The complete guide to mobile deep linking: What is a deep link and how to use it

You tap a link expecting to land on a specific product page, playlist, or article. Instead, you’re stuck on a generic homepage with no clear path to what you wanted to see. This frustrating experience happens constantly with mobile apps, and it’s costing businesses real conversions.

Mobile users expect a seamless experience. When a link forces them to hunt through an app for content they thought they were clicking directly to, many give up and leave. Mobile deep linking eliminates this friction by connecting users directly to specific content within apps. No more detours through homepages or search functions—just instant access to exactly what they wanted.

This guide explains what deep links are, why they outperform standard links, how to use them across marketing channels, and why Rebrandly has become the go-to solution for businesses scaling their deep linking strategy.

What is a deep link? Mobile deep linking explained

A deep link is a special URL that opens a specific page or screen within a mobile app, bypassing the homepage entirely. Think of it as a direct pathway to content rather than directions to the front door.

Consider this scenario: You share a Spotify playlist link. With a regular URL, anyone who taps it lands on Spotify’s main screen and has to manually search for your playlist. With a deep link, they jump straight to that playlist and can start listening immediately.

This difference exists because standard web links were built for browsers, not apps. Regular URLs point to web pages that browsers know how to display. Mobile apps work differently—they need specially formatted URLs that tell the app exactly which screen to open.

Deep links solve this by using URL schemes that apps can interpret. When someone taps a deep link, the app opens to the precise content they wanted. If the app isn’t installed, the deep link redirects users to your chosen fallback—the App Store, your mobile website, or a custom landing page.

The 3 types of mobile deep links

Not all deep links work the same way. Understanding the differences helps you choose the right approach for your campaigns:

• Standard deep links open specific screens in your app, but only if it’s already installed. If someone doesn’t have your app, the link simply breaks—not ideal for marketing campaigns.
• Deferred deep links work even when your app isn’t installed. They first send users to the app store, then after installation, route them to the intended content. This makes them perfect for user acquisition campaigns.
• Universal links (iOS) and App links (Android) are platform-native solutions that seamlessly handle both scenarios. They open the app if installed and fall back to your mobile website if not, creating the smoothest possible experience.

Why mobile deep linking drives real results

Mobile deep linking goes beyond convenience—it delivers measurable business impact that marketing teams can’t ignore.

• Conversion rates jump significantly when users land exactly where they intended. E-commerce apps see this most clearly: customers who reach specific product pages through deep links convert at much higher rates than those who start from the homepage.
• User engagement increases across the board. Music streaming services report dramatic improvements in listening time when users can resume playlists directly from shared links. News apps see longer reading sessions when deep links take readers straight to articles instead of the homepage.
• Campaign performance becomes easier to measure. Deep links let you track user journeys from initial click through specific in-app actions, giving you clearer attribution and ROI data than traditional linking methods.
• Click-through rates improve substantially. Rebrandly’s branded deep links increase clicks by up to 39% compared to generic shortened URLs, which often look suspicious to users.
• Marketing efficiency improves. Shortened deep links save precious character count in SMS and social media campaigns, letting you include more compelling copy without paying for extra message segments.

How marketers use deep linking across channels

Smart marketing teams integrate deep linking into every channel where mobile users might encounter their content.

Email marketing transforms when you can send subscribers directly to their saved shopping carts, personalized offers, or the exact content they signed up to receive. Instead of hoping they’ll navigate to the right place, you deliver them there instantly.

SMS campaigns become incredibly powerful with deep links. Order updates can route directly to tracking screens, flash sale alerts can open featured products, and account notifications can jump straight to relevant settings. Every character counts in SMS, and deep links eliminate wasted space on navigation instructions.

Social media and paid advertising benefit enormously from removing friction between interest and action. Instagram shopping posts can bypass website browsing entirely, Facebook retargeting ads can recover abandoned carts directly in the app, and influencer collaborations can route followers exactly where they need to go.

Even offline marketing gets a digital boost. QR codes on packaging can launch app-exclusive offers, event signage can trigger check-ins or unlock digital content, and print ads can connect physical touchpoints to personalized app experiences.

Industry-specific deep linking strategies

Different industries see unique advantages from strategic deep linking implementation.

• E-commerce and retail brands use deep links to eliminate shopping friction. Product links from social ads bypass homepage navigation entirely, abandoned cart emails open directly to checkout with saved items, and size or color variants can be pre-selected based on the link clicked.
• Media and content companies keep audiences engaged by linking newsletter readers straight to articles, routing podcast listeners to specific episodes, and letting social shares open videos at exact timestamps. “Continue reading” links can even resume long-form content at the precise paragraph where users left off.
• Travel and hospitality businesses streamline the customer journey with booking confirmations that link to trip management, location-based notifications that open relevant city guides, and loyalty program emails that activate points or unlock exclusive content instantly.

