Remember those goo.gl links that seemed to be everywhere? Well, Google has officially announced that they’ll stop working entirely on August 25, 2025. It’s the end of an era, and if you’re still relying on them, it’s time to take action.
Let’s dive into why Google is shutting down its URL shortening service, the risks this decision poses for businesses and marketers, and how to seamlessly transition to a modern alternative like Slimlink.
What happened to the Google URL Shortener?
Launched in 2009, the goo.gl URL shortening service took off during a time when short links were a must-have on platforms like Twitter, which had strict character limits. Goo.gl quickly became a go-to tool, known for its speed, reliability, and very basic click analytics, making it a favorite among marketers and everyday users alike.
However, in March 2018, Google announced plans to phase out the service. They first restricted access for new and anonymous users, and eventually for everyone else. By April 2019, creating new goo.gl links was no longer an option. But, because previously generated links continued to function, many companies, and especially those with legacy campaigns, held on to them.
Now, years later, Google has confirmed that August 25, 2025 is the final day of service. After that date, all existing goo.gl links will lead to a 404 error page.
This shutdown also affects Firebase Dynamic Links (FDL), which will cease to function on the same date. The only exception? Short links automatically generated within certain Google apps (like sharing a location via Google Maps) will remain active. Manually created links will not.
While Google hasn’t officially detailed the reasons behind this decision, several factors likely played their role.
- Declining usage. Google reported that, by 2024, 99% of old links were inactive.
- Rise of alternatives, as branded links and URL shortening services have taken the spotlight.
- Phishing and spam concerns. Anonymous short links are associated with dangerous security issues.
- Shifting priorities. Google’s focus has evolved and maintaining free short URLs via a service that is no longer active isn't a feasible business strategy.
Why this matters?
If your goo.gl links are still embedded in posts, emails, banners, or QR codes, they’ll soon become non-functional. This could lead to lost traffic, potential customers and sales, errors on landing pages, damaged brand trust, and lower conversion rates.
You definitely should avoid this and replace all of your outdated links ahead of time.
What to do: migration instructions
Step 1: Audit your links
Identify all the active goo.gl links across your website, social media posts, email templates, PDFs, presentations, and anywhere else they might be lurking.
Step 2: Sign up for Slimlink
Slimlink is a slick, modern cutting-edge link management platform that lets you use your own domains, create branded short links, gather detailed analytics, generate QR codes paired to the links, and manage all your links from a single dashboard with granular permissions.
Step 3: Replace outdated links
Use Slimlink to generate new short links from your original URLs. Create clear, branded aliases (e.g., brand.link/offer) and replace old goo.gl links wherever they appear.
Step 4: Set up analytics
Track clicks, geographic locations, user devices, traffic sources and campaign performance in real time with Slimlink’s powerful analytics tools.
Why Slimlink is a game-changer
- Branded links with custom domains. Boost trust, click-through rates, and brand recognition (up to +39% CTR) by using your own domain name.
- Full control & security. Only you can use your domain, preventing impersonation or phishing and increasing customer trust and loyalty.
- Real-time analytics. Instantly monitor campaign performance for multiple links and campaigns.
- QR code and API support. Generate QR codes and integrate link shortening into your products. Slimlink is designed with high-load industries in mind, allowing you to build powerful bulk link shortening tools integrated with its battle-tested API.
- Bulk link import & editing. Easily migrate from other platforms by using bulk link uploads.
Don't wait until August 2025
Google is already winding down its goo.gl service, and delaying your transition puts your traffic and reputation at serious risk. It’s time to switch to Slimlink, a truly powerful modern solution that offers so much more than just link shortening.
With Slimlink, you can create short links that will never expire, enhance your brand’s visibility with custom domains, and access detailed analytics to track performance in real time.
Don’t let outdated links hold you back!
Embrace our platform that empowers your marketing efforts and boosts your click-through rates.
Try Slimlink for free today, or contact us, and we’ll guide you through a smooth migration of your links!