Understanding Your Analytics

What every number on your analytics pages means, how unique visitors are counted, and how bot traffic is kept out of your reports.

Per-link analytics

Open any link and click its analytics icon. You get total clicks, unique visitors, hourly and daily charts, and breakdowns by country, city, device type, browser, operating system, referrer, and UTM source / medium / campaign. Change the date range at the top to compare periods.

The overview dashboard

The dashboard home aggregates the same metrics across all links. Filter by folder, tag, domain or date range, click a day on the chart to drill down into that day, and switch to the Live Feed tab to watch clicks arrive in real time.

Clicks vs. unique visitors

A click is every redirect served. A unique visitor is counted once per distinct visitor hash — a one-way fingerprint derived from the request that lets us recognise a returning visitor without storing personal data. Ten clicks from the same phone count as ten clicks and one unique.

Bot traffic

Crawlers, link previewers (Slack, WhatsApp, iMessage) and monitoring tools are detected automatically and excluded from the numbers above. They are not thrown away: the Bot Analytics page shows how much bot traffic each link received. See Bot Filtering & Protection for the modes available.

Data retention

Aggregated analytics (the totals and breakdowns) are kept for the life of your account. Raw per-visit rows are also kept by default; if you prefer them purged after a period, opt in under Settings → Privacy. Your charts and totals are not affected by purging.