What happens if your friend sends you a link on iMessage and you click it? The app opens, right? But what if you don’t have that app downloaded to your phone? Can you never see whatever was on the other side? Nope—we have deferred deep links now!
Unlike standard deep links, deferred deep links are one level up, allowing you to view content later even if you don’t have the app yet. From an app developer’s point of view, it’s a superpower to increase engagement, user acquisition, and ultimately—profits! Studies show that deep linking can increase conversion rates by over 50%, with apps implementing deep links seeing a 2.5x increase in user retention within the first 30 days.
In this comprehensive guide, we’ll explore what deferred deep linking means, why it’s important in the post-Firebase era, and how it works technically. We’ll also cover practical use cases, compare leading providers, and share best practices for 2026.
The deep linking ecosystem underwent a major shift in August 2025 when Firebase Dynamic Links was officially shut down. This forced millions of apps to migrate to alternative solutions. Meanwhile, privacy regulations continue to evolve, making traditional fingerprinting techniques less reliable. Despite these challenges, deep linking remains essential—owned media conversions surged 64% in 2024-2025, with web-to-app campaigns alone growing 77% year-over-year.
What is deferred deep linking?
Deferred deep linking is a marketing technology that directs users to specific content within a mobile app, even if it’s not installed on their device. Present in both iOS and Android devices, these links act to increase user acquisition and are often a critical part of an app’s marketing strategy.
While standard deep links require the app to be already installed on the device to work, deferred deep links don’t. Instead, these links intelligently wait for the app to be installed on the user’s device before taking the action. The “deferred” part means the deep link functionality is postponed until after installation—the link first sends users to the app store, then automatically routes them to the intended content once the app opens.
Types of deep links
| Type | App required? | Personalization | Attribution | Best for |
|---|---|---|---|---|
| Standard deep link | Yes | No | Limited | Re-engaging existing users |
| Deferred deep link | No | No | Full | User acquisition campaigns |
| Contextual deep link | No | Yes | Full | Personalized campaigns |
Contextual deep links add personalized parameters to deferred deep links, enabling user-specific welcome experiences, pre-populated promo codes, and A/B testing of different landing experiences.
Why are deferred deep links important?
1. Dramatically improved conversion rates
Deep linking can increase conversion rates by over 50%—around 51% on average according to industry studies. This improvement comes from reducing friction in the user journey. When users click a link and land exactly where they intended (even after installing the app), they’re far more likely to complete the desired action. The ROI impact is significant: this conversion improvement typically pays for deep linking implementation within 2-4 weeks through increased mobile revenue.
2. Superior user experience
Deferred deep links allow users to seamlessly transition from a web link or advertisement to specific content within an app, bypassing generic welcome pages or sign-up screens. This reduces friction in the user journey, making it easier for users to access the content they’re interested in directly. A smoother user experience increases satisfaction and encourages repeat usage of the app.
3. Data-driven marketing attribution
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. Attribution accuracy improves by approximately 40% compared to standard links, allowing for data-driven budget allocation that can transform marketing ROI.
4. Increased app installs and retention
When users are directed to specific content that aligns with their interests or needs, they are more likely to download the app to explore further. This targeted approach enhances conversion rates and boosts overall app installs. More importantly, apps implementing deep links see a 2.5x increase in user retention rates within the first 30 days after installation—meaning better lifetime value from each acquired user.
How does deferred deep linking work?
Deferred deep linking operates through a series of technical processes to seamlessly direct users from a link to specific content within an app, even if the app is not installed. Here’s how it typically works:
- User clicks the link: The URL contains metadata that identifies the specific page or content within the app that the user intends to access.
- App detection: The link routing mechanism detects whether the target app is installed on the user’s device.
- Store redirect: If the app is not installed, the routing mechanism redirects the user to the appropriate app store (App Store or Google Play).
- Data storage: Information about the original link and its intended destination is stored temporarily through cookies, device identifiers, or cloud-based services.
- App installation: The user downloads and installs the app from the store.
- Data retrieval: Upon opening the app for the first time, the app initialization process checks for stored deep link information.
- Content delivery: The app retrieves the stored information and navigates the user to the specific location or content they originally clicked on.
