In a strategic move to enhance analytics for content creators, the decentralized social platform Bluesky has introduced a streamlined method for publishers to monitor website referrals from its network. The update modifies how shared links appear in user posts, now routing traffic through a dedicated “go.bsky.app” subdomain before redirecting to the final destination.
This technical adjustment allows publishers to easily identify visitors arriving via Bluesky in their website analytics dashboards. The change addresses feedback from news organizations and blogs that previously struggled to quantify how engagement on the platform—such as likes and reposts—translates to actual site traffic.
Why It Matters: Bluesky’s emphasis on link visibility contrasts with recent changes on platforms like X (formerly Twitter), which downplay external links. By making referrals trackable, Bluesky positions itself as a publisher-friendly alternative in the social media landscape.
Recent data highlights the platform’s growing influence as a traffic driver:
- The Boston Globe saw 3x more referrals from Bluesky compared to Meta’s Threads in late 2024
- The Guardian Australia reported doubled traffic from Bluesky versus Threads, with Bluesky referrals exceeding X’s contributions
- Analytics firm Similarweb recorded 38.6 million outgoing visits from Bluesky in November 2024, outpacing Threads’ 24.5 million (excluding internal Instagram redirects)
Bluesky’s leadership has emphasized their commitment to supporting external content sharing. Chief Operating Officer Rose Wang previously noted the platform does not algorithmically suppress links, a direct contrast to competitors. This policy appears to resonate with publishers seeking reliable audience growth channels.
The referral tracking update follows ongoing technical refinements. Bluesky developers first addressed the issue in March 2025 with app version 1.99, followed by subsequent bug fixes to ensure accurate data reporting. Emily Liu, an engineer involved in the project, confirmed these improvements enable publishers to attribute traffic more precisely through standard analytics tools.
“We 💙 links! Starting this week, we’ve made it easier for newsrooms to track Bluesky-driven site traffic. For analytics setup, use referrer: go.bsky.app.”
— Bluesky Technical Team
As social platforms increasingly prioritize keeping users within walled gardens, Bluesky’s latest update reinforces its role as an ally for publishers and content creators. With measurable referral data now available, organizations can better assess the platform’s value in their audience engagement strategies.
