How to Track Link in Bio Clicks: UTM Parameters and Analytics Explained

You post every day, reply to every comment and keep your link in bio up to date. But when someone asks which platform actually brings you customers, the honest answer is often "I think it's TikTok?". This guide shows you how to track link in bio clicks properly, so you can answer that question with numbers instead of guesses.

You will learn how UTM parameters work, get a ready-made builder table for Instagram, TikTok, WhatsApp and Facebook, see how to read views, clicks, click rate, sources, countries and devices in biolink.my, and finish with a weekly review routine that takes about 20 minutes.

If you want ideas for bringing more people to your page in the first place, read our 15 online marketing tactics for sellers. This post is about the other half: measuring what those tactics do.

Why tracking your link in bio matters

Social apps give you one link, so every bit of traffic squeezes through the same door. That makes your link-in-bio page the best place to measure, but only if you can tell the visitors apart. Without tracking, a busy week looks the same whether it came from a viral TikTok, a WhatsApp broadcast or a Facebook group post.

Tracking helps you to:

• Spend your time where it works. If WhatsApp Status sends more buyers than Instagram Reels, you know where to post first.
• Fix the page, not just the posts. Lots of views with few clicks means visitors arrive but do not find what they came for.
• Prove a campaign worked. A festive promo, a collaboration or a printed QR code can each get its own tag.
• Stop arguing with your gut. Numbers settle the "I think" conversations.

The two layers of link-in-bio tracking

Most guides talk about UTM tags as if there were only one link. With a link-in-bio page there are two, and they answer different questions.

You may only need layer 1. If all your sales happen on WhatsApp, your biolink.my analytics already tell the full story. Layer 2 matters once you also run a website with its own analytics.

UTM parameters in plain English

UTM parameters are tags you add to the end of a URL after a question mark. They do not change the page; they just tell analytics tools where the visit came from. Google's help centre lists them in its guide to collecting campaign data with custom URLs:

• utm_source: who sent the visit, such as instagram, tiktok or whatsapp
• utm_medium: the type of channel, such as social, email or qr
• utm_campaign: the promotion, such as raya_sale or new_menu
• utm_content: which version or placement, such as story_sticker or bio
• utm_term: mainly for paid search keywords; you can usually skip it

Google recommends always using source, medium and campaign together. A tagged link is your normal address followed by the tags, with a question mark before the first tag and an ampersand before each of the others:

1. biolink.my/@kedaikuih
2. ?utm_source=instagram
3. &utm_medium=social
4. &utm_campaign=raya_sale

Joined together without spaces, that is one link you can paste anywhere.

Choosing your medium

Google Analytics sorts visits into channels using these tags. At the time of writing, its default channel group treats a medium of social (or social-media, sm and a few similar values) as Organic Social. Pick one value, such as social, for all your unpaid social posts and stick to it. Use something else, like paid_social, only for ads.

UTM builder table for Instagram, TikTok, WhatsApp and Facebook

Copy these patterns and replace raya_sale with your own campaign name. Each row is the end of the link you paste after biolink.my/@yourname.

Put the pieces together in the order source, medium, campaign, content. For example, a WhatsApp Status for the Raya sale is your page address followed by ?utm_source=whatsapp, &utm_medium=social, &utm_campaign=raya_sale and &utm_content=status, all on one line.

You can build links by hand or use Google's free Campaign URL Builder, which fills in the question mark and ampersands for you.

How biolink.my reads your tags

When a visitor opens your page, biolink.my looks at utm_source first and, if it is missing, at the address the browser says they came from. It then files the visit under a fixed list of sources: Instagram, TikTok, Facebook, YouTube, WhatsApp, X, Threads, Telegram, LinkedIn, Google, Search, Direct and Other.

A few practical details:

• Use the full platform name, such as instagram, tiktok, facebook or whatsapp. The short forms ig, fb, wa and tt also work.
• A value that starts with a platform name counts as that platform, so instagram_story still shows as Instagram.
• Anything else, such as qr or newsletter, is grouped under Other. That is fine; it simply means "not one of the big apps".
• biolink.my only needs utm_source. The other tags are ignored by biolink.my analytics, but they do no harm.

