Google has announced that it will be shutting down the goo.gl URL shortener service over the next year. While all existing links will still point to right address, users will be unable to create new shortened links; and will eventually be unable to manage current links.
Those who have never created new links over the goo.gl service will not be able to use it after 13 April 2018. After that, 30 March 2019 will see the console discontinued, preventing people from managing their short links.
Google’s reasoning is that there are more than enough services on the internet, and that allows the company to redirect its efforts towards Firebase Dynamic Links (FDL). These FDLs will allow users to direct users to specific parts of an app or website. Which sounds more useful for developers over regular internet goers.
Google is recommending that people use Bitly or Ow.ly instead for their URL shortening needs.
This is perhaps a major blow for organisations and social media managers who have been relying on goog.ly to track traffic statistics. Having to switch services would likely mean a lot of historical data that would need to be downloaded and archived before it goes away forever.