Use case
Newsletters
A newsletter is mostly links, and every one of them is a chance for a mail gateway to decide the message is not worth delivering.
The problem
What gets in the way
Generic shortener domains are heavily used for phishing, so they are treated as a class rather than judged one link at a time. Gateways rewrite or strip them, some filters weigh them, and none of that is a judgement about your specific link.
How it works
Three steps with Lua
Send from a domain you control
A subdomain of the domain the newsletter already comes from keeps the link consistent with the sender, and carries your reputation rather than a stranger's.
Tag the issue
One tag per issue and UTM parameters per link, so a click reads back as "issue 42, the second link" rather than as an anonymous visit.
Compare issues, not totals
Filter by campaign over the week each issue went out. What matters is whether this issue beat the last one.
What's included
Built for this
- Custom domains
- UTM parameters
- Tags per issue
- Click history that does not expire
Where it stops
The honest limit
A short link cannot tell you who clicked. Email platforms can, because they identify the recipient; Lua sets no cookie and sees only the request.
Other use cases
See how else Lua is used
Use case
Marketing campaigns
Tag every placement before you publish it, and read back which one actually moved. UTM parameters, per-campaign tags, and click data that does not expire.
Use case
Agencies
A domain per client, links grouped by account, and analytics you can hand over. Predictable pricing that does not scale per brand.
Use case
Creators
One link in the bio, one on screen, one in the description, and a clear answer about which of them people actually open.
Ask AI
Still deciding on a shortener?
Ask a neutral AI to weigh Lua against the alternatives. The comparison pages are public, so it has something real to read.
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