Ow.ly is a URL shortening service that allows users to create shorter links for sharing on social media and other platforms. It is part of the Hootsuite social media management tool, which helps users manage multiple social media accounts in one place. By shortening URLs, Ow.ly makes it easier to share links without taking up too much space. In addition to shortening links, Ow.ly provides analytics to track the performance of shared links. Users can see how many clicks their links receive, which can help them understand audience engagement and improve their online strategies. This feature is particularly useful for businesses and marketers.