Deep Link vs Deferred Deep Link: What Is the Difference?

 

How you direct users after you get a click determines their entire user journey. Web marketers have no option but to understand the difference between deep link vs deferred deep link. It plays a crucial role in developing a successful app funnel.

What Is a Deep Link?

A deep link is a URL which directs users to a specific page within a Mobile App. Users will not be taken to the home screen, they will be taken right to where they want.

This is the typical method of deep linking in mobile apps. It requires that the app is installed in the device first.

Usually, it fails to connect or points to an error if the app is not installed. That’s a big drawback of it.

What Is a Deferred Deep Link?

A deferred deep link can address that which a normal deep link can’t.

It saves the destination-context prior to installation of the app. On first installation and opening the user is immediately directed to the desired screen. The action is “defers”, meaning that it won’t be executed until the app is ready.

This is why deferring deep linking is so useful for paid acquisition campaigns. You never lose a user simply because they must have to install first.

Deferred deep linking is built-in on platforms such as Apptrove. This can enable marketers to trace the entire path from ad click to install to the first in-app action.

Deep Link vs Deferred Deep Link: Core Differences

Does the App Need to Be Installed?

A standard deep link will need the application to be on the device. It is essential for the experience to break apart without it.

This is not applicable for deferred deep links. It is working both in and out of the app. The destination is set and passed upon install.

How Is the Destination Stored?

The destination is embedded into the URL itself with a standard deep link. It reads it when the app is opened.

With a deferred deep link, the destination context is stored on a server. It is matched with the user following install based on device signals.

Which One Supports New User Acquisition?

Deep links are ideal for re-engagement. They are effective for users that already use the app.

Deferred deep links are created with acquisition in mind. They’re suitable for driving users from ads, emails, or referrals to install your app for the first time.

Why This Difference Matters for Mobile Marketers

Getting users to install is only half the work. The key to converting is getting them to the right place within the app.

Both types of links are used in mobile attribution platforms to monitor and improve user journeys. If not properly deep linked, attribution information is incomplete.

After clicking a promo ad, your user should be taken to the very same promo page. Every time, with deferred deep linking, that is possible.

When to Use Each Type

Use Standard Deep Links When

Your campaign focuses on your current users. Standard deep links can be used for re-engagement flows, push notifications, and in-app messaging.

They are easy to execute and dependable in case of confirmation of the app installation.

Use Deferred Deep Links When

Your objective is to acquire new users. Deferred deep linking is a must use for any campaign that pushes users to an app store.

Mobile app analytics metrics consistently show the fact that after install, users who end up on screens that are relevant to them, are converting at a much higher rate.

How Deep Linking Connects to Attribution

Deep linking and attribution go hand-in-hand. Each link conveys a story, a narrative, or a journey from one place to another.

MMP attribution tools leverage deep link data to link the ad spend with in-app results. This is the way that marketers demonstrate ROI on each channel.

If there is no deep link data in your attribution stack, you’re measuring incomplete journeys.

Conclusion

It is not a matter of complexity choosing a deep link or deferred deep link. It’s about the right tool at the right time of the user’s experience. The standard deep links are for your current users. Deferred Deep Links are for your future ones. These two are the foundation of a comprehensive mobile growth approach.