Google has announced the discontinuation of their popular URL shortening service, goo.gl. Users currently utilizing Goo.gl can access their console for an additional year, with the service set to permanently shut down on March 19, 2019.
Will Goo.gl Links Stop Working?
The answer is no. The links created through Goo.gl will continue to operate. However, the console will cease functioning, potentially meaning loss of control over those redirects. Fortunately, Google is offering resources for moving away from Goo.gl, providing users with a year to make the transition. The Goo.gl home page advises:
You will be able to view your analytics data and download your short link information in CSV format for up to one year, until March 30, 2019, when we will discontinue goo.gl. Previously created links will continue to redirect to their intended destination.
What Next for Goo.gl Users?
Google isn’t leaving Goo.gl users without options. The decision to shut it down comes as it has been surpassed by a new technology called Firebase Dynamic Links (FDL). Google is advocating for users to move to FDL, as well as considering alternatives like Bitly or Ow.ly.
Starting April 13, 2018, anonymous users and users who have never created short links before will no longer be able to create new short links via the goo.gl console. If you are looking to create new short links, we recommend you use Firebase Dynamic Links or explore services like Bitly and Ow.ly as alternatives.
Why is Goo.gl Shutting Down?
Google is reallocating their resources into a new technology, Firebase Dynamic Links (FDL). This is an evolution in shortlinking technology, bridging the web and mobile app environments to provide a seamless path between them.
What is Firebase Dynamic Links?
FDL is part of a broader suite of products aimed at app developers. Its significance lies in its capability to link smoothly between a website and a mobile app. FDL allows businesses to create a deep link directly to any location within an app. According to Google’s documentation:
Firebase Dynamic Links are links that work as intended, across multiple platforms, regardless of whether or not your app is already installed. With Dynamic Links, users get the best experience for the platform on which they open the link. If a user opens a Dynamic Link on iOS or Android, they are directed to the linked content in your native app. If a user opens it on a desktop browser, they are directed to the equivalent content on your website.
Should You Migrate to FDL?
Firebase Dynamic Links promises to remain free indefinitely. For businesses with an app or planning to develop one in the future, FDL offers new and improved user experiences. It is also beneficial for driving app installs.
FDL links retain the traditional URL shortening function, and Google invites users to migrate to their platform, though they also suggest exploring other services. It’s worth trying FDL to see if it meets your analytics needs. If you opt for an app in the future, existing FDL links may facilitate a smoother transition.
Why is Google Soft Selling FDL to Goo.gl Users?
The encouragement to adopt FDL isn’t overly robust, as Google also suggests alternatives like Bitly and Ow.ly. This approach may reflect the fact that FDL is free, while Firebase is a suite of products, both complimentary and paid, targeted at app providers and developers. Google doesn’t profit from FDL, but income is generated through Firebase.
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