Deep Link vs Deferred Deep Link: Making Mobile Journeys Seamless

In mobile application marketing, understanding what a deep link vs a deferred deep link is key if you want to get your users to go exactly where you want them to, regardless of whether they have your app or not. Understanding these differences can help you increase conversions, enhance onboarding, and decrease drop-offs. 

Many app businesses work with measurement platforms to manage complex linking logic behind the scenes. For example, Apptrove can partner with you as a mobile measurement partner that handles the deep linking infrastructure, tracking and routing, so you do not need to build everything on your own.

Let’s explore deep linking within mobile apps, unpack deep link versus deferred deep link and explain what the deferred deep link is in a simple, clear manner. 

What Is Deep Linking in Mobile Apps?

Deep linking in mobile apps means URLs that will drive users to a specific page, screen, or piece of content within an app, not simply to the home screen. 

For example, you click a link from the email that says “Claim your reward,” and, instead of opening a website or the app’s initial menu, it takes you directly to the reward page of the app. That is the deep link in action.

Deep Link vs Deferred Deep Link

Deep Link: Quick but Constrained

A deep link provides a direct channel into your app but requires the app to already be installed on the user’s device. When a user clicks it, the link opens up the app loading to the exact screen you intended, such as a product page, discount or a game level. 

But if the user does not have the app already, the deep link cannot fulfill the journey, only opening up a fallback web page, or error. A deep link is ideal for re-engaging existing users, who already have the app installed. 

Deferred Deep Link: Insights and Sommelier

A deferred deep link allows for both types of users, with and without the app installed. When clicking on a deferred deep link, the link is checked first to see if the app is installed, and if so, will open the app directly to the page you intended, just like a regular deep link. 

If not, the link will direct the user to the app store to download the app, and then upon the user installing and launching the app, the app will open directly to the content the user intended to reach. That’s the biggest difference between a deep link and vs deferred deep link.

What Is a Deferred Deep Link, The Simple Definition

In simple terms, what is deferred deep linking?  It’s a smart link that “remembers” where you wanted to go, even before you had the app downloaded.  The link takes you to that same place once you have installed and opened the app. 

Deferred deep linking keeps the context. Without deferred deep linking, a user might click on an advertisement that promised some form of product or a reward.  The user then installs the app and opens it to land on its home screen instead.  This would be confusing and frustrating for the user.  Deferred deep linking circumvents this confusion by maintaining a consistent user experience for their journey.

There are many SDK’s and analytical tools, including Apptrove, that do the heavy lifting for deferred deep linking for you, making setup easier and results more consistent.

How does Deferred Deep Linking Work?

Here is a quick view of the step-by-step process of how deferred deep linking works behind the scenes:

• A user clicks on a promotional link from an advertisement, email or social. 
• The linking service logs the click and saves the location data that is where the user should connect (for example, “Product ID 45” or “Promo Page”).
• If the user already has the app downloaded, then the link would open the app and connect the user to that destination immediately. 
• If the user does not have the app downloaded, then the deferred deep linking would still allow the user to complete the original task seamlessly once the app has been downloaded and opened. 
• After installation, when the user opens the app, the SDK reads the stored data and takes the user straight to the correct page.

This flow creates a seamless experience that feels effortless to the user — but requires precise setup behind the scenes.

Summing It All Up

Grasping the differences between deep links and deferred deep links entails understanding how to direct users into your app seamlessly, regardless of where they start. 

When the app is already on a user’s phone, deep link send them to a specific screen or action. When the app isn’t installed, deferred deep links send users to the respective store and again back to the same point of the experience after installation. 

To summarize:

• Deep links are excellent for re-engagement and existing users. 
• Deferred deep links are excellent for acquisition and for that first experience. 

So now we combine both and with that structure we have a seamless user journey – the experience all users love and remember. Perhaps with help from tools like Apptrove that take the stress and complexity out of link management, which deliver peace of mind so developers can simply focus on building great campaigns and apps, not wondering whether the user will travel a broken path.