Not All Clicks Are Equal: A Year of Linktree Traffic, by Source

Over the last 12 months, Instagram, TikTok, and Google search visitors all clicked through to a creator's links roughly 80–95% of the time. Facebook visitors? 30-45% – less than half the rate of everyone else, every single month of the year.

The volume picture is its own story — Instagram alone drove ~11B views to Linktree pages this year, ~4× the next-largest social source. But the quality picture is what creators actually need to plan around: a view from Instagram, TikTok, or Google search is worth roughly twice as much as a view from Facebook — every single month of the year.

We looked at 12 months of certified Linktree engagement data — every view, every outbound click, broken out by referrer source. Here's what stood out.|

What the data actually says

Instagram is the engine. Nearly 4× the volume of TikTok and 7× Facebook. If your audience is there, small moves scale fast.

Facebook clicks at half the rate of everything else. Same page, same links — but Facebook audiences engage at roughly 41% of the time vs. 83% on Instagram and TikTok. If you're pushing hard on Facebook to drive link traffic, you're working twice as hard for the same result. One bright spot: Facebook's rate has been climbing steadily — from 30% in May 2025 to 58% by April 2026. Something is shifting, worth watching.

Google search is the sleeper stat. Lowest volume, highest intent. ~95% of Google Search visitors click a link — the highest of anything we measured, every single month. Someone searching your name already wants the link. SEO is undervalued in the creator economy.

What this means in practice

The platform you grow on shapes how that audience behaves on your page. If most of your traffic is Facebook, expect a lower click-through ceiling than peers on Instagram or TikTok — worth knowing before you set performance expectations.

Don't overlook search. Google traffic is a small share of total volume but the highest-intent. Make sure your profile is indexable and your name is easily searchable.

Methodology: All metrics from Linktree's internal certified data, May 2025 – April 2026. Click-to-view rate = outbound clicks ÷ profile views. Because some visitors click multiple links per visit, figures are best used for source-to-source comparison rather than as absolute conversion benchmarks.