Most Companies Unprepared for Google’s Eminent Firebase Dynamic Link Shutdown, New Study Finds

MADISON, Wis.--(BUSINESS WIRE)--A new industry survey released today by URLgenius reveals a critical disconnect: while awareness of Google’s impending shutdown of Firebase Dynamic Links (FDL) is high, most organizations have yet to finalize a migration plan. With the deprecation scheduled for August 25, 2025, businesses face growing pressure to secure a seamless alternative or risk broken user journeys, campaign failures, and revenue loss.

“Firebase is so embedded in the mobile marketing infrastructure that many teams didn’t think it would ever go away,” said Brian Klais, CEO & founder of URLgenius. “It’s a quiet crisis waiting to explode—especially for those running high-stakes campaigns.”

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Firebase, used by over 3 million app developers, has long been foundational for mobile linking, analytics, and engagement. FDLs in particular have powered deep linking across mobile campaigns, QR codes, referral programs, and email—playing a pivotal role in driving app traffic and retention.

URLgenius’ 2025 App Linking Readiness Report, which surveyed 162 mobile marketing and technical professionals, found:

• Awareness Gaps: While 80% of large enterprises (1,000+ employees) are aware of the deprecation, just 63% of small businesses report the same.
• Lack of Preparedness: Only 28% of respondents have selected a replacement solution. A majority—64%—are still evaluating options, with just two months to go.

“Firebase has been so embedded in mobile marketing infrastructure that many teams didn’t think it would ever go away,” said Brian Klais, CEO & founder of URLgenius. “It’s a quiet crisis waiting to explode—especially for those running high-stakes campaigns on outdated links.”

Additional Insights Reveal What’s Driving Linking Strategy Decisions

As the FDL deprecation deadline looms, the study uncovered several key dynamics influencing how organizations are navigating the transition:

• Mobile Revenue Dependency Intensifies Concern: Companies that derive more than 60% of revenue from mobile apps were 56% more likely to express high concern about the FDL shutdown’s impact.
  
  
• SDK Fatigue and Technical Risk Are Major Barriers: SDK-based solutions are facing growing skepticism:
  • 78% are concerned about app bloat and technical overhead
  • 75% cite privacy and data security risks
  • Concerns were highest among Mobile Measurement Platform (MMP) users, who face the most complex implementation landscapes
    
    
• Simplicity and Pricing Transparency Drive Platform Evaluation: When assessing new deep linking solutions:
  • 32.7% ranked ease of implementation as their top priority
  • 27.8% prioritized paid media support
  • 54% prefer flat-fee pricing, rejecting the Monthly Active User-based models common in the industry.

These insights point to a growing appetite for SDK-free, low-friction solutions that reduce risk while fostering growth and performance.

URLgenius Offers a Seamless, SDK-Free Transition

SDK-free solutions like URLgenius are emerging as attractive alternatives. Clients report fast, low-friction onboarding with no code changes required.

As the August 25 deadline looms, organizations need fast, privacy-first alternatives that minimize technical risk. URLgenius provides a no-SDK, enterprise-ready solution aligned with modern privacy expectations and campaign performance goals. To help accelerate a risk-free transition, URLgenius is offering the first month free for organizations that sign up by the migration deadline with a 13-month agreement or longer.

To help teams prioritize and plan their migration, URLgenius has published a FDL Migration Checklist—a practical tool to guide cross-functional teams through audits, risk scoring, and coordination before FDL links go dark.

To access the full survey, click here.

About the 2025 Mobile App Linking Readiness Report: The report is based on a survey conducted by URLgenius between May 30 and June 9, 2025, involving 162 respondents in marketing, product, and engineering roles across mobile-first organizations. The study explores the industry’s preparedness for the deprecation of Google’s Firebase Dynamic Links and highlights shifting priorities around deep linking, data privacy, and app architecture.

About URLgenius: URLgenius is the premier, patent-protected global app-linking platform that empowers marketers and creators of all sizes to create fluid app-to-app linking experiences to enhance engagement, conversions, and affiliate commissions.

Having facilitated over $5 billion in e-commerce sales in 2024 alone and ranking No.184 in the 2024 Inc. 5000 fastest-growing software companies, URLgenius is renowned for its innovative approach that foregoes the need for SDKs, URLgenius offers unparalleled reliability, speed, and flexibility, all while prioritizing privacy.

Favored by leading content creators, agencies, and brands worldwide, URLgenius reduces friction for the end user when linking to apps and websites from social media, and digital and traditional advertising. Receiving Best Influencer Marketing Technology at the Global Influencer Marketing Awards, URLgenius was also a Top 30 Influencer Technologies recipient for our cutting-edge platform and tools revolutionizing the influencer marketing landscape. Connect with us as we continue to evolve alongside the influencer ecosystem with even more groundbreaking solutions on URLgenius.com, learn best practices on our blog, and follow us on LinkedIn.