Analytics and Reports

What every number on the Dashboard means, how long click history is kept, and how to tell a real change from normal noise.

The Dashboard answers "how is my traffic doing overall?" A link report answers "what happened on this one link?" This page explains what every number means in plain terms.

First, two words you will see everywhere

Clicks

Every time someone follows your link. If the same person clicks five times, that is five clicks.

Unique

Roughly how many different people clicked, counted by their internet address (IP). The same person clicking five times counts once. Use this when you care about reach rather than activity.

If clicks are much higher than unique, a small number of people are clicking repeatedly — common with email links that people revisit, and also a sign of automated traffic.

Choosing a time period

Everything on the Dashboard is filtered by the buttons near the top: 1d, 7d, 30d, or Custom for your own start and end dates. Refresh reloads the numbers.

What each part of the Dashboard shows

• Today / 7 days / 30 days (top row) — quick totals that ignore the date buttons, for an at-a-glance check.
• Total clicks (range) and Unique IPs (range) — the same two ideas as above, for the period you selected.
• Range — the exact start and end dates being used, so you always know what you are looking at.
• Clicks by day — the trend. Shape matters more than any single day: steady, growing, or dropping.
• Referrers and Top referrers — where clicks came from, such as an email tool, a social site, or a search engine. The domain is saved in lowercase, and a site address with or without a trailing slash counts as the same source. A different page on that site stays separate. Entries listed as direct or blank usually mean typed-in, app, or private traffic where the source was not shared.
• Top links (range) — which links earned the most clicks.
• Device / browser — phone versus desktop and browser mix. Worth checking before you blame a landing page: a mostly-mobile audience needs a page that works well on a phone.
• Countries — where visitors appear to be located, based on their IP address. Country is filled in shortly after the click (not instantly), so the newest clicks may show as Unknown for a few minutes until enrichment catches up.
• Links — click row to drill down — click the Clicks button on any row to see individual click records for that link.
• Recent activity — the latest clicks as they arrive. Handy right after publishing a link.

Looking at one link in detail

On the Links page, click Reports on any row. This is the place to confirm whether a specific campaign is working. It has the same date-range buttons, plus up to three tabs:

• Click report — this link's totals, trend, referrers, devices, countries, and a row for every individual click. On standard links, conversion totals for the selected range (and all-time) appear here when the conversion script is installed.
• Tracking Report — counts grouped by the tracking labels that were on the link when each click happened (TID and the UTM values). Useful when you send the same link from several places and want to know which one performed. On standard links, a conversions total for the range is shown when conversions have been recorded.
• Split test report — only appears on split tests. Shows each destination's assignments, conversions and clicks for the range alongside its all-time totals, including destinations that have had no traffic yet.

For a split test, this report is how you decide a winner: look at each destination's conversions, not clicks alone. A page can win on clicks and still lose on sales. Conversions only appear if the conversion script is installed on each destination's thank-you page. The same script works on a standard link's thank-you page so you can see conversion counts on that link's report.

A simple weekly routine

1. Open the Dashboard with the 7d range and look at the trend for anything unexpected.
2. Check Top links — are your important campaigns actually getting traffic?
3. Open Reports on any link that looks unusually high or low.
4. Make one change at a time, then wait a day or two before judging the result.

Changing several things at once is the fastest way to end up unable to explain your own numbers.

When the numbers look wrong

• No clicks at all: confirm the date range covers today, click Refresh, then test the link yourself in a browser.
• Fewer clicks than your email or ad tool reports: other tools often count differently, and some clicks never complete. A gap is normal; a total mismatch is not.
• Sudden spike with no campaign running: this is often automated traffic. Check the Unique count and the referrers, and consider the Blocked IPs page.
• Clicks stopped suddenly: check that the link's domain is still Active and that the destination page still loads.

Time stamps follow the time zone set on your Account page, so if dates look shifted, check that setting first.

How long click history is kept

Your plan can set a click history retention period in days. When that limit is greater than zero, click records older than the limit are removed automatically by a daily cleanup job. A value of 0 means keep forever (unlimited). Lifetime link totals on the Links page are not recalculated when old click rows are removed.

Retention is set by your plan, not as a personal preference. If you need a longer history, check the plan options under Account › Billing or contact support.