Bitly is the marketing platform that helps businesses of all sizes see what’s working. Simply and clearly. You create branded links, QR Codes, and landing pages in one place, then track them all in one view.
Dub is an open-source, API-first link attribution platform. It covers short links, conversion tracking, and affiliate programs through Dub Partners, and it’s built for developers and technical teams who want to build their own workflows.
Both tools shorten and track links, but they serve different people. Bitly gives you no-code speed, one view of your results, and patented Trust & Safety protection. Dub gives you open-source control and developer-first tooling for attribution.
This comparison covers features, pricing, analytics, and the API. Use it to match each tool to the way your team works.
Note: We found the brands and examples below during online research for this article.
Key Takeaways
- Bitly fits businesses of all sizes that want branded links, QR Codes, landing pages, and one analytics view, with no coding required.
- Dub fits developers and technical teams that want an open-source, API-first platform for link attribution and affiliate programs.
- Bitly’s free plan gives you unlimited clicks and scans, plus AI-powered automated back-halves. A back-half is the custom text at the end of a short link.
- The free plan also connects to AI assistants like ChatGPT and Claude through the Bitly MCP (Model Context Protocol).
- Bitly Analytics puts clicks and scans for links, QR Codes, and landing pages in one view, while Bitly Assist answers your performance questions in plain language.
- Bitly protects your audience with patented abuse detection, plus SOC 2 compliance.
Bitly vs Dub: Key differences at a glance
Bitly and Dub solve the same problem in different ways. The right pick depends on whether you lead with marketing or with code. The table below shows where each tool stands.
| Capability | Bitly | Dub |
| Best for | Businesses of all sizes | Developers and technical teams |
| Link shortening | Branded short links with UTM tracking | API-first workflows |
| QR Codes | Dynamic QR Codes, bulk generation, visual design tools and frame templates | Dynamic QR Codes with a built-in design editor; no bulk QR interface or frame templates |
| Landing pages | Bitly Pages, no-code drag-and-drop | No general landing page builder; AI-generated partner program pages only |
| Analytics | One view of clicks and scans, Bitly Assist, Weekly Insights | Real-time dashboard with an AI assistant; conversion tracking requires developer setup |
| API and integrations | 3,400+ connected apps & workflows, 60+ marketplace integrations, plus an MCP for AI assistants | Open-source and API-first; SDKs, webhooks, and an official MCP server |
| Free plan | 5 links per month, 2 QR Codes per month, 2 pages, unlimited clicks and scans, AI assistant integrations | 25 links per month, 1,000 tracked events per month, 3 custom domains, AI analytics assistant (per Dub’s public pricing) |
| Pricing entry point | Paid plans from $10 per month (Core, annual) | Pro from $30 per month (per Dub’s public pricing) |
| Data history | 30 days on Core, up to 2 years on Enterprise | 30 days on Free, 1 year on Pro, unlimited on Enterprise (per Dub’s public pricing) |
| Security and trust | Patented abuse detection, SOC 2, GDPR, CCPA | SOC 2, GDPR (per public materials) |
Bitly is the better fit if you want branded links, QR Codes, landing pages, and one analytics view without writing a line of code. Dub is the better fit if you want an open-source, API-first platform and can build your own workflows.
Feature comparison: Where Bitly and Dub differ most
Both tools cover the basics. The differences show up in the details below.
Link shortening and branded links
Bitly creates branded links in a no-code interface. Dub suits developers who want to build their own link workflows. Both tools turn long URLs into short links. They treat branding differently, though.
Bitly gives you:
- A complimentary custom domain on Growth plans and above, with multiple custom domains available on Enterprise.
- Branded short links on your own domain.
- UTM tracking, so you can see which campaign drove each click.
- Branded links across Bitly Pages, Campaigns, and QR Codes.
- Native integrations with HubSpot, Canva and other platforms through the Bitly Marketplace.
- Bulk shortening from a template file (Growth plans and above).
Dub gives you:
- Branded short links, with custom domains on every plan, including 3 on Free.
- A fit for developers who build custom or self-hosted setups.
- CSV import with AI-assisted column mapping, plus a bulk-create API.
Our data shows branded links see 2.3x more clicks on average than unbranded links. A link that carries your name earns more trust, so more people click it.
