Google changes course on goo.gl shutdown, preserves actively used links

Google announced on August 1, 2025, significant changes to its previously announced goo.gl URL shortener shutdown plans. The technology company adjusted its approach to preserve actively used links while targeting only inactive URLs for deactivation after August 25, 2025.

The revised strategy represents a substantial modification from Google's July 18, 2024 announcement. Developer Relations Engineer Sumit Chandel and Software Engineer Eldhose Mathokkil Babu initially stated that all goo.gl links would cease functioning after August 25, 2025. This blanket shutdown would have affected any developers using links in the format https://goo.gl/*.

Nine months ago, Google redirected URLs showing no activity in late 2024 to warning messages. These inactive links displayed notifications stating "This link will no longer work in the near future." According to the updated announcement, only these previously flagged URLs will face deactivation after August 25, 2025.

"We understand these links are embedded in countless documents, videos, posts and more, and we appreciate the input received," Google stated in the updated announcement. The company acknowledged the widespread integration of goo.gl links across digital content and responded to user feedback regarding the potential disruption.

All other goo.gl links will continue functioning normally. Users can verify their link status by visiting the URL directly. Links that redirect without displaying warning messages will remain operational beyond the August 25 deadline.

The phased approach to link deactivation began on August 23, 2024, when Google started displaying interstitial pages for a percentage of existing links. These warning pages notified users about the upcoming shutdown before redirecting to the original destination. The frequency of interstitial pages increased gradually until the shutdown date.

Google's URL shortener service originally launched in 2009 during the early expansion of social media platforms. The service provided a convenient method for shortening lengthy web addresses for sharing on character-limited platforms like Twitter. However, Google announced the service's deprecation in 2018, citing changes in content discovery patterns and the emergence of alternative URL shortening providers.

The 2018 deprecation stopped accepting new URLs for shortening while maintaining existing link functionality. According to Google's data, more than 99% of existing goo.gl links showed no activity in the month preceding the July 2024 announcement. This dramatic decrease in usage influenced the company's initial decision to completely shut down the service.

Firebase Dynamic Links initially served as Google's recommended replacement for goo.gl URLs. These dynamic links functioned across websites and mobile applications, adapting based on user context and device type. However, Google confirmed that Firebase Dynamic Links will also cease operation on August 25, 2025, the same date as the goo.gl shutdown.

The simultaneous deprecation of both services creates challenges for developers and businesses relying on either platform. PPC Land previously reported on the widespread impact expected from these shutdowns, noting that the announcement sparked significant debate within the developer community.

Marketing professionals face particular challenges from URL shortener changes. Shortened links frequently appear in digital marketing campaigns, social media posts, email newsletters, and promotional materials. The preservation of actively used goo.gl links provides relief for marketers who embedded these URLs in long-term content assets.

Ashleigh Rentz, a former Google employee who worked on link migration projects, criticized the original shutdown decision. Rentz argued that maintaining URL redirects requires minimal computational resources compared to other Google services. Her criticism highlighted the technical feasibility of preserving link functionality indefinitely.

The interstitial warning pages may disrupt certain marketing workflows. Google noted that these intermediate screens could interfere with 302 redirects or prevent social media metadata from displaying correctly. Marketing teams using goo.gl links in automated systems or social media campaigns should monitor for these potential disruptions.

Users experiencing issues with interstitial pages can suppress them by adding the query parameter "si=1" to existing goo.gl links. This workaround enables direct redirection without displaying warning messages, though it only applies to links that will remain active beyond August 25.

Alternative URL shortening services have gained prominence since Google's 2018 deprecation announcement. Bitly, TinyURL, and Rebrandly represent the most popular alternatives for businesses requiring link shortening capabilities. These services often provide additional features such as click analytics, custom domains, and link management dashboards.

The marketing technology landscape has evolved significantly since goo.gl's initial popularity. Modern social media platforms support longer character limits, reducing the necessity for URL shortening in many contexts. Additionally, privacy concerns have led some organizations to prefer direct links over shortened URLs that obscure destination addresses.

Google's decision to preserve actively used links demonstrates responsiveness to user feedback while maintaining operational efficiency. The company's data indicating 99% inactivity among existing links suggests that the modified approach addresses the vast majority of functional URLs while eliminating unused digital resources.

Link preservation becomes particularly important for educational institutions, news organizations, and reference materials where URL changes create broken citations and accessibility issues. The updated approach minimizes disruption to archived content and long-term reference materials.

Technical implementation of the selective shutdown requires sophisticated traffic analysis and link categorization. Google's systems must distinguish between actively used and dormant links based on recent access patterns and user interaction data. This automated classification process determines which URLs receive preservation versus deactivation.

The August 25, 2025 deadline provides limited time for organizations relying on flagged links to implement alternatives. Businesses should audit their digital assets for goo.gl usage and verify link status through direct testing. Links displaying warning messages require immediate migration to alternative solutions.

Developer implications extend beyond simple URL redirection. Applications and websites integrated with goo.gl links may require code modifications to handle potential failures gracefully. Developers should implement fallback mechanisms and error handling for scenarios where shortened links become unavailable.

The broader technology industry continues experiencing service deprecations as companies optimize resource allocation and respond to changing user behaviors. Google's pattern of service shutdowns affects various developer tools and advertising features across its platform ecosystem.

