Deferred deep linking directs users to specific content within a mobile app after they install it. These links guide users through the app store download process and then open the exact page, product, or feature they clicked to see. The technology works across SMS campaigns, email marketing, web push notifications and web pop-ups viewed from mobile apps, QR codes as well as paid media such as social media ads, and search advertising.
Deferred deep linking reduces friction in the download process to acquire new users, maintains message context to improve owned channel campaigns, and enables retargeting to win back users who previously uninstalled.
You see which campaigns generate link clicks, how many users view landing pages and reach app stores, and which campaigns drive completed installations. You also track whether users land on promoted content after install and which specific messages result in purchases or signups.
Deep linking sends users directly to specific app content, but only works when the app is already installed on their device. If users click a deep link without the app, they typically see an error message or get redirected to a mobile website.
With deferred deep links, when users without the app click a link, the system routes them to the appropriate app store (iOS App Store, Google Play Store, or Huawei AppGallery), remembers their intended destination during installation, then automatically opens that specific content on first launch.
Scenario 1: App Already Installed
Users who have your app click the campaign link and immediately open to the targeted content.
Scenario 2: App Not Installed
Users without your app click the link and get redirected to their device’s app store. After downloading and opening the app, they land on the specific content promoted in the original campaign.
Scenario 3: Desktop Users
Users who click campaign links on desktop computers get redirected to the defined web page.
Banking and fintech brands send SMS campaigns promoting investment accounts or loan pre-approvals. Users without the app download it and land on the application form with their pre-qualified rate already displayed.
Retail and e-commerce companies run email campaigns for seasonal sales. Customers click promotional links, install the app if needed, and open to the discounted collection or their previously abandoned cart.
Telecom providers display web pop-ups on mobile sites offering app-exclusive data bonuses. Customers download the app and immediately see the bonus activation screen.
Media and streaming platforms send web push notifications to mobile web page viewers about new episode releases or breaking news. Subscribers install the app and land on the specific show or live coverage.
Grocery chains print QR codes on receipts promoting personalized weekly deals. Shoppers scan codes in-store, download the app, and see their loyalty-based offers immediately.
1) 63% of marketers use deep linking for onboarding and 61% for campaign performance, yet only 20% apply it to re-engage lapsed users and just 5% use it for referral programs (Source).
Most brands focus on acquisition but miss retention applications where deferred deep links can win back churned users and reduce uninstall rates.
2) Users who arrive via deferred deep links complete their first in-app action 2.8 times faster than users who download apps through standard links (Source).
Faster time to first action means higher conversion rates on your promoted offers, whether that’s completing a loan application, making a purchase, or starting a subscription trial.
3) Campaigns using deferred deep links achieve 37% higher user retention rates after 30 days compared to standard app install campaigns (Source).
Users who land on relevant content understand your app’s value immediately, making them far more likely to return and become long-term customers.
Deep linking works only when users already have your app installed. It takes them directly to specific content. Deferred deep linking handles users without the app. It routes them through the app store, remembers their intended destination during installation, and opens that content on first launch.
Implementation requirements vary by platform. Netmera provides a no-code interface where marketing teams configure settings, create custom landing pages, and generate links without technical support.
Deferred deep linking preserves campaign context through installation, delivers users to the exact content you promised and turns installs into actual business outcomes.
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