How often do you get that kind of data from printed marketing? It’s a good way to package up multiple links into one link. Not all protocols are capable of being shortened as of 2011, although protocols such as http, https, ftp, ftps, mailto, mms, rtmp, rtmpt, ed2k, pop, imap, nntp, news, ldap, gopher, dict and dns are being addressed by such services as URL Shortener. Yourls is a way to homebrew your own shortened links so that you don’t have to rely on that middleman.
See if you are using Classic Analytics (ga.js) or Universal Analytics (analytics.js).