Deferred deep linking ensures that new users who install your app from a link still land on the exact in-app screen you intended. It preserves campaign context (UTM, promo codes, user IDs) through install, improving activation and conversion rates.
What Is Deferred Deep Linking?
Standard deep links work only if the app is already installed. Deferred deep links add a post-install step: a user taps a link, installs the app, and on first launch the app opens the correct screen with the right context (offer, item, referrer, etc.).
- Click: The user taps a short link (email, SMS, ads, QR, web).
- Install or open: If the app isn’t installed, the user goes to the correct store; otherwise, the app opens directly.
- Context restored: On first open after install, the app receives the original parameters and routes to the intended screen.
How Deferred Deep Linking Works (High Level)
The flow is platform-agnostic and relies on verified domains and consistent routing rules:
- Smart link domain: Use a branded HTTPS domain with no unnecessary redirect chains.
- iOS Universal Links / Android App Links: Verify domains so links open the app when installed.
- State handoff: Preserve UTM and custom params across the store step so the app can restore them on first launch.
- Fallbacks: Provide desktop and private-mode fallbacks when opening the app isn’t possible.
- Routing: Map paths/params to specific in-app destinations and track outcomes (signup, purchase, activation).
Why Use Deferred Deep Links
- Acquisition efficiency: New users land on intent-matching screens, not the generic home.
- Better attribution: UTM and campaign metadata survive install for accurate measurement.
- Higher activation: Coupons, carts, and content are pre-applied on first open.
- Cross-channel consistency: Works across email, SMS, ads, social, QR, and web banners.
Use Cases
Acquire New Customers
Send users from ads or QR codes to install, then straight into a tailored welcome flow, product detail, or promo page.
Re-Engage Dormant Users
Link from email/SMS to specific features or content; if the app is missing, the user installs and resumes where intent points.
Win Back Churned Users
Deliver time-bound offers that re-open directly to checkout or an offer screen after reinstall, minimizing drop-off.
Best Practices
- Verify domains: Set up Universal Links (AASA) and App Links (assetlinks.json) with correct headers and no redirects.
- Keep URLs stable: Avoid long redirect chains; use clear path patterns and consistent UTM handling.
- Plan fallbacks: Provide a desktop page and “open in app/browser” options for in-app webviews.
- Test matrices: Installed vs not installed; iOS/Android; Safari/Chrome; email/social webviews; cold/warm start.
- Measure outcomes: Track install-to-action, retention, and revenue attributed to each campaign.
Deep Linking vs. Deferred Deep Linking
Deep linking opens a specific screen only when the app is already installed. Deferred deep linking adds post-install context so new users also land on that screen after installation.
FAQ
Does deferred deep linking work on both iOS and Android?
Yes. Use iOS Universal Links and Android App Links with a branded HTTPS domain and verified association files.
Will my UTM parameters survive the store redirect?
With a proper handoff, campaign parameters persist through install and are available on first app open.
What about desktop or private-mode clicks?
Provide a fallback landing page with clear "Open in App" and "Get the App" options to keep the journey intact.