Here you'll find an ever-evolving list of terms to help you understand the BudURL platform and hopefully the concept of link management as a whole. Please consider these definitions to apply specifically in the context of BudURL and link management - some certainly have different meanings in other contexts.

Find a concept is missing? Let us know!

Activity Stream

A one-of-a-kind feature unique to BudURL, the Activity Stream allows you to view your traffic as it happens with updates every 10 seconds. In real-time, view traffic by:

  • Link or Page clicked on
  • Referrer (where they are clicking your link from)
  • City
  • Browser type
  • Device type
  • The long URL associated with your short link

The Activity Stream is located in the left-hand navigation menu when logged in to BudURL.


An account admin can view and edit all links and stats in all domains associated with the account. An admin can also move links from one user to another, add and remove users, and update billing information.


An API is a set of routines, protocols, and tools for building web-enabled and mobile-based applications. The API specifies how you can authenticate (optional), request and receive data from the API server. BudURL offers an open and robust API, meaning you can connect to it and pull your data in from just about any platform. Read BudURL's API documentation here, and check out these blog posts for some of the ways our customers are using it:

Robust API Integration for Flexible Short URL Management

6 Savvy BudURL API Integrations


The BudURL bookmarklet is a handy widget you can drag to your browser's bookmark toolbar for quick access to create branded short URLs without have to log in to the full version of the platform. You'll find this in your BudURL settings page - click here for details.

Catch-All Link

The term relates to BudURL's dynamic routing feature. The catch-all link is the destination you choose to route all traffic that does not satisfy one of the rules you have set. Traffic whose origination or device info cannot be determined will also land here.


A click refers to a visit to a short URL- every time the redirect link you've created in BudURL is accessed, we record a click. Questions about how we track clicks? This article may be helpful. Otherwise, ask us!

Deep linking

Deep linking refers to linking the users to a specific location within a mobile app, instead of just opening the app and taking them to front screen. It can be an effective way of combating bounced traffic on mobile devices. If the user does not have the app in question, the deep link would direct them to the app store for their device in order to prompt a download.

Delete Link Date

This is an optional feature found on the form to create a new link. It is essentially a self-destruct function - you can set a date at which the link (and all of the stats connected to it!) will be automatically deleted from the system. It prevents you from having to manage expired links in perpetuity. It is handy when you are creating a large amount of links that are one-time or short-term use, but should not be used if you want to preserve the reporting attached to the links, unless you plan to download and save the stats on your own prior to the delete date.

Desktop vs Mobile

This is an analytics measure of click traffic that is coming from a desktop device (including laptops) as compared to a mobile device (typically defined as a handheld device that connects to a cellular data network.) Mobile devices include smartphones and tablets.

Domain (Including Branded Domain, Custom Domain, Short Domain, Primary Domain)

Your primary domain is the hosted site where your business website lives. Your short domain is also hosted, and will act as the foundation upon which all of your short links are built and routed. Branding your domain with your company name is highly recommended as it will build trust and equity in your links as well as promote awareness of your brand. We are here to help if you would like guidance and tips on choosing a domain and/or the registration process.

Primary Domain vs Sub Domain

You should not use your primary domain to host your shortlinks, as this can quickly lead to broken links and causes problems down the road if you ever want to modify your site structure. However, a sub-domain is a great option- it is simply a prefix in front of your primary domain, and it's instantly branded and tied to your business. Also, you won't have to register an additional domain with your hosting service.

Using our brand as an example:

Primary domain:

Sub domain(s):,,

You may also choose to register an entirely new domain, if you'd like to use less characters or just a different custom approach. This is also an effective way to brand your links. Examples include: (Patagonia) and (Pizza Hut)

Dynamic Routing

A one-of-a-kind feature unique to BudURL, dynamic routing allows you to create one short URL and route traffic through it to different destinations based on if, then set rules. Routing can currently be set by device, language, time, date, day of the week, and location. For example, you can post one link to your weekly specials and have it route to different pages based on what day of the week it is when it gets clicked. Lots more on dynamic routing here.

Hashtag / Hash

We refer to the suffix of the URL that identifies your unique short URL destination as the hashtag. For example, in the following link, /lets-go would be considered the hashtag: You can leave the hash field blank when creating a link, and random letters and numbers will be generated. Data shows that links with customized hashtags do get more clicks, though.

Hourly Click

This is an analytics measure that tracks link clicks by the hour of the day that they came in. It is handy for planning your promotion schedule as you have a look into when your links are getting the most clicks. Note that filtering the dashboard by date ranges will update the hourly click stats based on the specified dates.


This feature may be recognized as a tagging system. You can create Labels to group links by certain characteristics for easy filtering and reporting. Labels can be individual (only you can see them) or Global (everyone can see them.) There are no limits to how many labels you can create and how many you can attach to a specific link. Read more about labels here.

Large URL / Long URL

It may be helpful to think of this as the destination URL. The long URL is the final URL where the user will arrive after being redirected through your short URL. It is the first thing you will be asked for when creating a link.

Masked Link

A masked link simply means that the long URL will not be displayed to the end user. It can be used if you'd like to hide UTM parameters or additional data that has been appended to your long URL. The user experience is seamless- when they click on a short URL, it will be the only URL they see in their browser bar, even after redirect. The masked link form can be found in the Add New menu located in the top right corner of your BudURL platform.


This is a digital marketing term we have discussed in several blog posts. In a nutshell, omnichannel refers to guiding user experience so that they see the same consistent material and messaging whether they interact with your brand online, over the phone, in person, or via mobile device. Blog posts on the subject:

How to Approach Omnichannel Marketing

Omnichannel Campaign Reporting with Labels

Owner (Account)

The BudURL account owner is the person who created the account and will receive important account alerts or updates. The owner is a full account admin and is the only one who can close the account or transfer ownership to another person.

Owner (Link)

Link owner simply refers to the user who originally created a short URL and has access to edit, delete and report on it. Reporting admins can view link stats on links they do not own, and account admins can view, edit and move short URLs between owners if needed.

Redirect (including Temporary Redirect, Permanent Redirect)

In general terms a redirect refers to the process of directing a user from one place to another through the use of a short URL, while collecting stats along the way. The types of redirect to use (Permanent 301 and Temporary 307) should be decided based on one's needs - more guidance on that here.


This analytics measure indicates the site where the traffic originated for your short URL click. For example, if you posted a short URL on Facebook and it received 25 clicks, those would be tracked as referral traffic from Facebook, aka the referrer.

Reporting Admin

A BudURL access role that allows viewing and filtering of all user links, with no editing privileges.


See Dynamic RoutingĀ 

Short URL

The shortened version of the long URL that you'll create when using BudURL. An end user experiences the same output when clicking it as a long URL, but the traffic is routed through the BudURL platform in an instant redirect, which allows tracking of all kinds of stats from the end user. The short URL has the added benefit of being more aesthetically pleasing due to its brevity, as well as saving your character count if you're using on Twitter. Also, a shortURL can be branded with a custom domain whereas a long URL requires the exact web address in order to work properly.

Total Clicks

This analytics measure counts the total clicks received in a given time period. This is often mapped on a time scale so you can see what days of the week are gathering the most clicks. BudURL dashboards can be filtered to show total clicks for a specific date range.

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