How to create a LinkedIn Pages report on Google Data Studio

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Discover how to automate our LinkedIn Pages reports and connect your data to set up your reports on Google Data Studio. In this step-by-step guide, you will learn how to integrate and visualize LinkedIn Pages data effortlessly. 

It’s also an in-depth guide to understanding all the LinkedIn Pages metrics and dimensions available on the connectors on the Google Data Studio Gallery. 

How to Connect LinkedIn to Data Studio for Free

LinkedIn provides an analytics platform that is helpful when searching for the preferences of your audience in order to create a content strategy. But when reporting, you will see there is a lack in the way the information is presented, minimalist charts, and zero possibilities to cross data.

As a Microsoft product, LinkedIn offers data delivery by exporting it on a CVS file to organize it and create reports on Excel or Power BI. That is the reason you won’t find a totally free connector for Google Data Studio. 

So, what is the only way to connect LinkedIn Pages or LinkedIn Ads data to Google Data Studio for free? By converting the Microsoft file into a Google Spreadsheet 

This is known as the popular Google Sheet connector. This option is free, however, requires manual work whenever you want to import updated data. This is an option, but it is not the best due to the high human effort required. 

If you love hacks as we do, connect and automate this tedious reporting task in less than 90 seconds with the LinkedIn Pages Porter Metrics connector for Google Data Studio. It is free for the first 14 days. After getting the automation done, you can select the plan that is better for your needs and of course, find the way to integrate multiple data sources such as Facebook and Instagram Insights, Twitter, TikTok, Facebook, Instagram, and LinkedIn Ads, and many more to your Data Studio Dashboards, you will see it is worth it! 

First, we’ll learn how to import LinkedIn Pages data to Google Data Studio automatically. 

For this tutorial, of course, we will use our Porter Metrics LinkedIn Pages connector. It is self-promotion, but will also mention why we made it the best solution available. 

You can access the LinkedIn Pages connector in three ways: 

If you access through our website or link, you will download our default report template to speed up your reporting; if you access through the connector gallery, you will start with a blank report. 

Signing up with Google and LinkedIn

Once on the connector, signup with your Gmail account to create your Porter account. We only take your email and not any other personal information. If you are concerned about the warnings you can explore more about our privacy policy. 

Then, you should sign in with your personal LinkedIn account so Porter can retrieve all the LinkedIn Business accounts associated with that profile. 

About privacy: we only get your emails to create users. We don’t bring any other information or share it (on purpose) with third parties. 

Choosing your LinkedIn Pages or Business accounts

Once signed in, you will be allowed to bring one or more LinkedIn Pages to your Google Data Studio report. 

We made it possible to bring multiple (or all) LinkedIn Pages or Business accounts in a single data source. This way you can have a comprehensive view of your organization and its brands or your local pages from your business branches pages. Or if you are a consultant or a data analyst you can use the connector for the LinkedIn pages you manage under your LinkedIn profile. 

Just click on “connect” in the top right corner of the page. Or if you are using the template just press the “Add data” button to continue and pull the data from your LinkedIn Pages automatically. 

In the next view, you will see all the fields available on our LinkedIn Pages connector for Google Data Studio. 

The LinkedIn Pages Porter Metrics connector has more than 140 fields available (so far) with accounts, posts, video data, and much more. We committed to bringing all the fields that the API allowed us. 

Now click on Connect on the top right corner to generate our default report template. 

If you successfully bring Linkedin Pages data to your Google Data Studio report, you’re officially starting a 14-days free trial. You may want to check out our friendly pricing here

Again: If you started using the connector from the link we provided, you’ll get our report template; if you did it from the Data Studio connector gallery, you will load a blank report. 

The report template is meant to save you time, but you’re free to start reporting from scratch. 

So far, we have already created our first LinkedIn Pages report on Google Data Studio, but we can play around a bit more with the connector to see what it offers. 

Here, you can choose three ways for reporting:

  • Create your Google Data Studio report from scratch (read or watch our tutorials)
  • Download our LinkedIn Pages reports templates for Data Studio
  • Browse our default report template 

Before playing around with the charts, we’ll explain the LinkedIn Pages metrics and dimensions. 

Understanding LinkedIn Pages metrics and dimensions 

We can set up our LinkedIn Pages report on Google Data Studio by navigating all its fields, metrics, and dimensions available. 

Google Data Studio is a self-service platform in which you can pull any data you need according to the availability of the source to create customized reports. It’s like a canvas where you drop any type of chart, combining any sort of metrics and dimensions. 

The metrics are the numerical values, like clicks, spent, and conversions; dimensions are how you break down the metrics, like by campaign, by country, by creative, etc. 

The LinkedIn Pages connector is flexible and allows you to combine different metrics however you want. 