Privacy considerations in 2026
The biggest technical challenge for deferred deep linking is user privacy. Both Apple (with iOS) and Google (with Android) have implemented strict privacy policies that make it impossible to directly pass data from the app store to the newly installed app. This is intentional—allowing direct data transfer would open the door to widespread user tracking and fingerprinting.
Key privacy factors affecting deep linking:
- iOS App Tracking Transparency (ATT): Only approximately 24% of users opt in to tracking
- Traditional fingerprinting techniques are being deprecated on both platforms
- Probabilistic matching accuracy is decreasing due to privacy restrictions
- Android Privacy Sandbox is introducing similar restrictions to iOS
Modern deep linking solutions use privacy-compliant methods like contextual signals and first-party data to maintain functionality while respecting user privacy preferences.
Deep linking providers comparison
Following the Firebase Dynamic Links shutdown in August 2025, several providers have emerged as the leading alternatives. Here’s how they compare:
| Provider | Deferred DL | Analytics | Free tier | Pricing | Best for |
|---|---|---|---|---|---|
| Branch | Yes | Advanced | Up to 10K MAU | From $299/mo | Enterprise, full attribution |
| AppsFlyer OneLink | Yes | Advanced | Zero Plan (limited) | Custom | Marketing teams, MMP users |
| Adjust | Yes | Advanced | No | Custom | Attribution-focused |
| Kochava | Yes | Advanced | Free App Analytics | Custom | Enterprise analytics |
| Singular | Yes | Advanced | No | Custom | ROI analytics |
| Bitly | Limited | Basic | Yes | From $35/mo | Simple short links |
| Firebase Dynamic Links | SHUTDOWN | N/A | N/A | N/A | Migrate immediately! |
Implementation: iOS vs Android
Both iOS and Android support native deep linking through different mechanisms. Understanding these differences is essential for proper implementation:
| Aspect | iOS (Universal Links) | Android (App Links) |
|---|---|---|
| Configuration file | apple-app-site-association | assetlinks.json |
| File location | /.well-known/ or root | /.well-known/ |
| Protocol required | HTTPS only | HTTPS only |
| Verification | Apple Developer account | Google Play Console |
| Fallback behavior | Opens App Store | Opens Play Store |
| Legacy method | Custom URI schemes | Intent filters |
| Privacy restrictions | ATT (~24% opt-in) | Privacy Sandbox (evolving) |
Both Universal Links and App Links are more secure than legacy custom URI schemes because they verify domain ownership. Third-party deep linking providers handle these configurations automatically.
Deferred deep linking use cases
1. Referral programs
Referrals are one of the strongest marketing tools that can boost your results. When existing app users share a referral link with a friend, the deferred deep link embedded within it directs the friend to the desired content or offer within the app after installation. This eliminates the need for the friend to navigate through the app to find the referred offer. Gaming apps saw referral-to-app conversions more than double in 2024-2025 using this approach, with both referrer and referred user properly credited for rewards.
2. Ad campaigns and paid acquisition
Advertisers leverage deferred deep linking to optimize ad engagements and drive conversions. By incorporating deferred deep links into advertisements, you can direct users from the ad directly into specific content within your app—even if they need to install it first. This streamlined user journey significantly improves conversion rates by reducing friction and ensuring that users land on the intended destination seamlessly.
3. Re-engaging lapsed users
If you’re struggling with users who download and disappear, deep linking can reignite their initial interest. Send personalized push notifications, text messages, or emails containing deferred deep links to lapsed users, offering exclusive come-back rewards, discounts, or content. The direct path to relevant content dramatically increases the chance they’ll return and engage.
4. Promotional coupons and offers
Coupon campaigns incentivize purchases and drive sales, increasing app engagement, revenue, and installs simultaneously. When users click on a coupon link, the deferred deep link directs them to the relevant product page or checkout flow within the app, eliminating manual searching or navigation. This seamless experience increases the likelihood of a transaction.
5. App migration
When transitioning users from an old app to a new one, deep linking can facilitate encouraging app migration. When existing users receive a deep link via push notifications or emails, developers can ensure they’re being directed to the right place at the right time, maintaining their data and experience continuity.
