Replacing Firebase Dynamic Links
Firebase Dynamic Links shut down on 25 August 2025. How to pick a replacement: what Dynamic Links did, which features you still need, and how platforms compare.
Firebase Dynamic Links shut down on 25 August 2025 and old links now return HTTP 404. Replace it by deciding what you actually used: if you only open an installed app, Universal Links and App Links may be enough; if you need deferred links, pick a platform that documents them; if you also want to know which campaign drove each install, pick an MMP with built-in linking.
What did Firebase Dynamic Links do?
Firebase Dynamic Links was Google's free deep linking service: one link that opened the right screen in your app if it was installed, sent new users to the right store, and kept the destination through the install.
According to Google's Firebase FAQ, the service shut down on 25 August 2025. Since then:
- clicked Dynamic Links return an HTTP 404 error
- the Short Links and Link Stats APIs return 400 or 403 errors
- each project's Dynamic Links domain and link metadata were marked for deletion
So any old link still printed on packaging, in an email template or in a creator's bio now fails. The first job is to find those links; the second is to choose where new ones live.
Which features do you still need?
Write down what your Dynamic Links actually did before you compare platforms. Most teams used three or four of these:
- Opening an installed app: a web URL that opens a screen in the app.
- Deferred deep linking: a new user installs and still lands on the promised screen.
- Short links on a branded domain: links on your own domain rather than a shared one.
- QR codes: for packaging, posters and events.
- Campaign data: knowing which link, ad or creator brought each install.
Universal Links and App Links: Apple's and Google's own way of opening an installed app from a web URL on a domain you control. They are free and need no vendor, but they do nothing for users who don't have the app yet.
What does Google suggest instead?
Google's FAQ gives three routes:
- For full feature parity, a third-party deep linking provider. Google names Adjust, Airbridge, AppsFlyer, Bitly, Branch, Kochava and Singular, and says it has not vetted them.
- If you only need links for users who already have the app, App Links on Android and Universal Links on iOS.
- If you need no replacement, export your link metadata, delete the URL prefixes and remove the SDK.
Google's list is not exhaustive. MMPs such as Linkrunner and link tools such as Dub, URLgenius, Short.io and OneLink.to also make app links.
How do the replacements compare?
The table lists every live platform on the six features that mattered to Dynamic Links users. Linkrunner is first, then A to Z.
Free or entry plan Paid plan Yes, plan not stated Partly Not published No
| Platform | Install attribution | Deferred deep links | Universal Links and App Links | Custom link domain | QR codes | Web-to-app | Free plan | Paid price |
|---|---|---|---|---|---|---|---|---|
 LinkrunnerMMP with links | Free or entry planAttribution and deep linking in one platformL1 | Free or entry planEvery link deferred by defaultL1 | Free or entry planUniversal Links and App LinksL1 | Free or entry planBranded short links on custom domainsL1 | Free or entry planQR code deep linksL1 | Free or entry planWeb-to-app flowsL1 | 25k attributed installs, one time, no expiry, every feature | $0.012 down to $0.007 per attributed install after the free 25kL2 |
 AdjustMMP with links | Free or entry planFree Base plan for the first yearAD1 | Free or entry planDirect and deferred deep linking on every planAD1 | Yes, plan not statedDocumented under TrueLinkAD4 | Paid planOwn domain on TrueLink Core Standard or Enterprise packagesAD2 | Yes, plan not statedQR code with short branded linksAD3 | Paid planSmart banners are a paid add-onAD1AD5 | 1.5k conversions a month, first year only | Not public beyond the free planAD1 |
 AirbridgeMMP with links | Free or entry planGoogle, Meta, Apple and TikTok attribution in CoreAB2 | Free or entry planDeferred deep links in CoreAB1 | Not publishedNot stated on the pricing pages | Free or entry planCustom domains in CoreAB2 | Free or entry planShort links and QR codes in CoreAB1 | Free or entry planWeb-to-app banner in CoreAB1 | 30-day free trial | From $40 a month (Core), billed per data pointAB1 |
 AppsFlyerMMP with links | Free or entry planZero plan with 12k free conversions in the first yearA2 | Paid planStandard deep linking tier and upA1 | Free or entry planIncluded in all packagesA1 | Paid planBranded domains on Advanced and upA1 | Free or entry planShort links and QR codes on ZeroA1 | Free or entry planWeb and social-to-app routing on Zero; smart banners on AdvancedA1 | 12k conversions, first year only | $0.07 per conversion (Growth); deep linking tiers are custom pricedA2A1 |
| BitlyLink tool | NoClick and scan analytics onlyBT1 | Not publishedNot stated | Paid planOn a custom domain, Premium and upBT1BT2 | Paid planCustom branded links from GrowthBT1 | Free or entry plan2 QR codes a month on FreeBT1 | Not publishedNot stated | 5 links and 2 QR codes a month | Mobile deep links from Premium, $199 a month billed annuallyBT1 |
 BranchMMP with links | Yes, plan not statedYes; plan details not publishedB1 | Yes, plan not statedYes; plan not publishedB1 | Yes, plan not statedThrough app.link and custom domainsB2 | Yes, plan not statedCustom link domain supportedB2 | Yes, plan not statedDocumented; plan not confirmedB2 | Yes, plan not statedJourneys banners with the Web SDKB2 | Trial only (Basics) | No public pricesB1 |
| DubLink tool | PartlyConversion tracking from Business ($81); no ad network install attribution describedD1 | Paid planPro and up: Install Referrer on Android, clipboard or IP match on iOSD2 | Paid planDeep link domains with AASA and assetlinks files, Pro and upD3 | Free or entry plan3 custom domains on FreeD1 | Free or entry planQR codes on FreeD1 | Not publishedNot stated | 25 new links a month, 3 custom domains | $27 a month (Pro) for deep linksD1 |
