Every link counts its clicks, but a click count alone is a vanity number. The value is in the breakdowns — where people are, what they're using, and whether the count is even human. Here's what the stats page shows and what to do with each piece.
Humans first, bots separately
Links get crawled. Monitoring services, previews unfurling in chat apps, and scrapers all "click" your links, and none of them buy anything. That's why the headline number is human clicks, with bot traffic counted separately — a link with 4,000 raw clicks and 12 humans is telling you something very different than 4,000 humans. Trust the human number for decisions.
Where: geography
Clicks are grouped by country (and region names where known), so a "local-only" campaign can prove it stayed local — and an international podcast mention shows up instantly. Country data appears when geolocation is enabled on the platform; the breakdown is built from click records the platform already keeps, with IP addresses stored in truncated form when privacy anonymization is on.
What: devices, browsers, referrers
- Device mix — if 80% of a link's clicks are phones, the destination had better be good on phones. This is the fastest argument for a device routing rule.
- Referrers — which pages sent you the visitor. A newsletter link that suddenly gets traffic from a forum tells you where it escaped to.
- Paths — for domain-wide redirects, which paths people actually requested.
Variants: what a split test looks like
Links with an A/B split record which destination each click received, so the comparison is first-party — you don't need the destination's analytics to see the traffic split, only to measure what happened after the landing.
How long history is kept
Click history is retained per plan: 45 days on Free, 90 days on Launch, Grow, and Scale, and one year on Summit (each plan's window is listed on the pricing page, and your link's stats page shows the window that applies to it). Old days roll off automatically once your account crosses that line, so if a number you saw last month is smaller today, that's the retention window at work — export the CSV before you need data older than your plan keeps.
The one habit worth building
Check a link's stats the week after you print or publish it. Typos, wrong-country traffic, and unexpected referrer spikes are all cheapest to fix early — and every fix is just an edit to the same link, with its history intact.