What is Deep Linking?
Deep linking is a method that allows links to direct users to specific content within a mobile application, bypassing the app's homepage or menu. This is achieved by using a uniform resource identifier (URI) that functions similarly to a URL on the web. Deep linking enables a more streamlined user experience by taking users directly to the item or page they're interested in, whether it's a product in an e-commerce app, a particular level in a game, or a specific post in a social media app.What is Deferred Deep Linking?
Deferred deep linking is an evolution of deep linking that caters to users who do not yet have the relevant app installed. When a user clicks on a deferred deep link, they are first directed to the app store to download the app. Upon installation, the app launches and takes the user to the specific content or feature that the original link pointed to. This process ensures that the marketing funnel remains intact, from initial engagement to conversion, regardless of the app's installation status on the user's device.Why are Mobile Deep Links Important for App Marketers?
Mobile deep links are crucial for app marketers for several reasons:
- Enhanced User Experience: By minimizing the number of steps a user must take to reach their desired content, deep links streamline the app experience, which can lead to increased user satisfaction and retention.
- Improved Conversion Rates: Directing users to specific content within an app reduces the likelihood of drop-off and increases the chances of conversion, whether that's making a purchase, signing up for a service, or completing a level in a game.
- Accurate Tracking and Attribution: Deep links allow marketers to track user engagement and behavior more accurately, leading to better attribution for campaigns and a clearer understanding of ROI.
Types of Deferred Deep Linking
Deferred deep linking can be divided into several types, each with its own mechanism and use case:- Basic Deferred Deep Linking: This is the standard form where the link redirects to the app store, and post-installation, the user is taken to the specific content within the app.
- Contextual Deep Linking: This type goes beyond the basic functionality by passing on contextual data such as user attribution or content preferences through the installation process, allowing for personalized experiences once the app is opened for the first time.
- Self-Attributing Network Deep Linking: These are deep links provided by networks like Facebook or Google that can attribute installs and post-install actions back to specific ads or campaigns without the need for an additional mobile measurement partner (MMP).
