Firebase Dynamic Links Shutdown Approaches

A new industry survey from URLgenius reveals that while awareness of Google’s planned shutdown of Firebase Dynamic Links (FDL) is relatively high, many organizations had not yet finalized a migration plan ahead of the August 25, 2025 deprecation deadline.

The findings highlight concerns around potential broken user journeys, campaign disruptions, and revenue loss for businesses that depend on Firebase Dynamic Links for mobile marketing and engagement.

Awareness of the FDL Deprecation

Firebase has been widely used by more than 3 million app developers for mobile linking, analytics, and engagement. Firebase Dynamic Links have supported deep linking across mobile campaigns, QR codes, referral programs, and email.

According to URLgenius’ 2025 App Linking Readiness Report, 80% of enterprises with 1,000 or more employees were aware of the upcoming deprecation, compared with 63% of small businesses.

Most Companies Had Not Selected a Replacement

Despite the approaching deadline, only 28% of survey respondents had selected a replacement solution.

A further 64% were still evaluating their options, leaving many organizations with limited time to migrate their existing links and workflows.

URLgenius CEO and founder Brian Klais said Firebase had become deeply embedded in mobile marketing infrastructure, leading some teams to underestimate the possibility of the service being discontinued.

Mobile Revenue Increases Concern

The survey found that companies relying heavily on mobile applications for revenue expressed greater concern about the FDL shutdown.

Organizations generating more than 60% of their revenue from mobile apps were 56% more likely to report high concern about the potential impact of the deprecation.

For these businesses, deep links can play an important role in directing users from marketing campaigns into specific app experiences.

SDK Concerns Create Technical Barriers

The research also identified growing concerns about SDK-based deep linking solutions.

Among respondents:

• 78% expressed concern about app bloat and technical overhead.

• 75% cited privacy and data security risks.

• Concerns were particularly high among users of Mobile Measurement Platforms (MMPs), which can involve more complex implementation environments.

These findings suggest that technical complexity and privacy considerations are important factors when organizations evaluate alternatives.

Ease of Implementation Is a Priority

When evaluating replacement deep linking platforms, respondents identified ease of implementation as the top priority for 32.7% of participants.

Another 27.8% prioritized paid media support, highlighting the importance of connecting deep linking capabilities with broader mobile advertising strategies.

Pricing structure was also significant, with 54% of respondents preferring flat-fee pricing instead of Monthly Active User-based pricing models.

Growing Interest in SDK-Free Solutions

The survey points toward increased interest in SDK-free and low-friction deep linking solutions that can reduce implementation complexity and technical risk.

Solutions that require fewer code changes may be attractive to organizations seeking to migrate quickly while maintaining existing mobile marketing campaigns and customer journeys.

URLgenius Provides an SDK-Free Alternative

URLgenius promotes its platform as an SDK-free alternative to Firebase Dynamic Links.

The company says its solution can be implemented without code changes and is designed to support enterprise mobile marketing requirements while addressing privacy and campaign performance considerations.

URLgenius also announced an offer providing the first month free for organizations that sign up by the migration deadline with an agreement of 13 months or longer.

FDL Migration Checklist for Businesses

To help organizations prepare for the transition, URLgenius has published an FDL Migration Checklist.

The resource is designed to help teams audit their existing links, assess potential risks, and coordinate migration activities across marketing, product, and technical teams before Firebase Dynamic Links are discontinued.

Preparing for the Transition

The survey highlights the importance of preparing early for major changes to mobile linking infrastructure.

For businesses that depend on Firebase Dynamic Links, identifying replacement technology, auditing existing campaigns, evaluating technical requirements, and planning migration workflows can help reduce potential disruption to mobile user journeys, advertising campaigns, and app engagement programs.