Deferred deep linking

Deferred deep linking is a term used to describe one aspect of mobile deep linking is the process of deep linking but when the end user does not have the app installed and must install the app in order to access the in-app content. There is currently no industry standard for deferred deep linking, prompting many companies to invest in their own technologies.

In the truest sense, deferred deep linking is advanced deep linking. It requires the same naming structure implemented with deep linking but also requires passing the intent through or around the App Store. Various ad players enable this functionality as does Google Play. For all other installs (iOS, other Android stores, referrals from friends, promotional emails, social shares) install attribution is required so the newly installed app is tied back to the original link, or intent.

Deferred deep linking provides richer user experiences and gives new users the content that sparked the initial app install. Without deferred deep linking, new users are dropped into a generic app screen that does not connect with the intent.

"Without deferred deep linking, links can send user down one of two paths. First, users are driven to a mobile web page where they can be prompted to install the app via a banner or interstitial. The other alternative is that users will be driven to download your app. In either case, after opening the app after install, the user will be presented with the generic app screen."[1]

How Deferred Deep Linking Works In order to place a user in the proper location or screen within an app, the deep link must be passed through the app store into the app at install. To do this, the install needs to be attributed to its source so the app developer will need to use an install matching attribution platform to connect the install to the link clicked.

Deferred Deep Linking on iOS Apple App Store does not have an intent call like Google Play. As a result, app developers need to use an attribution platform that can properly route new users to the correct location inside the app.

Post-Install Deep linking via Facebook Ads Facebook gives developers the option of bringing users to the content inside the apps with their Deep Linking for Mobile Install Ads. "When a person taps on a mobile app install ad on Facebook, the developer can choose to send them to a specific place in their app after it's downloaded, such as a product page rather than the homepage."[2]

Deferred Deep linking on Google Play Google gives app developers the option of passing the original deep link through the Google Play App Store using the Intent. "The deep link should take users directly to the content, without any prompts, interstitial pages, or logins. Make sure that users can see the app content even if they never previously opened the application.” [3]

Deferred Deep linking on other Android stores Since Google Play makes up less than 1/4 of the volume of Android apps downloaded,[4] app developers will need to use an attribution platform to match the install with the source location.

In app promotion

Deferred deep linking plays an important role in app marketing, specifically in user acquisition campaigns. It enables marketers to send targeted promotion to a specific audience. Users will be directed to app screens associated with the promotion following the app install.[5]

Providers of deferred deep linking

Deferred deep linking takes on multiple names, including contextual deep linking and post-install deep linking.

References

  1. ↑ "What is Deep Linking?". Yozio.com. Retrieved 2015-06-20.
  2. ↑ "Deep linking for mobile app install ads". Developers.facebook.com. Retrieved 2015-06-20.
  3. ↑ "Enabling Deep Links for App Content | Android Developers". Developer.android.com. Retrieved 2015-06-20.
  4. ↑ "Android Surpasses iOS In Revenue, If China’s Android App Stores Are Combined". TechCrunch.com. 2015-04-27. Retrieved 2015-06-20.
  5. ↑ "App Marketing Using Deep Linking". Retrieved 2015-06-23.
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