What Are Deep Links: Their Types and Usage Cases

Deep link is a special format of hyperlinks that redirects the user to a specific internal section or screen of the app or website instead of the main page.

What's the purpose of deep links

Deep links look similar to regular hyperlinks, but instead of the main page they lead directly to the required location, such as a specific product, article, or section in the mobile app.

Although deep links work with websites, they're most often associated with mobile links that open a specific screen in the app if it is installed. Deep links take the user directly to where they can perform the desired action: buy, sign up, view content. Below are the main reasons why deep links are useful for marketers:

Advantage	What it provides	Why it's needed
Quick path to the goal	The user goes directly where required, without unnecessary clicks or search	Increases the likelihood of a target action
Personalization	A promo code, ID, or other personalized offer can be added to the link	This approach makes communication more precise
Tracking and analytics	Tags for analytics can be added to the deep link	Helps understand where the user came from and how the campaign is performing

When deep links are not used, users may get lost: for example, the wrong screen opens, and now they have to search for the right one manually or log in again, which reduces conversions. A well-configured deep link eliminates these issues, since the transition now becomes simple and logical.

How deep links work

When a user clicks on a deep link in an advertisement, email, push notification, or via a QR code, the system first determines what device the click came from and whether the required app is installed.

Then the process follows one of these scenarios:

If the app is installed, the link launches the app and opens a specifically required screen: for example, a product card, promotion, or cart.
If the app is not installed, first, App Store or Google Play opens. After the app is installed, it "remembers" where the deep link led, and automatically opens the required screen.
If the link is clicked on a computer, in most cases, the web version of the same content will open. Sometimes a page with a QR code is shown so the user can scan it using their phone.

This logic makes deep links "smart": they adapt to the device and situation so that the user always ends up in the right place, even if they first need to install the app.

Types of deep links

1. Classic deep link. A simple type of link that works only if the app is already installed. When clicked, it opens the required screen in the app. If the app is not installed, nothing happens. Suitable for internal use, for example, in push notifications or QR codes for regular users.

2. Deferred deep link. Works even if the app is not installed. The user first goes to App Store or Google Play, and after the app installation finishes, they're redirected to the required screen. Ideal for advertising, referral programs, and promotions, where it is important to lead the user to the goal even after installation.

3. Contextual deep link. Transfers additional data: promo codes, user IDs, traffic source, etc. Allows for content personalization and gathering analytics. Can be regular or deferred. Used in email newsletters, referral programs, and other personalized channels.

4. URI schemes (Custom URL scheme). Links like myapp://page that work only when the app is installed. Used within ecosystems, for example, to open one app from another.

5. Universal and App Links. Apple (Universal Links) and Android (App Links) technologies that use regular HTTPS domains. If the app is installed, the required screen opens; if not, the website opens. These are convenient since the same link works both as a web link and as a deep link. Suitable for cross-platform campaigns.

6. Multi-link. Not a deep link by itself, but a page with multiple links, each of which can be a deep link. Often used on social media: one URL leads to a mini-landing page with buttons (download the app, open the catalog, open the messaging app, etc.). A convenient way to gather multiple actions under one link.

How to create a deep link

1. Define the goal. Understand where the link should lead to: a product screen, a promotion, a sign-up page, etc. This will help you set it up and assess the result correctly.

2. Make sure the app supports deep linking. Developers need to set up link handling within the app so that it redirects the user exactly where required.

3. Choose the link type and the tool for creating it. Decide whether this will be a regular, deferred, or contextual link. The easiest way to create the link is to use ready-made services where you can specify all the parameters and get a ready-made deep link.

4. Generate the deep link. Use the service of your choice to input the required addresses, add UTM tags, fallback links, and receive a universal URL.

5. Test. Check the link on different devices with or without the app, and whether it redirects the user from browsers, emails, and social networks correctly.

6. Monitor results. Analyze how many clicks, installations, openings, and conversions there were. This will help you understand how well the deep link performed and make adjustments if necessary.

Examples of using deep links in marketing

Email and SMS. Links in emails and SMS may lead directly to the required screen: for example, a cart with an already applied promo code. This speeds up the purchase and simplifies the user's path.

Push notifications. When clicked, the deep link opens not just the app itself, but the required section, for instance, "New Arrivals".

Retargeting and advertising. In targeted advertising, a deep link may lead directly to the required product or section. Especially useful for bringing users back. It's possible to track effectiveness and increase conversions.

Social networks and profile links. Multi-links often contain deep links. Through them, it's possible to open the app on the desired page or lead to the application store if the app isn't installed yet.

QR codes. Scanning a deep link on a poster, packaging, or screen may lead directly to the app (or application store). Useful for promotions and offline-to-online scenarios.

Inside apps. Deep links help move users between screens or even between different apps of one brand. This is convenient for cross-promotion and navigation.

Safety and URL tracking

1. Link safety. The app should only handle expected parameters to avoid abuses. Do not transmit sensitive data in plain view. Use HTTPS and universal links: these are more reliable and safer than custom schemes.

2. Less redirects. Each redirect is a potential failure point. Use trusted services, monitor the availability of domains, and do not overload the transition chain.

3. Compatibility with platforms. Some email clients and social networks may block deep links, especially non-standard ones. It's better to use official formats adapted for specific channels.

4. Regular testing. Check the links' functionality after app and platform updates. Set up automatic tracking or conduct manual checks at least once a quarter.

5. Content protection. If a deep link leads to personal data or an account, ensure that the app checks authorization and directs the user to the login screen if necessary.

Conclusion

Deep links are smart links that take the user directly to the required screen within the app or website, bypassing unnecessary steps. They simplify the path to the target action, increase conversions, improve user experience, and allow for more precise measurement of marketing effectiveness. When set up properly, deep links become a powerful tool at all stages of audience interaction: from attraction to retention.