In one line
A deep link opens an app directly to a specific screen — a product page, an event, a piece of content — instead of just landing on the home screen.
What makes it "deferred"
The tricky part is when the user doesn't have the app yet. They get routed to the store to install first — a deferred deep link remembers the original destination and takes them straight there once install finishes, instead of dropping them on the home screen.
Why it matters
If an ad says "Buy this item" and tapping it just opens the app's home screen, a lot of users bounce before finding that item again. A working deferred deep link keeps the click → install → target screen flow seamless, which directly improves funnel conversion.
Common issues
- Deep link scheme configured differently per network, breaking on specific channels
- Routing breaks after an app update
- iOS privacy changes affecting deferred deep link accuracy differently across networks