What Advanced Features Does Dub Offer for Short Links?

Dub's short links go beyond simple URL shortening: each link can carry branded domains, QR codes, device and geo targeting, A/B testing, deep links, expiration, cloaking, password protection, custom previews, folders, tags, and a UTM builder. These features are aimed at marketing teams that need to route, measure, and manage links at scale rather than just shorten them. The sections below cover what each feature does and when it's worth using.

Branded short links and custom domains

Dub lets you create branded short links using custom domains that match your brand, rather than a generic shared domain. The site states that custom domains can boost click-through rates by 30%, and that each short link automatically generates a matching QR code.

When you add a domain, Dub shows the DNS records you need to configure. The page evidence lists both an A Record and a CNAME Record, with fields for Type, Name, Value, and TTL. A domain shown as "Pending" (for example, try.acme.com) stays unverified until those records are set; once verified, it's marked accordingly. If you plan to run links under your own subdomain, budget time for DNS propagation before launch.

Link routing and targeting

These features decide where a click lands, based on who the visitor is or what device they use:

• Device targeting — send mobile and desktop visitors to different destinations.
• Geo targeting — route visitors by location.
• A/B testing — split traffic between destinations to compare performance.
• Deep links — open a specific screen inside a mobile app instead of a web page.
• Link expiration — set links to stop working after a defined point.
• Link cloaking — keep the short link visible in the browser instead of showing the destination URL.

A practical example: a launch campaign can use one short link that sends iOS users to the App Store, Android users to Google Play, and desktop visitors to a landing page — with an A/B test running on the desktop destination. If you only need a single static redirect, most of these settings add configuration without benefit.

QR codes and custom previews

Every short link can generate a QR code automatically, and Dub supports customizing it with a logo and color so it matches your brand. Custom link previews let you control how the link appears when shared (for example, in social or messaging apps). QR codes are most useful for print, packaging, or event materials where a clickable link isn't possible.

Organization and access control

For teams managing many links, Dub provides:

• Folders — group related links together.
• Tags — label links for filtering and reporting.
• Role-based access control — restrict who can view or edit links.
• Password protection — require a password before a link resolves.

These matter most once link volume grows. A small team running a handful of campaigns can often work without folders or role restrictions; an organization with multiple stakeholders and shared domains will want them to avoid accidental edits.

UTM builder

Dub includes a UTM builder, so campaign parameters (source, medium, campaign, and similar) can be attached to links consistently. This is what makes downstream conversion analytics meaningful — without consistent UTM tagging, attribution data becomes hard to compare across channels.

How to choose which features to use

Start with a custom domain and the UTM builder if you're running paid campaigns, then add targeting and A/B testing once you have traffic to compare. Folders and access control can wait until more than one person is managing links.

Dub positions these features as part of a broader link attribution platform that also covers conversion tracking and affiliate programs, so the short-link features are designed to feed into that measurement layer rather than stand alone.