Deep linking transforms user experience by creating seamless journeys from ads, emails, and web to specific content within your app. Proper implementation can increase conversion rates by 2-3x.
Types of Deep Links
Traditional Deep Links
Direct links to in-app content that only work when the app is installed.
- Format:
myapp://product/12345 - Requires app to be installed
- Fails if app not present
Deferred Deep Links
Links that persist through app store installation and open to correct content after install.
- User clicks link → App Store → Install → Opens to linked content
- Critical for user acquisition campaigns
- Requires MMP or deep linking platform
Universal Links (iOS) / App Links (Android)
HTTP URLs that open directly in your app when installed, or web when not.
- Format:
https://myapp.com/product/12345 - Seamless web-to-app experience
- Better user trust (recognizable URLs)
💡 Best Practice
Always implement Universal Links/App Links as your primary deep linking method. They provide the best user experience and are more reliable than URI schemes.
Implementation Guide
iOS Universal Links Setup
- Host apple-app-site-association file on your domain
- Add Associated Domains entitlement to your app
- Handle incoming links in AppDelegate/SceneDelegate
- Test with Apple's validation tool
Android App Links Setup
- Add intent filters to AndroidManifest.xml
- Host assetlinks.json on your domain
- Handle incoming intents in your activity
- Verify with Google's testing tool
Deep Linking for UA Campaigns
Deferred Deep Link Flow
- User sees ad with product/offer
- User clicks, goes to app store
- User installs and opens app
- App queries MMP for deferred link data
- App navigates to linked content
- User sees exact product/offer from ad
Benefits for Conversion
- Reduced friction: Users land where they expect
- Better attribution: Clear link between ad and conversion
- Personalization: Custom welcome based on ad creative
- Promo code passing: Automatically apply offers
"Users who experience a deferred deep link have 2.4x higher day-1 retention than users who land on the default home screen."
Common Use Cases
E-commerce
- Product pages from shopping ads
- Cart recovery from abandoned cart emails
- Sale landing pages from promotional campaigns
Content Apps
- Specific article/video from social shares
- Playlist or channel from creator promos
- Episode page from push notifications
Gaming
- Specific game mode featured in ad
- Reward claim pages from promotional links
- Friend invite acceptance flows
Testing Deep Links
Manual Testing Checklist
- App installed: Link opens correct screen
- App not installed: Link goes to store, deferred works
- App in background: Link brings app forward correctly
- Different link sources: Email, SMS, social, web
- Edge cases: Expired links, invalid parameters
Automated Testing
- Unit tests for link parsing logic
- Integration tests for navigation flows
- End-to-end tests with real devices
Common Pitfalls
Broken Links After Updates
Screen renames or restructures can break existing links. Always maintain backward compatibility or implement redirects.
Not Handling Edge Cases
What happens when linked content doesn't exist? User is logged out? App version doesn't support the feature? Plan fallbacks.
Ignoring Analytics
Track deep link performance: click-through rates, completion rates, errors. You can't fix what you don't measure.
Optimize Your Deep Linking
ClicksFlyer campaigns include built-in deferred deep linking to maximize your conversion rates.
Get StartedDeep Linking Platforms
Consider these solutions for enterprise-grade deep linking:
- Branch: Comprehensive deep linking and attribution
- AppsFlyer OneLink: Integrated with attribution
- Adjust: Deep linking within attribution suite
- Firebase Dynamic Links: Google's solution (being deprecated)
Deep linking is foundational infrastructure for mobile marketing. Invest the time to implement it correctly, and you'll see improvements across acquisition, engagement, and retention.