6. Omnichannel retail
Retailers increasingly seek to bridge the gap between in-store and online shopping experiences. Deferred deep linking enables retailers to connect physical experiences with their mobile apps—users can scan QR codes in-store to access additional product information, reviews, or exclusive offers within the retailer’s app, even if they need to install it first.
Where to use deferred deep links
Social media to app
More people are using social media than ever. Whether it’s Facebook, Instagram, TikTok, or any other platform, incorporating deferred deep links into social media posts can effectively convert followers into app users. By including deep links in posts that highlight app-exclusive content, promotions, or features, you have a high chance to drive engagement and encourage followers to download or open the app.
Web to app
Transitioning users from a mobile or desktop website to a specific part of the app is seamless with deferred deep links. By strategically placing deep links within website content like product pages, promotional banners, or blog posts, you can create an immersive and smooth experience. Web-to-app campaigns saw 77% growth in 2024, with Finance apps leading the charge at over 200% year-over-year growth.
SMS/Push notifications to app
SMS and push notifications become significantly more effective with deferred deep links, leading users directly to relevant content or offers within the app. By embedding deep links in notifications that highlight time-sensitive promotions, personalized recommendations, or exclusive deals, you drive immediate action and increase app usage.
Email to app
A successful email marketing campaign should include deferred deep links. Email-to-app has the highest conversion rate at 17.7% among all owned media channels. Simply insert deep links in promotional emails that showcase new features, product launches, or discounts. This creates consistency and synergy in your branding and message, building user trust.
Deferred deep linking best practices
1. Implement proper attribution
When investing in marketing campaigns or promotional channels, you need to know which are most successful. Deferred deep links make it easy to attribute new users and break down conversion data to specific marketing efforts. Track which channels are productive in generating downloads, the best times to contact users, and what your audience segments look like.
2. Personalize the user experience
Personalizing the user experience using contextual deep links enhances engagement and drives conversion rates. Analyze user data and behavioral insights to create personalized marketing strategies. For example, if your app has been ignored for a while, send push notifications with personalized messages like “You haven’t visited in 5 days. A surprise is waiting for you!”
3. Maintain consistent branding
Creating a proper brand image through your deep links reinforces brand loyalty. Align the design, messaging, and user experience of deep links with your overall brand identity. Use recognizable sender names for SMS and emails, and maintain brand-consistent domains from where you promote your app.
4. Test across all platforms and scenarios
Thoroughly test your deep links across different scenarios to ensure accuracy and functionality. Test from external sources like emails, websites, and social media to ensure they correctly navigate users to intended screens. Test on both iOS and Android, across different OS versions, and in both installed and not-installed scenarios.
5. Monitor success rates by channel
Different platforms have varying deep link success rates. Track performance per channel and optimize accordingly. Implement fallback experiences for when links fail—a broken deep link wastes your ad spend and frustrates users. Use analytics tools to continuously refine your deep linking strategy for better results.
6. Plan for privacy-first future
With increasing privacy restrictions on both iOS and Android, ensure your deep linking solution uses privacy-compliant methods. Focus on first-party data, contextual targeting, and probabilistic modeling that respects user preferences while maintaining functionality.
Emerging trends in 2026
- Voice-activated deep linking: Integration with Alexa, Google Assistant, and Siri for voice commands that trigger app actions (e.g., “Hey Alexa, order the product I added to my wishlist”)
- AR deep linking: Links that launch augmented reality experiences within apps, extending deep linking into the AR space
- Privacy-first attribution: New techniques replacing deprecated fingerprinting methods while maintaining accuracy
- Cross-device linking: Connecting user journeys across mobile, web, smart TV, and connected devices
- Smart banners: AI-powered web-to-app prompts that know when to show and what content to deep link to
- QR code renaissance: Continued growth in usage for bridging physical and digital experiences
Key takeaways
Deferred deep linking offers a powerful solution for enhancing user experience, engagement, and conversion rates across various marketing channels. By strategically deploying deferred deep links, you can seamlessly guide users to relevant content even before they’ve installed your app.
The data is clear: deep links improve conversion rates by over 50%, increase 30-day retention by 2.5x, and owned media with deep linking converts at nearly double the rate of paid media. With Firebase Dynamic Links now shut down, it’s essential to migrate to a robust alternative and embrace modern deep linking practices.
Take deep links in your stride and explore what app stardom feels like!
