Shortened URL services like bit.ly are incredibly convenient, right? They allow you to take an unwieldy, lengthy (and let’s face it - ugly) URL and transform it into a short, manageable URL with just the click of a button. You can even view quick stats to learn how many clicks your shortened URL received.
Sweet, right? Not really.
What many marketers and social media experts don’t realize is that major problems can occur from mindlessly shortening URLs to share on social media. You’re impacting the central data for your website in Google Analytics, which is much more important (and telling) than any one-off analytics data you’ll receive from that URL shortener.