Context

Customers often want to track user engagement and attribution when using OneLink URLs, including monitoring click-through rates and install conversions. They may add UTM parameters or other tracking parameters to OneLink URLs expecting to track the complete user journey from click to app install or open.

Answer

OneLink currently does not support deferred deep linking, which means tracking parameters added to OneLink URLs are not carried forward when users install the app after clicking the link.

Here's how the limitation works:

For App Not Installed:
When a user clicks a OneLink and the app is not installed, they are redirected to the App Store or Play Store. While the store may receive UTM parameters, once the app is installed, the app itself cannot retrieve those original parameters without deferred deep linking support.

For App Already Installed (iOS):
On iOS, users may still be redirected to the App Store even when the app is already installed. This happens due to Apple's "Open in app?" prompt behavior. If a user taps "Cancel" on this prompt even once, iOS remembers this choice and may continue routing subsequent clicks to the App Store instead of opening the installed app.

Tracking Limitations:
When tracking parameters are appended to OneLink URLs, the user is often sent to the app store as the final destination. The store does not consistently carry forward or return parameters in a way that allows end-to-end attribution of clicks and installs.

Recommended Solution:
To achieve comprehensive tracking with attribution and parameter passing across install flows, we recommend using a Mobile Measurement Partner (MMP) such as AppsFlyer or Branch. These platforms provide built-in deferred deep linking support that can handle the complete attribution flow from click to install to app open.