You likely arrived here because you recently received warnings about your old goo.gl links. Google completely ended the Google URL shortener creation tool back in March 2019. Now, the final phase of the deactivation timeline is complete, with the end of inactive link redirect support in August 2025.
As of August 25, 2025, inactive goo.gl links (those showing no activity in late 2024) have stopped working. Active goo.gl links that still redirect and never showed a warning message will continue to work indefinitely. However, since Google discontinued new link creation in 2019, you’ll still need an alternative for creating new short links.
Whether you’re looking to replace deactivated goo.gl links, need a URL shortener for new projects, or just want to explore modern alternatives with better features, you’ve come to the right place.
A URL shortener turns long web addresses into compact, shareable URLs that are much easier to distribute and measure. We designed this guide as a practical comparison of 10 proven URL shortener tools to help you pick the right fit for your specific needs and budget. While the transition away from Google might feel inconvenient, today’s URL shortener alternative options offer far more capabilities than goo.gl ever did. Bitly stands ready as a trusted resource in link management to help you navigate this change.
Note: The brands and examples discussed below were found during our online research for this article.
Key takeaways
- Today’s alternatives to Google’s URL shortener, like Bitly, add branded domains, real-time analytics, and QR Code support that goo.gl never offered.
- A free URL shortener covers basic sharing, but most businesses eventually outgrow a free plan. Organizations benefit significantly from paid plans featuring custom URLs, deeper click tracking, and team collaboration.
- You must select the right tool based on your budget, the number of links you manage, and your need for advanced analytics, branded domains, or governance controls.
- You can migrate away from goo.gl straightforwardly when a platform supports bulk creation and import tools. Planning your migration ahead of time helps you preserve reporting continuity.
- Tracking QR Code scans and short link clicks in one single dashboard makes it easier to measure engagement across both digital and offline channels.
Why you need a Google URL shortener alternative
Google discontinued the Google URL shortener creation tool in March 2019. The final phase of this shutdown occurred on August 25, 2025, when Google completely ended redirect support for all inactive goo.gl links. Their replacements, Firebase and Dynamic Links, do not function as URL shortener replacements. Google simply no longer offers a URL shortener service. If you are new to link management and want to understand the basics, we highly recommend reading our complete guide to URL shortening.
You need a new tool to handle your links. Fortunately, modern URL shortener tools do much more than compress links for convenience. The best URL shorteners provide detailed analytics, branded links, QR Code generation, targeting, and campaign tracking capabilities. You will quickly discover that today’s options perform much better than goo.gl ever did. This transition may feel inconvenient, but we assure you that moving to a modern link management platform will elevate your digital marketing efforts.
How we picked the 10 best short link tools
We evaluated these tools using strict criteria to ensure we recommend the best options for your workflow. We looked closely at feature depth, pricing transparency, ease of use, advanced analytics, integrations, and user sentiment.
This roundup includes a diverse mix of tools to serve different use cases. Our list features quick and free link shortening options, branded marketing links, solutions for developer workflows, and enterprise governance platforms. We want to ensure that every reader finds a tool that perfectly matches their specific operational needs.
Quick comparison of features, pricing, and sentiment
We created this scannable comparison table as a fast way for you to shortlist tools before you dive into the detailed breakdowns. You should revisit this table after reading the individual reviews to make your final selection with full context.
| Tool Name | Free Plan Availability | Custom Domains | Analytics Depth | Best For | Notable Limitation |
| Bitly | Yes | Paid Plans | Advanced | Businesses and marketers | Free account lacks custom domains |
| Rebrandly | Yes (Minimal) | Yes | Advanced | Brand-conscious teams | Minimal free plan |
| Short.io | Yes | Yes (Required) | Advanced | Startups and developers | Requires a custom domain |
| TinyURL | Yes | Paid Plans | Basic | Quick, anonymous shortening | Dated user experience |
| BL.INK | No | Yes | Advanced | Mid-size to large orgs | No free plan |
| Dub | Yes | Yes | Advanced | Tech-savvy users | Less maturity than incumbents |
| Linkly | Yes | Yes | Advanced | Advertisers | Smaller platform |
| GoLinks | Yes | Internal only | Basic | Internal team use | Not for external marketing |
| Polr | No | Yes | Advanced | Open source developers | Self hosted |
| T.LY | Yes | Yes | Basic | Small teams | Lacks enterprise features |
The 10 best Google URL shortener alternatives
We reviewed each option based on features, pricing approach, and best-fit use cases. Our list spans from no-signup simplicity tools to full link management platforms, ensuring you can find a relevant option.
