To track link in bio clicks properly you need three layers: Instagram's own insights for the big picture, UTM parameters on your links so Google Analytics knows where each visit came from, and per-link analytics on your link in bio page to see which button people actually tapped. Instagram alone gives you part of the story. This guide shows what each layer tells you, with ready-to-copy UTM examples for every place you share your link.

What Instagram insights show about bio link taps

Start with what you already have. According to Instagram's Help Center, you need a public account, personal or professional, to see insights, and you can look at any period within the past 90 days.

The account overview shows Views, Interactions, New followers and Content you shared. Tap each one for more detail, and tap the (i) in the corner for the definition of each metric, as Instagram's page about insights explains. To open them:

1. Go to your profile.
2. On a professional account, tap Professional dashboard; on a personal account, Your dashboard.
3. Tap the metric you want and change the date range if needed.

For stories, the story insights page lists Interactions, which include link taps and sticker taps, and Profile activity, which covers actions such as profile visits, follows or website clicks. So a story with a link sticker tells you how many people tapped it.

What Instagram doesn't tell you

The exact label for taps on your bio links can vary between app versions and account types, so trust the (i) definitions in your own app rather than any screenshot online. But even with the right number in front of you, three questions stay open:

• Which of your links was tapped. Instagram's Help Center describes insights for your account and your content, and doesn't describe a breakdown per bio link. With up to five links, you're left guessing.
• What happened after the tap. Did they buy, book, sign up, or leave after two seconds? Instagram can't see that.
• How Instagram compares with your other channels. Your TikTok, newsletter and printed flyers all send people to the same place.

One detail that trips people up: in Meta's API for developers, the metric called profile_links_taps is described as taps on your business address, call, email and text buttons. If a reporting tool shows "profile link taps", check what it's really counting before you treat it as bio link clicks.

How UTM parameters work, in plain words

A UTM parameter is a small label you add to the end of a link. It doesn't change where the link goes. It just tells Google Analytics where the visitor came from when they arrive.

A tagged link looks like this:

https://yourshop.com/?utm_source=instagram&utm_medium=social&utm_campaign=bio

According to Google's guide to campaign URLs, you should always use these three:

Two optional ones are useful here: utm_content, to tell apart two links in the same campaign (the story sticker and the bio link, for example), and utm_term, which is mostly used for paid keywords.

Google also warns that values are case sensitive: instagram and Instagram show up as two different sources. Its advice is to use lowercase, and I'd add: write your naming rules down once and stick to them.

UTM examples for every place you share your link

Here is a set you can copy and adapt. Replace yourshop.com with your own address.

A few choices behind these examples:

• social and email as mediums are deliberate. Google Analytics sorts visits into default channels using fixed rules. Its channel definitions page says Organic Social includes visits whose medium is "social" (among a few other values), and Email includes visits whose source or medium is "email". Use those words and your visits land in the right channel automatically.
• A printed QR code needs its own tag. Without one, Google Analytics has nothing telling it the visit started on paper. A medium like print doesn't match those Organic Social or Email rules, so look for it by source and medium rather than by channel.
• One campaign name per idea. If the story and the bio link both promote the autumn sale, give them the same utm_campaign and different utm_content.

Typing these by hand is where typos creep in. Our free UTM builder puts the link together for you, has presets for common placements and can tidy your values into lowercase:

For flyers, menus on tables or shop windows, generate the QR code from the tagged link, not the plain one:

Tag the bio link or the links on your page?

This is the part most guides skip. If your Instagram bio points straight to your website, tag that bio link and you're done.

But if your bio points to a link in bio page, the visit lands on that page first, not on your website. The UTM tags on the bio link are read by your link in bio tool, if it records them (Linktotem does). To see those visits in your own Google Analytics, you also need to tag the links on the page that go to your website, for example utm_source=linkinbio&utm_medium=social&utm_campaign=shop-button.

How to read UTM data in Google Analytics 4

Once your links are tagged, the data shows up in GA4's standard reports. Google's help page points you to the Traffic acquisition report:

1. Open Google Analytics and go to Reports.
2. Open Acquisition, then Traffic acquisition.
3. Change the main dimension to Session source/medium to see lines like instagram / social or qr / print.
4. Switch to Session campaign to compare bio, autumn-sale and september.
5. Add Session manual ad content as a secondary dimension to see your utm_content values, such as story versus the bio link.

Look at more than sessions. The useful question is which source brought people who did something: a purchase, a booking, a form sent. If you've set up key events in GA4, compare them by source and campaign.

A simple routine that works: once a week, check sessions and key events by Session source/medium for the last seven days, and write down one thing to change, such as moving a link up or rewording the story sticker.

What link in bio analytics adds

Google Analytics sees what happens on your website. A link in bio page's own analytics sees what happens one step earlier, on the page itself, including clicks on links that don't go to your website at all: WhatsApp, Spotify, a booking tool, a marketplace.

In Linktotem, the analytics show:

• Views and unique visitors of your page.
• Clicks per link and CTR, so you know which button earns its place at the top.
• Countries, devices and referrers, to see whether people come from Instagram, TikTok or elsewhere.
• Channels and UTM parameters, so the utm_source=instagram on your bio link and the utm_source=tiktok on your TikTok bio show up as separate traffic.
• QR codes and short links with scan tracking, for anything you print.

Together with UTM tags on the links that go to your website, that gives you the full path: Instagram, then your page, then the exact button, then your website, then the sale.

To be upfront about cost: building and publishing a Linktotem page is free, and the Free plan shows your views and clicks for the last 28 days. Starter (€5/month or €50/year, after a 14-day free trial) keeps a year of stats, with countries, devices and the most-clicked links, and adds tracking pixels. You can see what's included on the features page and the pricing page.

Quick checklist

1. Make sure your Instagram account is public if you want insights, and learn where your link taps appear in your own app.
2. Tag every link you share outside your website with utm_source, utm_medium and utm_campaign, in lowercase.
3. Use social for social media and email for newsletters so GA4 groups them correctly.
4. Give printed QR codes their own source and medium.
5. If your bio points to a link in bio page, tag the links on that page too.
6. Check Traffic acquisition in GA4 once a week and move your best links up.