Trackable Links allow businesses to see who actually clicked on the link verse just knowing how many clicks on the links.
The TinyURL shortcut will only create bit.ly links, which you can only track a total number of views but individual subscribers.
To insert individual trackable links in your message; click on "Click-Through URL" icon from the text message shortcuts and enter your URL to generate markup.
Insert Trackable links:
URL Click-through reports:
To access Click Through Report report, go to Reports and Click on "Click Through Report" link
Now, just click on original URL to see the detail individual click-through report.