dub.co - Open Source URL Shortener & Link Attribution

Addressing Affiliate Link Concerns with Dub.co

Recent weeks have seen PayPal’s Honey, a coupon-finding service, facing scrutiny. The controversy centers around allegations that the tool surreptitiously generated affiliate revenue by modifying product link attributes posted by content creators.

The core of the issue lies in the mechanics of affiliate links and the determination of which entity receives credit for a purchase made through them.

Dub.co: A Solution Through Direct Attribution

Steven Tey, a former employee of Vercel, believes his open-source URL shortener and link-tracking platform, Dub.co, offers a potential resolution. His approach involves eliminating the reliance on coupon codes and instead embedding attribution directly within the link itself.

The company is developing an attribution and affiliate product empowering creators to generate their own unique links. Discounts would then be applied exclusively when users access the product through these specific links.

“Our aim is to provide creators and businesses with significantly more transparent attribution,” Tey explained in an interview with TechCrunch. “This will help prevent scenarios similar to the Honey situation, where attribution can be easily misappropriated.”

From Open Source Project to SaaS Service

Tey initially launched Dub.co as an open-source URL shortener while employed at Vercel. He subsequently integrated link tracking functionality.

This project was initially conceived to gain a deeper understanding of the products being developed at Vercel. Over time, Dub.co evolved into a fully-fledged Software-as-a-Service (SaaS) offering.

Tey departed from Vercel in late 2023 and simultaneously established the Dub.co company.

“A significant challenge we faced was accurately tracking attribution to understand the source of our revenue,” Tey stated. “At Vercel, we lacked clear insight into how our developer advocacy efforts, such as creating articles and tutorials, translated into tangible revenue. This realization was the genesis of Dub.”

Following the launch of Dub.co, Tey observed that the affiliate marketing landscape was outdated and lacked robust customization options. He recognized that link tracking encompassed more than just URL shortening services.

Current Applications and Client Base

While businesses and enterprises represent the primary revenue stream, Dub.co also provides a free plan for link shortening and tracking.

The startup is currently collaborating with the Malaysian government to leverage the open-source component of the project in developing a link shortener and tracker for governmental authorities.

Furthermore, companies like Twilio utilize the SaaS-hosted version of Dub.co, customizing it to monitor their links, campaigns, and events. YouTube channels, including Huberman Lab, are also employing Dub’s solution for affiliate tracking.

Introducing Conversions: Real-Time Marketing Tracking

This week, Dub.co unveiled a new product called Conversions, designed to monitor marketing clicks as they translate into sign-ups or sales in real-time.

The company asserts that this feature will enable businesses to track key metrics such as customer acquisition costs, retention rates, and lifetime value, ultimately providing a more comprehensive understanding of marketing ROI.

Dub.co also offers integration capabilities with platforms like Shopify and Stripe to facilitate more accurate conversion tracking.

Tey emphasized that while Dub.co incorporates AI features, the intention is not to allow them to overshadow the core functionality of the product.

Currently, users can leverage AI to generate custom reports or receive suggestions for link titles and descriptions. The startup is also utilizing AI for automated link categorization.

Industry Recognition and Investment

Joseph Jacks, founder of OSS Capital, highlights Dub.co’s competitive advantages, citing its open-source nature, superior user experience, and design.

The company has secured $2 million in funding from investors including OSS Capital, Vercel CEO Guillermo Rauch, Balaji Srinivasan, the founders of design service Framer (Jorn van Dijk and Koen Bok), former Facebook designer Soleio (an early investor in Vercel, Perplexity, and Figma), and Cal.com Chairman Peer Richelsen.

“Links are fundamental to the internet, and when combined with attribution, the potential market is substantial – easily exceeding tens of billions of dollars,” Jacks stated via email to TechCrunch.

“By transforming short links into attribution engines, Dub.co empowers marketers to finally answer the critical question of ‘What is the return on my marketing investment?’ – supported by concrete conversion data.”