What Is a Deep Link? An Easy-to-Understand Guide to Its Meaning, Mechanism, and Use Cases
Have you ever wondered, "I hear the term deep link a lot, but how is it different from a regular link?" A deep link is a mechanism that lets users jump directly to a specific page inside an app when they tap a link, and it is an important marketing technology that helps improve the user experience and boost conversion rates. This article explains everything from the meaning of deep links to their mechanisms, types, use cases, and points to note when adopting them, in a way that is easy to understand even for those without technical knowledge.
A deep link is a link that, when clicked, takes the user directly to specific content or a screen inside a mobile app. Its key feature is that it jumps straight to a "deep layer" such as a product page or a specific feature, rather than the app's top screen.
Originally, a deep link referred to a link pointing directly to a specific page other than the top page within a website. However, its meaning changed with the spread of smartphones, and today it is mainly used as a mobile-oriented term meaning "a link that guides users directly to specific content inside an app."
Familiar examples include opening a map link in a web browser that launches a map app and displays the target location, or tapping a social media ad that opens a product page inside an app directly.
A term very similar to deep link is "hyperlink." The biggest difference between the two is whether the destination is an app or a web page. When people casually say "link," they often mean a hyperlink that guides users to a web page.
Originally, apps were independent programs and had no function to move directly into the app from a web page. By incorporating a mechanism that specifies the "scheme," "host," and "path" that make up a URL so that they work inside the app, deep linking became possible.
There are several types of technology that support deep links. Understanding the representative mechanisms makes it easier to choose the method best suited to your needs.
A custom URL scheme is the simplest method, defining a URL unique to the app. You set an app-specific scheme such as "myapp://" and launch the app based on it. While it is easy to implement, when the target app is already installed, a confirmation dialog asking "Open the app?" may appear, and in recent years the universal links / App Links described below are recommended for security reasons.
Universal Links (Apple) and App Links (Google) are methods that open the app directly using a regular HTTPS URL. You place a dedicated configuration file on the website side and link the site with the app. If the app is installed, it transitions smoothly to a specific screen, and if it is not installed, the web page opens, which is an advantage because it lets you build a natural flow.
Universal links can transition directly to the app without showing a confirmation dialog, and because they verify the relationship between the site and the app by querying the server, they help prevent hijacking by fraudulent apps and are also excellent in terms of security. On the other hand, they require preparing configuration files and certificates, and the behavior may change depending on the device or OS version, so the downside is that setup and operation verification take effort.
A deferred deep link is a method that, for users who have not installed the app, routes them through the app store's download page and then displays the intended in-app content after installation. Because it can connect the flow of "tap the link, install from the store, and open the intended page" without interruption, it helps achieve both new user acquisition and conversion.
By adopting deep links, there are the following benefits for both users and businesses.
Deep links are used in situations where users are guided to an app from various touchpoints. Representative examples are as follows.
To operate deep links effectively, there are several points worth keeping in mind. First, because the mechanisms and configuration methods differ between iOS and Android, you need an implementation that supports each OS. With universal links and App Links, you are required to place configuration files (such as apple-app-site-association and Digital Asset Links).
In addition, it is a good idea to design the destination (the store or web page) for users who have not installed the app in advance, and if implementing from scratch in-house is difficult, to consider using an external platform that supports deep links. After adoption, it is important to always verify that it works as intended on each OS and device.
A deep link is a mechanism that lets users transition directly to specific content inside an app when they tap a link, and its destination differs from a hyperlink that guides users to a web page. Technically, there are types such as custom URL schemes, universal links / App Links, and deferred deep links, which you select according to your purpose and security requirements. Because they offer benefits such as reducing user effort, improving conversion rates, and increasing app return rates, their use is expanding across diverse touchpoints such as ads, push notifications, and search. Start by considering in which situations you can make use of them in your own app or campaigns.
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