A URL shortener beautifies your links, make them short to easily tweet and keep statistics on clicks. It’s a very useful tool when it comes to marketing, you can figure out the best times for postings, where to post and what to post. Now there a few online services that do that: bit.ly, goo.gl, tinyurl.com, wp.me and many more.
YOURLS stands for Your Own URL Shortener. It is a small set of PHP scripts that will allow you to run your own URL shortening service (a la TinyURL or bitly). Running your own URL shortener is fun, geeky and useful: you own your data and don’t depend on third-party services. It’s also a great way to add branding to your short URLs, instead of using the same public URL shortener everyone uses.