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LinkedIn Company Engagement Report: Measure ABM by Account
LinkedIn Company Engagement Report: Measure ABM by Account
The LinkedIn Company Engagement Report, now surfaced as the Companies tab in Campaign Manager, measures engagement at the company level instead of the individual level, which is exactly what account-based marketing needs. For each company you care about, it combines ad engagement, organic engagement, and website visits into an account-level engagement signal, so you can see which target accounts are actually warming up rather than which individuals happened to click. That matters because ABM does not sell to a person, it sells to a buying committee at an account, and a report that rolls engagement up to the company is how you tell a warming account from a quiet one and hand sales the right list. This guide covers what the report shows, where to find it now, how engagement level works, and how to turn it into prioritized outreach.
Key takeaways
- The Company Engagement Report is now the Companies tab, found under Plan then Companies in Campaign Manager, and it is free to use.
- It rolls engagement up to the company level, combining ad engagement, organic engagement, and website visits, which is the view ABM needs.
- You need your LinkedIn Page connected to the ad account, and the Insight Tag installed to include website visits.
- Data is aggregated across all your campaigns, so you can see that a company engaged but not which ad or campaign drew the response.
- Read engagement across accounts, focus on the ones heating up, and act by routing them to sales, then judge the program on pipeline, not reach.
What is the LinkedIn Company Engagement Report?
The Company Engagement Report is a view in Campaign Manager that groups engagement data by company, specifically the companies that matter to your business. Instead of showing that a few hundred individuals clicked or watched, it shows which companies those individuals work at and how engaged each company is overall. That shift from person to account is the whole point for B2B, because a single click from an intern means something very different from steady engagement across five people at a target account. LinkedIn introduced it in 2020 and, in 2024, folded it into the Companies tab, so if you are looking for the “Company Engagement Report” by name, it is now the Companies view. It is free for all users in Campaign Manager.
Where do you find it, and what do you need?
The report now lives under the Plan section of Campaign Manager: open your ad account, click Plan in the left panel, and select Companies. Two requirements make it work. First, your LinkedIn Page must be connected to the ad account, or the Companies view will not populate. Second, install the LinkedIn Insight Tag, because website visits are one of the engagement signals and only appear if the tag is on your site; ad and organic engagement are captured automatically from your campaigns and Page. You can set the reporting window to 7, 30, 60, or 90 days, and filter or search to find specific target accounts. Exact labels shift as LinkedIn updates Campaign Manager, so if the path differs, look under Plan.
What does the Company Engagement Report show?
The report breaks each company down across a handful of signals, and together they tell you how warm an account is.
| Metric | What it means | How to use it |
|---|---|---|
| Engagement level | Ad plus organic engagement plus website visits, relative to members targeted, benchmarked against other companies | The headline signal of how warm an account is |
| Members targeted | People at the company your campaigns reached | Checks you are actually reaching the account |
| Ad engagement | Impressions, clicks, likes, comments, shares, and video views (a view counts at 25% watched) | How the account responds to your ads |
| Organic engagement | Interactions with your LinkedIn Page’s posts | How the account responds to your content |
| Website visits | Visits tracked by the Insight Tag | Whether engagement is turning into site intent |
The value is in reading them together. A company with high ad engagement but no website visits is paying attention but not acting yet; one with rising website visits is moving toward intent, and that is the account to hand to sales.
How is engagement level calculated?
The engagement level is the report’s headline, and it is built to be comparable across accounts. LinkedIn combines a company’s ad engagement, organic engagement, and website visits, measures it relative to the number of members targeted at that company, and benchmarks the result against other companies being marketed to on LinkedIn. Measuring relative to members targeted matters, because it stops a huge enterprise from automatically outscoring a smaller account just because more of its people saw your ads; it reflects engagement per person reached, not raw volume. The benchmark then tells you whether a given account’s engagement is high or low relative to normal, so you are reading a relative signal, not an absolute count. Treat it as a thermometer for the account, not a precise score.
Why it matters for ABM
Most LinkedIn reporting answers “how did the ad do,” which is a campaign question. ABM asks a different one: “which accounts are engaging, and are they the right ones.” The Company Engagement Report answers the account question, and it does so by combining paid and organic engagement, which matters because a target account rarely moves on ads alone; they also read your posts, visit your site, and follow your Page. Rolling all of that up to the company gives you a truer read on whether an account is warming than any single-channel metric. It also tells you something uncomfortable but useful: if your spend is high but engagement is concentrated in the wrong companies or the wrong seniorities, your targeting is off, and you can see that at the account level before it shows up as a quarter of weak pipeline.
The Know, Focus, Act loop
The useful way to run the report is as a loop, not a dashboard you glance at. We call it Know, Focus, Act.
- Know: read the engagement level across your target accounts to see who is actually engaging, and confirm you are reaching decision-makers, not just anyone at the company.
- Focus: concentrate budget and attention on the accounts whose engagement is rising, and investigate the ones that should be engaging but are not, since that points to a targeting or message problem.
