What is deep linking?

Deeplinking is now an essential technique in mobile marketing. This method of redirecting the user directly to a specific piece of content within a mobile application is just as useful for app developers and publishers as it is for its users.

What does this technique consist of? How does it work? What are its actual benefits? And most importantly, how do you deploy it? Let’s look at all of this together.

What is deeplinking?

In the mobile world, deeplinking solves a problem that has long bothered app publishers. If you share a link to a specific content of a mobile app with friends or other contacts, it would normally open in the mobile web browser, even if the user already has the app installed—which is anything but practical.

Mobile deeplinking now makes it possible to redirect the user to specific content within an app by opening it directly instead of going through the browser, using a deeplink.

A deeplink is a specific link designed to point to a precise page or product, instead of redirecting only to the app’s homepage.
The simplest example of a deeplink would be a link leading to a specific Facebook profile, instead of simply redirecting to the home feed.

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How does deeplinking work?

Whether it is shared/sent via SMS, email, messaging apps, or even through an Ad, the deeplink fulfills the same function: (Re)directing the user to a specific content.

And what if the app is not installed on the user’s device? This brings us to the next point. There are currently 3 types of mobile deeplinks:

• Standard Deeplink: The most widely used form of deeplink. This link only works if the user has the app installed on their mobile. Otherwise, an error message is displayed.
• Deferred Deeplink: Addressing the error message flaw of the standard deeplink when the app is not installed, the deferred deeplink redirects the user to the app’s installation page on the store.
• Contextual Deeplink: Very similar to the deferred deeplink, contextual deeplinking offers additional benefits. It allows for gathering user data based on clicks and designing more personalized links.

iOS 9.0 was marked by the advent of “universal links,” deeplinks that point to specific content within an app if it is already installed.

Otherwise, the deeplink redirects to the web equivalent of the content by opening it in the Safari web browser. The Android equivalent exists under the name App Links.

The latter are, however, less commonly used due to their lack of compatibility with all widespread versions of the OS. Google has not yet announced any special interest in the matter.

What is deeplinking used for?

It is legitimate to wonder about the concrete advantages of using deeplinking. We have summarized them in a few points:

• On iOS, deeplinks could increase the conversion rate by 40% according to Yeeply!
• Greatly improve the user experience by avoiding unnecessary detours and clicks, resulting in a gain in time and comfort.
• The data collected by contextual deeplinks allows for refining and perfecting the user experience.
• Improve the retention rate by retargeting users who already have the app but are no longer using it. Retention rate is one of the essential KPIs to prioritize for an app’s success.
• Allows for more precise tracking of return on investment (ROI) for your campaigns by accessing data collected by contextual deeplinks. Example: which channel generated the most traffic? SMS? Email? App2app?

How to set it up?

In 2014, Facebook was one of the first to deploy an open-source solution allowing Android and iOS mobile developers to create deep links. This solution is still accessible.

Another solution, the Branch platform, also supports iOS and Android applications. Branch offers a basic free plan as well as paid advanced plans.

Naturally, Apple and Google offer their own assistants: the iOS solution for Universal Links and the Android App Links assistant.

Other questions about deeplinking

A deeplink is a specific link designed to point to a precise page or product, instead of redirecting only to the homepage of the mobile application.

While deeplinking is not mandatory for deploying a mobile application, it does offer numerous advantages.