QR Code capabilities
Bitly includes visual design tools, frame templates, and bulk generation for QR Codes, and ties every scan into one analytics view alongside your links and pages. Dub generates a QR Code for every short link, with a lighter built-in editor. The gap here is narrower than it once was, but it’s still real for teams that run QR Codes at volume.
Bitly supports Dynamic QR Codes and bulk generation from a template file. Templates let you change the color, pattern, frame, and logo. Every scan feeds into your reports. You can change a Dynamic QR Code’s destination at any time, with no reprint. Bitly also supports GS1 Digital Link 2D barcodes designed for product packaging.
Dub creates a Dynamic QR Code for each short link and includes an editor for colors, dot and marker styles, and logos, with logo control reserved for paid plans. Scans are tracked automatically through link analytics. Dub has no dedicated bulk QR interface, frames, or QR-specific templates, so large QR batches lean on the API.
Analytics and performance tracking
Bitly Analytics puts clicks and scans in one view and adds AI on top. Dub gives you a real-time dashboard with an AI assistant on every plan, while deeper conversion tracking requires developer setup on its Business plans and above. If you track performance across channels in one place, this is where Bitly pulls ahead.
- One dashboard for clicks and scans across links, QR Codes, and Bitly Pages.
- Breakdowns by city, country, device, referrer, and date.
- Exports as a CSV file or an image.
- Bitly Assist answers your questions about link and QR Code performance in plain language. You can also create links and QR Codes in the chat. Bitly Assist comes with the Core plan and above.
- Weekly Insights flags what changed across links, referrers, locations, and devices. Each change comes with a next step and a PDF you can share.
- Conversion tracking shows which links drive Shopify sales, so you can connect clicks to results.
Real-time analytics matter because they let you act while a campaign is still running.
As one brand manager in the consumer discretionary sector reported, Bitly “enabled traceability in traffic from nothing and increased link clicks by >70%.” Our guide to click tracking and analytics covers measurement in more depth.
API and developer experience
Both tools offer full REST APIs, but they aim at different builders.
| API feature | Bitly | Dub |
| Core capabilities | Create and manage links and QR Codes programmatically, webhooks, developer documentation | Open-source REST API, SDKs in several languages, event webhooks |
| Authentication | OAuth for enterprise integrations | Standard API access |
| AI integration | MCP for ChatGPT, Claude, Copilot, and Perplexity | Official Dub MCP server for AI agents, including Claude and Perplexity |
| Request tiers | 1,000 per month on Free, up to 50,000 per month on Premium, custom on Enterprise | API access on every plan, including Free (per Dub’s public pricing) |
| Best suited to | Teams that automate link and QR Code work at scale | Custom and self-hosted developer workflows |
Both platforms now connect link management to AI assistants through the Model Context Protocol. Bitly layers its AI integrations on top of a no-code platform, so marketing teams can automate at scale without burning engineering time. Dub appeals to developers who want open-source tools and self-hosted setups. Our Bitly for developers pages cover the full API.
Link-in-bio tools
Bitly includes a link-in-bio builder. Dub leaves this to you to code your own. If a bio link matters to your work, that difference decides it. Bitly Pages gives you drag-and-drop templates for landing pages. You can add QR Codes and share the page on social media. Dub has no link-in-bio tool. You build one with the API or your own frontend, which suits developers.
Integrations and ecosystem support
Bitly connects to other tools out of the box. Dub gives developers the parts to build their own integrations. Your choice depends on whether you want ready-made connections or a blank canvas.
Bitly has 60+ native marketplace integrations, including HubSpot, Shopify, Slack, Canva, and Claude, plus 3,400+ connected apps & workflows as well as 800+ customer-configured integrations and API connections. You can browse and connect them via the Bitly Marketplace with no coding required.
