Link in bio analytics: the numbers that matter

Views and clicks

Views count how many times the page was opened; clicks count how many times a link on it was pressed. By themselves they say little. A rising view count with flat clicks means people arrive and leave, which points at the page, not the traffic.

Click-through rate

Divide a link's clicks by the page's views and you have its click-through rate (CTR). It is the number to compare across links and over time, because it does not rise just because more people visited. Use it to decide what moves up the page and what gets removed.

Referrers

The referrer is where the visitor came from: a social app, a search engine, another site, or nowhere (a direct visit). It tells you which platform sends engaged visitors, as opposed to the one that sends the most. Many apps open links without passing a referrer, so "direct" is usually larger than it really is.

UTM campaigns

When the referrer is not enough, tag the link itself. Add utm_source, utm_medium and utm_campaign to the URL you post, and the analytics will report visits for each tag separately. It is how you tell the pinned post from the story, or this week's sponsor from last week's.

Countries and time of day

Country and hourly breakdowns are for timing and relevance: post when your audience is awake, and notice when a region you did not target is responding. Treat small samples with caution; a handful of clicks is not a trend.

What to do with it

• Move the highest-CTR link to the top and retire the lowest.
• Test the wording of your top link with an A/B variant rather than guessing.
• Tag each platform's link with a UTM source so you can compare them.
• Look weekly, not hourly. Single-day swings are mostly noise.