The click stats provided by bit.ly are actual clicks. The only time it work on a unique clicks basis is when the user is signed into bit.ly and clicks the link.

Why doesn’t bit.ly show unique clicks?

It would need cookie data in order to do so:

“For example, many people want to distinguish between total clicks on bitly links and total unique users – a distinction we can’t make without cookie data.”

Keep the above in mind if you’re paying for a cost-per-click ad deal and using bit.ly for the tracking mechanism.

Thus, if at the end of your URLs you using tracking IDs or codes such as “website.com/page.html?id=00000″ (and likewise “website.com/page.html?id=00001″) you can tell Google Analytics not to include those variable ID parameters in reports. Then, when viewing Content reports, or anything else, you will only see “website.com/page.html” instead of every variation of that page that includes the unique tracking ID. Most of the time you will want to see how many page views (for example) for “website.com/page.html” instead of seeing each one show up individually (i.e. “website.com/page.html?id=00000″, “website.com/page.html?id=00001″, “website.com/page.html?id=00002″)

How do you do this?

1) In Google Analytics, select the Web site profile of the site in question;

2) Click ‘Analytics Settings‘ on the top left of the page;

2) Click ‘Edit‘ on the right side of the page for the site in question;

3) Click ‘Edit‘ on the top box titled ‘Main Website Profile Information‘;

4) Type in the variables you want excluded from the reports, separated by a comma, in the field for ‘Exclude URL Query Parameters‘;

5) Click Save Changes.

Voila! From that point forward that tracking variable added to a URL will no longer show as a unique page in your Content reports. All reports for dates up until then, however, will still be at the old settings.