What is a URL Shortener?

What is a URL Shortener

The Ultimate Guide to When, How, and Why You Should Use a URL Shortener.

It’s a fair question…

And something we get asked a lot.

As a URL shortener and company that specializes in everything having to do with links, we thought we’d give you the entire breakdown on this secretly evolving industry, and how you can use URL shortening to your advantage.

Let’s jump right in…

What is a URL shortener?

A URL shortener is a simple tool that takes a long URL and turns it into whatever URL you would like it to be.

What is a URL Shortener? How to plug a URL into a URL shortener
How to plug a URL into the Rebrandly URL shortener

It couldn’t be any simpler than that.

I want to clarify that a URL shortener is the same as a link shortener… is the same as a link shrinker… is the same as vanity URL …is the same as a custom link. They are all different ways of saying the same thing, which is that we want to take something long and ugly, and make it short and cute. To keep it simple, I will stick with URL shortener from today until the day I die.

What is a Custom URL Shortener?

A custom, or branded URL shortener, is when you’ve connected your own domain to your URL shortener to create links under a custom domain, instead of a generic domain such as bit.ly or rebrand.ly.

It’s perfectly explained in this gif:

URL Shortener

We always recommend using your own custom domain as your branded URL shortener when sharing links online as it leads to increased link trust, brand awareness, and click-through rate.

A Brief History of URL Shorteners

Since the dawn of the internet links have been how you get from one place to another online. Think about it, you either start by searching for something and then clicking a link, or by typing a link in directly. There’s no other way to get around.

You can share links directly, embed them in “anchor text” like this, or use a URL shortener to make your links branded and cool like this:

Derric.link/Twitter (hey… follow me on Twitter while you are at it.)

With the advent of Twitter and other social sharing platforms, lengthy URLs started to become a problem. Originally Twitter – who famously limits messages to 140 characters – counted all characters in a link (now they make all links count as 23 characters), which meant sharing a URL like:


Would eat up the entire Tweet… Unless you used a URL shortener.

And Twitter did…

Originally TinyURL was the URL shortener of choice for Twitter, before they switched over to Bitly in November of 2009.

Then they eventually tested and came out with their own URL Shortener: t.co. Designed to both protect you from malicious links and shorten lengthy URLs.

Google followed suit by launching goo.gl in December 2009, and dozens of URL shorteners have followed in since then, all with varying features and revenue models.

But aside from this early necessity of URL shorteners for Twitter “back in the day” what can URL shorteners do for you right now?

What Can a URL Shortener Do?

URL Shortener

URL Shortening has come a long ways since its inception around September of 2000.

Here are a handful of pretty slick things you can do with your URL shortener:

Link Masking

Obviously shortening the URL allows you to mask the original address.

This is bad for us as consumers in the sense that it allows for spammers and hackers to hide malicious links from us. Thankfully, with security protection features from Chrome and other browsers (you use Chrome, right? You should…) we no longer have to worry about malicious link masking.

Proper link masking might be where you take a URL from a strong piece of content that you are looking to share, and simplify it to portray a key point in your social message. For example:

The original link is: https://blog.bufferapp.com/the-top-100-social-media-blogs, which isn’t too ugly to begin with, but is too long to show in Twitter.

So I created a shortlink to portray the same message in a shorter space, while masking the fact that the post is from buffer. I’m not masking it out of malicious intent, and in fact shared many other Tweets that reference them and link to the same piece of content. But I am masking the destination URL from the user.

Other good reasons for masking a link might include:

  • Hiding, “beautifying,” or branding an ugly affiliate link.
  • Shortening a lengthy domain such as my upcoming book title: “playyourbusinesslikeapokerplayer.com” to something simpler like “bizpoker.link”
  • Tracking – maybe you are just masking the link so that you can track how many people click on this one specific link. This is a digital marketing best practice when sharing links online.

And don’t confuse link masking with link cloaking – which is presenting false information, most specifically to search engines (called spiders or bots), while redirecting humans to a different URL that has nothing to do with the forged content. This is a black hat practice that can get your website banned from Google search results. Don’t do it.

Link Shortening

It’s much simpler to share a short and memorable URL than a lengthy one, especially when those lengthy URLs contain random numbers in them.

Which URL are you going to shout to a room full of people while giving a talk? The short one, or the long one?

