If you’ve relied on Google’s URL shortener tools to manage your links, there’s a major shift you can’t ignore. Google shut down its original goo.gl service back in 2019, and more recently, Firebase Dynamic Links (FDL) support officially ended on August 25,
If you’ve relied on Google’s URL shortener tools to manage your links, there’s a major shift you can’t ignore. Google shut down its original goo.gl service back in 2019, and more recently, Firebase Dynamic Links (FDL) support officially ended on August 25, 2025.
While pushing this to the side might have been easy, the time to migrate is now.
This guide is designed to help you navigate that transition smoothly. Whether you used goo.gl for basic link shortening or FDL for dynamic routing and app integration, there are powerful alternatives available today.
The key is finding a tool that fits your current needs without losing tracking capabilities or breaking existing workflows.
We’ll walk through what changed, what to look for in a new solution, and how to move everything over without causing disruptions to your links, campaigns, or customer experience.
What Happened to Google's URL Shortener Services?
Google’s journey with URL shorteners started in 2009 when it launched goo.gl. It was a simple, fast, and reliable way to turn long URLs into manageable short links.
Businesses and marketers adopted it quickly, thanks to its seamless integration with Google Analytics and overall ease of use.
However, in 2018, Google announced the gradual discontinuation of goo.gl, officially turning off the service in 2019. Users were encouraged to switch to Firebase Dynamic Links (FDL), a more advanced tool built around app engagement and deep linking.
FDL was ideal for directing users to specific screens inside mobile apps, even if the app hadn’t been installed yet.
Over time, many businesses started using FDL as a go-to solution for cross-platform link management. However, as of August 25, 2025, Google also ended support for the FDL API.
Existing links may still function temporarily, but key features, analytics, and API integration are no longer supported.
That leaves a gap, especially for businesses that depended on FDL’s robust capabilities. If you're still using these services or haven't migrated yet, now is the time to shift to a more sustainable tool.
Why Migration Is Essential Now
With Google’s URL tools now phased out, keeping outdated systems in place puts your business at risk. Even if your short links are still redirecting, their long-term functionality and performance tracking are uncertain.
Here’s why migrating should be a priority:
- Existing Firebase Dynamic Links may stop working entirely over time
- You’ll lose access to link analytics and performance data
- App deep linking will no longer function as expected
- Your workflows that depend on the FDL API may break
- Link branding and customization will no longer be manageable
- There's a risk of broken user journeys from marketing emails, SMS, or ads
- Future-proofing requires using platforms with ongoing support and development
Migrating early will help you stay ahead of issues before they affect your users or marketing results. It also gives you time to choose the right tool, without scrambling when something suddenly stops working.
What to Look for in a URL Shortener Post-Google
Choosing the right replacement for Google’s URL shortener services means focusing on tools that match or exceed what goo.gl and FDL offered. A solid link shortener should also improve how links are managed, tracked, and used in marketing or operations.
When picking a new tool, keep these features in mind:
- Easy-to-use dashboard for managing links
- Real-time analytics to track performance
- Branded short domains (custom URLs)
- UTM parameter support for detailed campaign tracking
- Password-protected or time-limited links for private sharing
- Integration with marketing tools and CRMs
- Bulk link creation and import options
- API access for developers or automation
- QR code generation built-in
- Simple migration tools to import from older platforms
Bonus features to look out for:
- Deep linking that automatically routes users to the right app content
- Mobile-friendly routing that adjusts links based on the user’s device
The right tool should enhance how links are shared, measured, and optimized, whether for your marketing team, sales department, or customer support.
Top URL Shortener Alternatives to Consider
There are several trustworthy and feature-rich tools available now that Google’s services are offline. Below are some of the best options to help replace goo.gl or FDL, depending on your needs.
Tnye
Tnye is a newer option perfect for those who want more than basic shortening. It includes deep linking, QR code creation, password-protected links, DNS lookup, binary converter, Morse translator, and many more.
Tnye offers growing integration options and has a clean, user-friendly interface. If flexibility and variety are important, Tnye is a strong contender, especially for content creators or tech-forward teams.
Bitly
Bitly is one of the most well-known and widely adopted link shorteners. It offers link management, branded short domains, QR code generation, and a powerful analytics dashboard.
Bitly’s business plans provide real-time click tracking, user segmentation, and campaign grouping. It’s especially useful if you're already working across multiple platforms and want to centralize your links and insights in one place.
