower demographics" and "Page: audience demographics" to understand your recruiting audience by job title, seniority, and industry.

## Use cases by role

{% tabs %}
{% tab title="Marketing & Content Teams" %}
**Track content performance and audience engagement**

Use "Post: individual posts performance" and "Post: video performance" to identify your best-performing content. Export to Google Sheets or Looker Studio to build a content performance dashboard. Pair with engagement metrics to refine your posting strategy.

Combine "Page: performance insights" with post data to correlate specific posts with page-level engagement spikes.
{% endtab %}

{% tab title="Recruiting & HR" %}
**Understand your recruitment audience**

Use "Page: follower demographics" and "Page: audience demographics" to see who's interested in your company. Break down by job title and seniority to understand your recruiting reach. Export to BigQuery or Google Sheets for further analysis.

Track "Page: follower gains trend" to measure the impact of recruitment campaigns on your page growth.
{% endtab %}

{% tab title="Social Media Managers" %}
**Monitor page health and growth**

Use "Page: lifetime overview" for quick snapshots and "Page: follower gains trend" for growth tracking. Export "Page: performance insights" daily to monitor engagement patterns.

Set up multiple data flows for different report types and consolidate in Looker Studio or Google Sheets for a unified social dashboard.
{% endtab %}

{% tab title="Business Intelligence & Analytics" %}
**Build comprehensive social analytics**

Export all report types to BigQuery to build a historical archive. Combine LinkedIn data with CRM, advertising, and sales data using Coupler.io's Join transformation.

Create demographic cross-tabs by combining "Page: audience demographics" dimensions with multiple pages to compare audience composition.
{% endtab %}
{% endtabs %}

## Platform-specific notes

* **Date ranges** — Some reports (like "Page: performance insights") require date ranges; others (like "Page: lifetime overview") are snapshots with no date requirement.
* **Demographic breakdowns** — Follower and audience demographic reports can be split by multiple dimensions (geography, job title, industry). Choose one dimension per report.
* **Video metrics** — Video performance reports require a date range and show watch time data specific to video content.
* **Post-level data** — Individual post reports do not require dates; they pull all posts on your page (or within a selected date range if available).
* **Deprecated reports** — Some older report types ("Posts: UGC posts insights", "Page: shares lifetime overview", "Time-based", "Lifetime total statistic") are deprecated and should not be used for new flows.