How to see traffic from LinkedIn in GA4

Are you trying to track how much traffic LinkedIn is sending to your website? In GA4, you can quickly view LinkedIn traffic using the Traffic acquisition report. Follow these simple steps to identify sessions, users, and engagement from LinkedIn.

1. Log in to Google Analytics 4

Go to https://analytics.google.com
Sign in to your Google account.
Select the correct GA4 property for the website you want to analyse.

2. Go to the Traffic Acquisition Report

In the left-hand menu, click Reports.
Click Acquisition.
Select Traffic acquisition.
You will now see data grouped by session default channel group.

3. Change the Primary Dimension to Source/Medium

At the top of the table, locate the dropdown that says Session default channel group.
Click the dropdown.
Select Session source / medium.
This will show you the exact traffic sources, including LinkedIn.

4. Search for LinkedIn Traffic

Above the data table, use the search bar.
Type linkedin.
Press Enter.
You will now see traffic specifically from linkedin.com (including organic and paid if applicable).

5. Analyse LinkedIn Performance Metrics

Review key metrics such as:

Users – How many visitors came from LinkedIn
Sessions – Total visits from LinkedIn
Engaged sessions – How many sessions lasted longer than 10 seconds or had interactions
Engagement rate – Percentage of engaged sessions
Conversions – If conversion tracking is set up

Use the date selector (top right corner) to adjust the timeframe for deeper analysis.

6. (Optional) View LinkedIn Traffic by Channel

If you want to separate paid and organic:

Click the primary dimension dropdown again.
Select Session default channel group.
Look for Organic Social (unpaid LinkedIn traffic).
Look for Paid Social (LinkedIn Ads traffic).

What is Google Analytics 4

Google Analytics 4 (GA4) is Google’s latest web analytics platform designed to track and measure user behaviour across websites and apps. Unlike Universal Analytics, GA4 is event-based, meaning it records user interactions such as page views, clicks, scrolls, and conversions as individual events. This provides more flexible and detailed reporting.

GA4 allows marketers and website owners to understand where their traffic comes from, how users engage with content, and which marketing channels drive results. With built-in reports like Traffic Acquisition and Engagement, you can easily evaluate performance across platforms including LinkedIn, Google, email campaigns, and more. GA4 also includes advanced features such as predictive metrics, custom explorations, and cross-device tracking, making it a powerful tool for data-driven decision-making.

Benefits of using Google Analytics 4 to see traffic from LinkedIn

Tracking LinkedIn traffic in GA4 helps you understand how your social media efforts contribute to website performance. It allows you to measure engagement, optimise campaigns, and justify marketing spend with clear data.

1. Measure Social Media ROI

GA4 helps you connect LinkedIn activity directly to website sessions, engagement, and conversions. Whether you’re posting organically or running LinkedIn Ads, you can clearly see how much traffic is generated and whether users complete valuable actions such as form submissions or purchases. This makes reporting and ROI analysis far more accurate.

2. Separate Organic and Paid LinkedIn Traffic

With GA4’s channel grouping and source/medium dimensions, you can distinguish between Organic Social and Paid Social traffic. This allows you to evaluate the effectiveness of your unpaid LinkedIn posts versus your advertising campaigns, helping you allocate budget and resources more strategically.

3. Improve Content and Campaign Strategy

By analysing engagement rate, average engagement time, and conversions from LinkedIn users, you can identify which campaigns and content types perform best. This insight helps refine your messaging, landing pages, and targeting strategy to increase quality traffic and improve overall marketing performance.