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What is a mobile linking platform (MLP)?

A mobile linking platform (MLP) powers reliable deep links across channels and devices. It preserves campaign context (e.g., UTM, referral codes) and delivers a post-install payload so users open the right screen even after installing the app. This guide explains how MLPs work, when to use them, and how to choose one for iOS and Android.

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Overview

Deep links take a user to a precise destination inside your app or website instead of a generic homepage. A modern MLP provides the infrastructure to create, manage, and measure those links across paid, owned, and earned channels. It also maintains user context across platform jumps — for example, sending a shopper from a social ad → App Store/Google Play → directly to a product page on first launch.

Many teams start with a handful of links and quickly expand to thousands across email, SMS, social, SEO, and QR. An MLP centralizes routing logic, hosts verification files for Universal Links/App Links, captures UTM, and exposes analytics and webhooks to integrate with your stack.

How MLPs work

  1. Link creation & routing rules. Marketers and devs define destinations per platform (iOS/Android/web), fallback behavior, and optional parameters (e.g., screen, promo, product_id).
  2. Click capture & context preservation. The MLP records the click, saves UTM and metadata, and safely forwards the user to the best next step (open app if installed, otherwise store or mobile web).
  3. Post-install payload. On first launch, the app requests payload details so it can open the exact screen and personalize the experience.
  4. Analytics & automation. Dashboards summarize clicks, devices, referrers, and trends; webhooks/exports let your backend react in real time.

For extra reliability with in‑app browsers and prefetching bots, many teams use an optional intermediate page before the store to ensure the user intent is recorded.

MLP vs MMP

Mobile measurement partners (MMPs) attribute paid advertising. Mobile linking platforms (MLPs) focus on making links work reliably across all channels (owned and earned included) and preserving context into the app. Some vendors bundle both capabilities; others — like SDDL — intentionally emphasize deep linking, payload delivery, and first‑party link analytics so you can pair them with any measurement stack.

Top use cases

  • Web‑to‑app journeys: Convert SEO pages and mobile web traffic into high‑intent app sessions with Universal/App Links.
  • Lifecycle marketing: Email/SMS pushes that deep‑link to onboarding steps, paywalls, or saved carts.
  • Social and creator campaigns: Branded links that preserve UTM and referral codes across installs.
  • QR codes & offline: From packaging, stores, or events straight to in‑app content.
  • Cross‑promotion: Send users between your portfolio apps and attribute outcomes.

Benefits

  • Higher conversion: Users land on the most relevant screen, not a generic homepage.
  • Scale & reliability: Centralized rules, verified domains, and guardrails for edge cases.
  • Clean analytics: First‑party click data with UTM preserved for BI and channel reporting.
  • Brand control: Custom domains and link metadata that match your tone and taxonomy.
  • Developer efficiency: SDK or lightweight REST; no heavy tracking SDK required.

iOS & Android specifics

On iOS, Universal Links require Associated Domains and a valid apple‑app‑site‑association (AASA) file. On Android, App Links validate via assetlinks.json and SHA‑256 fingerprints. A good MLP hosts these files for your chosen domain and verifies that everything is wired correctly. If you don’t control a domain, you can start with a provider subdomain and later migrate to a custom one.

Integration options: SDK or REST

You can integrate an MLP in two ways:

  • SDK: Simplifies runtime handling and cold start. The app passes an incoming URL (if any) and requests the payload on first launch.
  • REST only: Extract the link key and call the details endpoint; when no key is present, use a fallback endpoint to retrieve context.
API reference • Deep links overview

How to choose an MLP

  • Verified domain support (custom domains + hosted AASA/assetlinks).
  • Reliable handling of in‑app browsers and prefetching bots (optional intermediate page).
  • SDKs and/or REST flexibility for your release cadence.
  • First‑party analytics, UTM capture, and webhooks/exports.
  • Clear separation from (or integration with) your attribution/MMP stack.
  • Tooling for QA and troubleshooting across devices and channels.

Tip: start with one high‑impact flow (e.g., web‑to‑app for best‑selling SKUs), prove the conversion lift, then scale to additional channels and teams.

FAQ

Do I need to use an SDK?

No. An SDK streamlines cold start and runtime handling, but you can implement a pure REST flow if you prefer minimal dependencies.

Will this work with major channels and in‑app browsers?

Yes. Use verified domains and, when needed, an intermediate page to improve reliability across in‑app browsers.

What data can I pass through a link?

Any metadata your app can consume — for example promo, screen, product_id, or referral codes — to personalize the first session.

Does an MLP replace an MMP?

Not necessarily. An MLP ensures links work and context arrives in the app; you can run it alongside your attribution provider or use a bundled solution if offered.

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