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Analytics Overview

Learn how to track and analyze your link performance in linkutm.

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Overview

linkutm provides comprehensive analytics to help you understand how your links perform, where your traffic comes from, and which campaigns drive the best results. Track every click, analyze user behavior, and make data-driven decisions.

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Analytics Dashboard

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Key Metrics

Total Clicks

• Total number of clicks across all links
• Trend comparison (vs. previous period)
• Click growth rate
• Time-series visualization

Unique Visitors

• Distinct users who clicked your links
• New vs. returning visitors
• Unique click rate
• Audience size tracking

Conversions

• Goal completions tracked
• Conversion rate
• Conversion value
• ROI calculations

Click-Through Rate (CTR)

• Percentage of impressions that resulted in clicks
• Average CTR across campaigns
• CTR by channel
• Performance benchmarks

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Link-Level Analytics

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Individual Link Performance

View detailed metrics for each link: Click Metrics:

• Total clicks
• Unique visitors
• Click timeline (hourly, daily, weekly, monthly)
• Peak traffic times
• Click velocity

Geographic Data:

• Countries (with flags and percentages)
• States/Provinces
• Cities
• Geographic heat map
• Regional performance

Device Information:

• Desktop vs. Mobile vs. Tablet breakdown
• Device brand and model
• Operating systems (Windows, macOS, iOS, Android, Linux)
• OS versions
• Screen resolutions

Browser Analytics:

• Browser types (Chrome, Safari, Firefox, Edge, etc.)
• Browser versions
• Browser market share for your audience
• Browser-specific performance

Referrer Sources:

• Where clicks originated
• Direct vs. Referral traffic
• Social platforms
• Search engines
• Other websites

UTM Parameter Breakdown:

• Clicks by utm_source
• Clicks by utm_medium
• Clicks by utm_campaign
• Clicks by utm_content
• Custom parameter analysis

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Time-Based Analysis

Click Timeline:

• Hour-by-hour breakdown
• Day-by-day trends
• Week-by-week comparison
• Month-by-month analysis

Best Times:

• Peak click hours
• Peak click days
• Seasonal patterns
• Optimal posting times

Date Range Selection:

• Today
• Last 7 days
• Last 30 days
• Last 90 days
• Custom date range

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Campaign Analytics

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Aggregate Campaign Performance

View combined metrics for campaigns: By Campaign:

• Total clicks per campaign
• Conversion rates by campaign
• ROI by campaign
• Campaign comparison

By Source:

• Performance by utm_source
• Channel effectiveness
• Source contribution to goals
• Budget allocation insights

By Medium:

• Performance by utm_medium
• Channel type effectiveness
• Medium cost-efficiency
• Optimization opportunities

By Content:

• A/B test results
• Creative performance
• Content variant comparison
• Winning variations

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Folder & Tag Analytics

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Organized Views

By Folder:

• Aggregate metrics per folder
• Folder-level performance
• Campaign group analysis
• Client performance (for agencies)

By Tag:

• Performance by tag category
• Priority-based analysis
• Status-based metrics
• Channel-based performance

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Advanced Analytics Features

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Filtering

Filter By:

• Date range
• Links (specific links)
• Folders
• Tags
• UTM parameters
• Device type
• Geographic location
• Browser
• Referrer

Multiple Filters:

• Combine filters for deep analysis
• Narrow down to specific segments
• Compare filtered vs. unfiltered
• Save filter presets

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Comparison

Compare Time Periods:

• This week vs. last week
• This month vs. last month
• This quarter vs. last quarter
• Year-over-year

Compare Campaigns:

• Campaign A vs. Campaign B
• Old strategy vs. new strategy
• Channel performance comparison
• Source effectiveness

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Exporting Data

Export Options:

• CSV format
• Excel compatible
• PDF reports
• Scheduled exports
• Email delivery

What You Can Export:

• Link performance data
• Campaign summaries
• Geographic data
• Device and browser stats
• Time-series data
• Custom reports

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Google Analytics 4 Integration

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Connect GA4

linkutm integrates with Google Analytics 4:

1. OAuth Connection:
   • Click Connect Google Analytics
   • Authorize linkutm
   • Grant necessary permissions
2. Select Account:
   • Choose GA4 account
   • Select property
   • Choose data stream
3. Data Sync:
   • Automatic data synchronization
   • Real-time or near-real-time updates
   • Historical data access
4. View in linkutm:
   • GA4 metrics in linkutm dashboard
   • Combined view with linkutm analytics
   • Unified reporting

