The Google URL Shortener was shut down three years ago (RIP), & since then, the internet—me included—has been trying to lớn find the next best option for how lớn shorten a link.

With over a decade of experience reviewing tech and web apps, I can tell you there's almost never one perfect solution. (The only exception to this is takeout: the best answer is always pizza.) The best URL shortening service depends on what you need và want it khổng lồ do. There are simple, fast, and không tính tiền URL shortening apps; marketing- and analytics-focused ones that break down details about who's clicking your links; and even options that allow you to showroom calls-to-action to your links, or redirect people based on where they are in the world. 

To help you find the right URL shorteners for most people, I tested more than 35 different options. These are the best—and what makes them great. 

Looking khổng lồ shorten Google Drive or Google Docs links? Our tutorial shows you how to vì chưng this automatically, using

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The 7 best URL shortener services

What makes a great URL shortener?

How we evaluate and test apps

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This shortened liên kết means whoever sees your ad has an easy-to-type URL lớn visit, rather than having lớn type some long unintelligible string of text where they're almost guaranteed to make a mistake. & it's not just for ads for roommates; URL shorteners allow you to lớn provide a typable link on a business card, print ad, podcast interview, or any other situation where someone can't just click on a nice hyperlink.

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While URL shorteners used to be useful for shortening longer link to fit character limits on social truyền thông media and messaging apps, a lot of platforms take care of that for you. Twitter, for example, automatically shortens any shared links with its shortening service, while iMessage obscures any link behind a preview card. If you're just sending things to lớn your friends, you only really need to worry about URL shortening if you're exclusively using SMS.

In addition to lớn that basic capability, here are the features I was looking for in a liên kết shortener:

Analytics và click tracking. If you tóm tắt someone else's blog post with your audience, for example, you won't know much about how many people—and who—clicks through; all that data will be in the other person's web analytics account. If you use a URL shortener, however, you'll have a quality short URL, so you'll also be able to lớn see how many clicks the link gets, where they're coming from, & what devices people are using. Lượt thích with most kinh doanh services, the more detailed và powerful these analytics, the higher the cost. Free services tend to lớn have basic click tracking (although there's often a time limit), while premium sale options will collect as much data as possible—and even allow you khổng lồ serve different URLs khổng lồ people in different places or using different devices.

Customization of URLs. The best URL shorteners all allow you to customize your shortened URLs. This means you can make your URLs more relevant, or use different link in multiple ads or social media posts to lớn compare click-through rates. Many basic or không lấy phí plans for a short link generator only let you change the last part of the URL (so you get, while the more business-focused services enable you to use a custom domain (so you get

Value for price. I paid particular attention to lớn pricing tables and what each short URL generator offered at the different tiers. Some không lấy phí plans are actually better than other apps' paid plans, at least if you don't want incredibly detailed analytics.

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I've been testing apps for this list for the past two years. Lớn update the list this year, I spent time with dozens of apps, shortening URLs and generally exploring how well they worked. URL shortening isn't a complex task, at least from a user interface perspective, so this was mostly to lớn get a feel for how nice they were to use và what extra features and analytics they offered. Apps with more advanced features, lượt thích the ability to showroom CTAs lớn your links, took more testing than simple không lấy phí options.

In general, I relied on my experience using & testing software over the past decade khổng lồ make any close judgment calls, as well as considering my notes on all the different apps from last year. If an ứng dụng seemed under continuous development và was improving, it was much more likely to be considered favorably than one that looked to lớn be stagnating. 

With that, let's look at the best link shorteners.

Interested in doing even more with your URL shorteners? check out our tips for how lớn use automation to track them, send them, & stay on vị trí cao nhất of performance.


Bitly is a full-service, business-grade URL shortener. If you only need to shorten link occasionally, you can use it without creating an account. Just paste your long URL into the box on the homepage, click Shorten, và be on your way. 

But Bitly really stands out for its business offering. Part of the appeal is that Bitly is so simple và easy lớn use. It has a comprehensive dashboard where you can track over trăng tròn real-time data points, including the location of your visitors, organic shares, and more. Tools for tracking campaigns are easy to lớn use as well.

While Bitly's không tính tiền limited trương mục used to lớn offer quite a lot, it's gradually become less easy to lớn recommend, especially for small businesses. My không lấy phí account from a few years ago gets analytics for 10,000 links/month, while new plans opened today only get 100—although you can still customize the back-half of 50 shortened URLs. It's a good way to kiểm tra out Bitly's UI, but you should really be considering a paid plan.

The $35/month Basic plan provides a free custom domain, allows you to create 1,500 links per month, & shows more data about who clicks your links. If you need more from Bitly, Premium, at $200/month, is a big step up but offers 3,000 liên kết per month, more granular analytics for things including city-level data và device-types, và other features, lượt thích unbranded QR codes.

Bitly is a great URL shortener for large online businesses that mô tả a lot of link and want khổng lồ brand và track them. It's also a good choice for small businesses that want khổng lồ generate short URLs and follow their stats for a modest number of campaigns.

Bitly even integrates with, so you can vì chưng things lượt thích automatically generate short liên kết from an RSS feed or Instagram post.