Deep linking is a powerful tool for mobile app marketing. It helps bring users straight to the right page inside an app, instead of sending them to the home screen, which makes the user experience faster and better.
For example, if someone clicks a link and doesn’t have the app yet, deferred deep linking lets them download it first and then go to the right page.
Deep linking is also great to bring the users back to your app and helps improve sales, user retention, and lifetime value.
In this simple guide, we explain what deep linking is, how it works, show real examples, and how you can set it up.
What is Deep Linking?
Deep linking is the practice of using a hyperlink that directs a user past the homepage of a website or app and directly to a specific page.
In mobile apps, deep links allow users to bypass the app's default opening screen and land on a targeted location, such as a product page, a user profile, or a promotional offer.
This technique improves the experience of mobile users and improves the overall usability of mobile applications.
Use Cases of Deep Linking
Deep linking is widely used across various sectors and app categories.
For example, in e-commerce, deep links can be included in promotional emails or ads, guiding users directly to product pages, so the customer’s journey becomes short and the conversion rate of that brand gets boosted.
Travel apps use deep linking to allow users to check bookings or find maps and directions.
Finance apps often rely on deep links to help users view specific transactions or initiate payments.
Even social media platforms use deep links to open specific profiles, posts, or media content, driving engagement and interactivity.
These are excellent examples of deep linking that showcase its utility.
Types of Deep Linking
There are three primary types of deep linking: traditional, deferred, and contextual.
1) Traditional Deep Linking
It requires that the app is already installed on the user's device. When the link is clicked, it immediately opens the app to the specified content.
2) Deferred Deep Linking
It is more flexible. It allows the user to click on a deep link even if the app isn’t installed yet. The user is directed to the App Store or Google Play to download the app.
Once installed, the app opens directly to the intended content, preserving the user’s original intent. This is particularly powerful for user acquisition strategies.
3) Contextual Deep Linking
It builds on deferred linking but includes additional metadata, such as user preferences or referral codes.
This makes it especially useful for personalization and attribution, which are key for effective mobile app marketing and onboarding strategies.
How Do Deep Links Differ from Normal Web Links?
While both deep links and standard web links are used to bring users to content, they operate differently.
A normal web link usually opens a web page within a browser. Deep links, however, are capable of opening specific content inside a mobile application, bypassing generic landing pages or home screens.
They interact with the mobile operating system to determine whether an app is installed, and if it is, they direct the user to a designated part of that app.
This makes deep links much more dynamic and efficient in improving user navigation, driving re-engagement campaigns, and enhancing the overall mobile user experience.
How do Deep Links Work?
While both deep links and standard web links are used to bring users to content, they operate differently.
A normal web link usually opens a web page within a browser. Deep links, however, are capable of opening specific content inside a mobile application, bypassing generic landing pages or home screens.
They interact with the mobile operating system to determine whether an app is installed, and if it is, they direct the user to a designated part of that app.
This makes deep links much more dynamic and efficient in improving user navigation, driving re-engagement campaigns, and enhancing the overall mobile user experience.
- When a deep link is clicked, it first checks whether the target app is installed on the device.
- If the app exists, the link launches the app and navigates to the specified screen or piece of content.
- If the app is not installed, the deep link can fall back to a web page or redirect the user to an app store to install the app.
- Post-installation, certain types of deep links, particularly deferred or contextual, ensure the user still lands on the originally intended content, which is a key part of deferred deep linking.
What is Deferred Deep Linking and How Does It Work?
Deferred deep linking is a smart way to send users to the right screen inside your app, even if they haven’t installed it yet.
When someone taps a link, they’re first taken to the app store to install your app.
Once the app is opened for the first time, it remembers the original link and takes the user directly to the correct page, like a sign-up offer, content page, or campaign screen, instead of just the home page.
This makes the user journey smooth and personalized. It’s especially useful for marketers and developers who want to improve onboarding, re-engagement, and campaign performance.
By keeping the user’s intent from start to finish, deferred deep linking helps reduce drop-offs and increases retention, conversions, and lifetime value (LTV).
The Technology Behind Deep Links
At the core, deep linking relies on URL structures that communicate with mobile apps instead of just web browsers.
Mobile operating systems like Android and iOS provide specific mechanisms for this. iOS uses Universal Links, while Android uses App Links.
These systems enable seamless transitions between mobile web and native apps.
Developers define these links using standard formats and protocols that include the app package name, scheme, and path.
To ensure smooth performance, apps must handle these URLs correctly and provide fallback behavior when the app isn't installed.
The Role of App Hash and ID
Deep linking solutions rely heavily on unique identifiers such as app hash values and application IDs.
These identifiers help route the user to the correct destination within the app so that the link remains accurate even as the app gets updated.
By referencing the app’s internal structure, these identifiers guide deep linking platforms in maintaining precise navigation and functionality.
They also assist in security, preventing unauthorized redirects and ensuring that the deep links only open legitimate app destinations.
The Deprecation of Google Firebase Dynamic Links
Firebase Dynamic Links (FDL) is undoubtedly a popular deep linking solution offered by Google, integrated within the Firebase suite.
