Deep linking

What is Deep linking?

Deep linking is a mobile technology that directs users to specific content within a mobile app, bypassing the app's home screen. Deep links function like web URLs for mobile environments, containing additional data to navigate users directly to targeted in-app destinations. This technology creates seamless user journeys from external sources like ads, social media, or push notifications directly to relevant app content.

How it works

Deep linking operates through three primary mechanisms that enable direct navigation to specific app content.

URI Scheme Deep Links

URI schemes represent the traditional deep linking method where each app registers a custom scheme (e.g., airbridge://). When a user clicks a URI scheme link, the operating system identifies the target app through the scheme and navigates to the specific location defined in the link's path. However, URI schemes require the app to be installed and cannot handle fallback scenarios gracefully.

Universal Links (iOS)

Universal links work exclusively on iOS devices and associate apps with verified web domains. Apple requires app developers to register their app with a specific domain (e.g., www.airbridge.io) and host an apple-app-site-association file on their web server. When users click universal links, iOS checks if the associated app is installed and opens the specific content directly. If the app isn't installed, the link opens in Safari instead.

App Links (Android)

App links function similarly to universal links but operate on Android devices. Developers must host a Digital Asset Links file (assetlinks.json) at their domain's /.well-known/ directory and configure intent filters with android:autoVerify="true" in their app manifest. Android automatically opens app links in the associated app when installed, or defaults to the web browser for uninstalled apps. This provides a seamless experience across different user scenarios.

Why it matters

Deep linking significantly impacts mobile marketing performance and user engagement metrics. Companies implementing deep linking see higher conversion rates compared to traditional app store redirects. Deep links reduce user friction by eliminating multiple navigation steps, leading to lower bounce rates and increased session duration. For e-commerce apps, deep linking to specific product pages improves purchase completion rates by shortening the path from ad click to checkout. The technology also enables precise attribution tracking, allowing marketers to measure campaign effectiveness at granular levels. Mobile measurement partners like Airbridge leverage deep linking data to provide comprehensive user journey analytics, helping marketers optimize their acquisition and retention strategies. Deep links support advanced remarketing campaigns, enabling personalized content delivery that drives higher lifetime value.

How to implement deep linking

Implementing deep linking requires careful planning and technical configuration across multiple platforms.

Step 1: Choose your deep linking strategy Determine which deep linking types suit your app's needs. URI schemes work for basic functionality, while universal links (iOS) and app links (Android) provide better user experiences with fallback options.

Step 2: Configure app-side implementation Set up intent filters in your Android manifest file and URL schemes in your iOS project. Define routing logic to handle different deep link paths and parameters. Ensure your app can parse incoming deep link data and navigate to appropriate screens.

Step 3: Set up domain verification For universal links, upload the apple-app-site-association file to your web server's .well-known directory. For Android app links, host a digital asset links file (assetlinks.json) at your domain's /.well-known/ directory.

Step 4: Implement link generation Create a system to generate deep links dynamically based on content, campaigns, or user actions. Consider using a mobile measurement partner like Airbridge to manage link generation and attribution tracking automatically.

Step 5: Test across scenarios Test deep links when the app is installed, uninstalled, running in the background, and completely closed. Verify fallback behavior works correctly and tracking parameters are captured properly.

Step 6: Monitor and optimize Track deep link performance metrics including click-through rates, conversion rates, and user engagement. Use attribution data to optimize campaign targeting and improve user experience continuously.

Related concepts