Deferred Deep Link vs Deep Link: Choosing the Right Path

 

With a single click, users can make or break. This is what the mobile app deep linking debate is all about.

It’s not uncommon for marketers to mix them up. But there are some differences that affect user experience, retention and even revenue. Marketing budgets can get gradually depleted without being noticed if they are small enough.

Proper understanding is the first step to superior app growth. This guide will explain both concepts in easy to understand and usable terms.

What Is a Deep Link

A deep link is a link that directs to a particular page within an app. This will only do the trick if the app has already been installed on the device.

Imagine that it’s a shortcut. Users are not directed to the home screen, but rather directly to the product/service they clicked on. This saves time and eliminates any conflicts arising.

Deep links are employed in emails, social posts and even push notifications by brands. Every click is more relevant and personal to the users.

What is a Deferred Deep Link

Deferred deep link resolves a larger issue. It can still be done even if the app hasn’t been installed on the device.

When the user clicks on a link, it redirects the user to the app store. Once installed the app automatically launches at the desired page.

This helps to ensure a smooth and consistent ride. New users bypass dizzying home screens and get to the content that is relevant to them.

This flow is managed by many teams without disrupting the user journey by using tools such as Apptrove. This helps to minimize drop off in the onboarding process.

Deferred Deep Link vs Deep Link: The Core Difference

The issue with deferred deep link vs deep link is whether the app has been installed or not. To use deep links the app must be already installed.

Deferred deep links are a great solution for new users. They are still able to recall purpose even after an app store detour. It is a small detail that can make a big impact in making the first impression.

This distinction is most important when trying to acquire new users. It may have a negative impact on conversions and artificially increase acquisition costs if made incorrectly.

Why Attribution Accuracy Matters

Each and every click and install has to be precisely documented. Weak tracking causes wasted advertising dollars, and lack of clarity in reporting.

Mobile attribution platforms that have strong integration capabilities can tie the dots between clicks, installs and in-app actions. This provides a solid understanding of campaign results.

When the partner you select for mobile measurement is reliable, you won’t have to worry about it reporting deep links and deferred deep links accurately. This steady data and continuity increase trust in the data over time.

Deep Linking and Fraud Prevention

Bad actors can also take advantage of deep links. When fraudulent clicks and installations are counted, device performance is skewed.

The more that teams know about mobile ad fraud, the more they will be able to shield their budgets. Patterns can be identified before they impact reporting with fraud detection tools.

Clean Data = Better Decisions. It also helps to build the trust between marketers and their ad partners. This trust fosters long-term relationships with campaigns and increases trust over time.

Tracking the Right Metrics

Numbers only assist when they tell the right story! Conversion rates, retention and drop-off points must be monitored by marketers.

By regularly assessing mobile app analytics metrics you can see how well deep links are working or not. This enables teams to quickly and confidently improve campaigns.

Key Metrics to Watch

Click Through Rate indicates sign up interest of an initial offer. Post install engagement measures to determine if the link was a true value.

The percentage of retention in the first week is also indicative. It displays whether or not the user has gotten the result he/she was looking for post clicking.

Choosing the Right Path for Your App

Each app can’t have a single right answer. This will depend on the goals of the user acquisition campaign and the structure of the campaign.

For New User Campaigns

Deferred deep links will typically work better here. Once installed, they direct first time users directly to content that is relevant for them. First impressions do count, and affect long term retention.

For Existing User Campaigns

Deep Links are suitable for retargeting when they are simple. The existing user will already have the app, which will be instant and seamless to redirect to the new one. This means re engagement campaigns will work much more effectively.

It is recommended to test the two methods regularly. Applications’ behavior and what users want can change from year to year.

The bottom line is, if the user was intending to use the app, then open and view the deep link.The take away of the deferred deep link vs deep link is to open and view the deep link based upon the user’s intent. Some matches of link type to the right time make for a better experience.

Conclusion

Deferred deep link vs deep link, both types of deep linking have significance in mobile marketing. Knowing and understanding their differences can help teams create better user journeys and better campaign results. Making the right decision now can influence users’ loyalty in the future.