What is a Deep Link?
A deep link is a specialized URL that opens a specific page or content within a mobile app, bypassing the home screen. Instead of just launching the app, deep links create seamless user experiences by taking users directly to relevant content.
For example, clicking a product link in an ad can open directly to that product page in the shopping app, rather than making the user navigate there manually.
Types of Deep Links
| Type | Works When | Example |
|---|---|---|
| Traditional Deep Link | App is installed | myapp://product/123 |
| Deferred Deep Link | App not installed (redirects through store) | Works after install |
| Universal Links (iOS) | Any state | https://myapp.com/product/123 |
| App Links (Android) | Any state | https://myapp.com/product/123 |
| Contextual Deep Link | Carries attribution data | Includes campaign info |
Deferred Deep Linking
Deferred deep links are especially powerful for user acquisition. They preserve the intended destination through the app store installation process:
- User clicks ad with deferred deep link
- User is taken to app store (app not installed)
- User installs and opens app
- App retrieves stored deep link data
- User is routed to specific content
Pro Tip: Use for Retargeting
Deep links are essential for retargeting campaigns. Link users directly to abandoned carts, viewed products, or incomplete actions to maximize conversion rates.
Implementation
iOS Universal Links
// apple-app-site-association file
{
"applinks": {
"apps": [],
"details": [{
"appID": "TEAMID.com.myapp",
"paths": ["/product/*", "/category/*"]
}]
}
}
{
"applinks": {
"apps": [],
"details": [{
"appID": "TEAMID.com.myapp",
"paths": ["/product/*", "/category/*"]
}]
}
}
Android App Links
// AndroidManifest.xml intent-filter
<intent-filter android:autoVerify="true">
<action android:name="android.intent.action.VIEW"/>
<category android:name="android.intent.category.DEFAULT"/>
<data android:scheme="https" android:host="myapp.com"/>
</intent-filter>
<intent-filter android:autoVerify="true">
<action android:name="android.intent.action.VIEW"/>
<category android:name="android.intent.category.DEFAULT"/>
<data android:scheme="https" android:host="myapp.com"/>
</intent-filter>
Deep Link Benefits
- Better UX: Users land exactly where they expect
- Higher Conversion: 2-3x improvement in conversion rates
- Accurate Attribution: Pass campaign data through the link
- Retargeting Power: Re-engage users with personalized content
- Cross-Channel: Works across email, ads, social, and web
Best Practices
- Use Universal/App Links: More reliable than URI schemes
- Handle Fallbacks: Gracefully handle cases when content doesn't exist
- Test Thoroughly: Test all link scenarios (installed, not installed, logged in/out)
- Track Performance: Measure deep link CTR and conversion separately
- Use a Deep Link Provider: Branch, AppsFlyer, or Adjust simplify implementation