1. Bitly
Bitly stands out as a comprehensive link management and QR Code generation platform. Key capabilities include branded short links and advanced real-time analytics. Large enterprises trust Bitly because we maintain SOC 2 compliance, and our platform integrates seamlessly with tools like Buffer, Salesforce, Zapier, and Sprout Social.
Bitly offers a free plan that covers basic URL shortening, but you will need a paid subscription to access custom domains and other high-level features. The platform works best for businesses and marketers who need brand consistency alongside detailed engagement reporting. Paid service tiers are available at $10, $29, and $199 per month.
2. Rebrandly
Rebrandly operates as a link management platform focused entirely on branded links using your custom domain name. It features a clean, minimalist interface that appeals to brand-conscious teams and integrates directly with platforms like HubSpot, SocialBee, and Zapier. The free plan is quite minimal, making Rebrandly a better fit for users ready to adopt a paid tier.
Standout features include custom URL slugs, editable destination URLs, and bulk link creation. Rebrandly serves brand-conscious teams that want straightforward link management without unnecessary complexity. Paid tiers are available at $11, $32, and $99 per month.
3. Short.io
Short.io emphasizes geo-targeting and device targeting capabilities to help you personalize your digital marketing campaigns. The platform offers a standout free tier that provides excellent value right out of the gate. However, you must connect a custom domain to use the free plan, which adds a setup step but ultimately improves the professional look of your links.
Short.io provides strong API access, automation features, and advanced targeting. Developers looking to automate their link creation process at scale should explore how to seamlessly integrate a ”shorten URL” API into their existing workflows. This tool works beautifully for startups and developers who want flexible, scalable short links with powerful automation potential. Paid plans are available for $5, $14, $48 and $148 per month.
4. TinyURL
TinyURL has built a strong reputation for simplicity since its launch in 2002. You do not need to sign up to use this free URL shortener. The platform offers persistent links and optional custom aliases for simple naming.
While it remains a popular choice, the analytics options are very basic, and the user experience feels more dated compared to newer URL shortener tools. TinyURL is best for quick, anonymous link shortening when branding and click tracking do not sit high on your priority list. The company offers two set-price tiers at $13 and $69 per month, and an enterprise plan with custom pricing.
5. BL.INK
BL.INK positions itself as a business-first platform offering cost-effective link management. It includes a unique Link of Record feature for tracking every single touchpoint across your marketing efforts. The platform routes clicks by date, time, language, device, and location to deliver advanced analytics. BL.INK does not offer a free plan, reflecting its paid-first approach for serious marketing programs.
The tool includes an open API, Zapier integrations, custom URL slugs, password protection, and expiration options. BL.INK serves mid-size to large organizations needing centralized control and enterprise-ready features. The company offers four regular plans priced at $48, $99, $299, and $599 per month, as well as a fifth tier with no set price for enterprise users.
6. Dub
Dub entered the market as a modern, developer-friendly URL shortener alternative. It provides an intuitive analytics dashboard and advanced controls like password-protected links, expiring links, geo-targeting, and built-in QR Codes. The modern UX appeals strongly to tech-savvy users who feel tired of older, dated interfaces.
Dub is a newer platform with less service history than established incumbents, which is a maturity trade-off you may need to take into consideration when evaluating its reliability as your link-shortening partner. Dub offers three regular tiers for $25, $75, and $250 per month, and an enterprise tier with flexible pricing that’s tied to the features you require.
7. Linkly
Linkly focuses heavily on performance marketers who prioritize conversion measurement. The tool supports retargeting pixels, click tracking, and A/B testing for destination URLs. This smaller platform purposefully built its features specifically for advertising workflows. Linkly is best for advertisers who want to attach retargeting pixels and rigorous testing to their short links.
This feature set may be overkill if you’re simply looking to shorten links and track their use, without deeply integrating them into your targeted digital marketing strategy. Unlike the other platforms listed here, Linkly offers paid plans based on the number of clicks your links receive per month, ranging from $18 for 5,000 clicks through to $569 for their unlimited package.
8. GoLinks
GoLinks functions primarily as a shortener for internal team use rather than external marketing campaigns. It transforms long URLs into memorable links formatted like “go/…” for company-wide sharing. GoLinks acts as a workplace productivity tool for knowledge bases and internal resources instead of a traditional public-facing URL shortener service.