Bitly vs Dub: pricing and free plans
Bitly has a free plan, and paid plans start at $10 per month. Dub has a free plan, and paid plans start at $30 per month. The table below compares what each includes.
| Plan detail | Bitly | Dub |
| Free plan inclusions | 5 links per month, 2 QR Codes per month, unlimited clicks and scans, AI-powered automated back-halves, AI assistant integrations, Bitly MCP, 2 landing pages | 25 links per month, 1,000 tracked events, 3 custom domains (per public pricing) |
| Entry paid tier price | Core, $10 per month (annual) | Pro, from $30 per month (per public pricing) |
| Data history | 30 days on Core, up to 2 years on Enterprise | 30 days on Free, 1 year on Pro, unlimited on Enterprise (per public pricing) |
| Custom domains | One complimentary custom domain on Growth ($29 per month, annual) | 3 free (per public pricing) |
| Notable free-plan features | AI-assisted link creation, API access | AI analytics assistant, API access (per public pricing) |
Bitly’s paid tiers run from Core at $10 per month to Growth at $29, Premium at $199, and custom Enterprise pricing. The free plan includes AI-assisted link creation. The Core plan adds Bitly Assist and analytics history. Our comparison of free link shortener plans shows how entry tiers line up across platforms.
Which platform is right for your needs?
The right platform depends on whether you lead with marketing or with code. The two lists below match your priorities to the best fit.
Choose Bitly if you:
- Run cross-channel or multi-team campaigns
- Want branded short links, custom domains, and QR Code tools that scale
- Need real-time analytics in one place for links, QR Codes, and landing pages
- Want AI-assisted analytics through Bitly Assist and Weekly Insights
- Track conversions such as Shopify sales
- Prefer a no-code interface
- Need link-in-bio pages without developer time
- Want team workspace permissions
- Want fast connections to HubSpot, Canva, and Shopify
- Value patented Trust & Safety protection
Choose Dub if you:
- Are a solo developer, startup founder, or technical user
- Need open-source, self-hosted control
- Prefer to build custom dashboards or integrate through the API
- Run affiliate or referral programs and want them tied to your links through Dub Partners
- Care most about customization and data ownership
- Want a lightweight, API-first tool
Trust and safety set Bitly apart for teams that work at scale. Bitly blocked roughly 1 million malicious URLs and protected nearly 1 billion potentially harmful clicks in 2025, evaluating links and QR Codes at creation and again at every click or scan. Bitly also holds SOC 2, GDPR, and CCPA compliance.
Choose the platform that fits your work
Bitly wins for businesses of all sizes that want branded links, QR Codes, landing pages, and one analytics view, with no code. It is the comprehensive link, QR Code, and analytics platform. Everything sits in one place, so you launch faster and see what’s working across every channel.
Dub wins for developers and technical teams that want open-source, API-first control, conversion attribution, and built-in affiliate programs. If you can build your own workflows and want a self-hosted option, it is a strong choice. It leans on developer time, though, and it has no landing page builder or link-in-bio tool.
Once you match the tool to the way your team works, the choice gets simple. If you want branded links and clear analytics without engineering time, Bitly fits your team.
Get started with Bitly for free. You can create your first branded links and QR Codes in minutes.
Frequently Asked Questions
Is Dub a good alternative to Bitly?
Dub works well for developers and technical teams that want an open-source, API-first platform for link attribution and affiliate programs. Bitly fits businesses of all sizes better. It gives you branded links, QR Codes, landing pages, and one analytics view, with no code. Your choice depends on whether you want developer flexibility or marketing ease.
How much does Bitly cost compared to Dub?
Bitly paid plans start at $10 per month for Core, billed annually. The tiers then run to Growth at $29, Premium at $199, and custom Enterprise pricing. Dub’s paid plans start at $30 per month for Pro, per its public pricing. Both tools have a free plan, so you can test each one first.
Which has the better API, Bitly or Dub?
Both tools offer full REST APIs, so the better fit depends on your goals. Bitly gives you programmatic link and QR Code creation, webhooks, and OAuth for enterprise integrations. Its MCP connects link management to AI assistants like ChatGPT, Claude, and Copilot. Dub offers an open-source API with SDKs in several languages and its own official MCP server, which suits developers who build custom or self-hosted tools.
Does Bitly offer conversion tracking and AI-powered analytics?
Yes. Bitly Analytics puts clicks and scans for links, QR Codes, and landing pages in one view. It also tracks conversions such as Shopify sales. Bitly Assist answers your performance questions in plain language. Weekly Insights flags what changed across links, referrers, locations, and devices, and adds a next step. Bitly Assist is included on Core plans and above.
