Every link has its own stats page showing how it's performing over time.

Preset ranges

The stats page shows five period tiers side by side — day, week, month, quarter, and year — so you don't pick one; you see all of them at once. Each shows:

• Total clicks for the period.
• Unique clicks — distinct visitors, tracked with a daily-rotating hash rather than raw IP addresses (see Privacy below).
• Change vs. the previous period — but compared to the same elapsed slice, not the whole prior period. For example, if you're 12 days into the current month, the comparison is against the first 12 days of last month, not all of last month. This keeps in-progress periods from looking artificially down against a completed one.

Custom range

Prefer specific dates? Use the date range picker to pick any start and end date. Your custom range is compared against an equal-length range immediately preceding it.

Breakdowns

These cover the link's entire history (since it was created) — unlike the click counts above, they aren't scoped to the five period tiers.

• Top referrers — where clicks came from. Clicks with no referrer (typed directly, bookmarked, or opened from a DM) show as (direct). The 50 biggest referrers are listed by name and the rest are added up in one (other referrers) row, so the list always adds up to the link's total.
• Device & browser — a split across mobile, tablet, and desktop, and across browsers like Chrome, Safari, Firefox, and Edge. This also adds up to the total.

The API and MCP link_stats also return each placement's utm_medium beside its channel and campaign, so an Instagram bio link and an Instagram story link stay apart.

What's excluded

Bots and link-preview fetchers (the automated requests apps make to generate a link preview) are excluded from every count above — they never inflate your clicks. So are browser and framework prefetches: when a page loads a link in the background before anyone taps it, the visitor still gets redirected, but nothing is counted until they actually tap.

So is a visitor who met an age check and left without confirming. They never reached the destination, so counting them would overstate this number rather than fill it in. A confirmed click counts once, with its campaign tags intact.

Privacy

big never stores your visitors' raw IP addresses. Unique-click counts are powered by a hash that rotates daily, so it can't be used to correlate the same visitor across different days.

How fresh is this

Stats are computed live when you load the page — there's no plan-based cap on links or clicks, and no precomputed daily rollup behind the numbers. Every view reflects the current data.