Every access requires more requests (at least one more DNS lookup, though it may be cached, and one more HTTP/HTTPS request), thereby increasing latency, the time taken to access the page, and also the risk of failure, since the shortening service may become unavailable. HootSuite ow.ly statistics shows different clicks on links shared through the management system. Click tracking in Sailthru is done through your link subdomain. See if you are using Classic Analytics (ga.js) or Universal Analytics (analytics.js).