...It’s built for branded link ownership, letting you use your own domain for short links instead of relying on a third-party shortening service. Beyond basic shortening, it adds “smart routing” capabilities so a single short link can send different users to different destinations depending on factors like country or device type. The project also treats analytics as a first-class feature, capturing click activity and breaking it down by referrer, geography, device, browser, and campaign parameters to support marketing and operational reporting. ...