A really good thing with URL shortener is that they offer some kind of analytics and click tracking like www.small-link.com. If you share someone else's website address with your audience, you don't necessarily know who clicks through. If you use a URL shortener, however, you'll be able to collect data like the number of clicks the link gets, where they're coming from, and what devices people are using. Generally speaking, the more detailed and powerful these analytics, the higher the cost of the service. Free services tend to have basic click tracking, while premium marketing services like www.small-link.com will collect as much data as possible—and even allow you to serve different URLs to people in different places or using different devices.