Can you see how many people tap your Instagram link?
Yes. If your account is a professional one, Instagram Insights shows a basic count of taps on the links in your profile, and the page behind the link can show you what those people did next.
Most wine businesses never look. Not because the number is hidden, but because nobody told them it mattered, and because it feels like a job for someone with a marketing title. It is not. It takes two minutes a month, and it tells you more about your Instagram than your follower count does.
Posting without looking
Picture a usual month. You post the start of harvest, a new release, a table set for Saturday’s tasting. The likes come in and it feels as if it is working. But you do not know whether anyone went further than the heart.
Meanwhile a follower taps the link under your name and lands on a home page built for a laptop, or a grey list of web addresses cut off halfway. They look for a moment and close it. You never hear about it, because a visitor who leaves does not send a message saying why.
You cannot fix what you cannot see, and you cannot see what you never look at.
Where Instagram shows the number
Instagram Insights is available to professional accounts, and among what it reports is a basic count of taps on the links in your profile. Insights belongs to professional accounts only, so check which kind of account yours is first.
Read that number for what it is: the people who pressed a link on your profile in the period you are looking at. It tells you that they came to the door. It does not tell you which room they walked into, whether they booked, or whether they left straight away.
Two different questions
Taps on your Instagram link and taps on the buttons inside your page answer different questions, and it helps to keep them apart.
Many people tapping the link and almost nobody tapping a button means the posts are doing their job and the page is losing people. Few people tapping the link at all means the page may be fine, but the posts and bio are not sending anyone to it. The fix is different in each case, which is why one number is not enough.
- Did they come? That is the tap on the link under your name. It depends on your posts, your captions and your bio: whether you gave people a reason to look.
- What did they do? That is the tap on “Book a tasting”, “Our wines” or “Join the club” inside the page. It depends on the page itself: what comes first, what the buttons say, whether it works on a phone.
Reading the numbers without a benchmark
You will find people online quoting what a “good” click rate is. Be wary of them. A family estate in Piedmont, a city wine bar and an importer have different followers, different aims and different seasons. Their numbers are not yours.
Compare yourself with yourself. This month against last month. The week you posted the new release against a quiet week. The month you moved the booking button to the top against the month before. When a number moves, look at what you changed or posted just before it. That is the only comparison that tells you something true.
When a button is never tapped
A button that nobody taps is information, not failure. Before removing it, try these, one at a time, and give each change a couple of weeks before judging it:
- Move it up. A button at the bottom of a long page is seen by fewer people. If it matters, put it higher.
- Rename it in plain words. “Experiences” means little to a stranger; “Book a tasting” means one thing.
- Give it a picture. A photograph of the tasting room or the bottle tells people what is behind the button before they read.
- Tap it yourself on a phone. A broken link or a page that asks for a login is often the whole explanation.
- Mention it in a post. If nobody knows the wine club exists, say so in a caption and point to the link under your name.
- Remove it if nobody needs it. Fewer buttons make the ones that remain easier to choose.
Seeing both answers in one place
Instagram tells you who came to the door. To see what happened after, the page behind your Instagram link has to count its own visits.
SOMM DIGI LINK, the page made only for wine businesses, has a room called Visitors that shows how many people opened your page and which buttons they tapped, link by link. You can see whether the tasting button earns its place at the top, whether anyone opens the wine club, and what changed after you rewrote a label. For what belongs on the page in the first place, read our guide to the link in bio for wineries, or look through the designs and build a page to try.
Questions people ask
Where do I see Instagram link clicks?
In Instagram Insights, which is available to professional accounts. Among what it reports is a basic count of taps on the links in your profile. If you cannot find Insights, check whether your account is a professional one. The count tells you how many people pressed a link, but not what they did on the page that opened.
Can I see which button people tap inside my link in bio page?
Not from Instagram. Instagram counts taps on the link under your name; what happens inside the page that opens is outside its view. To see which buttons were pressed, the page itself has to count them. Some pages made for Instagram links do this and show opens and taps for each button, which tells you what your followers actually wanted.
What is a good number of link taps for a winery?
There is no honest answer that fits every winery, and it is worth being wary of anyone who quotes one. Followers, aims and seasons differ too much. Compare yourself with yourself instead: this month against last, a week with a new release against a quiet week, and the weeks before and after you changed the page. That tells you whether what you did worked.
Why do people tap my link but not book?
Usually because the page that opens makes booking hard to find. Tap the link on your own phone and look. If the booking button is not the first thing you see, if it uses a word like “Experiences”, or if it opens a page that asks people to log in, fix that first. Change one thing at a time and give each change a couple of weeks.
Last checked 26 September 2026.