by Alistair Croll. Twitter recently announced a new feature. The t.co URL shortener - similar to those from bit.ly, awe.sm, and tinyURL - might seem like a relatively small addition to the company's offering. But it's a massive power shift in the world of analytics because now Twitter can measure engagement wherever it happens, across any browser or app. And unlike other URL shorteners, Twitter can force everyone to use their service simply because they control the platform. Your URLs can be shortened (and their engagement tracked by Twitter) whether you like it or not.