Deep links are used by mobile marketers in order to both create a seamless user experience and to accurately measure campaign performance.
They’re also better for user experience. Deep links help reduce churn and increase the likelihood of an install by taking users directly to exactly the content or screen they need inside the target app with a single click. This allows marketers to create more sophisticated campaigns.
For example, if they are targeting a specific feature within an app, deep links can take users directly to the correct page. By creating this seamless user experience, in-app deep linking can significantly improve conversion rates and retention rates.
Another common use case of deep links for mobile marketers is in retargeting campaigns. For example, if a user views a particular product but does not buy it, using dynamic retargeting with a deep link can take them directly back to the product screen for a seamless conversion. Or to their shopping cart, with an optional coupon, if they added it to cart.
In the context of mobile analytics and attribution, deep links provide marketers with more granular insights into each campaign’s performance. Deep links not only drive engagement by linking to specific content, but you’re also able to track the source of these conversions. With a deferred deep link, for example, a single natural user action can attribute the conversion to a specific engagement.
Ultimately, deep links are used to remove friction for users by directing them to a page of interest without having to navigate there manually