LinkedIn Companies Data Connector User Guide

LinkedIn Companies Data Connector User Guide

Info
LinkedIn Companies is a powerful data source that provides valuable insights into your company's LinkedIn page performance. This guide will walk you through the process of setting up and using the LinkedIn Companies data source in Power My Analytics, helping you to effectively track and analyze your LinkedIn company page metrics.


Prerequisites

Before you begin, ensure you have:
  1. A LinkedIn Companies account with Super Admin access

Adding an Account as Super Admin

To grant Super Admin access to a LinkedIn account:
  1. Go to your LinkedIn page and click Admin tools.
  2. Under Settings, click Manage admins.



  3. Go to Page admin or Paid media admins and click Add admin.
  4. Find the user you'd like to add. Grant them the Super admin role and click Save changes.

Adding LinkedIn Companies as a Data Source

  1. Navigate to your Hub and select Sources from the menu.
  2. Click + Add new source and choose LinkedIn Companies from the gallery.
  3. Sign in to your LinkedIn account to authenticate.

Creating a Data Studio Report

Follow these steps to create a Data Studio report using your LinkedIn Companies data:
  1. After adding LinkedIn Companies as a data source in the PMA hub, navigate to Reports > Data Studio
  2. Select LinkedIn Companies under Create Data Studio Report (this will open the official Data Studio application in a new window)
  3. Google Data Studio Configuration:
    1. Step 1:
      1. Name your data source (e.g. "LinkedIn Companies - Organization Name")
      2. Choose Power My Analytics hub from dropdown
      3. Optional: Leave "Use report template for new reports" checked for PMA demo template
      4. Click Next
    2. Step 2:
      1. User Account: select LinkedIn Companies account (real data) or "Sample Account" (sample data)
      2. Click Next
    3. Step 3:
      1. Choose "Company" for reports
      2. Optional: Allow "Company" modification in reports
      3. Click Connect (top right) to complete the data source configuration
    4. Step 4:
      1. Click Create Report (top right)
For a quick start, use our pre-built LinkedIn Companies demo template.

Key Reports and Fields

LinkedIn Companies data in Power My analytics offers a wide range of metrics and dimensions. Here are some popular metrics you can use in your reports:
  • Visitor Analytics Metrics: Page views, Unique visitors, Custom button clicks, Desktop unique visitors, Mobile unique visitors
  • Visitor Demographics Metrics: Job function, Company size, Industry, Seniority
  • Visitor Locations Metrics: Visitors by location
  • Follower Analytics Metrics: Total Followers, New Followers, Sponsored followers, Organic followers
  • Content Analytics Metrics: Reactions, Comments, Reposts, Impressions
  • Updates Metrics: Impressions, Video views, Clicks, CTR, Reactions, Comments, Shares, Engagement rate
For a complete list of available LinkedIn Companies fields, refer to the Schema Explorer.

Why is my impressions number lower than LinkedIn's?

If your Power My Analytics impressions look lower than the number on LinkedIn's Analytics > Content screen, your data is not missing. LinkedIn combines organic and sponsored activity into a single figure on that screen, while Power My Analytics keeps the two separate so you can report on each independently:
  • LinkedIn Companies carries your organic data: page posts, impressions, reactions, comments, reposts, clicks, visitor analytics, and follower analytics.
  • LinkedIn Ads carries your sponsored (paid) data: campaign impressions, reactions, clicks, and spend.
So whenever your page runs sponsored content, the LinkedIn Companies connector on its own will report a smaller number than LinkedIn's combined view. Backfilling will not change this, because your organic figure is already complete.

Reactions follow the same pattern: organic reactions come from LinkedIn Companies, and reactions on sponsored content come from LinkedIn Ads.

Reproducing LinkedIn's combined figure

To match what LinkedIn's Analytics > Content screen shows, bring both sources together and add them:
  1. Connect both the LinkedIn Companies and LinkedIn Ads data sources in your hub.
  2. Go to Data Builder and create a data table that blends the two sources (or create a blend in Data Studio if you prefer to combine them at the report level).
  3. Add your organic impressions from LinkedIn Companies to your sponsored impressions from LinkedIn Ads.
  4. Repeat for reactions if you want a combined engagement figure.
Notes
A boosted post's impressions are not counted in both connectors, so adding the two sources together will not overstate your totals.

