Here’s the scenario: your friend sent you a link to an awesome sneaker on a shopping app. You click it, and instead of just opening the app’s home screen, you go directly to the sneaker page. That kind of seamless shortcut takes “deep link vs. deferred deep link” equity, and apps are usually utilizing a trusted mobile measurement partner (like Apptrove) to help them measure these shortcuts the correct way.
But wait, what is the difference between a deep link and a deferred deep link? Let’s explore, because once you understand the difference, you’ll see why this subject is way cooler than it sounds.
The Basics: Deep Linking in Mobile Apps
Before we explore deep link vs. deferred deep link, let’s discuss deep linking in mobile apps.
Think of deep links like VIP passes. You are not just walking into a massive mall and trying to find your favourite sneaker shop. When you click a deep link, it is like being escorted to the sneaker shop front door! In mobile apps, it is the link taking you to the spot you want, instead of taking you to the home screen and asking you to find your way from there.
For instance:
- You click on a promotional link for a burger deal.
- Instead of getting dropped off at the food app’s homepage, you go straight to a page with a burger deal all ready to order.
That’s deep linking; faster, smarter, and way less annoying.
Deep Link vs Deferred Deep Link: The Real Showdown
Now here’s the kicker. The million-dollar question is: deep link vs deferred deep link, what’s the difference?
A standard deep link only works if you have the app on your device. If you don’t, the deep link will just…fail. It’s like trying to put the key in a door that doesn’t exist.
Deferred deep links, however, are much smarter. If you don’t have the app, it will first take you to the App Store, and allow you to get the app, then once you open it, it will take you to the exact page you wanted.
So in the epic battle of deep link vs deferred deep link:
- Deep link = Works instantly if you have the app on your device.
- Deferred deep link = Waits until you install the app, then guides you to where you need to be.
This is what also makes deferred deep linking so powerful for marketers who are looking to reach new users, not just existing users.
What is a Deferred Deep Link, Exactly?
Now let’s take a closer look at what a deferred deep link is.
Consider it to be a smarter GPS. A standard deep link will leave you lost, with no way to reach your destination, if you don’t have the app. A deferred deep link “remembers” your destination, waits for you to install the app, and then sends you straight to the destination.
An example:
- You see a new level in a mobile game from an Instagram ad.
- You don’t have the game available.
You hit the link, install the game, and then boom, the first screen you see isn’t a main menu, it’s the new level from the ad!
That’s the magic of deferred deep linking. It is smooth, personal, and much easier for users.
Why do marketers love this?
When we talk about deep link vs deferred deep link, the marketers see deferred deep links as a gold mine because, let’s face it, they are great for user acquisition.
Let’s say you’re running an ad campaign. Ideally,
 you want to do more than just get users to download your app. You want users to land on the exact experience they were enticed by in the first place. Deferred deep links do this, as evidenced by studies that show they
Final Thoughts
Ultimately, deep link vs deferred deep link has no winner, because it is relative to the situation. If you already have the app downloaded, a deep link will work perfectly. If you are a brand-new user, deferred deep links are your superheroes, making it easier for you to get to the place you wanted to go. If you find yourself asking what is a deferred deep link is, just understand that it is not just a marketing term it is the magic behind almost every ad you see, shopping experience you have, game you play, and every app experience you have enjoyed. Knowing that deep linking in mobile apps continues to get smarter every day, the customer journey within your apps only gets faster, more efficient, and overall more fun.
The next time you find yourself tapping on an ad, downloading the app, and arriving at the perfect landing page, make sure to understand that it was not just luck. It was the magic of deep link vs deferred deep link behind the scenes.
