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Deferred deep linking is a way of taking users seamlessly to specific content in an app they don’t yet have. After clicking on a promotional link, users are guided to the relevant app store to download the app – which then opens at exactly the right spot.
In today’s multichannel world, app marketers have the opportunity to reach out to users wherever they are. You can promote your app on websites, via social media channels, in text messages, and even with no screens in sight — through a QR code.
The secret is to ensure a smooth journey from the source to your app. Any friction along the way risks losing users, who may get distracted, confused, or simply frustrated.
The solution lies in deep linking. Similar to a website URL, a deep link takes a user to exactly the right destination within your app. So there’s nothing for them to navigate, and no chance of them getting lost.
Deep linking is great for re-engaging existing users: think of those cart abandonment messages that take you right to your filled basket to complete your purchase.
But what about user acquisition campaigns, where you’re trying to reach people who don’t have your app installed? How can you get these potential users through your digital door?
That’s where deferred deep linking comes in. This route makes an additional stop-off at the app store, so the user can easily download your app. But once they open it, there’s no wasted time finding their way around — they’ll find themselves in the exact spot they were looking for. And you just earned yourself a new app user.
Deferred deep linking is a powerful tool in user acquisition campaigns, and has more benefits besides. Let’s take a quick look:
Deferred deep links are a surefire way to boost app installs. They enable you to reach a wide range of potential users across multiple channels, and showcase your app experience to them. What’s more, when users click on your ad, it’s a good sign that they’re already engaged and likely to be of high value.
According to AppsFlyer’s 2024 State of App Marketing report, campaigns using deferred deep links saw a 37% higher user retention rate after 30 days compared to standard app install campaigns.
Put simply, deferred deep links mean smooth user journeys. Because who has the time to feel their way around an unfamiliar app? When you invest in creating these personalized, contextual, and frictionless customer experiences, expect to see your ROX (return on experience) rocket.
AppsFlyer data shows that users who arrive via deferred deep links complete their first in-app action 2.8 times faster than users who download apps through standard links.
As well as acquiring new users, deferred deep linking can help you win back those who’ve stopped using your app — or even uninstalled it. This is your chance to show them what they’re missing, and make coming back simple and straightforward.
Our analysis of re-engagement campaigns shows that deferred deep links can increase reinstallation rates by up to 43% compared to standard app store links.
We’ve seen how deferred deep linking works from a user perspective: Click on a link, land on the app store, and open your shiny new app in the perfect spot. But what’s going on behind the scenes?
It’s all driven by something called a deep linking engine: typically a web platform and an SDK added to your app. When a user clicks on your link, the engine can tell whether or not they have the app installed. Depending on the result, it sends them on one of two user journeys:
The behind-the-scenes technical process involves:
A good technology provider or mobile measurement partner will offer deferred deep linking as part of their service, and take care of the tech side for you.
Let’s take a look at some of the practical ways marketers are using deferred deep linking in campaigns.
Referrals are big business in the gaming app world: a game sounds way more fun if a friend recommends it. Offer existing players an incentive (like an in-game freebie) in exchange for sending a referral link to a friend. When that friend clicks, your deferred deep link makes it easy to install the app and start playing right away.
Let’s say you’re a grocery brand showcasing a new recipe. You might demo this being made on your social channels, with a deferred deep link that takes users right to a shopping cart filled with the perfect ingredients. For your print and outdoor campaigns, you can do the same by showing a tempting photo with a QR code as the link.
In some sectors, like finance, customers may be comfortable with existing communication channels and see no need for an app. By placing QR codes with deferred deep links in print or web material, you can provide a hassle-free route into your app where customers will find exactly what they need.
A similar approach can work in media, seamlessly shifting users from your website to your app to help boost revenue.
We’re often told customers are turning their backs on physical stores in favor of convenient online shopping. But you can have the best of both worlds. By placing QR codes next to items in your physical store, you can guide users to detailed features and reviews in your app, enabling them to make real-life purchases with confidence.
Google’s announcement to deprecate Firebase Dynamic Links (FDL) by August 25th, 2025, has prompted concern for those who rely on FDL for deep linking and deferred deep linking in their user journeys. FDLs have been a crucial tool in reducing user friction by directing them to specific in-app content, even facilitating installations when the app isn’t yet installed on a user’s device. Despite their ease of use, FDLs still have some limitations such as an inability to manage links in bulk, lack of support for email integrations, and key web-to-app features.
As the deprecation deadline approaches, the importance of finding an efficient alternative solution becomes paramount to avoid service disruption and maintain smooth user experiences. Companies must consider migrating to versatile and robust linking solutions that can provide seamless journeys and advanced features that FDL currently lacks.
AppsFlyer OneLink enables you to easily create links with attribution, redirection, and deep linking capabilities on owned or paid media, regardless of device, operating system, channel, or platform. Partner with AppsFlyer to create personalized, contextual user journeys that drive users to your app for maximum conversion and revenue. Follow the instructions below to get started migrating your Firebase Dynamic Links to AppsFlyer.
Deferred deep linking can be leveraged across a variety of high-impact channels to maximize user acquisition and re-engagement, particularly in mobile-first strategies. Key activation surfaces include:
These channels, when orchestrated with deferred deep linking, enable data-driven marketers to design contextual, multi-channel user journeys that optimize conversion rates, personalize onboarding, and improve downstream retention metrics.
While related, deep linking and deferred deep linking serve different purposes and operate in different scenarios:
| Feature | Deep Linking | Deferred Deep Linking |
|---|---|---|
| Target Users | Users who already have the app installed | New users who haven’t installed the app yet |
| User Journey | Direct access to specific in-app content | App Store → Install → Auto-redirect to targeted in-app content |
| Primary Use Case | User retention and re-engagement | User acquisition and post-install conversion |
| Implementation | Straightforward setup | More complex (requires parameter tracking across install flow) |
| User Recognition | Based on device or app instance | Cross-device/user identification for attribution |
| Technical Requirements | URL scheme, Universal Links, or App Links | URL scheme, Universal Links, or App Links + attribution handling |
| Analytics Focus | Engagement performance (sessions, opens, reactivations) | Conversion tracking and retention measurement |
Both techniques are valuable components of a comprehensive mobile marketing strategy, with deep linking focusing on existing users and deferred deep linking expanding your user base.
Deferred deep linking enables seamless user journeys across key acquisition channels:
These use cases reduce friction, increase conversion rates, and create measurable, personalized user journeys across devices and channels.
Discover how leading brands leveraged these use cases — and the business impact they achieved.
Deferred deep linking takes users directly to specific content within an app after installation, which they were prompted to download by clicking on a promotional link. It enhances user acquisition by providing a seamless journey ensuring high user engagement and app installs.
Deferred deep linking streamlines the user journey to boost app installs, improve the return on experience (ROX), and facilitate re-engagement with users who may have stopped using or uninstalled the app.
Yes, deferred deep linking can persuade customers to migrate from traditional communication channels to apps and enhance in-store experiences by instantly providing detailed features and reviews through in-app content.
After August 25, 2025, Google deprecated all of their Firebase Dynamic Links. The impact is that links served by FDL have stop working, and customers are unable to create new links or edit them.
Yes, it’s very simple. Follow this article for the step-by-step migration process. Migration time will depend on factors like the volume of links and whether a developer is required.
