I scanned a qr code from a competitor today, and they used the googl URL shortner. Though the destination was a facebook page, not an actual website, I noticed that there weren't any parameters attached to the URL.
And even though this didn't apply to the URL, it got me wondering if there are any advantages to using the Google URL shortener and it's API as opposed to using something like bit.ly when sending utm tracking codes to Google Analytics, such as hiding the utm_
codes from competitors.