URL shortening, tracking, and link management.
Key Functions
| Function | Description | AI Opportunity |
|---|
| URL Shortening | Create branded short links | — |
| Custom Domains | Branded link domains | — |
| Click Tracking | Analytics, attribution | Anomaly detection |
| Deep Linking | Mobile app routing | — |
| QR Codes | Generate, customize | — |
| Retargeting | Pixel integration | Audience building |
| A/B Testing | Destination testing | Auto-optimization |
| Link Pages | Bio pages, landing | — |
| Bulk Operations | Mass link creation | — |
| Team Management | Workspaces, permissions | — |
Core Entities
| Entity | Fields | Volume | Sensitivity |
|---|
| Links | short URL, destination, metadata | High | Low |
| Clicks | timestamp, location, device, referrer | Very High | Medium |
| Domains | custom domains, DNS settings | Low | Low |
| QR Codes | design, destination, scans | Medium | Low |
| Tags | organization, filtering | Low | Low |
| Campaigns | grouping, attribution | Medium | Low |
| Users | access, workspace membership | Low | Medium |
| Pixels | retargeting integrations | Low | Medium |
Integration Points
| System | Data Flow | Direction |
|---|
| Analytics | Click attribution | Outbound |
| Social Media | Link sharing | Outbound |
| Advertising | Retargeting pixels | Bi-directional |
| CRM | Campaign tracking | Bi-directional |
| Email Marketing | Click tracking | Bi-directional |
| Automation | Link creation triggers | Bi-directional |
Data Retention
| Data Type | Typical Retention | Compliance Driver |
|---|
| Links | Indefinite | Functionality |
| Click data | 1-2 years | Analytics |
| Aggregated stats | Indefinite | Reporting |
| User data | Until deletion | Privacy |
Evaluation Criteria
| Criteria | Weight | Notes |
|---|
| Reliability/uptime | High | Links must work |
| Custom domains | High | Branding |
| Analytics depth | Medium | Attribution needs |
| Pricing | Medium | Link/click limits |
| Integrations | Medium | Your stack |
| Team features | Low | If needed |
Market Leaders
| Product | Strength | Best For |
|---|
| Bitly | Market leader, reliability | General use |
| Rebrandly | Custom domains, branding | Brand-focused |
| Short.io | Price, features | Budget-conscious |
| Dub.co | Modern, open source | Developers |
| TinyURL | Simple, free | Basic needs |
AI Disruption Potential
| Function | Current State | 2027 Projection |
|---|
| Click prediction | Historical | Predictive |
| Fraud detection | Rules-based | AI detection |
| Optimal timing | None | Send time optimization |
| A/B optimization | Manual | Auto-optimization |
| Attribution | Last-click | Multi-touch AI |
Build vs Buy: Buy for most. Link infrastructure is commodity but reliability matters. Self-host (Dub) if privacy is concern.