Deep Linking Behavior in Mobile App Campaigns

Last updated: September 22, 2025

Overview

Deep linking ensures that when users click on an ad, they are directed seamlessly into your mobile app (if installed) instead of only to the mobile web

Deep Linking Types

Standard Deep Linking

  • Directs the user to specific app content if installed.

  • Falls back to the mobile website if the app is not installed.

  • Works on both iOS and Android.

Deferred Deep Linking (Android only)

  • Guides the user to the app store if the app is not installed.

  • After installation and first open, the user lands on the originally intended in-app content.

  • Especially effective for App Install campaigns.

Deep Link Behaviour by Campaign Type

1. Website Traffic Campaigns

  • Destination: A website URL.

  • Behavior:

    • App installed → opens the app screen.

    • App not installed → loads fallback web page.

  • Platforms: iOS and Android.

2. App Engagement Campaigns

  • Destination: In-app content.

  • Behavior:

    • App installed → opens the app screen directly.

    • App not installed → opens fallback web page (not the app store).

  • Platforms: iOS and Android.

3. App Install Campaigns

  • Destination: App store or deferred deep link.

  • Behavior:

    • Android → If app not installed, user goes to Play Store → installs → lands on deep-linked app screen (via deferred deep linking).

    • iOS → If app not installed, user goes to App Store → installs → lands on app home screen (no deferred deep linking yet).

  • Platforms: Full support on Android, limited on iOS.

Deep Link Behaviour by Ad Format

1. Static Image or Video Ads

  • Link Behavior:

    • When a static creative uses a product or landing page URL, Appbrew ensures:

      • If the app is installed → the app opens to that page.

      • If the app is not installed → the fallback web page opens.

    • In App Install campaigns on Android, deferred deep linking applies so that post-install, the app opens directly to that content.

  • Use Case Example: Promoting a new collection with a static image ad that deep links to the product listing inside the app.

2. Catalog / Dynamic Ads

  • Link Behavior:

    • Each product tile in a catalog ad has its own product page URL. Appbrew automatically routes clicks:

      • If the app is installed → the app opens directly to that product page.

      • If the app is not installed → the user lands on the fallback product page on the web.

    • For App Install campaigns (Android only): If a new user installs, deferred deep linking can take them directly to the promoted product page after first open.

  • Use Case Example: Dynamic product ads retargeting users with abandoned cart items → users click a product tile and land directly on that item page in-app.

Best Practices

  • Use standard web URLs in static and catalog ads; Appbrew handles routing to app or fallback automatically.

  • Always define fallback web pages for each ad to ensure a smooth experience if the app is not installed.

  • For Android app install campaigns, design journeys to take advantage of deferred deep linking (e.g., driving directly to product detail pages post-install).