2 min read
LinkedIn is tightening the reins on its competitor analytics tool. Beginning October 15, 2025, company pages on LinkedIn will only be allowed to track one competitor for free, down from the nine they could monitor previously. To regain full access, page admins will need to upgrade to a premium Company Page subscription.
What Changes for Free Users
According to the email notice LinkedIn sent to users, the change will affect the “competitor analytics” section of company dashboards. Under the new system, free users will still be able to see key metrics like follower trends, engagement levels, and top posts for a single competitor. But tracking multiple rivals or viewing top content across multiple competitors will require a paid plan.
Premium Company Page subscribers, on the other hand, will retain the ability to monitor up to nine competitors and access expanded insights, such as top three trending posts for each competitor.
Strategic Context & Platform Growth
The move comes as LinkedIn doubles down on its B2B analytics positioning. Recent reports show LinkedIn delivered a 113% return on ad spend in the latter half of 2024, making it one of the strongest performers among marketing platforms. The new limitation is seen as part of LinkedIn’s broader monetization push, turning more advanced analytics into a premium feature.
Earlier in 2025, LinkedIn launched upgrades like the Company Intelligence API, which allows marketers to pull data at the organizational level rather than individual profiles. That rollout was followed by enhancements to revenue attribution and the Member Post Analytics API, reflecting LinkedIn’s ambition to deepen its analytics ecosystem.
Reactions & Advice for Marketers
Many marketers who relied on free competitor tracking are raising concerns that the new limit will hamper strategy and benchmarking. Page admins are advised to check which competitor they want to monitor before the October 15 rollout, as LinkedIn may automatically reduce trackings that exceed the new cap.
For businesses who need deeper insights, the premium option may become increasingly appealing. But the change also prompts a question: will this push drift LinkedIn further toward paywalled analytics, or force platforms to rethink how much they share for free? Only time will tell as advertisers and page managers adapt to the new rules.
