Link Analytics Explained: The Metrics That Matter
Total vs unique clicks, referrers, QR scans, location, devices and heatmaps: how to read your link analytics and turn the numbers into decisions.
A click count on its own tells you very little. Fifty clicks could be a success or a failure depending on where they came from, who made them and what happened next. Good link analytics answer the questions behind the number: which channel worked, which audience responded and when they were paying attention.
This guide explains the metrics you will see in a typical short-link dashboard, how to read them without fooling yourself, and how to turn them into decisions.
Start with the right question
Before opening any report, decide what you want to learn. A few common questions:
- Which channel sent the most engaged traffic this week?
- Did the printed poster or the Instagram story perform better?
- Are mobile visitors reaching the right app store page?
- Which version of the landing page won the test?
Each question points to a different report. Starting with a question keeps you from scrolling through charts hoping something jumps out.
The core metrics, explained
| Metric | What it means | What to use it for |
|---|---|---|
| Total clicks | Every human click on the link | Overall reach and volume |
| Unique clicks | Clicks counted once per visitor per day | Estimating how many people engaged |
| Clicks over time | Clicks plotted across a date range | Spotting spikes, decay and trends |
| Referrer | The site or app the click came from | Comparing channels and placements |
| Traffic source | Short link, QR code scan, or edge | Separating online from offline traffic |
| Country / region / city | Location resolved from the visitor’s IP | Regional campaigns and localisation |
| Device, OS, browser | What the visitor used | Checking mobile experience and app links |
| Language | The browser’s primary language | Deciding which translations matter |
| ASN / network | The visitor’s network provider | Spotting unusual traffic patterns |
Total vs unique clicks
Total clicks include repeat visits from the same person. Unique clicks count each visitor once per day. If total clicks are much higher than unique clicks, people are returning to the link, which is often a good sign for something like a reference page, or a sign of repeated testing from your own team.
Referrers and traffic source
Referrers show where a click came from, with friendly names for social networks. Some clicks have no referrer at all: apps, email clients and direct typing often strip that information. That is why tagging matters. Add UTM parameters to your destination so your website analytics can attribute visits too. Our guide to UTM parameters done right covers naming conventions and templates.
Traffic source answers a different question: did the click arrive through the short link, through a scan of a dynamic QR code, or through an edge-routed domain? QR scans are labelled separately, so you can measure print and packaging without guesswork. See QR code best practices for tips on getting more scans.
Location and device
Country, region and city data help you check whether a regional campaign actually reached its region. Device type, brand, OS and browser tell you whether most people experience your page on a phone. If they do, test the destination on a phone before blaming the campaign.
Patterns worth looking for
The weekday × hour heatmap
The heatmap shows when clicks happen across the week. Use it to schedule posts and emails for the hours your audience is actually active, rather than following generic “best time to post” advice.
A/B variants and matched rules
If you use the A/B rotator or targeting rules, analytics break clicks down by variant and matched rule. That lets you compare destinations side by side. Remember that the rotator picks a variant randomly per click, so give a test enough clicks before you call a winner. Read more in our guide to A/B testing links with the rotator.
Live view and the raw click log
Live view shows clicks as they happen, handy right after you publish a post. The raw click log lists individual clicks with time, location, device and referrer, and CSV export lets you analyse everything in a spreadsheet. These detailed views are plan features; check pricing for what your plan includes.
Keeping your data clean
Analytics are only useful if the numbers reflect real people.
- Bots are excluded by default. ShortGo detects bots and crawlers from their user agent and keeps them out of click totals. You can still inspect them separately.
- Your own clicks count. Testing a link twenty times inflates total clicks. Check the destination with the “+” preview instead of clicking through again and again.
- One link per placement. If you reuse the same short link in an email, a post and a poster, you lose the ability to compare them. Create separate links, or group them in a Campaign to see combined and individual stats.
Privacy by design
ShortGo’s analytics are self-hosted. Location is resolved on ShortGo’s own servers using local GeoIP databases, so visitor IPs are not sent to third-party analytics services on redirect. By default, stored IPs are anonymised, with the last part zeroed. If you add tracking pixels to a link, you are responsible for collecting consent where the law requires it.
How to read your stats in ShortGo
- Open a link, bio page or campaign and go to its statistics.
- Pick a date range that matches the campaign period.
- Compare total and unique clicks, then check the referrer and traffic source breakdown.
- Look at location and device to confirm you reached the intended audience.
- Use the heatmap to plan your next send time.
- Export to CSV or pull stats via the API if you report elsewhere.
New to ShortGo? Create a free account to start tracking your links.
FAQ
How does ShortGo count unique clicks?
A unique click is counted once per visitor per day. Repeat clicks by the same visitor on the same day add to total clicks only.
Do bots and link-preview crawlers count as clicks?
No. Bots and crawlers detected from their user agent are excluded from click totals by default, though you can inspect them separately.
What happens if I go over my plan’s tracked clicks?
Your links keep redirecting; redirects never stop. Analytics may be sampled beyond the allowance, so consider upgrading if you need full detail.