URL Shortener
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URL Shorteners in Marketing Campaigns
A short link serves two functions: it's cleaner in copy where a raw UTM-tagged URL would be unwieldy, and it adds a tracking layer on top of whatever analytics your destination page already has. The shortener records the click at redirect time, which catches users who block JavaScript or don't trigger page-level analytics.
The most useful place for short links is SMS and WhatsApp campaigns, where character counts matter and raw URLs are unscannable. For email and social, UTM parameters on your full URL are usually sufficient — platforms like Meta and LinkedIn track clicks independently anyway.
Short Links vs UTM Parameters
These solve different problems and work best together, not instead of each other. UTM parameters tell Google Analytics where traffic came from. Short links tell you how many times the link was clicked — regardless of what happened on the destination page. Combining both gives you click data (shortener) and attribution data (UTM) from the same link.
The setup: build your full URL with UTM parameters first (use the UTM Builder), then shorten that tagged URL. The short link redirects to the UTM URL, so both tracking layers fire on every click.