· Analytics
Analytics Deep Dive: Understanding Your Link Performance
Most link dashboards show a dozen numbers. Three of them change decisions; the rest are context.
Start with clicks and unique clicks
A click is a redirect. A unique click is a redirect from a visitor TinyTo has not already counted in the same session. A large gap between the two usually means people are re-opening the same link, which is normal for a link pasted into a group chat and unusual for a one-time campaign.
Watch the shape of the curve
The first hours after publishing tell you whether the distribution worked. A spike that flattens within a hour is a single audience seeing the link once. A slower curve that keeps rising suggests the link is being forwarded or picked up by a second channel. Compare the same hour of day across campaigns before drawing conclusions.
Geography is a content decision
Country data answers a question that is otherwise guesswork: is the landing page in the right language? If half your clicks come from Brazil and the page is only in English, that is a conversion problem disguised as an analytics problem.
Device splits decide what to fix first
A mobile-heavy audience on a page with a desktop layout loses conversions that no copy change will recover. Check the split before redesigning anything, and check it per campaign: the same brand can be desktop-heavy in a newsletter and mobile-heavy on social.
Referrers explain the source, UTM tags prove it
Referrer data is missing more often than people expect: messaging apps and privacy settings strip it. UTM parameters survive because they are part of the URL. Use both. Referrers tell you what happened, UTM tags tell you what you intended to happen.
Bots are filtered, but not magic
TinyTo detects common crawlers and link-preview bots and does not count them as clicks. That said, a link posted in a public place will always attract some automated traffic. Treat a handful of odd clicks as noise; treat a sustained flat line of identical clicks as something worth investigating.
Three numbers to report
- Clicks per send or impression. Normalises volume so a small campaign can be compared with a large one.
- Top country share. Flags language and currency mismatches early.
- Mobile share. Tells you which version of the landing page has to be perfect.
Create a link and see its analytics · Ten ways to get more clicks · Compare analytics features by plan