 KochavaMMP with links | Free or entry planFree App Analytics, 10k conversions a monthK1 | Yes, plan not statedListed; plan not statedK1 | Paid planFoundation and upK1 | Yes, plan not statedCustom domain or vanity links listed; plan not statedK1 | Free or entry planSmartLinks with QR codes on FreeK1 | Not publishedNot stated | 10k conversions a month | From $500 a month (Foundation)K1 |
| OneLink.toLink tool | NoNo install attribution listedO1 | Paid planAndroid only, Team ($40 a month) and upO1 | Not publishedOpen in App on Team Plus; method not statedO1 | Paid plan1 on Team Plus ($80), 3 on EnterpriseO1 | Free or entry planQR codes on FreeO1 | Not publishedNot stated | 3 onelinks with QR codes | From $10 a month; deep linking from $40O1 |
| Short.ioLink tool | NoClick analytics onlySH1 | NoOpens the browser when the app is missingSH1 | Not publishedNot stated | Free or entry plan5 custom domains on FreeSH1 | Free or entry planQR codes for branded linksSH1 | Not publishedNot stated | 1k branded links, 5 custom domains | Mobile deep links from Team, $48 a monthSH1 |
 SingularMMP with links | Free or entry planFree plan up to 15k paid conversionsS1 | Yes, plan not statedSingular Links handle deferred deep links; plan not statedS4S5 | Yes, plan not statedCovered in Singular Links setupS5 | Yes, plan not statedBranded domains instead of sng.linkS2 | Yes, plan not statedQR codes for custom source linksS3 | Yes, plan not statedSmart bannersS4 | 15k paid conversions | $0.05 per conversion (Growth)S1 |
| URLgeniusLink tool | PartlyMeasures installs and app engagement without an SDKU1 | Paid planDeferred journeys on Custom, from $199 a monthU1 | NoUses URL schemes insteadU2 | Paid planOne branded domain +$49 on GrowthU1 | Free or entry planEvery link comes with a QR codeU2 | Paid planCustom app banners on CustomU1 | Starter plan with trial clicks | $0.02 per click (Growth); Custom from $199 a monthU1 |
How do I choose a replacement?
Match the platform to the job your links did:
- You only opened installed apps: set up Universal Links and App Links yourself, or use a link tool. Short.io and Bitly put branded links on your own domain, with app-opening deep links on their Team and Premium plans.
- You relied on deferred deep linking: choose a platform that documents it. Among link tools, Dub documents deferred links from $27 a month. Among MMPs, Linkrunner and Adjust include deferred deep linking on their free plans; AppsFlyer lists it from its Standard tier.
- You also want to know which campaign drove each install: choose an MMP with built-in linking, so the click, the install and later events sit in one record. See deep linking tools with attribution.
- You need it free: compare the free deep linking tools; free plans differ most on deferred links.
Linkrunner has a dedicated Firebase Dynamic Links migration page that describes moving existing link setups across.
What should a migration plan include?
- An inventory: export link metadata if you still have it, and search emails, push templates, QR artwork, social bios and partner pages for your old Dynamic Links domain.
- A new domain: set it up with Universal Links and App Links. Deep Link Doctor's guide to Universal Links setup walks through the Apple side.
- Redirects where you can: links on your own domain can be redirected; links on Google's page.link domain cannot.
- SDK swap and tests: remove the Dynamic Links SDK, add the new one, then test installed, not-installed and desktop paths on iOS and Android.
- QR reprints: printed codes that encoded a page.link URL need new artwork.
Questions
When did Firebase Dynamic Links shut down?
On 25 August 2025, according to Google's Firebase FAQ. After that date, clicked links return HTTP 404 and the related APIs return errors.
Can I redirect my old page.link links?
No. Links on Google's page.link domain belong to Google and now return 404. Only links on a custom domain you control can be pointed at a new provider.
Is there a free replacement for Firebase Dynamic Links?
Several platforms have free plans, but they differ on deferred deep linking. Linkrunner's free plan includes deferred links for 25k attributed installs; Kochava's free plan includes SmartLinks with QR codes; Dub and Short.io offer free branded links with deep links on paid plans.
Do Universal Links and App Links replace Dynamic Links?
Only partly. They open your app for users who already have it, at no cost, but they do not carry a destination through an install, so they cannot replace deferred deep linking on their own.
What is a deep linking tool?
A deep linking tool creates links that open a specific screen inside a mobile app instead of the home screen or a web page. Good tools also handle users without the app, sending them to the store and then to the right screen after install.
What is deferred deep linking?
Deferred deep linking keeps the link's destination through an app install. A user who taps a link without the app goes to the store, installs, opens the app and still lands on the screen the link promised.
Related decisions
- DecisionReplacing Branch linksMoving deep links off Branch? Check which link features you use, what each alternative documents and costs, and how to move links on your own domain safely.
- RankingDeep linking tools with attributionThe deep linking tools that also attribute installs, ranked on six link features and free plans: Linkrunner, AppsFlyer, Airbridge, Adjust, Kochava and more.
- ShortlistFree deep linking toolsFree deep linking tools compared: which free plans include deferred deep links, custom domains, QR codes and attribution, and where paid plans start for each.