If you've landed on this page, you're probably looking for a reliable URL shortener—maybe because you just discovered Google's isn't available anymore, or you're seeing warning messages on some goo.gl links.
Here's what's happening: Google updated its approach to the goo.gl shutdown. As of August 25, 2025, only inactive goo.gl links (those showing no activity in late 2024) will stop working. If you see a message saying "This link will no longer work in the near future" when clicking a goo.gl link, it's one of the links being deactivated and needs to be replaced immediately.
Good news: Active goo.gl links that redirect without showing 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.
What Does a Link Shortener Do?
A link shortener is a tool that takes a long, complicated URL and turns it into a shorter, more manageable one. When someone follows the short link, it automatically redirects them to the original, longer URL.
There are plenty of reasons to use a link shortener, including:
- Social media sharing where character limits exist
- Creating memorable URLs for marketing campaigns
- Making long URLs presentable in emails or documents
- Tracking engagement on links for analytics purposes
Why Did Google URL Shortener Shut Down?
Google first introduced goo.gl over 14 years ago, and since then, tons of people have used it to shorten their long URLs. But in 2019, Google shut down its URL shortening service, shifting its focus to Firebase, a mobile development platform.
Firebase has a full network of features, including "Dynamic Links," which gives developers more flexibility with mobile deep linking. However, neither Firebase nor its Dynamic Links feature is a URL shortener or link management platform. So you can't use them to create short links or house your goo.gl links.
As of August 25, 2025, inactive goo.gl links (those with no activity in late 2024) will no longer be supported. Active links will continue to function, but no new goo.gl links can be created.
Qualities to Look for in a Link Shortener
Great digital marketing and a robust online presence boils down to one thing—a positive customer experience. Even links play a huge role in the user experience. If clicking on your link leads someone to a broken page or one that takes forever to load, it can quickly turn them off.
So, when choosing a Google URL shortener alternative, remember the following qualities:
🔍 Essential Features to Evaluate:
The Best Google URL Shortener Alternatives to Consider
Here are our top picks for the best URL shorteners to consider:
1. 
track.dynamic.links
track.dynamic.links is a link management platform that lets you update where your short links point after you've created them. This means you can fix broken destinations, update campaigns, or redirect traffic without having to create new links or update materials.
Best features:
2. 
Bitly
Bitly is a comprehensive link management platform with robust analytics and customization capabilities. With Bitly, you can shorten, brand, share, and track links easily across all your digital channels.
Best features:
3. 
Rebrandly
Rebrandly is a link management platform that helps people create branded links using custom domain names. With integrations for popular marketing tools, you can use Rebrandly seamlessly with your existing tech stack.
Best features:
4. 
TinyURL
If you're looking for a free link shortener with a simple interface, TinyURL is a solid choice. You don't need to create an account to use TinyURL, making it perfect for quick, one-off link shortening.
Best features:
5. 
Short.io
Short.io goes beyond basic shortening by allowing you to target customers in different locations and devices with personalized landing pages.
Best features:
6. 
T.LY
T.LY focuses on creating the shortest possible links, ideal for social media and messaging platforms with character limits.
Best features:
7. 
BL.INK
BL.INK is designed for businesses needing advanced tracking and link management capabilities.
Best features:
8. 
Sniply
Sniply focuses on call-to-action overlays that you can add to any shared content, driving traffic back to your website.
Best features:
9. 
Ow.ly
Owned by Hootsuite, Ow.ly integrates seamlessly with social media management workflows.
Best features:
10. 
Polr
Polr is an open-source URL shortener that allows complete control through self-hosting.
Best features:
Why Choose track.dynamic.links Over Other Alternatives?
While all these alternatives offer basic URL shortening, track.dynamic.links stands out because you can change where your links point after creating them. Here's why it's the best choice for modern marketers:
🚀 track.dynamic.links Advantages:
Making the Switch from Google URL Shortener
If you're currently using goo.gl links that are being deactivated, here's how to make the transition:
Audit your existing links
Identify which goo.gl links are showing warning messages and need immediate replacement.
Choose your new platform
Consider your specific needs for analytics, customization, pricing, and dynamic link capabilities.
Recreate important links
Start with your most critical marketing materials and high-traffic links first.
Update your materials
Replace old links in emails, social media, printed materials, and any other marketing channels.
Set up tracking
Configure analytics to maintain visibility into link performance and user engagement.
Conclusion
The end of Google's URL shortener service opens up opportunities to upgrade to more powerful link management platforms. Whether you need basic shortening or advanced dynamic link capabilities, there's an alternative that fits your needs.
For businesses looking to future-proof their link strategy with editable links, advanced analytics, and better value pricing, track.dynamic.links offers the most comprehensive solution.
Ready to upgrade from goo.gl? Start your free trial with track.dynamic.links today and experience the flexibility of editable link management.