What are link taps on Instagram?
In short
Link taps is the number of times people tapped a link on your Instagram profile — the closest Instagram comes to measuring traffic you sent somewhere.
For anyone who sells something — a course, a product, a booking — link taps is the metric nearest to money. It counts taps on the links in your profile, and it is served for the account, day by day.
It replaced the older website_clicks metric, which Meta dropped from its published list. Instagram still serves website clicks at the time of writing, so both can appear in a report; treat link taps as the one that will last.
Stories are the exception people ask about. Meta documented a story link_clicks metric in June 2026, but the endpoint answers that it is not available — so a tool reading your stories through the API cannot yet report link-sticker taps.
Is higher better?
Higher is better
Read it against profile visits: taps as a share of visits tells you whether your profile converts curiosity into a click.
Where to find it
Under Professional dashboard → Account insights, in the profile activity section.
Questions people ask
Can I see link sticker clicks on my Instagram stories?
In the app, yes, on the story's own insights. Through the API, not yet: Meta documented a story link_clicks metric in June 2026, but the endpoint currently says it is not available.
Related metrics
- Profile visitsProfile visits is the number of times people went to your profile from a post or story — the step between liking something and following you.
- FollowsFollows is the number of accounts that started following you from a particular post or story — the post-level answer to "what is growing my account?"
- Story exitsExits is the number of times a viewer closed stories altogether while on your story — not moving on to the next frame or account, but stopping.
Sources
- Meta — Instagram User insights reference — Account-level metrics
- Meta — Instagram Platform changelog — When metrics were introduced and deprecated