- Act: route the warming accounts to sales for outreach while the attention is fresh, and feed back which ones converted, so you learn which engagement patterns actually predict pipeline.
Run that loop every couple of weeks and the report becomes an operating rhythm between marketing and sales, not a report nobody opens.
How to use engagement to prioritize accounts for sales
The report earns its keep when it changes who sales calls. Sort your target accounts by engagement and look for the ones climbing, especially those adding website visits on top of ad and organic engagement, because that combination signals an account moving from aware to interested. Hand those to sales as warm accounts, with the context of what they engaged with, so outreach references something real rather than a cold pitch. Leave the quiet accounts in nurture, and flag the accounts that engage heavily but never progress, since they may need a different offer or a conversation about why they stall. The point is to spend sales time on accounts the data says are paying attention, instead of working an alphabetical list.
Limitations to know
The report is a strong signal, not a precise ledger, so read it with its edges in mind. The biggest limit is that data is aggregated across all your campaigns, not broken down per campaign or campaign group, so you can see that a company engaged but not which ad, message, or product drew the response; if an account saw ads for two products, you cannot tell which one landed. It also counts members you targeted, so an account you are barely reaching will look quiet even if they are interested, which is a targeting gap, not disinterest. Engagement level is a benchmarked, relative figure rather than an absolute score, so use it to rank and compare, not to set a hard threshold. And website visits depend on the Insight Tag firing. For per-campaign account engagement, you would need LinkedIn’s API or a third-party ABM tool, but for prioritizing accounts, the native view is enough.
Measure accounts, not just clicks
Here is the thread. B2B does not convert a person, it convinces an account, so the metric that matters is account engagement, not individual clicks, and the Company Engagement Report, now the Companies tab, is the free, native way to see it. Read engagement at the company level, focus budget and sales on the accounts that are warming, and act while the attention is fresh, pairing it with the website demographics and targeting views so you know both who visits and which accounts engage. Then judge the whole program on the pipeline those accounts produce, not the reach. If you want your LinkedIn ABM measured at the account level and tied to pipeline, you can book a demo.
Frequently Asked Questions
Q1. What is the LinkedIn Company Engagement Report?
It is a free Campaign Manager view, now surfaced as the Companies tab, that measures engagement at the company level rather than the individual level. For each company, it combines ad engagement, organic engagement, and website visits into an account-level engagement signal, benchmarked against other companies on LinkedIn. It is built for account-based marketing, where what matters is whether an account is engaging, not just a person.
Q2. Where do I find the Company Engagement Report in Campaign Manager?
It is now the Companies tab. Open your ad account in Campaign Manager, click Plan in the left panel, and select Companies. Your LinkedIn Page must be connected to the account for the view to populate, and you can set the reporting window to 7, 30, 60, or 90 days. If you cannot find it by its old name, look under Plan then Companies.
Q3. What does the Company Engagement Report show?
Per company, it shows an engagement level plus the underlying signals: members targeted, ad engagement (impressions, clicks, likes, comments, shares, and qualifying video views), organic engagement with your Page’s posts, and website visits tracked by the Insight Tag. Read together, these tell you how warm each target account is and whether paid attention is turning into site intent.
Q4. How is the engagement level calculated?
LinkedIn combines a company’s ad engagement, organic engagement, and website visits, measures it relative to the number of members targeted at that company, and benchmarks the result against other companies marketed to on LinkedIn. Measuring relative to members targeted means large accounts do not automatically outscore small ones, and the benchmark makes it a relative signal rather than an absolute score.
Q5. Is the LinkedIn Company Engagement Report free?
Yes, it is free for all users in Campaign Manager. You do not pay extra to see account-level engagement. You do need your LinkedIn Page connected to the ad account for the Companies view to work, and the Insight Tag installed if you want website visits included, since ad and organic engagement are captured automatically.
Q6. How is the Company Engagement Report different from Website Demographics?
Website Demographics shows the professional makeup of people visiting your site, by job function, seniority, company size, and so on. The Company Engagement Report rolls engagement up to specific companies and combines ads, organic, and site visits into one account-level view. One tells you who visits; the other tells you which target accounts are engaging across channels.
Q7. What are the limitations of the Company Engagement Report?
Its data is aggregated across all campaigns, so you can see that a company engaged but not which ad or campaign drove it. It only reflects members you targeted, so an account you barely reach looks quiet. Engagement level is relative and benchmarked, not an absolute score. And website visits depend on the Insight Tag. For per-campaign account detail, you need the API or a third-party ABM tool.
Q8. How do you use the Company Engagement Report for ABM?
Read engagement across your target accounts, focus budget and sales attention on the accounts whose engagement is rising, especially those adding website visits, and route those warm accounts to sales while attention is fresh. Leave quiet accounts in nurture and flag ones that engage but stall. The goal is to point sales at accounts the data says are paying attention, then confirm against your CRM.
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