What is deferred deep linking, and how does it function?

What happens if a friend sends you a link via iMessage and you click it? The app launches, correct? What if you don't have that app installed on your phone? Can you never see what was on the other side?

No, we've deferred deep links now!

Unlike standard deep links, deferred deep links are one level higher, allowing you to view content later even if you don't have the app installed. App developers view it as a powerful tool for increasing engagement, user acquisition, and profits.

So in this blog, we'll look at what deferred deep linking is, why it's important, and how it works. But we'll also look for case studies on how to use deep links in your mobile app, as well as a few best practices to keep in mind.

Are you ready to learn all about deep linking?

Deferred deep linking: what is it?

Despite the app not being installed on the user's device, deferred deep linking is a marketing technique that points users to particular content within a mobile app. These links, which are available on both iOS and Android devices, help apps gain more users and are frequently incorporated into marketing campaigns.

Deferred deep links don't require the app to be installed on the device in order to function, in contrast to standard and regular deep links. Rather than acting immediately, these deep links wait for the app to be installed on the user's device.

And for that reason alone, you should be aware of how to incorporate deferred deep links into your marketing strategies for mobile apps!

Why do delayed deep links matter?

Naturally, one of your initial inquiries will be to find out why deep linking is crucial in the first place. These three important factors explain why nearly all popular apps are currently incorporating deep linking into their marketing strategies:

1. A better experience for users

Deferred deep links eliminate the need for sign-up screens or generic welcome pages by enabling users to move fluidly from a web link or advertisement to particular content within an app. I don't know about you, but those screens have never appealed to me!

Users will find it easier to obtain the content they are interested in directly as a result of the reduced friction in the user journey. A more seamless user experience boosts contentment and promotes returning to the app.

2. A data-focused marketing tactic

Deferred deep links are a powerful tool for app marketers as they allow for precise targeting and tracking of user interactions. Marketers can create personalized campaigns with deep links that direct users to specific content or promotional offers, enabling them to measure the effectiveness of their marketing efforts accurately. 

Plus, when you analyze the performance metrics of deferred deep links, you can make data-driven decisions to optimize your campaigns for better results and ROI!

3. A rise in app installs

What are our desires? A rise in the number of app installs! How are we going to accomplish that? By allowing potential users to access pertinent app content directly through deep links! Despite how simple this math is, allow me to explain.

Users are more likely to download the app to continue exploring or accessing more features when they are directed to content that is tailored to their needs or interests. This focused method of app marketing increases overall app installs and improves conversion rates.

How does deferred deep linking work?

Even if the app is not installed, deferred deep linking uses a number of technical procedures to smoothly guide users from a link to particular content within an app. This is how it usually operates:

• When a user clicks on a deferred deep link, metadata in the URL indicates which particular page or content in the app the user wants to view.

• The target app's installation status on the user's device is determined by the link routing mechanism. The appropriate content within the app can be opened directly if the app is installed. The routing mechanism, however, directs the user to the relevant app store so they can download and install the app if it isn't already installed.

• Deep linking is postponed until after the app installation is finished because the app is not installed at the moment the link is clicked. Temporary storage of the original link's information and its intended destination is frequently achieved by combining technologies like cookies, device identifiers, or cloud-based services.

• The user goes ahead and uses the app store to download and install it. The user can launch the app for the first time after the installation is finished.

• The app initialization process looks for stored data associated with deferred deep links, like the content that should launch after the app is installed, when the user opens the application.

• After obtaining the stored data regarding the postponed deep link, the application links the user's interaction with the original link as the installation source.

• By utilizing the data from the delayed deep link, the application effectively directs the user to the intended location or content!