Google URL Shortener Alternative: Best Replacements After goo.gl Shutdown

For nearly a decade, goo.gl was the default URL shortener. It was simple, fast, and backed by Google. Then Google shut it down. New link creation stopped in 2019, and existing links stopped redirecting in August 2025. Millions of short links broke overnight. If you are looking for a Google URL shortener alternative, you need a tool that offers the same simplicity with better longevity, analytics, and control.

The goo.gl Shutdown Timeline

Googles URL shortener launched in 2009 and quickly became the most widely used shortening service on the web. In March 2018, Google announced it would sunset the service for new users. Existing users could still create links until March 2019. After that, the service entered read-only mode existing links continued to redirect but no new links could be created.

The final blow came in July 2024 when Google announced that goo.gl links would stop working entirely in August 2025. On that date, all remaining goo.gl redirects returned 404 errors. Any business that had built its link infrastructure on goo.gl lost every link. This is the risk of relying on a free tool that offers no portability guarantees.

What Users Lost When Google Deprecated goo.gl

• All existing short links stopped redirecting. Any marketing campaign, email signature, or social media post containing a goo.gl link became a dead end.
• Analytics data was wiped. Historical click data, geographic breakdowns, and referrer information were no longer accessible after the shutdown.
• No migration path was provided. Google did not offer a way to export links, transfer redirects, or bulk update destinations.
• Brand trust suffered. Customers clicking goo.gl links after August 2025 saw error pages, eroding confidence in the organizations that shared those links.

The goo.gl shutdown is a cautionary tale. Free tools from large companies can disappear when they no longer align with business priorities. A Google URL shortener alternative should offer guarantees that the same thing will not happen again.

What to Look for in a goo.gl Replacement

A reliable replacement must check several boxes. First, link permanence. The service must commit to keeping links active indefinitely, with a published policy about service continuity. Second, data ownership. You must be able to export your links and analytics data at any time. Third, custom domains. Owning your short domain means you can switch providers without breaking links.

RELURL offers all three. Links never expire on any tier, including the free plan. Data export is available in CSV and JSON formats. Custom domain support means your short links use your brand domain, not a third-party domain that could disappear.

Best Google URL Shortener Alternatives in 2026

Several tools have emerged as worthy successors to goo.gl. Each offers a different balance of features, pricing, and reliability. Here is how they compare for someone seeking a Google URL shortener alternative.

• RELURL: Best overall alternative with unlimited link creation, comprehensive analytics on the free tier, custom domain support, team collaboration, and a guarantee that links never expire. The free plan includes all analytics features most users need.
• Bitly: The most recognizable name in link shortening. Offers robust analytics and enterprise features but limits analytics on the free tier and charges premium prices for custom domains.
• TinyURL: Simple and free but lacks analytics entirely. Good for casual use but not suitable for business or marketing applications.
• Rebrandly: Strong on custom domains and team features but limits free tier to 500 links per month and hides advanced analytics behind paid plans.
• Short.io: Feature-rich with a generous free API but interface can be overwhelming for users who just want a simple goo.gl replacement.

Why RELURL Is the Best Google URL Shortener Alternative

RELURL was designed specifically for users who outgrew free shorteners or lost trust after the goo.gl shutdown. Every feature that made goo.gl great simplicity, speed, reliability is present. What RELURL adds is the stuff goo.gl never had: detailed analytics, custom branded domains, team workspaces, and a business model that ensures long-term viability.

Unlike Google, RELURL is built around link management as its core product, not a side project that can be killed when priorities shift. The platform generates recurring revenue through subscriptions, which means every user is a customer worth keeping, not a data point in an advertising machine.

How to Migrate from goo.gl to a New Shortener

If you still have goo.gl links that need replacing, the migration process is straightforward. Create a list of all active goo.gl links and their destinations. Identify which ones still receive traffic by checking analytics tools or webmaster data. Create new short links in your chosen platform targeting the same destinations.

Update your website, email signatures, social media bios, and marketing materials with the new links. If you own the domains your goo.gl links pointed to, set up 301 redirects from the old destination pages so that even broken goo.gl links eventually redirect correctly. This layered approach minimizes traffic loss during the transition.

The Custom Domain Advantage

The most important lesson from the goo.gl shutdown is that you should own your short link infrastructure. A custom branded domain like yourbrand.link ensures that even if you switch providers later, your links continue working because the domain is yours. The provider handles the redirect, but the domain remains under your control.

RELURL makes this easy with one-click custom domain configuration. You can use any domain you own, and the setup takes less than five minutes with DNS guidance provided step by step.