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Introduction URL shorteners have become an essential tool for businesses and marketers to track clicks on their online content. They are used to shorten long URLs into shorter ones that are easier to share. manage. and analyze. However. the use of URL shorteners has raised concerns about click tracking and attribution accuracy. In this article. we will explore the impact of URL shorteners on click tracking and attribution. What is a URL Shortener? A URL shortener is a tool that takes a long URL and creates a shortened version of it. The shortened URL redirects users to the original URL when clicked. This helps to make links more manageable and easier to share on social media platforms or in emails. The Impact of URL Shorteners on Click Tracking Click tracking is the process of monitoring how many times a link has been clicked. It allows businesses and marketers to measure the effectiveness of their marketing campaigns. When using a URL shortener. the number of clicks can be tracked by the service provider who created the shortened link. However. some URL shorteners do not provide detailed information about the location. device type. or other metrics related to clicks. This lack of data can result in inaccurate reporting and analysis of click through rates CTR . For example. if a

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