Features to look for in the Best URL Shorteners

Here are five key features to look for in a URL shortener.

• Customizable URLs: Let you adapt the shortened URL to fit your brand name or indicate what the link is about.
• Link tracking: Lets you prove the clicks and possibly conversions on your links so you can report on the ROI of a campaign.
• UTM parameter support: Lets you add and track parameters for source, medium and campaign so you can see who clicked the link.
• Link retargeting: Lets you add retargeting pixels to links and expand your custom audience profile so that you can serve ads to them later.
• Integrations: Lets you integrate the link shortener with other tools in your marketing stack. For example, Bitly integrates with Sprout so you can embed shortened links directly into your content during the social media workflow.

A URL shortener is a tool that converts a long URL into a much shorter, more manageable version. This is particularly useful for sharing links on social media, in text messages, or anywhere where space is limited or where a long URL is difficult to use and manage.

This service is particularly beneficial when dealing with character limits, such as on Twitter or in SMS messages, where a long URL would take up too much space. To use a URL shortener, you simply enter your long URL into the service, and it returns a much shorter link. When someone clicks on this shortened link, they are automatically redirected to the original, long URL. Beyond just making links more manageable, URL shorteners also offer the advantage of tracking the performance of the link. They can provide insights into how many times the link was clicked, the geographic location of the users, and other relevant data.

Services like Bit.ly and TinyURL are popular examples of such tools, widely used across various online platforms.