Web analytics and tracking implementations may also require updates. Organizations using goo.gl links for traffic measurement should ensure their analytics platforms can properly attribute visits from preserved URLs while planning alternatives for deactivated links.

The preservation decision highlights the tension between operational efficiency and digital preservation. While Google maintains that inactive links represent unnecessary resource consumption, the company's willingness to preserve actively used URLs demonstrates recognition of their continued value to users and the broader internet ecosystem.

Long-term implications of URL shortener consolidation remain unclear. As major technology companies deprecate or modify link management services, the digital landscape may experience increased fragmentation in how shortened URLs function and persist over time.

Timeline

• 2009: Google launches goo.gl URL shortener service
• 2018: Google announces goo.gl deprecation, stops accepting new URLs
• July 18, 2024: Google announces complete goo.gl shutdown for August 25, 2025
• August 23, 2024: Interstitial warning pages begin appearing on some goo.gl links
• Late 2024: Google redirects inactive URLs to warning messages
• August 1, 2025: Google revises shutdown plan to preserve actively used links
• August 25, 2025: Only inactive goo.gl links will stop functioning

Key Terms Explained

goo.gl: Google's URL shortener service launched in 2009 that converts long web addresses into shortened links using the goo.gl domain. The service allowed users to create compact URLs for easier sharing on social media platforms and in digital communications. Originally designed during the early expansion of character-limited platforms like Twitter, goo.gl became widely adopted across various digital marketing and content sharing applications before Google announced its deprecation in 2018.

URL shortener: A web service that creates abbreviated versions of long web addresses while maintaining redirect functionality to the original destination. URL shorteners serve multiple purposes including improving link aesthetics in printed materials, tracking click analytics, and circumventing character limitations on social media platforms. These services became essential tools for digital marketers, social media managers, and content creators who needed to share links efficiently across multiple channels.

Firebase Dynamic Links: Google's cross-platform deep linking solution designed as the successor to goo.gl, enabling developers to create smart URLs that adapt based on user context and device type. These dynamic links could direct users to specific content within mobile applications or web browsers depending on platform availability. The service provided enhanced functionality compared to traditional URL shorteners by maintaining user experience continuity across different devices and platforms, though Google confirmed its deprecation alongside goo.gl.

Interstitial page: A warning screen displayed between the original link click and the final destination page, informing users about upcoming service changes or potential security concerns. In the context of goo.gl shutdown, these intermediate pages appeared on flagged links starting August 23, 2024, notifying users that the link would cease functioning after August 25, 2025. While designed to provide transparency, interstitial pages can disrupt automated systems, social media metadata display, and redirect chains in marketing workflows.

Link deprecation: The formal process of phasing out support for existing web services or features, typically involving advance notice, transition periods, and eventual service termination. Technology companies use deprecation to manage resource allocation, eliminate unused features, and guide users toward newer solutions. The deprecation process often includes timeline announcements, migration guidance, and sometimes preservation of critical functionality based on user feedback and usage patterns.

Digital marketing: The practice of promoting products, services, or brands through electronic channels including websites, social media, email, and mobile applications. URL shorteners play a significant role in digital marketing by enabling link tracking, improving campaign aesthetics, and facilitating cross-platform content sharing. Marketing professionals rely on shortened links for campaign analytics, A/B testing, and maintaining consistent branding across diverse digital touchpoints and communication channels.

Developer Relations: The practice of building relationships between technology companies and the developer communities that use their platforms, tools, and services. Developer Relations professionals, like Sumit Chandel who announced the goo.gl changes, serve as bridges between internal engineering teams and external developers. They communicate platform updates, provide technical guidance, gather community feedback, and ensure smooth transitions during service changes or deprecations.

Link migration: The process of updating existing shortened URLs to alternative services or direct links to maintain functionality after a service shutdown. Migration involves identifying all instances of deprecated links across digital assets, testing replacement solutions, and implementing systematic updates. Organizations must consider factors including analytics continuity, redirect preservation, and minimal disruption to user experience when planning comprehensive link migration strategies.

Active links: URLs that demonstrate recent user engagement through clicks, shares, or other interaction metrics within specified timeframes. Google's distinction between active and inactive goo.gl links determined which URLs would receive preservation versus deactivation. The classification process relies on traffic analysis, user behavior data, and engagement patterns to identify links that continue serving legitimate purposes versus those representing digital waste or abandoned content.

Marketing professionals: Individuals responsible for promoting brands, products, or services through strategic communication and promotional activities across various channels. In the context of URL shortener changes, marketing professionals face challenges maintaining campaign continuity, preserving analytics data, and ensuring link functionality across long-term content assets. They must adapt to service deprecations while maintaining effective measurement and attribution of marketing efforts across digital touchpoints.

Summary

Who: Google modified its goo.gl URL shortener shutdown affecting developers, marketers, and content creators who embedded these links in digital materials.

What: Google changed its complete shutdown plan to preserve actively used goo.gl links while deactivating only URLs that showed no activity in late 2024.

When: The announcement came on August 1, 2025, modifying plans originally announced July 18, 2024, with the August 25, 2025 deadline remaining unchanged for inactive links.

Where: The changes affect goo.gl links globally across all platforms where they were embedded, including websites, documents, videos, and social media posts.

Why: Google responded to user feedback recognizing that millions of active links are embedded in countless digital materials, while still eliminating the 99% of URLs showing no recent activity.