Recently, I conducted a brief experiment comparing the URL shortener services Bit.ly and Ow.ly. Although both services shortened links effectively (as they all do) I was specifically researching the analytic advantages of these services. I also asked my Facebook and Twitter followers what they used. Every recommendation I received was for Bit.ly.
Ow.ly and Ht.ly are integrated into HootSuite. Ow.ly shortens links, while Ht.ly shortens links and also adds the Owly Social Bar which allows users to Tweet, share and rate your page.
Since Ow.ly and Ht.ly are part of HootSuite, users can shorten the links using the online interface. This is very convenient.
Bit.ly also shortens links effectively. If you use HootSuite, like I do, this is a separate step. You must go to Bit.ly and shorten your link, then copy/paste it into HootSuite. It should be noted that Bit.ly does offer API access and other social media aggregators like TweetDeck which allow you to use Bit.ly seamlessly. Finally, both Google Chrome and FireFox browsers have Bit.ly plug-ins/extensions to quickly generate short-links on the fly.
Analytics
Both of these services offer analytics so you can track clicks using your custom shortened link. This can help you measure your influence, as other people may Retweet your message, or may copy and paste the shortened link and share it with their friends.
As a webmaster, you can also use the shortened links on your pages, allowing for another analytic metric to track out bound links.
To be fair, I think Bit.ly’s analytics were easier to use and more complete but both services do a great job.
Custom URL’s
One of the cool things about Bit.ly comes with Bit.ly Pro. This (still free) service allows you to configure custom URLs to generate your shortlink. For example, I purchased JimC.us and configured it so all of my Bit.ly links use JimC.us instead of Bit.ly URLs. For me, it is more of a novelty, but for larger companies (like Facebook and The New York Times) this is an essential brand extension.
Wrap Up
Either service allows you to shorten links and track clicks-throughs. Bit.ly, for me won the battle. I just thought the interface was cleaner, the analytics were better and I love having a vanity URL for my short-links!