URLTO GUIDE
Write a weekly link-activity report with a worked comparison
A useful report states both the conditions behind its numbers and what to investigate next. Start with consistent periods, metrics and URLs.
URLTO editorial · Updated
Click activity · series09 / 10
1. Fix the comparison terms
Record public short URLs, placements, destinations, periods and the report's time basis. Different boundaries or period lengths can change an apparent weekly comparison. Note destination changes, unavailable periods and test times. Do not invent click ratios when exposure counts are missing.
2. Calculate changes with illustrative numbers
These are hypothetical numbers for calculation. The total change is (250 − 180) ÷ 180 × 100, not the simple average of 50% and 25%. Different channel bases require calculation from the totals. With a zero base, report an absolute change instead of an ordinary percentage change.
| Channel | Previous requests | Current requests | Change |
|---|---|---|---|
| Social | 100 | 150 | +50% |
| Newsletter | 80 | 100 | +25% |
| Total | 180 | 250 | About +38.89% |
3. Separate observations, hypotheses and checks
Social requests increased from 100 to 150 is an observation. The new image caused the increase is a hypothesis. Changes to publication time, exposure or destination complicate that conclusion. State what further checks could narrow the hypothesis.
Turn a strong mobile signal into a phone-form check, or missing referral information into a review of placement records and tags. A missing referrer does not establish a typed-in visit. Requests are not unique people or revenue.
4. Finish the report with a concrete action
The table is an example for interpreting source records. Keep URLTO requests and destination sessions or conversions in separate named metrics. Record the date of any resulting settings change so it becomes context for the next comparison.
Compare it yourself · Illustrative example
Illustrative follow-up Observation: social-link requests increased Other changes: publication time and image Check next: exposure basis and destination signup records Action: test the mobile signup journey Limit: more requests do not establish more signups
Frequently asked questions
Is the average channel change the overall change?
Different bases make a simple average differ from the overall change. Recalculate from previous and current totals.
Can conversion counts differ from link requests?
They measure different events using different collection rules. Review periods and settings without treating a difference alone as proof of an error or outcome.