LinkedIn Traffic in Google Analytics 4: How to Track and Why Every B2B Company Needs Website Analytics

Not long ago, a successful Israeli company contacted me through the Israel Export Institute for a digital marketing consultation.

It was an established business with good products, substantial commercial activity, and customers in international markets. A company that clearly knew how to do business.

As I usually do before a consultation, I started by reviewing its website and digital marketing activities.

And that’s when I discovered something surprising.

The website didn’t have Google Analytics 4 installed.

That meant the company had no proper website analytics system to tell it how many people were visiting, where they were coming from, which pages interested them, or whether its marketing activities were generating inquiries.

To me, that’s like running a factory without knowing how many units you’ve produced, how many you’ve sold, or what your production costs are.

You can keep operating. You might even be successful.

But it’s much harder to understand what’s working and where to invest next.

What Is Google Analytics 4, and Why Does It Matter?

Google Analytics 4, usually called GA4, is Google’s analytics platform for websites and apps.

It helps us understand what happens on our websites, not just how many visitors we get.

With GA4, we can see which marketing channels bring people to our website, which pages they visit, how they engage with our content, and what actions they take.

For example, we can identify traffic coming from organic Google searches, paid advertising, LinkedIn, email campaigns, and other websites.

But I believe GA4’s real value goes beyond traffic statistics.

It connects our marketing activities to the actions we want potential customers to take.

For a B2B company, those actions might include submitting a contact form, requesting a quotation, downloading a product catalog, or registering for a webinar.

In GA4, we can track important actions as events and mark selected events as Key Events.

That gives us a much better starting point for understanding which marketing channels contribute to our business objectives.

Without Proper GA4 Implementation, It’s Difficult to Know What’s Working

I still meet companies that invest considerable resources in digital marketing but don’t pay enough attention to measurement.

They run Google Ads campaigns, publish LinkedIn posts, attend international trade shows, and send newsletters.

But when I ask which of these activities brings qualified visitors to their websites or generates business inquiries, the answer isn’t always clear.

Sometimes GA4 hasn’t been installed at all.

In other cases, it’s installed, but the tracking isn’t configured properly.

Installing GA4 is only the first step.

We also need to make sure the tracking code works correctly across the relevant pages, collects data, and measures important business actions.

For example, when someone submits a contact form, we want to know that the submission was completed successfully.

Otherwise, we might see hundreds of website visits without knowing how many of those visitors contacted the company.

And that brings us to a question every CEO and marketing manager should be asking:

What are we getting in return for our marketing investment?

Can GA4 Really Measure Marketing ROI?

ROI stands for Return on Investment.

In digital marketing, we want to understand not only how much we’ve spent but also what that investment has contributed to the business.

GA4 is an important part of the answer, but it cannot calculate the full business ROI on its own.

This is particularly relevant to B2B companies.

In manufacturing, industrial technology, and international trade, the sales process can take months.

A potential customer might first discover your company through LinkedIn, return to your website through Google, download a catalog, attend a meeting, and only later become a paying customer.

So the number of inquiries recorded in GA4 doesn’t necessarily tell us how much revenue our marketing has generated.

To evaluate ROI properly, we should ideally combine website analytics with advertising costs, CRM data, and actual sales results.

But without website measurement, we’re missing an essential part of the picture.

We simply don’t know enough about the journey a potential customer took before contacting us.

Why Did I Choose LinkedIn for This Training Video?

For B2B digital marketing, LinkedIn is one of the most important platforms I recommend.

The reason is simple.

It’s a professional environment where we can reach people in their work context.

Procurement managers, engineers, plant managers, CEOs, business development professionals, and other decision-makers use LinkedIn to build professional relationships, learn about new solutions, and follow companies and industry experts.

For an Israeli manufacturer looking to expand into international markets, this creates valuable opportunities.

A company can demonstrate its expertise, share professional knowledge, introduce technological solutions, and build familiarity and trust with potential customers long before they’re ready to request a quotation.

But there’s also a challenge.

Not every LinkedIn post generates an immediate inquiry.

In fact, much of B2B marketing is about building awareness, credibility, and relationships over time.

That’s why I don’t expect every LinkedIn visitor to submit a contact form right away.

What I do want to know is whether our LinkedIn activities bring people to the website, whether those visitors engage with our content, and whether they eventually take meaningful actions.

That’s why I decided to create a short video tutorial on finding LinkedIn traffic in GA4.

How to Find LinkedIn Traffic in Google Analytics 4

Google Analytics 4 includes a report called Traffic Acquisition.

This report helps us understand which sources and channels are bringing visits to our website.

You can usually find it under:

Reports → Acquisition → Traffic acquisition

Depending on how your GA4 reports are configured, the navigation may look slightly different.

To focus on LinkedIn, select a dimension such as Session source / medium or Session source and look for LinkedIn-related traffic sources.

You can then review how many sessions came from LinkedIn, how engaged those visitors were, and whether they completed important actions.

Remember that organic and paid LinkedIn traffic may be classified differently.

The way we tag our links also affects the accuracy and clarity of the data.

That’s why I recommend using UTM parameters when sharing links in LinkedIn posts and campaigns.

UTM parameters help us identify the traffic source, marketing medium, and campaign more consistently.

Video Tutorial: How to Find LinkedIn Traffic in GA4 

Prefer to watch in English? Click the ⚙️ Settings icon in the video player, select Audio track, and choose English.