• Aaron Rodrigues
• Syama Krishna

URL shortening services present both advantages and risks in web analytics, security, and privacy. They facilitate granular tracking of user engagement metrics, such as click-through rates and geographic data, enabling optimized content strategies [3], while also improving social media sharing efficiency [4]. However, the obfuscation of URLs introduces significant security vulnerabilities, as attackers exploit shortened links to conceal phishing and malware distribution [4]. Advanced machine learning models, including deep learning approaches, have been developed to detect such threats, but they struggle to keep pace with evolving evasion techniques [1, 6, 7]. Mobile users are particularly vulnerable due to limited visibility of truncated URLs on compact interfaces [2]. Privacy concerns arise from centralized services aggregating sensitive user data, such as IP addresses and browsing habits, often violating GDPR principles like data minimization and transparency [4, 5]. Centralized infrastructures also pose risks of single points of failure, while decentralized alternatives lack standardization [4, 8]. Effective mitigation requires hybrid solutions, combining machine learning pre-screening, user education, and regulatory oversight [1, 5, 7]. Addressing the dual nature of this technology demands multidisciplinary collaboration to balance utility and safety.

URL shorteners, web analytics, cybersecurity, phishing URL detection, machine learning, deep learning, graph-based machine learning, loopy belief propagation, NLP features, segmentation, cyber-attacks, malicious URL detection, URL shortening risks, user perspective, scientific review, phishing detection tools, enhanced phishing detection, security threats, URL-based threats, cyber threat prevention.

"The Double-Edged Sword of URL Shorteners: Impacts on Web Analytics and Security", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 2, page no.d702-d706, February-2025, Available :http://www.jetir.org/papers/JETIR2502379.pdf

"The Double-Edged Sword of URL Shorteners: Impacts on Web Analytics and Security", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 2, page no. ppd702-d706, February-2025, Available at : http://www.jetir.org/papers/JETIR2502379.pdf