Start with the date range
Compare the same reporting window when evaluating links. A launch-week link and an evergreen resource should not be judged from different time periods.
Read total and unique clicks together
Total clicks show activity while the unique estimate uses a salted visitor hash. Repeated clicks, browser changes, privacy tools, and shared networks can affect the relationship between the two numbers.
Use referrers as directional context
Some browsers and apps omit referrer information. Treat direct or unknown traffic as a useful category, not proof that visitors typed the short URL manually.
Protect the data you collect
Choose a retention period that matches the business need, respect Do Not Track when appropriate, and export only the reports you need to keep.