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The report is where a workspace’s numbers live. Open it at https://app.utmkit.co/analytics. Every member can read it, whatever their role, because reading changes nothing.

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What the tiles say

Five tiles sit above the chart.
  • Clicks — visits to the workspace’s links in the range.
  • Unique visitors — how many different people those clicks came from. It is counted over the whole range, so it is not the sum of the rows below: someone who comes on Monday and again on Tuesday counts once here and once in each day.
  • Of which scanned — the part of the clicks that came from a QR code. It is a share of the clicks, not something to add to them. See Scans vs clicks.
  • Conversions — results your own server reported against the links, with their value when every conversion shared one currency. See Conversions.
  • Range — the dates the numbers cover.
Under each number sits the change against the period of the same length just before it. When your plan’s history does not reach that far back, a sentence says so instead of a percentage.

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Grouping the rows

The Group menu chooses how the table and the chart are sliced: by day, country, device, referrer (the site the visitor came from), by each of the five UTM parameters — utm_source, utm_medium, utm_campaign, utm_term, utm_content — by trigger (a scanned code or a clicked link), by event type, and by destination (the web page, the installed app, an app store, or WhatsApp). A missing UTM value shows as (not set); a visit with no referrer as (direct). Referrer and the UTM groupings can have thousands of distinct values, so only the busiest are listed and the page says so. The totals still count every click.

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Narrowing

The toolbar filters by Campaign, by Tag, and by a From and To date. The links list and the campaigns list also send you here already narrowed to one link or one campaign. Each narrowing shows as a chip above the numbers with its own clear link, so you can drop one without losing the rest. The whole view lives in the page’s address. Reload it, bookmark it, or paste it to a colleague and they see the same report.

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Clicks nobody made are left out

Two kinds of visit are never counted. There is no setting for it.
  • Automated visits the product recognises — the link previews that Slack, WhatsApp and similar apps fetch before anyone clicks, and search engine crawlers. The list is short and honest; UTMKit does not claim to catch every robot.
  • Your own checks. The links list offers a checking address for every link. Open a link through it and the visitor lands exactly where anyone would, but the visit is not counted. A visit to the plain short link counts like any other.
When something was left out of the range you are looking at, a line under the tiles says how many visits were left out, automated ones and your own checks together. When nothing was, there is no line. Excluded visits are still stored, and they still count towards your plan’s tracked-event allowance.

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How far back you can look

The date pickers stop at the edge of your plan’s history, and a range that reaches past it is refused with a sentence rather than answered with a partial number. What each plan keeps is on the plans page.
If the organization has recorded more tracked events than its plan includes for the period, the report is paused. The page says so, every click is still being recorded, and upgrading restores the report in full.
Every row of the links list carries its own click count for a recent window; the page states how many days, and that follows your plan. It is one figure, scans included, and it leaves out the same automated visits the report does. It updates within minutes rather than live. Click the count to open the report narrowed to that link.

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From the API and the MCP

The same report, with the same groupings, filters and exclusions, is served by GET /api/v1/analytics/report and by the MCP tool get_report. Both need a token with the analytics:read permission.