Link shortener vs URL shortener vs branded link

Link shortener, URL shortener

A service that takes a long address and returns a short one that redirects to it. "URL shortener" is the older term and the one most people search for. "Link shortener" is the same thing, more common in marketing copy. The ten tools reviewed on Best URL Shorteners are all both.

Short link, short URL

The address the shortener gives you. It has two parts: the domain (bit.ly, go.yourbrand.com) and the back-half (/3xK9, /sale). Clicking it sends the browser to the destination, which the shortener's dashboard lets you change without changing the short link.

Branded link, custom domain, vanity URL

A short link whose domain belongs to you. Vendors call this a branded link, a custom domain or a vanity URL. It requires adding a DNS record that points your domain at the shortener. Why it matters is covered in every channel entry on this site: trust, deliverability, carrier filtering and the ability to change vendor without breaking links. ReSlug, Short.io, Dub, Cuttly and Linkly include a custom domain on free plans; Bitly includes one from Growth at $29 a month billed annually.

Back-half, slug, alias, custom alias

The part after the slash. By default it is random. A custom back-half (also slug, alias or keyword) is one you choose, such as /podcast. Some tools cap custom back-halves on free plans: Bitly and Cuttly allow three a month; ReSlug, Short.io and Dub allow them on every link.

301 vs 302 redirect

A 301 tells browsers and search engines the move is permanent. Browsers may cache it, so later destination changes can be missed by returning visitors. A 302 (or 307) says temporary; nothing is cached and every click reaches the shortener, which is what you want for rotators, A/B splits and analytics. Most shorteners use 302-style redirects for tracked links. It rarely matters for SEO because short links are not pages you want ranked.

Dynamic QR code, static QR code

A static QR code encodes the final URL. It cannot be changed once printed. A dynamic QR code encodes a short link, so the destination can be edited and scans can be counted. Any QR code generated from a shortener is dynamic. See the print entry.

UTM parameter, UTM builder

UTM parameters are tags appended to a destination URL (utm_source, utm_medium, utm_campaign, and so on) that analytics tools read to attribute traffic. A UTM builder in a shortener adds them to the destination for you, so the visible short link stays clean. ReSlug, Dub, Rebrandly, Cuttly and Short.io include one; Bitly from Core; Linkly from Starter.

Link-in-bio page, bio page

A single hosted page listing several links, used where a profile allows only one URL. Some shorteners include one (ReSlug: 1 page free; Cuttly: 1 page (5 links) free; Rebrandly calls them galleries). Dedicated builders such as Linktree do only this. The comparison is at Best Link in Bio.

Deep link, device routing

A deep link opens a specific screen inside a mobile app rather than a web page, falling back to the app store if the app is not installed. Device routing is the simpler cousin: send iOS to one URL, Android to another, desktop to a third. Bitly, Dub, Short.io and Rebrandly list deep links; ReSlug Pro, Short.io, Dub Pro and Linkly Pro do device routing.

Other words on pricing pages

• Interstitial, ad page: a page shown between the click and the destination, usually with an ad. Only Bitly's free plan is documented as showing one.
• Tracked clicks, events: the number of clicks the plan will record. Links may keep redirecting past the cap (ReSlug) or pause (Linkly).
• Active links vs monthly links: an active-link quota counts links that exist; a monthly quota counts links created each month and does not roll over. Short.io's free quota is a lifetime total.
• Bot filtering: removing crawler and preview-fetch clicks from analytics. ReSlug on all plans, Linkly from Starter, Cuttly as a chart from Single.
• Retargeting pixel: a tracking tag fired on click so an ad platform can later show ads to that visitor. Switchy is built around it.