URLs can be a pain to deal with on their own, and adding tracking parameters makes them even more unwieldy. This is where URL shorteners come in, transforming lengthy links into more manageable ones. Although the Google URL Shortener was a popular choice for many years, it was discontinued in 2019. Fortunately, there are plenty of excellent alternatives available today.
With over a decade of experience reviewing tech and web apps, we’ve learned that there’s rarely a one-size-fits-all solution. The best URL shortener depends on your specific needs. Whether you're looking for a simple, fast, and free service, or a marketing and analytics-focused tool for a large enterprise, there's an option out there for you.
To help you find the right URL shortener, we tested over 45 different options. Here are the top picks and what makes them stand out.
The Best URL Shorteners at a Glance
- Bitly: An all-around solution
- Rebrandly: A powerful Bitly alternative
- Dub: A modern option
- TinyURL: Free, fast, and anonymous short URLs
- Short.io: A great free plan
- Switchy.io: Advanced link retargeting
What Makes a Great URL Shortener?
At its core, a URL shortener takes a long link and turns it into a shorter one, making it easier to share and type. However, the best URL shorteners offer additional features such as:
- Comprehensive Link Tracking: These features allow you to understand who clicks your links, where they’re coming from, and what devices they’re using. This data is crucial for refining your marketing strategies and ensuring you’re reaching your target audience effectively. More advanced analytics can even provide insights into user behavior and engagement over time.
- Custom Branded Links: Being able to create branded links with custom domains helps maintain brand consistency and trust. Customization options can include altering the link slug, adding meaningful keywords, and using your own domain name. This makes the links not only more professional but also easier for users to remember and type.
- Dedicated URL Shortener App: The best URL shorteners are easy to set up and use without requiring technical expertise. A standalone app means you don’t have to integrate with other tools to use the core features. This makes the process of shortening URLs straightforward and accessible to anyone, regardless of their technical skill level.
- Budget-Friendly URL Solutions: An effective URL shortener offers a good balance of features and cost, including free plans that are actually useful. A value-for-money tool provides essential features at no cost while offering premium plans that deliver advanced functionalities. This ensures that users at different levels, from casual users to large businesses, find the service beneficial.
Comprehensive Solution for URL Shortening: Bitly
Pros: Comprehensive features, reliable, integrates with Albato for automation.
Cons: Free plan is limited.
Bitly is a full-service URL shortener that’s simple to use and packed with features. From creating short links to tracking their performance through a comprehensive dashboard, Bitly does it all. It even offers QR code generation and a link-in-bio feature, making it a versatile tool for any business.
The free plan is quite limited, but the Growth plan at $35/month provides a free custom domain and detailed analytics. For larger needs, the Premium plan at $300/month offers more granular data and additional features. Bitly integrates seamlessly with Albato, enabling you to automate link generation and tracking across various workflows.
Example: Long URL like https://еxаmplе.соm/mу-super-awеsome-blog-about-squirrеls/2022/10/23/livе-with-а-squirrel-fаn transformed into https://bit.ly/live-squirrel.
Robust and User-Friendly: Rebrandly
Pros: User-friendly, decent entry-level plan.
Cons: Free plan is limited.
Rebrandly is a fantastic alternative to Bitly, offering a powerful and user-friendly URL shortening service. The Essentials plan starts at $14/month, providing 250 branded links per month, while the higher-tier plans offer even more control and advanced analytics.
Rebrandly’s web app is fast and minimalist, making it easy to track the popularity of each link and generate QR codes.
Example: Long URL https://example.com/event-details/2024/06/23/conference turned into https://rebrand.ly/conf2024.
Cutting-Edge and Modern: Dub
Pros: Clean interface, great value, advanced analytics.
Cons: Still under active development, missing some non-essential features.
Dub is a newcomer that launched in late 2022, offering a modern take on URL shortening. Its clean interface, AI-powered URL suggestions, and advanced analytics make it a standout choice. The free plan includes 25 new links and 1,000 tracked clicks per month, with paid plans starting at $24/month for 1,000 links and 50,000 clicks.
Dub’s development is ongoing, but it’s already a robust tool for anyone looking for a modern, feature-rich URL shortener.
Example: Long URL https://example.com/shop/2024/06/10/new-arrivals changed into https://dub.co/new-arrivals.
Simple and Reliable: TinyURL
Pros: Free to use, no account needed, reliable.
Cons: Limited features, dated website.
TinyURL has been around since 2002, offering a quick and easy way to shorten URLs without any fuss. It’s perfect for when you need a short link in a hurry, and it doesn’t require an account. For more features like tracking and branded domains, TinyURL offers a Pro plan starting at $12.99/month.
Example: Long URL https://example.com/news/2024/06/10/latest-updates converted to https://tinyurl.com/latest-news24.
Generous Free Plan: Shоrt.iо
Pros: Generous free plan, advanced targeting and analytics.
Cons: Requires a custom domain, even on the free plan.
Shоrt.iо stands out for its generous free plan, which includes 1,000 branded links and 50,000 tracked clicks per month. It offers advanced targeting and analytics, making it a great choice for those starting out. Paid plans start at $19/month, providing unlimited branded links and geo-targeting.
Example: Long URL https://example.com/resources/2024/06/10/whitepaper-download simplified into https://short.io/download2024.
Advanced Link Retargeting: Switchy.iо
Pros: Advanced retargeting features, comprehensive analytics, customizable appearance.
Cons: Higher price point for advanced features.
Switchy.iо is an excellent choice for users looking to leverage advanced retargeting features in their URL shortening. It offers comprehensive analytics and allows you to customize the appearance of your links, including adding retargeting pixels to your shortened URLs.
Switchy.iо’s plans start at $39/month, but the features it offers, such as deep link retargeting and detailed analytics, make it worth the investment for businesses looking to maximize their marketing efforts.
Additionally, Switchy.io integrates seamlessly with Albato, enabling you to automate link shortening and analytics tracking.
Example: Shorten https://example.com/campaign/2024/06/10/special-offer to https://switchy.io/special-offer24.
Conclusion
There are plenty of URL shorteners to choose from, each with its unique features and benefits. The best option for you will depend on your specific needs, such as the frequency of URL creation, customization options, and the level of analytics required. By trying out these top choices, you can find the one that integrates seamlessly with your workflows—especially if you’re using Albato for automation. Our favorites are TinyURL for quick, anonymous use and Dub for its modern interface and great value.
