Bitly has been the default for shortening links for years — recognized, reliable, everywhere. But in 2026 most people want more than a link: to see which link turns into a sale. Dub plays exactly there: modern, open-source, and conversion tracking built in.
The numbers below come from both tools' own pages and independent 2026 comparisons; all sourced. I'm a Dub affiliate — and I already track this site's links with Dub. I name where Bitly is strong too.
Dub's difference: attribution, not just links
Dub (founded 2022) is a modern link attribution platform: it ties a click to a lead and a lead to a sale; it manages affiliate/partner programs; it gives API access even on the free plan and is open-source (you can self-host). It offers a clean, fast UI and developer experience. So it doesn't just shorten the link — it measures whether that link worked.
When Bitly is the better pick
Let's be fair: Bitly's brand recognition and maturity are real. It offers a comprehensive dashboard, QR code generation and a link-in-bio feature. If you just want a reliable, familiar shortener and value extras like a bio page, Bitly is a safe choice. But if conversion tracking and a developer-friendly setup are the priority, Dub pulls ahead.
| Dub | Bitly | |
|---|---|---|
| Conversion tracking | Yes (built in) | Limited |
| Open-source | Yes | No |
| API on free plan | Yes | Restricted |
| Strongest at | Modern attribution + dev | Recognition + bio page |
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