Abbreviate or shorten: Use common abbreviations to make things shorter or just chop off some letters of your name. HootSuite also allows you to view a dashboard that tracks clicks for each shortened link shared in the management system. URL shorteners typically work by redirecting users using a special server response commonly referred to as a "301." This tells the browser that the resource at your short URL has been permenantly moved to the full URL's location. Shortened links allow you to share long URLs in a Tweet while maintaining the maximum number of characters for your message. Many URL-shortener services offer the option to track how many clicks each link gets. Backlinks: These are those links by which a visitor to your website can click and go to another website.
See if you are using Classic Analytics (ga.js) or Universal Analytics (analytics.js).