Learn more about Google Analytics integration →

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GA4 Metrics Available

Traffic Metrics:

• Sessions
• Users
• New users
• Page views
• Average session duration

Engagement Metrics:

• Engagement rate
• Engaged sessions
• Events per session
• Event count

Conversion Metrics:

• Conversions
• Conversion rate
• Goal completions
• Revenue (if e-commerce tracking enabled)

Audience Metrics:

• Demographics
• Interests
• Technology
• Behavior patterns

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Real-Time Analytics

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Live Data Tracking

Real-Time Dashboard:

• Active users right now
• Current clicks
• Live traffic sources
• Geographic activity map

Alerts:

• Traffic spike notifications
• Unusual activity alerts
• Goal completion alerts
• Error notifications

Use Cases:

• Monitor live campaigns
• Track event registrations in real-time
• Instant feedback on new content
• Quick performance checks

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Analytics Best Practices

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Set Up Goals

Define Success:

• What constitutes a conversion?
• Set up goal tracking
• Assign goal values
• Track micro and macro conversions

Common Goals:

• Form submissions
• Product purchases
• Email signups
• File downloads
• Video views
• Time on site

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Regular Monitoring

Daily:

• Check overall performance
• Monitor active campaigns
• Review real-time data
• Respond to alerts

Weekly:

• Deep dive into performance
• Compare to previous week
• Identify trends
• Adjust campaigns

Monthly:

• Comprehensive analysis
• Monthly reports
• Budget allocation review
• Strategic planning

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Data-Driven Decisions

Use Analytics to:

• Identify best-performing channels
• Optimize underperforming campaigns
• Allocate budget effectively
• Test and iterate
• Understand audience behavior
• Improve targeting

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Create Custom Reports

Regular Reports:

• Executive summary
• Campaign performance
• Channel effectiveness
• ROI analysis
• Team performance

Stakeholder Reports:

• Client reports (agencies)
• Management reports
• Team reports
• Partner reports

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Common Analytics Questions

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How many clicks did my campaign get?

1. Go to Links or Analytics
2. Filter by campaign (utm_campaign)
3. View total clicks
4. Compare to goals

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Which channel drives the most traffic?

1. Go to Analytics
2. View By Source or By Medium
3. Sort by total clicks
4. Analyze top performers

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What’s my best-performing link?

1. Go to Links page
2. Sort by Total Clicks or Conversions
3. View top link
4. Analyze what makes it successful

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Where is my traffic coming from?

1. View link analytics
2. Check Geographic Data section
3. See country, state, city breakdown
4. Review referrer sources

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What devices do my users use?

1. View link analytics
2. Check Device Information
3. See desktop vs. mobile split
4. Review OS and browser data

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Analytics Limitations

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Data Privacy

Privacy Compliance:

• GDPR compliant
• Privacy-first tracking
• Anonymized data where required
• User consent respected

What’s Not Tracked:

• Personal identifying information
• Email addresses
• Names
• Private browsing sessions (limited data)

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Data Accuracy

Factors Affecting Accuracy:

• Ad blockers (may block tracking)
• VPNs (affect geographic data)
• Bot traffic (filtered automatically)
• Browser privacy settings
• Cached pages

Best Practices:

• View trends over time
• Focus on relative performance
• Compare campaigns fairly
• Use multiple data sources

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Data Retention

Storage Periods:

• Raw click data: Check your plan
• Aggregated data: Longer retention
• Archived campaigns: May have limits
• Export for long-term storage

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Troubleshooting

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No Data Showing

Possible Issues:

• Link just created (wait a few minutes)
• No clicks yet
• Tracking disabled
• Ad blocker interference
• Analytics integration inactive

Solutions:

• Wait 5-10 minutes for data
• Test link yourself
• Check link settings
• Verify analytics connection
• Contact support

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Data Discrepancies

Why Numbers May Not Match:

• Different tracking methods
• Attribution windows
• Bot filtering
• Deduplication logic
• Time zone differences

Solutions:

• Use same date range
• Check timezone settings
• Understand each platform’s methodology
• Focus on trends, not exact numbers

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Geographic Data Missing

Possible Causes:

• VPN usage
• Privacy settings
• Limited data

Solutions:

• View at aggregate level
• Focus on available data
• Combine with other metrics

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Related Documentation

• Link Analytics
• Google Analytics Integration
• Campaign Reports
• Custom Reports
• Exporting Data

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Need Help?

For questions about analytics or reporting, contact our support team or explore our comprehensive guides.