However, Google has announced the deprecation of this service from 25th August, 2025.
So many developers and marketers have started looking for its alternative.
If you are looking for its alternative too, do explore AppsOnAir’s App Link.
Why are Mobile Deep Links Important for App Marketers?
After discussing all the stuff related to deep linking, it becomes important to understand its importance as well.
Deep linking plays an important role in the success of any mobile app marketing strategy.
It shortens the customer’s journey from click to purchase, which increases conversion rates and customer satisfaction.
Marketers can use deep links to target users more effectively by guiding them directly to promotions, content, or features, rather than forcing them to navigate manually.
Additionally, deep links support retargeting and personalized campaigns, re-engaging users with relevant content.
They also allow better attribution and tracking, giving marketers insights into which campaigns perform best and why.
Integrating Deep Links into Marketing Campaigns
Deep linking is also necessary for marketing campaigns. Let’s understand it with an example.
Deep links can be embedded into email newsletters to lead users directly to limited-time offers, or in SMS messages that reopen a shopping cart.
On social media, marketers use deep links in ads to drive installs and engagement by showing users the exact item or feature advertised.
Marketing guys can also use these links in push notifications to take users straight to content updates or rewards.
Benefits of Deep Linking
1) It Improves User Experience
Deep linking significantly enhances user experience by reducing the steps needed to reach relevant content.
Users don’t have to search or navigate through menus, leading to quicker interactions and higher satisfaction.
A smooth and fast journey encourages users to return to the app more frequently.
2) It Boosts App Engagement
Apps that utilize deep linking tend to see higher engagement rates.
By taking users directly to valuable content or features, deep links encourage repeat use and prolonged sessions.
This is particularly effective in re-engagement campaigns where the goal is to bring back lapsed users.
3) It Improves Marketing Campaigns
Marketing campaigns benefit from deep linking by delivering personalized and direct experiences.
For example, marketers can track the performance of specific campaigns using tagged URLs and analyze which links drive the most traffic and conversions.
This makes optimization easier and more data-driven, boosting both user acquisition and retention.
4) It Supports User Acquisition Strategies
Deep linking also aids user acquisition by streamlining onboarding flows.
A new user who installs the app via a deferred deep link experiences a personalized welcome, leading to higher conversion and retention rates.
The transition from installation to in-app action becomes frictionless.
Real-World Examples and Case Studies
1) E-commerce: Walmart
Walmart’s integration of deep linking into its email marketing allowed users to go straight from a promotional email to a product page.
This resulted in a 20% increase in conversions and a higher average order value, demonstrating the power of targeted navigation.
2) Social Media: Nike
Nike incorporated deep links into its Instagram ads, leading users directly to specific shoes inside the app.
This reduced bounce rates and increased conversion by 15%, showing how effective deep linking is for impulse-driven channels.
3) App Growth: Uber
Uber utilized deep linking to streamline the ride-booking process.
Shared links led users straight to booking screens, increasing the number of rides by 25%. This made ride-sharing more intuitive and shareable.
Challenges and Solutions
1) Compatibility Issues Across Platforms
One major challenge with deep linking is ensuring compatibility across diverse platforms and OS versions.
Some devices may not support specific deep-linking methods.
To counter this, developers should use standardized formats like Universal Links and App Links and perform extensive cross-device testing.
2) Handling App Installations and First-Time Users
Getting new users to the right screen post-install can be complex.
Deferred deep linking solves this problem by preserving the link’s intent and using it to guide users after they install and open the app.
This makes the onboarding process smooth and retains user interest.
3) Tracking and Analytics Concerns
Understanding the performance of deep links requires robust tracking systems.
Tools like AppsOnAir’s App Link offer features that track clicks, installs, and in-app actions.
These insights are crucial for optimizing campaigns and enhancing ROI.
Looking for a perfect Firebase Dynamic Link Alternative? Try AppsOnAir Today
Here Comes AppsOnAir
AppsOnAir’s “App Link” is built as a drop-in replacement for Firebase Dynamic Links.
Whether you're managing user onboarding, referral programs, or deep content sharing, AppsOnAir makes sure your linking strategy remains smooth..
Here’s why AppsOnAir is your ideal FDL alternative:
1) Built for Cross-Platform Consistency
App Link works flawlessly across iOS, Android, and the web. Users are routed to in-app content if the app is installed, or to the right app store or fallback page if not.
2) Deferred Deep Linking that Just Works
Even if users don’t have your app installed, they’ll be taken to the right screen after installation, just like FDL, but better.
3) Fast, Secure, and Scalable
Our infrastructure is battle-tested with 99.9% uptime, secure link handling (including domain verification and expiration), and minimal latency even at scale.
4) Easy for Developers
Clear documentation, straightforward SDKs, and human support when you need it. No Firebase lock-in. No headaches.
5) Cost-Effective and Flexible
From startups to enterprises, our pricing scales with you, with no hidden costs, no overpriced tiers.
6) Actively Maintained & Future-Ready
Unlike Firebase, which is sunsetting core functionality, AppsOnAir is doubling down on innovation. We're actively building for tomorrow’s deep linking needs, so you’re never left behind.
