Glints Scaled to 1.75M+ MAU and 12.6M+ Job Applications With Airbridge DeepLinks

Introduction

Glints, Southeast Asia’s leading career platform, connects young professionals with opportunities while helping companies reach emerging talent. Founded in Singapore, it quickly expanded across the region, with Indonesia as its largest market. By 2025, Glints had become a hub for millions of job seekers, employers, and KOL-driven campaigns, offering not only job listings but also programs, internships, and upskilling for complete career journeys.

Overview

Glints had faced challenges with their previous setup due to fragmented analytics, the deprecation of Firebase Dynamic Links, and manual link tagging slowing campaign execution. To continue scaling, they sought an MMP that could unify analytics and attribution, provide a robust deep-linking solution for KOL campaigns, and streamline operations through automation.

With Airbridge, Glints consolidated funnel analytics, automated deep linking and bulk tracking for KOL campaigns, and scaled ad operations with dynamic macros. These solutions delivered full visibility into TikTok-driven conversions, faster campaign launches, and hyper-relevant user journeys, driving MAU past 1.75M and nearly doubling job applications to over 12.6M in just months.

Challenges

Glints faced three major challenges while scaling its recruitment platform.

• Consolidating analytics tools: The team wanted to replace a third-party analytics tool for funnel tracking and gain end-to-end visibility in one place.
• Maintaining deep linking and KOL tracking efficiency: With Firebase Dynamic Links deprecated, Glints urgently needed a dependable replacement to keep user journeys seamless. Frequent KOL collaborations also required bulk link generation without manual effort.
• Streamlining campaign operations: Running ad campaigns for countless job postings made manual URL tagging inefficient and error-prone, leading to delays and occasional mistakes.

Among these, deep linking became the most urgent priority. Without it, Glints risked breaking user flows and losing conversions across campaigns.

Solutions

Future-Proof Deep Linking to Drive Growth

When Firebase Dynamic Links was deprecated, Airbridge deep linking stepped in to ensure every install or re-engagement opened the right in-app screen. This seamless experience became the foundation of Glints’ growth, contributing to its 1.75M+ MAU milestone.

Glints also leaned on Airbridge for frequent KOL campaigns. Instead of generating links one by one, the team used Airbridge’s tracking link generator sheet to produce them in bulk. A customized Actuals report provided daily KOL performance metrics, ensuring influencer investments delivered measurable impact.

For example, by leveraging Airbridge data, Glints team tracked clicks, installs, sign-ups, and applications across different KOLs. This helped them identify a top performer driving significant traffic. With Airbridge links, they tested variations in link-in-bio placement and CTA copy, allowing them to optimize content and placement strategy, ultimately increasing sign-ups from that KOL by around 20%.

Deeper Funnel Insights With Airbridge Analytics

To complement deep linking, Glints turned to Airbridge’s Funnel report for clarity into the user journey. The team defined a three-step conversion path: Install → Sign-up → Job Applied.

Each step included custom properties such as user segment and marketing channel, giving the team detailed insights into where applicants were coming from. For example, with Airbridge’s filters, they could isolate installs from Indonesia driven by TikTok campaigns.

This setup showed exactly how TikTok-driven installs translated into job applications in their biggest market. With Airbridge data, they could finally track lower-funnel conversions for TikTok and iOS campaigns. This enabled smarter and timely budget shifts, increasing iOS spend to maintain high efficiency as observed and cutting underperforming TikTok campaigns that were once expected to deliver future growth.

Even without prior MMP experience, Airbridge accompanied Glints with its granular Funnel Report and Customer Support Team, helping the team uncover these insights and fine-tune the onboarding flow for higher conversion.

Automated Link Tagging With Dynamic Macros

To manage thousands of job postings, Glints adopted Airbridge’s dynamic macros. By embedding {job_id} directly into tracking links, one template automatically populated the right parameters for every new ad.

This eliminated repetitive manual tagging, sped up campaign launches, and reduced errors. Beyond efficiency, dynamic macros also enabled personalization at scale. Each candidate was directed to the most relevant job listing post-click, creating a smooth, targeted experience that boosted both engagement and satisfaction.

Results

By prioritizing deep linking with Airbridge, Glints transformed fragmented operations into a streamlined, data-driven growth engine. Deep linking secured seamless user journeys after Firebase Dynamic Links was deprecated, while funnel analytics and automation amplified impact.

Within just months, Glints scaled to more than 1.75M monthly active users and nearly doubled job applications to 12.6M - a clear example of how deep linking, measurement, and automation work hand in hand to fuel sustainable recruitment growth across Southeast Asia.