Google has launched it's own URL shortener, in the style of bit.ly and tinyurl. The new service, goo.gl, is currently available only for Google products use, but I assume unless something goes awry, it will be extended out to general use in the future.

So far, I always use tinyurl, because I have always found it to be reliable, plus, the links can be tracked by most analytics packages. I commonly tag a link with Google Analytics tags, and then tinyurl it, for campaigns on Twitter or any others which won't let me use anchor text. Bit.ly won't get tracked unless you tag it with Google analytics tags, so you need to remember to do that if you use bit.ly.

I assume that Goo.gl links will be trackable in Google analytics, like tinyurl, but being a Google service, maybe it will have even better inbuilt tracking?

Check out this Sidewiki that appeared on the Goo.gl web page - someone pre-advertising their own product, pretty tricky...good on him!