How to See Device Split in UniLink Analytics (Desktop vs Mobile vs Tablet Traffic)

Find out what percentage of your visitors are on mobile, desktop, or tablet — broken down by OS — and use that data to design a better experience for your actual audience.

Where your visitors are coming from matters less than what they are using to view your page. A link-in-bio page that looks perfect on a laptop can feel cramped, slow, or broken on a phone — and if 80% of your audience is on mobile, that's the experience you should be optimizing for. UniLink Analytics tracks device type and operating system for every visit, so you always know whether you're building for the right screen.

What Device Split Analytics Does

Device split in UniLink Analytics breaks down your page visitors by the hardware and software they used when they visited. The primary split is by device category: mobile phones, desktop computers, and tablets. Each category is shown as a percentage of total visits for the selected date range, along with the raw visit count.

Within each device category, you can drill deeper into operating systems. For mobile, this typically means iOS and Android. For desktop, it's usually Windows and macOS, with Linux representing a small share. Tablet traffic is usually dominated by iPadOS and Android tablets. Knowing the OS split helps you understand which browser engines and screen resolutions are most common among your visitors — relevant if you're using video backgrounds, advanced CSS, or animations that behave differently across platforms.

The device split is calculated from all recorded sessions, not just unique visitors, so it reflects your traffic's behaviour as a whole. A returning visitor who browses on mobile one day and desktop another day will contribute to both categories. Date range filters let you compare the split across different periods — for example, checking whether mobile traffic increased after you updated your profile link on Instagram.

How to Find the Device Split Report

1. Open Analytics — from your UniLink Dashboard, click Analytics in the left sidebar.
2. Select your profile or page — if you manage multiple pages, use the page selector at the top to choose the one you want to analyse.
3. Go to the Audience tab — at the top of the Analytics section, click the Audience tab. This tab contains demographic and technical information about your visitors.
4. Scroll to the Devices section — scroll down the Audience tab until you reach the Devices panel. You'll see a donut or bar chart with mobile, desktop, and tablet segments.
5. Set the date range — use the date range picker at the top of the page to choose your time window. Start with the last 30 days for a current baseline.
6. Click a device category to see the OS breakdown — click Mobile, Desktop, or Tablet in the chart to expand the operating system breakdown for that category.
7. Note the percentages — record the mobile percentage. If it is above 70%, your design and content decisions should default to mobile-first.

How to Use Device Data to Improve Your Page

1. Check mobile vs desktop split — if mobile is above 65%, prioritise large tap targets, short captions on blocks, and thumb-friendly navigation in your UniLink page design.
2. Look at the iOS vs Android split — if iOS dominates, test your page on Safari. iOS Safari has specific rendering quirks (sticky positioning, CSS variables, web fonts) that can cause issues not visible in Chrome on Android.
3. Check desktop traffic for conversion-heavy pages — if you have a link-in-bio page with a payment or appointment block, higher desktop traffic suggests users are switching to a bigger screen to complete the transaction. Ensure the desktop experience is as smooth as mobile.
4. Compare splits before and after a channel switch — if you added your UniLink link to a new platform (e.g., moved from LinkedIn to TikTok as your primary channel), compare the device split before and after. TikTok drives almost exclusively mobile traffic; LinkedIn sends a higher share of desktop.
5. Use tablet numbers to decide on layout breakpoints — if tablets make up more than 10% of your traffic, make sure your page layout doesn't break at tablet screen widths. Preview your page at around 768px wide to check.
6. Filter by date range to spot seasonal shifts — B2B audiences tend to shift toward desktop during working hours and workdays. B2C audiences skew mobile year-round. Use monthly comparisons to detect shifts.
7. Act on the dominant OS — if Android makes up 60% of your mobile visitors, test every new block or design change on an Android device or the Chrome DevTools Android emulator before publishing.

Key Settings Explained

How to Get the Most Out of Device Split Data

Device split becomes most useful when you combine it with your click data. If 80% of your traffic is mobile but your top-clicked link is a product page that loads slowly on mobile, device split tells you the scale of the problem — and click analytics tells you which link is affected. Together they give you a prioritised fix list: start with the highest-traffic device and the highest-clicked links.

Use OS data when debugging visual issues. If you receive complaints or notice in testing that something looks broken, check the OS breakdown first. Bugs that appear only on iOS Safari, only on older Android WebView, or only on Windows Chrome are common — and the OS split tells you how many visitors are affected before you prioritise the fix.

For content decisions, device split affects caption length and media format. Mobile users reading a short, punchy caption on a small screen are less likely to tap a link buried after four paragraphs of text. If your audience is primarily mobile, front-load your call to action in every block caption. Video blocks that autoplay on mobile (without sound) work better for mobile-dominant audiences than static images with long text overlays.

Track device split over time rather than as a one-time reading. If your mobile share is growing month over month, that trend should accelerate your mobile-first design decisions. If desktop traffic is rising — perhaps because you're gaining traction in a B2B context — consider whether your page design holds up at wider viewport widths and whether conversion elements are optimised for mouse interactions.

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