Analytics & data
Analytics overview
What Letlink stores on a click, every metric it derives from that, and how unique visitors are counted.
Every recorded click is a row: time, short code, variation, device type, device brand and model, browser, operating system, referrer, IP, and country. Everything below is derived from those rows — nothing needs to be turned on.
Which metrics does Letlink report?
| Metric | What it means |
|---|---|
| Total clicks | Every recorded visit, all time. Bots and crawlers are never counted. With Block bots on (the default, on Country access) they never reach the destination either. |
| Unique visitors | Distinct devices, keyed on a hash of IP and user agent. Two people behind one office IP on the same browser count once. |
| Returning visitors | Devices that came back for a second or later click, with the return rate as a percentage of unique visitors. |
| Clicks per visitor | Total clicks divided by unique visitors — how repeatedly the average device opens the link. |
| Daily average | Clicks per day across the window your plan retains. |
| Peak day | The single busiest day in the window, and how many clicks it took. |
| Hour of day | A 24-bucket histogram, plus the busiest hour stated outright. |
| Day of week | A 7-bucket histogram, Monday first, plus the busiest weekday. |
| First and last click | When the link first recorded traffic, and when it last did. |
| Traffic channels | Referrers bucketed into Direct, Search, Social, Email & messaging, and Referral sites. |
| Top sources | The individual referring hosts behind those channels. |
| Top devices, browsers, platforms, brands | Parsed from the user agent on each click. |
| Top countries | Every plan. See Geographic analytics. |
| QR scans | Clicks that arrived through a QR code, and their share of the link's total. |
| Split-test results | Per-destination clicks, visitors and share. See Split testing. |
When do people click my links?
The When people click card on any link's stats page answers this directly: it names the busiest hour and the busiest weekday above two histograms. Use it to time posts and sends — a link whose traffic peaks at 21:00 on a Sunday wants a different schedule from one that peaks at 10:00 on a Tuesday. The workspace Analytics page shows the same pattern across every link at once.
Where does my traffic come from?
Two cards answer this at different resolutions. Traffic channels groups every referrer into Direct, Search, Social, Email & messaging and Referral sites, which is the shape a campaign report wants. Top sources lists the individual hosts underneath, so you can tell Instagram from TikTok inside the Social bucket. A click with no referrer header — typed, pasted, or opened from a native app — counts as Direct.
Where to look
- Dashboard — totals, live activity and plan usage for the workspace.
- Analytics — workspace-wide charts: traffic channels, sources, devices, geography, click timing, and a ranked table of every link.
- A link's stats page — all of the above for one short code, plus its split-test scoreboard, QR scans and CSV export.
- The REST API —
GET /analytics/summary,/timeseries,/breakdownand/analytics/links/{id}return the same numbers as JSON. See the REST API reference.
Variations and QR
If the click came from a split test, variation is the destination name. QR scans use /q/… and are tagged qr. You can compare those series without creating duplicate links.
UTM
For Link with UTM types, source, medium, and campaign are stored on the link and shown next to its clicks. They are also copied onto webhook and Zapier payloads.
What counts as a unique visitor?
A unique visitor is a distinct device, identified by a hash of the visitor's IP address and user agent. Letlink sets no cookies on the redirect and makes no attempt to identify a person across devices or networks.
That has two consequences worth knowing. Several people on one office or campus IP using the same browser version count as one visitor, so the number reads low. And one person on mobile data, then home wi-fi, then a laptop counts as three, so it reads high. Treat unique visitors as directional — a reliable way to compare two links or two weeks, not a census of individuals.