THE URLTO PLAYBOOK / 10 GUIDES
Click activity10-part series
Interpret periods, referrals, devices and samples, then report and act.
Know the feature scope
Clicks count short-URL redirect requests, not unique people, confirmed human scans, signups or revenue. Tests and repeat requests can be included.
Series contents
10 guides- 01
Link Tracking Basics: How to Read Click Data Without Overthinking It
A practical guide to clicks, referrers, devices and browsers—and the limits of what short-link analytics can tell you.
- 02
Read click activity and choose your next action
Interpret short-link clicks, referral and device information without confusing requests with people or sales. Use a worked channel comparison to decide what to investigate next.
- 03
Compare request totals and daily averages across different periods
Different publication periods can distort comparisons of totals. Use equal windows or report both total requests and a daily average.
- 04
Record test requests separately from distribution activity
Your own link checks can appear in activity. Record their timing to avoid overinterpreting a small campaign’s request count.
- 05
Interpret missing referrers without assuming direct visits
Review missing or unexpected referrer information alongside publication records. Referral headers and campaign tags are different signals.
- 06
Turn device shares into a mobile-destination check
Use a strong mobile signal to prompt a small-screen journey check. Device categories are not people counts or a precise model inventory.
- 07
Read a percentage change from two requests to four
Large percentages on small request counts can hide scale. Display the absolute difference and base alongside the rate.
- 08
Record requests, sessions and signups as separate metrics
Keep separate collection stages when comparing link activity with destination results. Combining them hides where a journey problem might occur.
- 09
Write a weekly link-activity report with a worked comparison
Build a weekly report from channel-specific short-link requests. Use illustrative comparison math, record period and test context and distinguish click changes from outcome claims.
- 10
Calculate discounts, percentage changes and percentage points
Work through a portion, a discounted price and a percentage change. Distinguish saved money from the final price and percent changes from percentage points, including the zero-base limitation.