Deep Linking Explained: How It Works and Why It Matters

 


Every time a user spends some time lost in your app is a second nearer to giving up. With deep linking, the user is taken where they are at a specific page where the information is relevant.

It’s one of the most impactful, yet least utilized mobile marketing tools. Being able to get it right can change the way your users interact with your app.

What is Deep Linking?

Deep linking means using a URL to get people to a particular page within your app. The user is directed not to a home screen but to a pertinent place within the app.

This results in a seamless and purposeful customer experience. It cuts down on friction and helps convert at all points of the funnel.

How It Differs from Standard Links

A regular link launches a website or application home page. A deep link bypasses that step and goes straight to a product page, article or offer.

In mobile marketing, this is a significant difference. Deep links provide instant relevance, and that’s what users demand.

Types of Deep Linking

URL Deep Linking

The simplest form possible is URL deep linking. It opens a predefined point of access in an installed app, in the same way as a standard URI scheme.

This is good for those who have the app already. In most cases if the app is not installed, the link will either not work or will produce an error.

Deferred Deep Linking

Deferred deep linking is an extension of URL deep linking. It keeps in memory the target of the application even if it hasn’t been installed.

The user is automatically directed to the original destination after installing the app. This is crucial for retargeting and user acquisition campaigns.

Dynamic Deep Linking

Marketers can use dynamic deep linking to generate flexible, adjustable links. These links may be re-directed depending on the user’s actions, platform or context.

For instance, one link can direct the iOS users towards one action while Android users towards another. This type of control is a huge step up in campaign precision.

Why Deep Linking Matters for Mobile Growth

Improving User Experience

Those who end up on content which is relevant are more likely to interact. Deep linking does away with the guesswork and brings immediate value.

Mobile attribution platforms, for instance, where understanding the entire conversion path from click to conversion is essential, will find this particularly valuable. Correct destination information results in improved campaign optimization.

Boosting Campaign Performance

You can never have enough destination control in a marketing campaign. Deep linking can drive your ad dollars to high-intent pages, not screens.

Deep linking data platforms, such as Apptrove, can link campaign performance to in-app behaviour. This allows the marketer to gain a better insight into what’s really working.

Deep Linking and Attribution

Connecting Clicks to Conversions

Deep linking goes hand-in-hand with the mobile app analytics metrics. A user clicking a deep link is a user action that is a data point.

Marketers will be able to view the channels, creatives and campaigns that are attracting quality users. This kind of visibility is necessary to scale what’s working.

Reducing Mobile Ad Fraud

If you don’t track your links, you could get your performance figures boosted by fraudulent clicks. Structured deep link flows make it more difficult to manipulate attribution data by bad actors.

At some point, it’s essential to know how to fight mobile ad fraud if you’re a marketer who uses links for your ad campaigns. Clean data always starts with clean link infrastructure.

Setting Up Deep Links the Right Way

Choosing the Right Link Type

Deep links don’t need to be the same for every campaign. Before you select URL, deferred deep linking, or dynamic deep linking, you should determine if your audience is using the app.

In many cases, it is enough to use the normal URL deep linking for re-engagement campaigns. Deferred deep linking is the better option when using acquisition campaigns.

Measuring and Optimizing

After deep links have been enabled, it’s all about measurement. Track performance of links across all channels with a mobile measurement partner.

Check click-to-install, post-install and session quality. The following metrics show if the deep linking strategy is actually working.

Conclusion

Deep linking isn’t only a technical option. It’s a strategic tool that defines the approach to discovery and engagement of your app. The common theme is to send the right user to the right page at the right time, whether the tool is a URL deep link, deferred deep link or dynamic deep link.

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