Tags matter most for apps and chats that open links without saying where the visitor came from. Those visits would otherwise land in Direct, which tells you nothing.

Should you tag the link in your bio itself?

You can, and it works. A tagged link is longer, though, so check how it looks on your profile after saving. If it looks messy, keep the bio link clean and use tags where the address is hidden behind a button or sticker: Story link stickers, WhatsApp messages, Facebook posts and comments.

Layer 2: tag the links on your page that go to your website

biolink.my opens the links on your page without passing the referring address to the next site, which protects your visitors' privacy. The side effect is that your own website analytics may count those visits as Direct.

The fix is to tag the URLs you add to link blocks:

• utm_source=biolink
• utm_medium=social
• utm_campaign = the promotion, such as raya_sale
• utm_content = which button, such as top_link or menu_button

For example, a "Shop the Raya collection" button would point to your shop page followed by ?utm_source=biolink, &utm_medium=social, &utm_campaign=raya_sale and &utm_content=top_link. In Google Analytics, these visits then appear under the source "biolink" in your traffic acquisition reports, which Google describes in its guide to campaigns and traffic sources.

Only tag links to your own sites. Tags on a link to someone else's site, such as a marketplace or a music platform, end up in their analytics, not yours.

Reading your biolink.my analytics

Open Analytics in your dashboard and choose 7 days or 30 days. Stats are cookieless, update every hour and do not count your own visits while you are signed in. Known bots and link-preview fetchers, such as the robot that builds a preview card when you paste your link into a chat, are not counted either.

Views, clicks and click rate

Views tell you whether your content brings people to the page. Click rate tells you whether the page itself works. If views go up but click rate goes down, the new visitors are less interested, or your top link no longer matches what your posts promise.

Clicks by block

This table is the most useful one for improving your page. A block near the top with a low share of clicks is taking space from something better. The Editor shows the same number on each block's row (clicks over 30 days), so you can act on it while editing. The quick-action bar at the bottom of the screen is not counted here.

Sources, countries and devices

Each list shows the top entries as a share of views. Sources show whether your tags are working: if WhatsApp suddenly appears after you started tagging Status links, that traffic was hiding in Direct before. Countries help you check that visitors are in places you serve, and "Unknown" simply means the location could not be determined.

Exporting your data as CSV

Two download buttons give you your raw numbers:

• CSV at the top of the Analytics page: one row per day for up to the last 90 days, with date, views, unique visitors, clicks and click rate
• CSV next to Clicks by block: each block's id, type, title and clicks for the selected period

Open the files in Google Sheets or Excel to build your own charts, compare months or share results with a partner. Because the export covers up to 90 days, download it once a month if you want a longer history.

A 20-minute weekly link-in-bio review

Pick the same day each week, for example Monday morning, and follow these steps.

The last step is the one that makes the routine work. If you change your bio, your button colour and your top link in the same week, you will not know which one helped. Our guide on what a link in bio is has more ideas for what to test on the page itself.

Common tracking mistakes to avoid

• Inconsistent names. Instagram, IG and insta split one source into several rows in many tools. Pick one spelling and keep it.
• Tagging links to other people's sites. Your tags only help on pages whose analytics you can read.
• Spaces and odd characters. Use lowercase letters, numbers and underscores only.
• Judging after one day. Social traffic is spiky. Compare full weeks.
• Changing many things at once. You lose the ability to tell what worked.
• Forgetting offline links. Printed QR codes and business cards deserve their own source too.
• Ignoring Direct. A large Direct share is a sign that some of the links you share are untagged.

Conclusion

Tracking your link in bio is not complicated. Tag the links you share with utm_source, utm_medium and utm_campaign, tag the links on your page that lead to your own website, and spend 20 minutes a week reading views, click rate, clicks by block and sources. Then make one change and see what happens. Over a few months, that habit tells you more about your audience than any amount of guessing.

When you are ready to set up a page worth measuring, browse the free templates or go back to the biolink.my homepage.