Everything to Know About Deferred Deep Linking

Imagine a user clicks a promotional link but does not have the app installed. They are taken to the download screen, and after downloading the app, the home screen appears without showing the content they came for. Users who don't find what they are looking for are less likely to leave the app and uninstall it.

Here comes the fix to this problem, which is Deferred Deep Linking. One of the reliable ways to reduce this friction between engagement and conversion.

What is Deferred Deep Linking?

Deferred deep linking is a robust technology. It is used when users don’t have your app installed on their devices. You click on the link, and it takes you to their app installation page. After the app installation, you are taken to the link page you clicked on from where you came.

For example, your friend sends you a link to buy shoes. You open the link, but don’t have the app. It redirects you to the Play Store or Apple Store for app installation. After the app is installed, you are directly taken to the page of shoes and not to the home screen. This is how deferred deep linking works.

Benefits of Deferred Deep Linking

It solves one of the biggest problems, which is losing context when a user has to first install the app before accessing the content for which they have tapped on the link. But deferred deep links store that link data throughout the installation process and open the context the user came for.

Below are a few benefits of deferred deep linking.

1. Improve User Retention Rate

It works wonders for new users. They installed the app for the first time, and right away, the context appears. The first app experience was smooth, which encourages the user to come again. It reduces app uninstallation rates and increases loyal customers.

2. Promotional Programs

Sharing referral links among people makes the new users install the app and take benefit from it. There is no need to manually add the codes. They just share links, and automatically the code is applied. Benefiting both the link sharer and the new user with discounts and rewards.

3. Higher Conversion Rate

The user sees the context that engaged him in the first view. No confusing or juggling around the home screen. This increases the chances of them taking an action without getting irritated or lost.

4. Enhanced User Experience

The user lands on the page that has engaged them to download the app. It reduces the manual need to search for the content after installing, making the user hooked on your app.

Why is Deferred Deep Linking Important?

Suppose a user taps on a link and gets lost. This broken user experience can be transformed into a structured user experience with Deferred deep linking. The user is more likely to leave when they don’t find what caught their attention in the first place.

According to Google’s documentation on Deferred Deep Linking, it is essential to target new users to guide them to specific page content and install apps using Google Ads and campaigns.

It is also considered an effective marketing tool to bridge the gap between ad clicks and conversion. This tells them how many users have clicked on the ads, how many have installed the app, and which platforms are giving more new users to deliver long-term value.

A user’s first impression and experience of your app decides the next move. It affects apps' reviews, ratings, referrals, and word-of-mouth recommendations.

How Does Deferred Deep Linking Work?

You can use tools like Appsflyer for deferred deep linking.

Below is the process of how deferred deep linking works from opening a link to landing on a specific page.

1. Opens the Link

The user opens the link from any dedicated platform. But you don’t have their app installed on your device.

2. Data Stored

The data from the click is stored on the server side by the platform. It also saves a few details about your device, such as device model, screen size, and IP address.

3. Redirection

As the app is not installed, the user is redirected to the Play Store or App Store page. The platform asks the user to install the app first.

4. App Installed

The app is installed on the user’s device and launches the app. It looks for any deferred link associated with this device.

5. Data Matched

The server matches the app-installed device with the original click on the link. Once matched, the stored deferred link is delivered to the user’s app.

6. Land on the Right Page

The app receives the deferred link and routes the user to that specific page link that was clicked. No confusion or search inside the app.

The Use Cases

1. Website to App Conversion

Platforms such as WebToNative convert your website into a mobile app. When a user clicks on the website and does not have the app installed. The user is redirected to the Play Store or App Store to install the app due to deferred deep linking. After installation, the user lands on the page where he clicked. WebToNative offers the Appsflyer add-on, which is used for deferred deep linking to track where the user came from.

2. E-commerce Business

When a user sees an e-commerce store ad with a link, the user will first download the app and then be redirected to the actual product page. It reduces the manual search and increases the conversion rate.

3. Increase App Downloads

You have a grocery shopping app that is running an ad showing a cooking recipe across platforms with a deferred deep link. So, as the user clicks on the ad, they have to download the app and then land on the cart page with all the specific items required for that recipe. This helps businesses increase app downloads for new users.

FAQs

Q1. Is AppsFlyer required to create deferred deep links? A. No, AppsFlyer is not required to generate deferred deep links.

Q2. Does deferred deep linking work on both Android and iOS devices? A. Yes, it works smoothly on both Android and iOS devices.

Q3. Deferred deep linking can be used in which industries? A. Almost all industries can use deferred deep links. It is best suited for the gaming, finance, e-commerce, and social media industries.

Q4. Are developers required to set up deferred deep links? A. Yes, developers are essential to set up the links for the right functionality.

Conclusion

Deferred deep links are an effective way to encourage and reach new users easily. The links can be placed across platforms to increase app downloads and drive traffic. It makes sure that the people who tap on the link download the app and get the specific page without searching inside the app. These deferred links often help in reducing the gap between first interaction and conversion. Deferred deep links are used in many industries to boost user retention.

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