If it’s your very first time with Data Studio, I would recommend you to check this resource to create your first Google Data Studio report

To help you navigate through the LinkedIn Pages metrics, I would recommend watching this tutorial on creating charts and graphs

LinkedIn Pages metrics and dimensions

The metrics and dimensions are grouped as in the native LinkedIn Analytics platform to provide a clear analysis of the general performance of the business page or profile. 

  • Time
  • Demographics
  • Followers
  • Company
  • Page Views
  • Individual Posts 
  • Post Statistics
  • Button Clicks

Having that on mind it is time to create a report. 

A good practice, for example, is that you can display the ad account profile photo. 

With this, you don’t need to add the logo manually for every report template you copy on Data Studio. Nice, huh? 

Another use case of these fields might be bringing more ad accounts to the data source connected to have an overview of all the ad accounts and about agency manages: 

LinkedIn Company Pages dimensions

LinkedIn pages are similar to Facebook or Instagram reports in terms of dimensions. The LinkedIn Pages Porter Metrics connector includes 30 dimension fields. The most common ones groups Page and Post data to be able to visualize chronological posts. 

  • Company dimensions: 
    • Company Logo Original Image
    • Company Logo Cropped URL
    • Company Logo Original URL
    • Company Website
    • Company ID
    • Company Name
    • Company Logo Cropped Image
  • Individual Post Dimensions 
    • Post URL
    • Post Media Category
    • Post Text
    • Post Image URL
    • Post Creation Date
    • Post Title
    • Post Image
  • Time Dimensions 
    • Date
    • Weekday Number
    • Month Day
    • Week
    • Month
    • Year-Month
    • Year Category
    • Weekday Name Abbreviated
    • Weekday Name
  • Demographics Dimensions 
    • Country
    • Job Function
    • Seniority
    • Region
    • Industry
    • Company Size

LinkedIn Company Pages metrics

The LinkedIn Pages Porter Metrics connector includes more than 110 metrics’ fields to be pulled directed from the LinkedIn API. This means you have total transparency of your data anytime it is needed. 

The metrics allow you to create performance reports based on the dimensions you have determined that are relevant to display on a Data Studio or any data visualization dashboard. 

This is how the LinkedIn Pages account summary page should look like. 

Now that you know the dimensions and groups it is time to create a meaningful report of the performance of your LinkedIn company Pages profile. Get inspired with those available on our template gallery or just make them yours… are free! 

You can bring the name and ID of the groups. But also you can bring the group start date and end date. The start date is set automatically when you create a post. 

LinkedIn Pages Creatives report

One of the best things of Google Data Studio is that you can display images. With this connector, we can display the ad creatives and see which one performs better. 

Clients and non-technical users may understand the names you put to your campaigns, but they will love the visuals. 

Sometimes, the images displayed on Google Data Studio seem blurry. The reason is that Data Studio doesn’t create images but brings them from a URL. Sometimes, the images are too small (aka thumbnails) and that’s why you will affect their quality if you increase the size. 

My recommendation is to keep them as small in their tables’ columns as possible. 

This LinkedIn Pages creative report table shows some interesting data analyses such as the Engagement Rate. 

  • We can see that you can display relevant information such as the Engagement Rate ER% metric. 
  • “The Interactions” of the post is the most relevant information regarding the content strategy. 
  • You can sort the information by date or performance depending on what is more relevant for your content strategy in this network. 

LinkedIn Pages engagement metrics

Engagement means any kind of interaction with your post, just like:

  • Comments
  • Shares
  • Likes
  • Reactions
  • Follows
  • Clicks to LinkedIn page
  • Clicks to the landing page
  • Total engagements
  • Other engagements
  • Viral engagements

All these metrics can also be “lifetime” which, is great when you need to visualize your post statistics since you decided to create a company pages profile. 

This is the list of all the metrics you can report historically. 

  • Lifetime Desktop Careers Page Views
  • Lifetime Mobile Careers Page Views
  • Lifetime Mobile Products Page Views
  • Lifetime Mobile People Page Views
  • Lifetime Mobile Overview Page Views
  • Lifetime Mobile Life At Page Views
  • Lifetime Mobile Jobs Page Views
  • Lifetime Mobile Insights Page Views
  • Lifetime Mobile About Page Views
  • Lifetime Desktop Products Page Views
  • Lifetime Desktop People Page Views
  • Lifetime Desktop Overview Page Views
  • Lifetime Desktop Life At Page Views
  • Lifetime Desktop Jobs Page Views
  • Lifetime Desktop Insights Page Views
  • Lifetime Desktop About Page Views
  • Lifetime Products Page Views
  • Lifetime People Page Views
  • Lifetime Overview Page Views
  • Lifetime Life At Page Views
  • Lifetime Jobs Page Views
  • Lifetime Insights Page Views
  • Lifetime About Page Views
  • Lifetime Mobile Page Views
  • Lifetime Desktop Page Views
  • Lifetime Impressions
  • Lifetime Reactions
  • Lifetime Shares
  • Lifetime Share Mentions
  • Lifetime Reach
  • Lifetime Engagement
  • Lifetime Comment Mentions
  • Lifetime Comments
  • Lifetime Clicks

