Deep Linking

Deep linking lets you send users directly to a specific page or section of your website or mobile app rather than routing them through the homepage. This makes content easier to discover and significantly increases relevance.

For example, if you promote a product through a push notification, a deep link can take users straight to that product page, reducing friction and streamlining the path to purchase.

Why use Deep Linking?

  • Increase conversion rates by removing unnecessary steps: users reach targeted offers or content instantly, such as flash sale pages or loyalty program sign-ups.
  • Boost personalization and engagement in omnichannel campaigns: trigger segmented web or in-app messages tailored to user traits or behaviors.
  • Track and optimize user journeys: measure deep link performance across channels (push, email, SMS) and attribute campaign revenue, allowing continual improvement.
Feature / Link TypeDeep LinkUniversal Link (iOS)App Link (Android)Deferred Deep Link
Works Without App InstalledNo ​Yes (fallback to web/app store) ​Yes (fallback to web/app store) ​Yes, preserves intent across install ​
Redirects to App StoreNo ​Yes ​Yes ​Yes ​
Platform SupportiOS & AndroidiOSAndroidiOS & Android
Passes Context After InstallNo ​No ​No ​Yes ​
Setup ComplexitySimpleDomain & OS configDomain & OS configSDK or server logic
Best Use CaseExisting app user navigationCross-platform campaigns/opening content ​Cross-platform campaigns/opening content ​Acquisition, install ads, referrals, QR codes ​

FAQs

How do deep links improve marketing ROI?

Deep links boost ROI by removing friction and sending users straight to the exact product page, offer, or in-app content you want them to see. This reduces drop-off and increases conversions across paid, email, push, and remarketing campaigns.

Can deep linking personalize experiences on mobile and web?

Yes. Deep linking enables precise targeting by routing users to personalized product pages, in-app messages, or tailored web experiences. It works especially well with web push, in-app engagement, and personalized content powered by predictive segmentation and recommendation strategies.

What’s the difference between deep, universal, and deferred links?

Deep links take users to specific in-app screens if the app is installed. Universal links work across apps and mobile web, automatically opening the right destination. Deferred links pass context through the install process so users land exactly where intended after downloading. These link types work together to support seamless user journeys.

How do marketers measure deep linking campaign success?

Deep linking success is measured through key metrics such as clicks, conversion rates, and attributed revenue tied to each link. By analyzing deep link data in campaign analytics tools and revenue attribution dashboards, you can clearly see the impact of each channel and make smarter decisions about where to invest.