Which URL would you link to in your presentation?

Which URL would you want to tell people at a networking event when you ran out of business cards? Me, I use Derric.link/card. It’s that simple.

Which URL do you want to put into a forum when sharing some new ideas?

Whenever you are sharing a link in a public setting, you should be using a link shortening tool to help pretty up the link and help track the clicks on that link (more on that in a second).

Link Tracking

Link tracking has got to be the number one reason to shorten a link. We, as digital marketers and social media managers, need to know the fruits of our labors…

And we probably have to do monthly reports on our efforts too.

If we can’t prove out our clicks (and hopefully also conversions) then we have very little job security.

The absolute best technology to track links from click to conversion has got to be our other product ClickMeter. (yes I’m bias, but still haven’t seen anything close to this good)

URL Shortener

You can see how many real visitors clicked on a link vs how many identified bots or spiders, thus giving you a more accurate version of real visitors and conversion rate. You can get a daily breakdown, or even a geographical one (not shown). And there’s 100 other features worth checking out.

Click Meter is not for everyone though, it’s more for heavy digital marketers or social media managers looking to track large or ongoing campaigns.

But simple link tracking is very important for all marketing efforts, whether it’s personal or professional… For curiosity or for ROI… Which is why tinyurl is kind of useless, but tools like bit.ly, goo.gl, and of course Rebrandly, are the preferred URL shorteners.

URL Shortener Rebrandly
Click Report in Rebrandly

Link Retargeting

Retarget Your Marketing Links. How to use retargeting links.

Have you heard of retargeting?

It’s why you get hit with Amazon ads right after viewing a product on their website.

Retargeting is essentially the act of adding a little pixel, or piece of code, to your site, so that when people visit, you can serve ads to them later.

URL Shortener

It’s crazy profitable for marketers and advertisers, and I frequently refer to it as the lowest hanging fruit for any business.

But wait, there’s more…

Now users do not even have to visit your website to get tagged with this pixel, they simply need to click on a link. It’s called link retargeting.

Retargeting links can expand your marketing reach to outside of the “awareness” stage of the funnel to more of a “pre-awareness” stage that helps fine tune your targeting when advertising online.

You can use a tool like Rebrandly or Click Meter to add retargeting pixels to your links and expand your custom audiences inside platforms like Facebook, Google, and Twitter.

Link Rotating

Ever wanted to run an A/B test but wasn’t sure how to do it?

With advanced linking features you can actually split traffic 50/50 (or 75/25, or whatever) from within the link itself and thus perform a simple landing page test. Now this isn’t necessary for advertising, as you can just run two ads, and there are other tools, like Optimizely, that let you handle this on the page instead of within the link, but in general there are some opportunities for testing split traffic for your links.

You can also do something like run a contest and have the first click go to the “winner” page, while every other click goes to a “try again” page.

Link Swapping or Changing

It’s so simple, yet most of the link shortening services don’t let you do it…

You create a shortened link and share it across 12 different networks, then, some day down the road, the page that link points to is old, or moving to a new site, or maybe you no longer work for that company, or whatever it is. Good luck finding and changing all those old links… You’re screwed!

Not anymore. With Rebrandly, we let you own your links. If you want to change out the destination URL, it takes two seconds. And it will automatically update those 12 links you shared all those months ago. Crisis averted.

Here’s a great example of how to use link swapping in conjunction with your Instagram bio in order to direct traffic to your latest blog post, without having to change the Instagram website link every time:

When to Use a URL Shortener

Obviously there is a cost to opening up a new browser window, plugging in the name of your favorite URL shortener (that’s us right?), and copy pasting a new link in, just to share it once with a group of people.

I get it, it’s a little annoying. But there are ways to speed it up, such as a Chrome plugin or iPhone app.

Nonetheless, there are times to use a URL shortener, and times to not.

You should use a URL shortener when you need to track the efforts of a social post or campaign, even if this is sending traffic to your site, but especially when it is not.

For example, maybe you send out 100 Tweets a month of curated content – content that points to some of your favorite industry resources. Did anyone like that content? You can find out simply by checking your link shortener stats and can easily sort to see your top performers.

You should use a URL shortener:

When posting a link across multiple sites on the web. As discussed earlier, it’s a lot easier to track and change one link in one place, than hunt down all versions of it and make the necessary changes (assuming you can still even make those changes)

You should use short links in all social profile bio’s – for the same reason.

