The main uses of URL shorteners are:
They make links more manageable.
They can track and compile click data.
They can be transformed into Social Media services.
They can provide users useful features.
They promote sharing.
Here, we are using Bit.ly url shortener service. They provide very efficient click tracking and almost 100% of uptime. They also provide a good dashboard for managing short URLs.
NB: Obtain an API Key from bit.ly for accessing the Bit.ly services