GLOSSARY · Tracking & TechDeep Link
A link that opens an app straight to a specific screen instead of the home screen
In one line
There is a difference between a link that merely opens an app and one that lands the user on a specific product page or event screen. The second is a deep link.
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.
Where the chain breaks
Ad click → store → install → first launch → target screen. Of those five steps, the deferred deep link is responsible for the last one only.
Drop it and all four earlier steps can succeed while the user still starts on the home screen, needing to search for the product the ad just showed them. The more specific the creative — one product, one promotion — the wider that gap. When the screen the ad promised and the screen that opens are different, you lose a user who already made it all the way to install.
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
Frequently asked questions
What is the difference between a deep link and a deferred deep link?A deep link opens a specific screen when the app is already installed. A deferred deep link handles the case where it is not: it sends the user to the store, waits for the install, then takes them to the originally intended screen on first launch. Deferred means postponed until after installation.
What happens without a deferred deep link?Someone taps an ad for a specific product and, after installing, lands on the home screen instead. They have to search for that product again, and the path from ad click to purchase breaks at exactly that point. The more specific the creative, the more this costs.
Why would a deep link fail on only one channel?The most common cause is URL scheme or universal link configuration entered differently per platform. Routing broken by an app update, or iOS privacy changes affecting deferred deep link accuracy differently by platform, are the other two. Tapping the link on a real device per channel is the fastest check.
Should I check deferred deep links for Brand Search ads too?A Brand Search ad that ends on the web has no app-install handoff to test. If a campaign sends people through install and first launch to a product or offer screen, test the full path on a real device for each channel: ad click, store, install, first launch, and destination. Checking only that a URL opens can miss the last drop-off.