Here’s great documentation and an explanation of all LinkedIn engagement metrics

LinkedIn Pages demographic dimensions

Some of the fields of the Porter Metrics LinkedIn Pages connector for Google Data Studio are those that allow you to break down all your metrics by:

  • Job title
  • Job function
  • Country
  • Company size

These dimensions will help you understand the audience your organic posts and ads are reaching. 

As demographic data might be sensitive, these dimensions come with certain limitations from the LinkedIn API: 

  • You can’t combine them among them and with other dimensions
  • All the metrics data will be inaccurate; they will be under-reported or display zero. 

For instance, if you try to combine Campaign Name and Country in the same chart, you will see an error message that says “Sorry, you can’t make combinations with demographic dimensions.”

However, you could create cool demographics report with LinkedIn Pages data like these:

A map to visualize any metric, broken down by country

In this case, I chose impressions to see what countries the posts are reaching the most. Clearly, this account is just for Colombia.

We can also see what is the most common Job function we’re reaching through our content. 

Take a look at the analysis you can do using Google Data Studio.

And a table breaking down impressions by company size (i.e. number of employees), too. 

Setting up the LinkedIn Pages report on Data Studio

Creating charts 

Once you understand the LinkedIn Pages metrics, it’s fine to create your first charts if you haven’t. 

We prepared a video tutorial on how to create your first charts and graphs on Google Data Studio:

Follow these steps to create your first charts: 

  • Open the Google Data Studio report on the edit mode.
  • Go to the menu and select Insert or Add a Chart. 
  • Choose a chart type (scorecard, time series, tables, pie charts, and bar charts are the most common).
  • Make sure the chart is linked to the LinkedIn Pages connector.
  • Depending on the chart, you should choose a combination of metrics and dimensions. Set to compare the data versus the last period.

Filters and controls

Filters and controls on Google Data Studio make your reports interactive and clean your data. 

A good use case for filters and controls with LinkedIn Pages data may be filtering your campaign objectives or campaign names so you can analyze performance metrics just for some of them, like excluding the campaigns that were meant for engagement rather than lead generation. 

We prepared this tutorial on how to create filters and controls on Google Data Studio

Custom formulas

When it comes to formulas, think of Google Data Studio like Google Sheets: you can calculate any sort of metrics with countless math functions. 

However, the most common formula you may want could be conversion rates, which is just dividing a metric with another. 

Our connector brings a default conversion rate metric that divides conversions/clicks to landing pages. 

Watch this tutorial to learn to create custom formulas on Data Studio

Blending LinkedIn data with Google and Facebook

A great use case of the LinkedIn Pages connector for Google Data Studio is combining it with other connectors, such as Facebook and Instagram Insights. 

With them, you may create a cross-channel engagement report visualizing your performance in a specific time. 

You may want to follow this video tutorial on blending data on Google Data Studio

Follow these steps to combine your data

  • Open the Google Data Studio report on the edit mode.
  • Click on Manage added data sources and make sure to connect your Facebook Insights (or any other connector you might use). 
  • Create a table for each connector.
  • Make sure the tables are beside each other on the same page. 
  • Select the three tables and do a right-click. 
  • Select Blend data.
  • Google Data Studio will automatically create a table combining the metrics of the three connectors. 
  • To verify the data was correctly blended, go to edit the blended data source and make sure that the dimensions equivalent to the date work as the join keys.

Customizing your report

We prepared a video tutorial showing you ways to customize your LinkedIn Pages reports (and even make them white-labeled). 

Sharing your LinkedIn Pages report

Google Data Studio, such as other Google products, has great collaboration and sharing features. 

You can: 

  • Choose the Gmail/G Suite users who can access your reports as editors or viewers 
  • Schedule email deliveries
  • Share a link to access the report
  • Download a PDF version
  • Embedding the report on another website

We covered all of these in our tutorial on How to Share your Google Data Studio reports.

LinkedIn report templates on Google Data Studio

It’s ok if you don’t want to set up your Data Studio reports. We prepared a set of LinkedIn Google Data Studio report templates covering all the possible use cases so you don’t have to. 

Here’s our video tutorial on connecting your data to Google Data Studio

A common question is how you can add these templates to your current reports. You just need to select all the elements of your Data Studio report, copy, and paste them into your other reports. 

We have a tutorial on how to use Data Studios, too. 

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