Rebrandly
Rebrandly focuses on link branding. It allows full control over custom domains and branded slugs, helping maintain consistency across all shared URLs. It also supports UTM tagging, team collaboration, and detailed analytics.
Rebrandly is particularly popular with businesses that emphasize brand recognition and want all links to reflect their identity, even in SMS or offline campaigns.
TinyURL
TinyURL is a reliable, no-frills option with a long-standing presence in the industry. It’s simple and fast, and the Pro version offers analytics, branded domains, and custom aliases.
The tool works well if you're looking for something straightforward without a steep learning curve. It doesn’t have advanced features like deep linking, but it remains dependable for daily use.
BL.INK
BL.INK caters to businesses that need detailed insights and enterprise-grade features. It includes robust analytics, access controls, link expiration settings, and collaboration tools.
BL.INK supports integration with CRMs, marketing platforms, and data pipelines. It’s especially ideal for medium to large teams needing compliance and scale without sacrificing usability.
Switchy
Switchy is a link shortener with a strong focus on retargeting and customization. You can add pixels to your shortened links, customize previews on social media, and monitor link engagement.
It’s a great option if you're heavily focused on social media ads, influencer campaigns, or remarketing workflows.
Step-by-Step Guide to Migrating from Google FDL to Another Tool
Migrating from FDL may sound like a hassle, but the process becomes much smoother when broken into clear, manageable steps. Whether switching to Tnye, Bitly, or another platform, the key is to keep your existing workflows and link data intact.
Follow these steps to ensure a successful transition:
- Export Your Current Links: Download all existing FDL links into a CSV or spreadsheet before the service shuts down completely.
- Take Inventory: Identify which links are active, embedded in apps, or used across campaigns, emails, or ads.
- Choose Your New Platform: Pick a tool that supports deep linking, analytics, and custom domains similar to FDL.
- Set up Your Custom Domain: If your business used branded domains, make sure to configure them with your new tool for consistency.
- Migrate Links in Batches: Instead of bulk pasting, group links by purpose (app, marketing, support) and migrate them strategically.
- Create Deep Link Equivalents: Rebuild deep links on the new platform using matching parameters for app-specific routing.
- Test Thoroughly: Before launching public use, check that mobile devices, app installs, and fallback URLs are all behaving as expected.
- Redirect Old Links (if possible): Use server-side redirects or DNS records to route traffic from legacy FDL links to new short links.
- Update Embedded Links: Go back through marketing assets, websites, or email templates to replace all existing FDL URLs.
- Monitor Performance: After going live, track analytics closely to ensure traffic and conversion rates are not disrupted.
Taking a structured approach will reduce downtime, avoid broken links, and retain valuable performance data.
Replacing FDL’s Deep Linking Features
One of FDL’s strongest features was deep linking, sending users directly to specific content inside a mobile app. Luckily, many modern shorteners now offer deep linking support, including fallback logic when apps aren’t installed.
When replacing this feature, ensure your new platform lets you create links that detect the user’s platform and handle redirection intelligently. Look for options to set behavior separately for Android, iOS, and desktop.
Some tools also let you attach metadata, preload content, or personalize app experiences from the link click itself. This is essential for maintaining conversion rates and user retention.
If your app uses deferred deep linking (routing users to the right screen after app install), prioritize platforms that offer SDKs or integration documentation. It may take a few extra setup steps, but recreating this experience will guarantee continuity and avoid friction for users.
Common Migration Mistakes to Avoid
Moving away from FDL comes with potential pitfalls. Here are some common ones to avoid:
- Forgetting to back up existing link data
- Not updating embedded or shared URLs
- Choosing a tool that doesn’t support deep linking
- Skipping QA or link testing
- Ignoring mobile-specific behavior
- Overlooking analytics continuity and UTM tracking
- Assuming redirects will work forever without checking
- Leaving team members out of the transition process
Conclusion
With Google’s URL shorteners officially retired, now is the time to act. Migrating to a reliable platform gives full control over link behavior, branding, and analytics. While it may seem like extra work upfront, it unlocks better tools and more flexibility than ever before.
From deep linking to campaign tracking, today’s link shorteners are built to serve businesses, not just shorten links. Take the time to choose the right solution, migrate methodically, and optimize your link strategy moving forward.
Don’t wait until links break. Migrate today and build a more future-proof setup for your team and customers.