How link shorteners work?
A URL shortener transforms long, complex URLs into short, memorable links that are easier to share and track. Whether you're posting on social media, sending emails, or creating printed marketing materials, short URLs make your campaigns cleaner and more professional.
Why Use a Link Shortener?
You can save space on social media: Platforms like Twitter have strict character limits. A shortened URL leaves more room for your message while still directing people to your destination.
They are more attractive and memorable: Long URLs with random characters, session IDs, or query strings can look messy and untrustworthy. A short link like http://utm.guru/your-campaign-name is cleaner and easier to remember than a URL filled with parameters and tracking codes.
You can prevent broken links in printed materials: When you share a long URL and print it on a flyer, there's a risk it will break across multiple lines, making it difficult or impossible for people to click or type correctly. Short URLs eliminate this problem entirely.
Track performance and gain insights: Every shortened link becomes a trackable asset. You can see exactly how many people clicked your link, helping you measure campaign success and optimize your marketing efforts.
How Link Shorteners Work
Link shorteners use a simple redirect mechanism. When someone clicks your shortened URL, they're instantly redirected to your original destination URL.
The shortening service acts as a middle layer, capturing click data before sending visitors to their final destination.
For example, when you shorten a long campaign URL, the short link remembers where to send visitors. Click the short link, and you're immediately redirected to the full destination—seamlessly and in milliseconds.
Dynamic Link Editing: Update Once, Work Everywhere
One of the most powerful features of modern link shorteners is the ability to edit links after they've been created. Imagine you've printed thousands of flyers with a short URL, or sent an email to your entire subscriber list. With traditional links, you're locked in—if the destination changes, your links break.
With dynamic link editing, you can update the destination URL at any time without changing the short link itself. For example, if you create a link pointing to a partner's content while your own content is in development, you can simply update that shortened URL to point to your new content when it's ready.
Your short link stays the same, so all your existing marketing materials continue to work perfectly.
Set up shorteners in UTM.io
UTM.io offers multiple shortening options to cater to various needs and account levels.
UTM.guru – Our Free Link Shortener
Who can use it: Available to all UTM.io clients, including those on free and trial plans.
Best for: Getting started with link shortening without any cost. Perfect for testing campaigns, social media posts, and general link sharing.
How to access: From the links shortener page, click on “Request activation to use” and our team will do due diligence on your account and provide access accordingly. This step ensures the web's safety and prevents the creation of malicious links.
Bit.ly Shortener with Click Tracking - For Bit.ly adopted users
Who can use it: Available to all UTM.io Paid plans, and also available in our free trial
Best for: Teams and individuals who are already using Bit.ly as their shortener but want to manage their UTMs and links with data governance to ensure clean attribution and consistency
How to access: Subscribe to one of our paid plans, and unlock access immediately
Custom Branded Shortener - Take your marketing to the next level
Who can use it: Available to all UTM.io Paid plans
Best for: Brands and individuals who are looking for a shortener to stand out and build trust with their audiences while spreading their brand awareness as their audience interacts with their content
How to access: Subscribe to one of our paid plans, and set up your domain immediately
How to Use UTM.io Link Shorteners
Creating a shortened link in UTM.io is simple:
- Build your link in the UTM.io link builder
- Click on the “Shortener” drop-down
- Select your preferred shortener from the dropdown (utm.guru, Bit.ly, or your branded domain)
- Click "Shorten"
- Copy your shortened URL to your clipboard
Every shortened link includes click tracking, so you can measure exactly how your campaigns are performing.
Pro tip: You can customize your shortened links after the link has been shortened in UTM.io
Why Branded Link Shorteners Are Better
While free shorteners like utm.guru are excellent for getting started, branded link shorteners take your marketing to the next level. With branded link shorteners, you can :
Build trust and recognition: A link like go.yourcompany.com/your-special-season immediately tells people where they're going. It's recognizable, trustworthy, and reinforces your brand with every share. Compare that to a generic short link, your branded domain wins every time.
Increase click-through rates: People are more likely to click links they recognize and trust. Generic shorteners can look suspicious, especially in SMS messages. Your own branded domain eliminates that hesitation.
Enhance your brand image: Branded short links look polished and intentional in all your marketing materials—from social media posts to printed flyers to video descriptions.
Setting Up Your Branded Shortener
Custom branded shortener domains are available on UTM.io paid plans, with the number of domains varying by plan tier.Once you add a branded domain to your account, it becomes available in the shortener dropdown.
To learn more about setting up and managing your branded shortener domains, check out our article on How to configure branded custom domains.