Choosing a link tool is no longer about “which makes the shortest link.” It's about which shows you beyond the click — attribution, conversion, targeting. I put four side by side from a real-use angle: Dub, Bitly, Short.io, Rebrandly.
Transparency: of these I'm only a Dub affiliate. I kept the list fair — I name where each one shines. The numbers come from the tools' own pages and independent comparisons; all sourced.
| Tool | Starts at | Strongest at |
|---|---|---|
| Dub | Free + API | Modern attribution, conversion, affiliate |
| Bitly | $8/mo | Recognition, QR, bio page |
| Short.io | $11/mo | Geo/device targeting, API |
| Rebrandly | $14/mo | Branded links, simplicity |
Which one is for you?
Want a familiar, enterprise shortener and a bio page? Bitly. Need strong geo/device targeting and campaign personalization? Short.io. Want clean, brand-focused link management? Rebrandly. Want to track links all the way to a sale, run affiliate programs, and a developer-friendly, open-source setup? Dub.
My recommendation for most marketers and founders is Dub: its free plan is serious (API included), attribution and conversion tracking are built in, and as you grow you can even run your affiliate program from the same place. But let's be honest — if all you need is a quick shortener, Bitly does the job too.
If attribution and conversion are the priority: Dub.
The most modern option on the list. Start free through my link — no card, at no extra cost to you.