Quick answer: Good link in bio analytics follow one path: how many people see your content, how many visit your profile, how many tap your link, which links they click next, and what they do on the destination. The first numbers come from Instagram and TikTok insights. The click and conversion numbers come from your own website analytics, which can read UTM parameters you add to each link. Click-through rate is just clicks divided by visits at any step, so you can calculate it yourself.
The path your numbers follow
Link in bio analytics are a chain of steps, each measured in a different place. Seeing the chain shows where people drop off.
| Step | What it tells you | Where to find it |
|---|---|---|
| Content views | How many people saw a post or video | Instagram insights, TikTok analytics |
| Profile visits | How many were curious enough to check your profile | Instagram profile activity, TikTok profile views |
| Link taps | How many left the app through your link | Your website analytics, using UTM tags |
| Clicks per link | Which destination people chose | Your website analytics, one tag per link |
| Conversions | Who bought, signed up, or booked | Your store, email provider, or booking tool |
None of these numbers name the people behind them. For why that is and what Instagram does and does not show, see does Instagram tell you who clicks your link.
What Instagram insights show
You need a public account, personal or professional, to view Instagram insights. The account overview in the app includes Views, Interactions, New followers, and Content you shared, and you can pick a preset or custom date range within the past 90 days. Tap the (i) in the top right of any insight to see Instagram's own definition of that metric.
For individual posts, Instagram lists three insights:
- Views: the number of times your content was displayed.
- Interactions: actions such as likes, comments, saves, and shares.
- Profile activity: the number of actions people take when they visit your profile after engaging with your post.
Profile activity is the closest Instagram number to "this post sent people toward my link." Compare it across posts to see which content pushes people to your profile, then check your website analytics to see how many of them actually tapped through.
What TikTok analytics show
TikTok says both Personal and Business accounts can use its creator tools, which include analytics. The overview covers video views, profile views, and follower counts, and you can also see how each video performed and your total likes, comments, and shares over time.
Profile views is the TikTok number to watch alongside your link clicks. A video with many views but few profile views is entertaining people without making them curious about you. A video that drives profile views but no link clicks suggests your bio line or link label needs work. If you have not added a link yet, start with how to add a link to your TikTok bio.
Clicks per link: tag every destination
ItsMyLinks does not include an analytics dashboard, and you do not need one to measure clicks. Each link on your page points somewhere you control or can measure: your website, your store, your signup page. Add UTM parameters to each link, and your website analytics will count the visits and tell you exactly which link and platform sent them.
Google Analytics lists several UTM parameters and says you should always use utm_source, utm_medium, and utm_campaign. For a link page, a fourth one is useful: Google describes utm_content as a way to differentiate creatives, such as two call-to-action links in the same email. On a link page, that means giving each link its own utm_content value.
A tagged link looks like this:
https://yoursite.com/guide?utm_source=instagram&utm_medium=social&utm_campaign=bio&utm_content=free_guide
Google's notes on building these links:
- Start the parameters with a question mark and separate each pair with an ampersand.
- Values are case sensitive, so "Instagram" and "instagram" count as two different sources. Google recommends lowercase.
- Missing parameters can show up as "(not set)" in reports.
- Google offers a Campaign URL Builder that assembles the tagged link for you.
Write down one naming scheme and stick to it: instagram and tiktok as sources, social as the medium, a short campaign name, and one utm_content value per link. Inconsistent names split your numbers apart.
Where to read the numbers in Google Analytics
In Google Analytics, tagged visits appear in the Traffic acquisition report under Acquisition. Google names the dimensions you can report on, including Session source/medium, Session source, Session medium, and Session campaign. Filter for your bio campaign name and you have your link in bio traffic, split by platform.
If your site also tracks purchases, signups, or bookings, you can see which link led to the actions that matter, not just the visits.
Click-through rate is a calculation
Click-through rate is clicks divided by the number of people who had the chance to click, shown as a percentage. You can work it out at any step using numbers from the places above.
- Profile to link: a rough ratio of visits from Instagram in Google Analytics to profile activity in Instagram insights, for the same dates.
- Link to link: visits to one destination divided by visits to all your bio destinations, which shows how attention splits across your page.
- Visit to action: purchases or signups divided by visits from your bio campaign.
For example, if 200 visits came from your bio campaign in a week and 40 of them went to your newest product, that link took 20% of your bio traffic. The trend matters more than the figure, so track the same calculation weekly. The changes that move it most, such as link order and labels, are covered in link in bio click-through.
Turn the numbers into changes
- A link that gets almost no clicks: rename it, move it up, or remove it.
- Strong profile visits, weak link clicks: rewrite the bio line so it says what is behind the link.
- Strong clicks, weak conversions: the problem is the destination page, not your link page.
- One platform far ahead of the others: put more effort where your audience already clicks.
Review the numbers on a schedule rather than every day. A weekly look is enough for most accounts, and how often to update your link in bio has a simple routine for acting on what you see. For the bigger picture of rotating links and testing calls to action, see link in bio traffic strategy.
Measurement only helps if the link keeps working. ItsMyLinks gives you one free page with unlimited links and no ads, on a domain online since 2005 that is less likely to be flagged. Setup at itsmylinks.com/join takes about a minute, with no card.
Frequently Asked Questions
What is link in bio analytics?
It is the set of numbers that show how people move from your social content to your profile, through your bio link, and on to a destination. Platform insights cover the first steps, and your website analytics cover the clicks and actions.
Which link in bio metrics matter most?
Profile visits, clicks per link, and conversions. Profile visits show which content creates interest, clicks per link show what people want, and conversions show which links lead to sales or signups.
Can I see link clicks without a link page dashboard?
Yes. Add UTM parameters to each link and read the visits in Google Analytics, in the Traffic acquisition report. Give each link its own utm_content value so you can tell them apart.
How do I calculate click-through rate for my bio link?
Divide clicks by the number of people who could have clicked, then multiply by 100. For example, divide visits from your bio campaign by Instagram profile activity for the same dates.
Do I need a business account to see Instagram or TikTok analytics?
Instagram says a public account, personal or professional, can view insights. TikTok says both Personal and Business accounts can use its creator tools, which include analytics.