Matching LinkedIn's follower count

Followers work a little differently: you do not need the LinkedIn Ads connector for these. Both Organic followers and Sponsored followers are fields in the LinkedIn Companies connector.

On LinkedIn's Analytics > Followers screen, the New followers figure for your date range combines organic, sponsored, and auto-invited followers. To reproduce the organic and sponsored portion of it, add the Organic followers and Sponsored followers fields together.

If you want LinkedIn's Total followers number instead, use the Total Followers field. That one is a separate lifetime metric, so you report it directly rather than adding fields together.

Three things to keep in mind:
  • Use the pairing, not the New Followers field. Power My Analytics also has a separate New Followers field. Despite the matching name, it is not the equivalent of LinkedIn's New followers figure and will not reproduce it, so stick with Organic followers plus Sponsored followers for this comparison.
  • Auto-invited followers are not available. LinkedIn's API returns organic and paid follower counts only, so a small difference against LinkedIn's own screen can remain. This applies to every third-party reporting tool, not just Power My Analytics.
  • Do not add Sponsored followers to a demographic breakdown. When you report followers by industry, seniority, company size, or another demographic, LinkedIn already includes paid followers in those counts. Adding Sponsored followers on top would count them twice.

Limitations and Important Considerations

  1. Backfilling: Power My Analytics performs an initial backfill of up to 24 months of historical data when you first connect your LinkedIn Companies account as a data source. LinkedIn serves content analytics data (impressions, reactions, comments, clicks, and engagement) on a rolling 12-month window, so those fields cannot be collected for dates more than 12 months before your backfill runs. LinkedIn applies the same 12-month limit to follower gain data, and Total Followers is a lifetime metric that cannot be backfilled at all. Once we have collected your data it stays in your warehouse and remains available in your reports, even after it ages past LinkedIn's 12-month window, so a long-running data source builds up more history than any single backfill can retrieve.
  2. Data delay: Data reporting is always delayed by 2 days, reports including today or yesterday in the date range may include figures that are not finalized
  3. Company Reactions and Comments: Reactions and comments will not include interactions from companies
  4. Deleted likes and comments: Deleted likes and comments will not be removed from Reactions and Comments total values
  5. Period Page reporting: Period Page reports will not fetch data from the last 48 hours
  6. Reporting posts by date: When reporting posts by date, the creation date field (createdAt) of the post will be used as the date. The publish date field (publishedAt) of the post will not be used as the date.
  7. Brand page data: Brand page data is lifetime only
  8. Carousel/multi-image posts: Only a single image can be retrieved for carousel (multi-image) posts. This is a limitation of LinkedIn's API. 
  9. Reposts and Shares over a date range: LinkedIn excludes instant reposts from its date-ranged data, so a Reposts or Shares figure for a specific date range can read lower than the matching lifetime figure.
  10. [collection] fields: Fields ending in [collection] represent key/value pairs. A Key dimension can only be paired with its matching Value metric to create a table.



    Adding a key or value to a table with another metric or dimension will result in an error.

Unavailable Data

  1. Cached Data Requests with Unique Metrics and Date Dimension: When a unique metric is paired with the date dimension, this will result in a request for cached data instead of a request for live data. For more information, please see Understanding Cached and Live Data Requests.
  2. Target Audience unavailable for posts
  3. Sponsored (paid) clicks, impressions, and reactions within LinkedIn Companies reports; these are available through the LinkedIn Ads connector instead (see "Why is my impressions number lower than LinkedIn's?" above)
  4. Auto-invited follower counts, which LinkedIn's API does not expose
  5. Image preview unavailable for videos
  6. Reporting on LinkedIn personal pages is unavailable
  7. The Competitor Analytics (competitor highlights, new follower metrics) and Event Analytics (analytics highlights, visit and attendance metrics) reports are not available via LinkedIn’s API 
  8. Realtime data
  9. Custom fields

Troubleshooting

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