A URL shortener is a website that creates abbreviated versions of web addresses, called shortlinks. A shortlink redirects anyone who clicks on it to the original longform web address. Some URL shorteners allow users to create custom branded or vanity links. These tools are often used by marketers to make a longer URL more visually appealing within collateral or messaging. Shortlinks are especially prevalent on social media sites where character limits are imposed, or in mobile messaging where screen space is limited.
To qualify for inclusion in the URL shortener category, a product must:
Create shortened versions of links that redirect to the original long URL
Provide analytics tools to track metrics such as link clicks