You should not use a URL shortener:

When linking from one page of your own site to another. Especially if you are using anchor text (which you should almost always do). There’s no need for additional tracking here, as you should be able to see your results clearly in Google Analytics (you are using Google Analytics, right?).

When sending an email or chat message to friends. There’s no need, you can embed the link in anchor text or just paste it right in there. Your friend trusts you so there is no need to worry about them not clicking due to a funky looking or lengthy URL.

Popular URL shorteners

Obviously, we at Rebrandly are a URL shortener, and we fancy ourselves quite good at it. We have some perks such as:

  • making it easy to purchase and connect any branded domain that you like.
  • making it easy to connect to our more advanced analytics tool – ClickMeter – for advanced tracking, features, and analytics.
  • The ability to own and edit your destination links at any time.
  • Easily share links across multiple channels with the click of a button

And we are constantly working to integrate with every single marketing platform and tool out there to provide our users a better experience.

But aside from ourselves, there are a few other URL shorteners out there, and they serve slightly different purposes.  We are only going to cover the big 3:


Bitly is a great URL shortening tool and they integrate directly with a lot of platforms, like Meet Edgar, Coschedule, and Buffer.

Their free version has been known to have some tracking issues, where up to 90% of clicks being tracked aren’t coming from real people. They’ve gotten better at it by reporting the traffic as “dark traffic” but still mask the fact that most clicks on their links are coming from bots.

URL Shortener

Imagine thinking you got 27 clicks on a link when you really only got 3, it’s more than disappointing, it’s dangerous because it can lead to massive reporting and attribution errors.

Most bit.ly links are created using a URL slug randomizer – a random generated URL that would like something like “bit.ly/nb3Jw” or the like. We recommend avoiding random generated URLs as they are illegible, miss an opportunity to engage with your audience, and really give no additional value to the people you are sharing with.

All in all they are a quick and easy URL shortener that people typical use to shorten links, but not to brand them, which is just kind of a missed opportunity by marketers.

Also note: their paid version comes at a whopping $1,000/month.


Who doesn’t love Google?

Goo.gl is tied directly into your Google account, which makes keeping all your links in one place kind of nice and easy (if you’re a Google user, you are a Google user right?).

They track clicks, which is good. But have some severe limitations:

They don’t let you choose your URL slugs. Which means having a random URL is the only option, and that’s not good.

All link tracking data is public, which can be a problem for certain companies.

You cannot remove a shortened link, it will remain there forever.

You cannot use your own custom domain.

UPDATE – April 24, 2018: Google has announced it is discontinuing its URL shortening service. New customers can’t join the service, while current users can access the Goo.gl console until March 2019.


I know I’m suppose to tell you why you should use TinyURL, but the truth is, you shouldn’t. There’s only one pro, you can create shortened URLs without having to log in or drop an email. But Bitly will let you do that anyways…

If that’s what you’re looking for, then use it. But you will miss out on the tracking, and the ease of sharing that Bitly has to offer. Oh, and they run ads on their homepage, which are quite annoying.

For more info on URL shorteners, check out this blog post: The Best URL Shorteners and How to Choose the Right One For You.

Final Thoughts

If you’re on the internet at all, you’ve got to be using a URL shortener. Whether it’s for personal use as a productivity hack, or business use to track and report on results… Use a URL shortener.

If you don’t choose Rebrandly, so be it. I will miss you, but that’s OK. Do what’s right for you – you can check out some of your other options here.

If you do choose Rebrandly, I love you forever and will send you (invisible) chocolate in the mail every month to remind you of how awesome you are.

And if you are going with someone else, it should probably be Bitly.

No matter what, I highly recommend getting your own custom domain for yourself, as I did with Derric.link. There are so many cool things you can do from there that can both impress your friends, and save you time.

What do you think? Who’s your favorite link shortener? Still struggling to track your links properly? I’d love to hear your thoughts in the comments below.


This Article is About:

  • URL Shortener
  • URL Shorteners
  • Link Retargeting
  • Link Tracking



Head of Growth at Rebrandly. Derric is a lifelong entrepreneur and passionate about helping startups and marketers not suck. He speaks, practices, and blogs about growth and digital marketing on Rebrandly and across the universe.