Goo.gl is Google’s retired URL shortener, not a service you should choose for new short links. Google announced the shutdown plan in 2018 and stopped new consumer link creation in 2019, while existing links were expected to keep redirecting for a period after closure [source: Google]. If you need short links today, Bitly is the more practical option because it still offers link creation, branded domains, campaign tracking, and click analytics.
TLDR: Goo.gl was Google’s simple short link tool, but it is now retired for creating new links. Bitly is still active and better suited for marketing, social posts, email campaigns, and link reporting. For example, a small store sharing a Bitly link in a newsletter could track 10,000 sends, 1,140 clicks, and an 11.4% click rate, then compare mobile versus desktop traffic. Goo.gl may still exist in old links, but it is not a dependable choice for fresh campaigns.
What was Goo.gl?
Goo.gl was Google’s URL shortening service. It turned long web addresses into short links that started with https://goo.gl/. A long product page, blog post, form, or map link could become a compact URL that was easier to paste into emails, printed materials, SMS messages, and social posts.
The idea was simple. A user entered a long URL. Goo.gl created a short version. When someone clicked that short link, Google redirected the visitor to the original page. It was clean, fast, and tied to Google’s reputation. That made it popular with casual users, bloggers, developers, and small teams.
The problem is that Goo.gl is no longer a working choice for new links. Existing short URLs may still appear in old documents, tweets, forums, and QR codes. But you should treat them as legacy links. The catch is that old short links can become a reporting blind spot. You may see traffic in your analytics tool, but you usually cannot manage the original Goo.gl link or change its destination.
What is URL shortening?
URL shortening means converting a long web address into a shorter one. The short link points to a server, and that server sends the visitor to the final destination through a redirect. This usually happens in a fraction of a second.
A long URL might look like this:
https://example.com/products/running-shoes?campaign=spring-sale&utm_source=email&utm_medium=newsletter
A shortened version might look like this:
https://bit.ly/springrun
Short links solve a few common problems:
- They save space in social posts, SMS messages, and printed materials.
- They look cleaner than long URLs with tracking tags.
- They are easier to remember when a custom back half is used.
- They can track clicks, devices, referrers, and locations.
- They support A B testing when paired with campaign tools.
Still, short links also hide the final destination. That can make users suspicious. A serious business should use a trusted shortener, branded links when possible, and clear context around each link.
Goo.gl vs Bitly: the practical difference
| Feature | Goo.gl | Bitly |
|---|---|---|
| Current link creation | No, retired for new consumer use | Yes, with free and paid plans |
| Analytics | Legacy only, limited access | Click reporting, referrers, geography, devices, time trends |
| Custom short links | No practical current use | Yes, including custom back halves |
| Branded domains | Not for new use | Available on selected plans |
| Best use today | Understanding old links | Creating and managing new short links |
Bitly wins for current use because it is not just a shortening tool. It is a link management platform. That means you can create a link, name it clearly, track it, share it, and review performance later. For a marketing team, that matters. For a solo operator, it still matters. Expect to waste time on messy spreadsheets if every campaign link is shortened in a different place with no naming rules.
Where Goo.gl was strong
Goo.gl had real strengths. It was fast. It was clean. It came from Google, which helped users trust it. It also kept things simple. You did not need a full campaign setup just to shorten one ugly link.
For basic use, that simplicity was enough. A teacher could share a reading list. A local club could print a short website link on a flyer. A developer could share a test URL with a teammate. Goo.gl did the job without much friction.
But simplicity became a weakness once link management became more serious. Businesses started needing better reporting, branded domains, QR code support, team controls, and integration with campaign systems. Goo.gl was not built around that full workflow.
Where Bitly is stronger
Bitly is better when links are tied to business results. It helps answer questions that a plain redirect cannot answer. How many people clicked? Which channel worked best? Did the link perform better on mobile? Did clicks spike after a post went live?
Bitly can also make links look more professional. A branded short link such as go.example.com/sale often feels safer than a random short URL. That trust can affect clicks. Honestly, it feels like a small detail until a customer refuses to click a vague link in an SMS message. Then it becomes a real problem.
Common Bitly use cases include:
- Email campaigns: Track which calls to action earn clicks.
- Social media: Compare posts across platforms and time slots.
- Print materials: Pair short links with QR codes for flyers and packaging.
- Sales outreach: See whether prospects opened proposal or demo links.
- Customer support: Share clean help center links and measure demand.
Security and trust issues
Short links can be abused. A bad actor can hide a phishing page behind a short URL. That is why serious teams should avoid random shorteners and use known providers. They should also avoid vague messages such as “click here” with no context.
Useful safety habits include:
- Use branded domains when links go to customers.
- Add clear anchor text that explains the destination.
- Keep UTM tags organized before shortening the link.
- Audit old short links in emails, PDFs, and help docs.
- Do not shorten sensitive login links unless there is a clear business reason.
Which one should you use?
Use Bitly if you need to create new short links. Use it especially when links are part of marketing, sales, support, recruiting, events, or printed materials. The ability to track and manage links is worth more than the shorter URL itself.
Use Goo.gl only as a reference point for old links. If your organization still has Goo.gl links in public materials, make a list of them. Replace them where possible with current links you control. If a brochure, PDF, or old blog post sends people through Goo.gl, update it during the next content review.
The smartest setup is boring but reliable: choose one shortener, use clear naming rules, add campaign tags before shortening, and review link reports every month. Goo.gl helped make URL shortening mainstream. Bitly is the safer choice for doing that work now.