It integrates smoothly with Slack and offers browser extensions to support your team workflows. GoLinks operates on a paid-first, team-based pricing model. It works perfectly for organizations that want structured, searchable internal links. Pricing is per-user, with $2/user/month and $4/user/month set-rate plans, as well as an enterprise option.
9. Polr
Polr is an open-source URL shortener that allows people to turn their long links into short, clean URLs. A distinct feature of Polr is its self-hosting option, which gives businesses full control over their data and links. This means you can set up your own URL shortener on your server without relying on third-party services. You can use Polr’s demo page to try out their services before committing to self-hosting.
Polr is best for personalized URLs with your own domain name, self-hosting for complete control over your links and data security, and its open-source codebase for developers to modify and improve upon. Since Polr provides open code, it is entirely free to use and self-host. You will need some technical knowledge to set up and maintain your own URL shortener using Polr, but it beats learning how to make a URL shortener from scratch.
10. T.LY
T.LY gives users a straightforward link shortener focused on simplicity and light branding options. The tool supports custom aliases and branded domains, but it offers fewer enterprise-level analytics features than its larger competitors.
T.LY suits individuals or small teams who need consistent short links without complex integrations or advanced campaign tracking. It stands as an excellent choice for solo operators who want affordable branded links. The platform offers three paid tiers: $5, $20, or $50 per month.
How to choose the right short link service
You should find a tool that aligns perfectly with your specific goals. The “best” tool depends entirely on your needs for branding, tracking depth, governance, and workflows rather than simple popularity. Even if you have never used a link management platform before, learning how to shorten a URL only takes a few clicks. We want to help you reduce the risk of switching tools twice by providing the following focused decision-making guidance:
Compare must-have features to your budget and scale
You should create a quick checklist of your needs before evaluating any tools. Write down whether you require branded domains, real-time analytics, QR Codes, UTM support, team roles, SSO, or specific integrations. Free plans often omit custom domains and meaningful analytics, so you should set realistic expectations if that’s what you’re seeking.
A free account may work fine for personal use, but a small business or large team usually needs paid controls and detailed reporting. We suggest starting with a trial or entry plan to reduce decision paralysis. You can upgrade as your volume and tracking needs grow.
Plan migration and bulk import of existing links
Switching tools should never mean losing your operational continuity or your link inventories. You should select platforms that support bulk link creation and CSV import to ensure a smooth transition.
Providers like Bitly offer dedicated migration support for users moving from other platforms, providing a massive practical advantage. You should export whatever historical link data you have before committing to a new URL shortener service to preserve your reporting continuity.
Review recent user sentiment and product roadmap
Be sure to check current reviews on sites like G2, Capterra, and Reddit to validate vendor claims. Look for feedback regarding support quality, reliability, and common pain points. You also need to look at a company’s release velocity and product roadmap.
Avoid stagnant products that may fail to keep pace with your evolving digital marketing needs. The link-shortening landscape has changed significantly since the days of goo.gl, so it makes sense to prioritize current performance over legacy reputation.
Make every click count with Bitly
Bitly operates as a complete link management platform rather than just a basic URL shortener. Our platform provides enterprise-grade insights and the ability to manage thousands of links without adding any operational complexity.
We can help you gain a massive advantage by using unified measurement for both QR Code scans and short link clicks. This omnichannel approach delivers clearer performance visibility, faster optimization, and stronger audience connections.
Are you ready to elevate your digital marketing strategy? Get started with Bitly today and maximize the power of your short URLs.
FAQs
What is the fastest way to migrate goo.gl links?
Because Google retired goo.gl, you cannot create new short links there. If you previously exported your goo.gl link list, the fastest way to restore functionality is to use a link shortener that supports bulk link creation or CSV uploads. This method allows you to recreate shortened URLs at scale and immediately regain click tracking capabilities.
Are free URL shorteners safe for business use?
Free URL shorteners can work well for personal or low-risk use cases. However, businesses typically benefit from paid plans because they include branded domains, stronger reliability commitments, advanced security controls, and administrative permissions that support collaborative team workflows.
Can I track QR Code scans and short link clicks together?
Yes. Some platforms, including Bitly, report both QR Code scans and short link clicks in a single, unified dashboard. This capability allows marketing teams to measure engagement across both digital and offline channels without separating their performance data.
Do URL shorteners harm SEO?
Reputable URL shorteners use permanent 301 redirects. A 301 redirect generally passes the ranking value directly to the destination URL. When implemented correctly, short links do not typically harm your SEO efforts. Final search performance ultimately depends on the quality of the destination page and your overall site structure.
