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Universal Links

Universal Links enable seamless navigation from web to app on iOS, enhancing user experience and engagement.

Why it matters

  • Improves user retention by providing a smooth transition from web to app.
  • Increases conversion rates by reducing friction in the user journey.

How to measure

  • Track click-through rates from web to app.
  • Monitor user engagement post-transition over 30-day periods.

Details

Universal Links are a feature of iOS that allows web links to open directly in an app, provided the app is installed on the user's device. This is achieved by associating a domain with the app through an Apple App Site Association (AASA) file. When a user taps a Universal Link, iOS checks if the app is installed and, if so, opens the app to the specified content. If the app is not installed, the link opens in a browser.

To implement Universal Links, developers must configure their app and server correctly. This includes setting up the AASA file on the server and ensuring the app can handle the incoming link. Proper testing is crucial to ensure links behave as expected across different scenarios.

Examples & formulas

Consider a retail app: a user receives a promotional email with a Universal Link. When tapped, the link opens the app directly to the product page, bypassing the web.

Common mistakes

  • Not updating the AASA file after changes; ensure it is current to avoid broken links.
  • Failing to handle fallback scenarios; always provide a web experience if the app is not installed.

See also