Deep Link vs Deferred Deep Link: Key Differences Explained

 When a customer clicks on a link and expects to arrive on a particular product page in a shopping application, but is redirected to the generic home page, the resultant frustration reveals an opportunity lost when it comes to moving around mobile apps. Deep linking and deferred deep linking differ and dictate whether users would be able to navigate without challenges or experience unnecessary pitfalls. The understanding of these two technologies has proven critical to mobile-app creators and marketers that aim at developing seamless user experiences and optimise the engagement rates.

Deep link vs deferred deep link are similar functions that work under different circumstances. Although the two technologies are designed to guide the users to a particular content in the mobile applications, the manner in which they work and the timing of operations by the two technologies gives different user experiences. These connecting technologies have altered the process of tracking user behaviour and optimising marketing campaigns through different channels by mobile measurement partner platforms.

Understanding Deep Linking in Mobile Apps

Deep linking of mobile apps has got its name because of the URLs which lead to certain pages or contents of an application and not to the home page of the application only. When a user with the application installed already clicks on a deep link, they will skip the home screen and will be taken straight to the desired content. This technology provides an efficient user experience by cutting down on the unwanted actions in order to access the desired content as well as the amount of time taken to access the content.

General deep links only work when the application has been installed on the device of the user. To provide an example, a user can use a deep link to open a product with a single click to see it in a shopping application that they have already installed; as a result, the corresponding product page will open instantly. This direct navigation enhances the rate of engagement and saves a significant drop-off of users.

What is a Deferred Deep Link

A deferred deep link builds on the behavior of typical deep linking, but allows it to work in those situations where the user has not downloaded the application yet. In this technology, the information about the desired destination is stored in temporary storage and the action to execute the navigation is delayed until the app installation is finished. On clicking a deferred deep link without the app installed, users redirect to the corresponding app store and get the app installed.

The system will remember the location which users wanted to visit and will redirect the users to the particular content when the newly installed application is launched the first time. As an illustration, clicking on a link to a certain playlist on a music-streaming app that a person does not have on their device would take them through the install process on that particular app-store and then directly open that playlist. This is a smooth process that boosts the conversion rates of app-install campaigns.

How Deferred Deep Links Function

Deferred deep linking is based on a complex tracking system to correspond users throughout the installation process. On clicking a deferred deep link, the URL has metadata that the user is going to a specific in-app destination. The linking engine identifies the presence of the target app and directs the users based on different ways.

In case the app is not installed, the system logs the information regarding the initial destination link by using the technologies like device identifiers or cloud-based services. Mobile measurement partner tools are important in such a process as they help link the users to their last touchpoint prior to installing the app and present the deep-link data that is connected to the last button. After the user has installed the app and opened it, the system automatically compares the information about their device with the stored data of the links and sends the user to the desired content.

Key Differences Between The Both

The inherent distinction between a deep link and a deferred deep link is seen through what they require to be installed as well as when they require to be installed. Deep links are only supported by apps being installed in the device and deferred deep links are supported irrespective of whether the app is installed. This difference makes deferred deep linking crucial when it comes to user-acquisition campaigns to individuals that are yet to download the app.

The other important difference is in their applications and usage in marketing. Deep links are effective in retention campaigns among existing users as opposed to acquisition strategies among new users where deferred deep links are effective. The technical complexity is also variable as deferred deep linking requires supporting infrastructure such as attribution technology and temporary data storage to trace users across the installation process. Mobile measurement partner software has the means through which it can be implemented and handled to execute the deferred deep-linking situations efficiently through various marketing channels.

Conclusion

Both deep linking technologies have similarities of improving mobile-app user experiences, though with different strategic functions in user journeys optimisation. Where, a standard deep link offers direct navigation between applications currently installed by the user, deferred deep links fill the gap between user interest and app install by preserving context by installing. Having the right linking strategy depending on the target audience and the campaign goals can be a huge determinant of the rate of user interaction, as well as conversion rates.