Deferred deep linking is a technique used in mobile app development that allows users to be directed to specific content within an app, even if the app is not installed on their device at the time the link is clicked. Here’s a breakdown of how it works and why it’s useful:

1. User Interaction with a Deferred Deep Link:

• A user clicks on a deferred deep link, typically from a web page, email, ad, or social media post.
• If the app is not installed on the user’s device, they are redirected to the app store to download the app.

App Installation:

• The user downloads and installs the app from the app store.
• During the installation process, the information about the deferred deep link is passed to the app.

App Launch with Deferred Deep Link:

• When the user opens the newly installed app for the first time, the app recognizes the deferred deep link.
• The app then directs the user to the specific content or page that was originally intended by the deferred deep link.

Benefits of Deferred Deep Linking:

• Improved User Experience: Users are taken directly to relevant content within the app, rather than just the homepage, making their experience more seamless and engaging.
• Increased Conversion Rates: By reducing the steps needed to reach specific content, deferred deep linking can improve conversion rates for promotions, offers, or specific content.
• Enhanced Marketing Campaigns: Marketers can create more effective campaigns by ensuring that users reach the intended destination, even if they need to install the app first.

Example Scenario:

Imagine a marketing campaign where a retailer sends out an email with a special offer on a specific product. The email contains a deferred deep link. When a recipient who doesn’t have the retailer’s app installed clicks the link:

• They are taken to the app store to download the app.
• After installing and opening the app, they are automatically directed to the special offer page for the specific product.

Technical Implementation:

• Link Generation: The link contains encoded information about the target content.
• Deferred Deep Linking SDKs: Mobile apps use SDKs provided by services like Branch, Firebase(Now deprecated), or Adjust to handle deferred deep linking.
• Data Passing: During the app installation process, data from the link is passed to the app using methods like URL schemes or universal links, and the SDK processes this data to navigate to the correct content within the app.

Deferred deep linking enhances user experience and marketing effectiveness by ensuring users reach specific in-app content directly after installing the app. This technique bridges the gap between app install campaigns and deep linking, making it a powerful tool in mobile marketing and user acquisition strategies.