In the competitive world of mobile app marketing, crafting a seamless user experience from ad impression to in-app engagement is paramount. Deferred deep linking emerges as a powerful tool for achieving this objective. This article delves into the concept of deferred deep linking within mobile advertising, exploring its definition, functionalities, benefits for app marketers, and best practices for implementation to enhance user acquisition and engagement strategies.

What is Deferred Deep Linking in Mobile Advertising?

Deferred deep linking is a mobile marketing technique that enables app marketers to link users to specific content or functionalities deep within their app, even if the user doesn’t have the app installed they click on the ad. Here’s how it works:

1. User Clicks on Ad: A user encounters a mobile ad promoting your app and clicks on it.
2. Deep Link Redirection: The user is redirected to either the app store (iOS App Store and Google Play Store) or an appropriate mobile web landing page.
3. App Download: The user is directed to download the app from the app store if they don’t have an app installed.
4. Deferred Deep Link Storage: The deep link information specifying the intended in-app destination is stored on the user’s device.
5. App Installation: The user downloads and installs the app.
6. Deferred Deep Link Activation: Upon launching the app for the first time, the Deferred Deep Link information is retrieved and activated, seamlessly directing the user to the pre-defined in-app location (specific product page, level within a game, etc.).

Benefits of Utilizing Deferred Deep Linking in Mobile App Advertising

Deferred deep linking offers several advantages for mobile app marketers seeking to optimize user acquisition and engagement strategies:

• Enhanced User Experience: Deferred deep linking creates a smooth user journey by directing users directly to the intended in-app content after app installation, eliminating the need to navigate the app manually.
• Improved Conversion Rates: By directing users to relevant in-app content, deferred deep linking increases the likelihood of them converting within the app (e.g., making a purchase, or completing a signup).
• Deeper App Engagement: Directing users to specific content upon app launch can spark deeper engagement and encourage them to explore various app functionalities.
• Campaign Measurement and Attribution: Deferred deep links can be embedded with campaign parameters, allowing you to track user acquisition and in-app actions attributed to specific ad campaigns for better campaign analysis.
• Retargeting Opportunities: Data collected through deferred deep links can be leveraged for retargeting campaigns. You can re-engage users who downloaded the app but didn’t complete the desired action with targeted messaging based on their initial in-app destination.

Best Practices for Implementing Deferred Deep Linking

Here are some best practices to ensure successful implementation of deferred deep linking in your mobile app advertising campaigns:

• Clearly Define Deep Link Destinations: Ensure your deep links point to relevant and engaging in-app content that aligns with the user’s intent from the ad they clicked.
• Utilize Deep Link Testing Tools: Test your deep links thoroughly across various devices and operating systems to guarantee seamless activation upon app launch.
• Track Deep Link Performance: Monitor deep link click-through rates and in-app conversion rates to assess their effectiveness and identify areas for improvement.
• Comply with App Store Guidelines: Adhere to the deep linking guidelines set forth by the app store platforms (iOS App Store and Google Play Store) to avoid app rejection.
• Partner with a Deep Linking Provider: Consider partnering with a reputable deep linking provider to access robust deep linking functionalities, analytics, and support. Some examples of partners include,
• Branch.io, a deep linking platform with resources and documentation, and Adjust a Mobile measurement platform with a guide to deep linking.

5 Key Takeaways from Deferred Deep Linking

• Seamless User Journeys: Deep linking directs users to specific in-app content after app install.
• Improved Conversion Rates: Deep linking increases the likelihood of in-app conversions.
• Deeper App Engagement: Deep linking encourages users to explore app functionalities.
• Campaign Measurement: Track user acquisition and in-app actions attributed to specific campaigns.
• Retargeting Opportunities: Re-engage users based on their initial in-app destination preference.

Deferred deep linking is a valuable tool for mobile app marketers aiming to create a frictionless user experience and enhance user acquisition and engagement efforts. By understanding its functionalities, benefits, and best practices for implementation, you can leverage deferred deep linking to streamline the user journey from Ad Impression to valuable in-app actions, ultimately propelling your mobile app’s growth.