A deep link is an address that, when you tap it, opens a specific page inside an application, not just the first screen. If the app is not installed, the link usually opens the website or the app's store page.

An example#

Suppose a link to a product from a shopping app arrives in a messenger. With a deep link, the app opens directly on that item without you searching for it. Without a deep link you only land on the home screen.

Common types#

  • Custom-scheme link: such as myapp://product/12, which works only when the app is installed.
  • Web-based link: App Links on Android and Universal Links on iOS. These are ordinary website addresses that open in the app if it is installed and in the browser otherwise.
  • Deferred deep link: even if the app is not yet installed, it takes the user to that same page after installation.

Why does it matter?#

  • The user experience is smoother and extra steps are removed.
  • Ad and email campaigns perform better because the user reaches the offer directly.
  • Notifications can also send the user to the right section.

A technical note#

For web-based links to work, the website and the app must verify each other. Incorrect setup makes the link open only in the browser.