One of the most telling things about the web is that it can tell you everything that happens. From a marketing stand that is exceptionally useful information and knowledge. In an idea situation you can dial up and dial down specific campaign elements based on actual conversions and attention.
The prime challenge is knowing what is worth tracking and more importantly what the success metric is. In working with clients the success metric is one of the most difficult pieces of information to nail down. Providing clients the most valuable and pertinent statistic to measure does not always guarantee that they will choose to measure what is worth measuring. With these small URLs in action something so previously difficult to understand, origination location, could become the hottest new metric on the market.