The present disclosure is directed towards benchmarking online activity via encoded links generated by an online activity benchmarking system. The method may include identifying by a server of an online activity benchmarking system, for an information resource, a plurality of encoded links encoded by the server of the online activity benchmarking system and linked to the information resource, receiving by the server, via the identified plurality of encoded links, a plurality of requests to access the information resource, identifying by the server, for each request of the plurality of requests to access the information resource, one or more attributes corresponding to the request, categorizing by the server, the plurality of requests to access the information resource based on the one or more identified attributes, and providing by the server, for presentation, an output indicating statistics corresponding to the categorized plurality of requests based on the one or more identified attributes.