CNAME record

A CNAME record, short for canonical name, points one hostname at another name instead of at an address. A resolver that receives a CNAME for go.brand.com restarts its lookup on the target and returns whatever addresses it finds there. Nothing about the address is stored in your zone, which is exactly why platforms ask for one: the provider can move, add or renumber its servers and your DNS never needs editing.

The specification imposes one hard rule. A name carrying a CNAME may carry no other record, so a CNAME cannot sit on a bare domain, which always has authority and nameserver records, and it cannot be added to a hostname that already has an A or TXT record. Delete the old record first, or pick another prefix.

Connecting a branded short domain usually means three records: the CNAME for traffic, a TXT record proving you control the name, and a second CNAME delegating certificate validation so renewals never need another DNS edit. On providers that proxy traffic by default, the record must be set to DNS only or validation fails.