When people hear the term "URL shortener" and "link shortener", they often think of Bit.ly links, and think nothing of them. As an end-user, they typically just mean a shorter link, which makes complete sense when thinking about character limits in social media like X (formerly Twitter).
Well that's because the largest customer of URL shortener tools are actually businesses and enterprises. And no, the sole value to be had isn't just in turning a long URL into a short url. There's a ton of valuable link analytics behind link tracking which actually allows teams to make better marketing decisions.