Financial services reduce app abandonment by routing account alerts directly to transaction details, sending investment updates straight to portfolio screens, and enabling mobile banking emails to bypass login screens for specific actions like bill pay.

Why businesses are switching from Firebase to Rebrandly

Google shutting down Firebase Dynamic Links has left many businesses scrambling for alternatives. This timing couldn’t be more critical—deep linking has become essential for mobile marketing success just as Google is eliminating their free solution.

Rebrandly offers everything Firebase provided, plus enterprise-grade features that growing businesses actually need. While Firebase users face uncertainty about their links continuing to work, Rebrandly provides 99.99%.

The migration also brings immediate improvements. Rebrandly’s branded domains increase click-through rates significantly compared to Firebase’s generic links. Advanced analytics provide granular insights that Firebase never offered. And unlike Firebase, Rebrandly includes full compliance certifications for healthcare, finance, and other regulated industries.

Most importantly, switching to Rebrandly eliminates vendor lock-in concerns. You own your branded domain and can export your data anytime—something that becomes critically important when platforms shut down unexpectedly.

Creating deep links with Rebrandly

Rebrandly makes deep link creation straightforward, even for non-technical marketing teams.

Start by choosing any branded link from your dashboard and opening the Deep Links section. Select your target platforms—iOS, Android, or both—and specify device targeting if needed.

Add your app store URLs next. Rebrandly automatically fetches your app’s configuration settings, saving time and reducing setup errors.

Configure fallback behavior by choosing from three options: redirect to app stores only, create a custom landing page with app details, or route users to your mobile website. This flexibility ensures every user has a good experience regardless of their setup.

Save your configuration and deploy the deep link across SMS, email, social media, or advertising campaigns. The same link works across all channels while providing detailed analytics for each.

For high-volume campaigns, Rebrandly’s API enables programmatic deep link creation. Generate thousands of personalized links automatically, import bulk link sets via CSV, and integrate directly with existing marketing tools like HubSpot, Mailchimp, and Twilio.

Advanced deep linking features that scale

Beyond basic functionality, Rebrandly offers sophisticated features that enterprise marketing teams need.

Smart traffic routing dynamically sends users to different destinations based on device type, location, or time of day. This enables advanced A/B testing, localized offers, and time-sensitive campaigns that automatically adjust based on user context.

Link expiration prevents users from accessing outdated campaigns. Set links to deactivate automatically when promotions end, ensuring customers never land on irrelevant content that could hurt your brand experience.

Bulk link creation handles large-scale campaigns effortlessly. Whether you’re launching thousands of personalized email deep links or generating unique URLs for every product in your catalog, Rebrandly’s tools scale to match your needs.

Real-time analytics go far beyond standard metrics. See exactly who’s clicking, from where, and on what devices—even when your messaging platforms don’t provide full visibility. This granular data helps optimize campaigns and prove ROI to leadership.

Frequently asked questions

How do deep links work when someone doesn’t have my app installed? Deep links use fallback mechanisms you configure. Users without your app get redirected to your chosen destination—typically the App Store, your mobile website, or a custom landing page encouraging app download.

Can I create deep links that work on both iOS and Android? Absolutely. Rebrandly creates universal deep links that automatically detect the user’s device and respond appropriately. You configure separate app store URLs and URL schemes for each platform during setup.

Which marketing channels benefit most from deep linking? Deep links excel in channels where you want immediate, specific actions: SMS campaigns, email marketing, push notifications, and social media. They’re particularly powerful for time-sensitive offers, personalized content, and abandoned cart recovery.

How do I measure ROI from deep link campaigns? Rebrandly provides detailed analytics showing clicks, conversions, and user behavior across all deep links. Track performance by campaign, channel, device type, and location to calculate true return on investment.

What if my app’s navigation changes after I create deep links? Rebrandly lets you update link destinations anytime without changing the branded URL itself. Your marketing campaigns stay active even when app structure changes, protecting your investment in link distribution.

How does Rebrandly compare to other deep linking solutions? Rebrandly offers enterprise-grade reliability with 99.99% uptime, branded domains that increase click-through rates, and compliance certifications that other solutions lack. Plus, you get dedicated support without vendor lock-in concerns.

Can I migrate from Firebase Dynamic Links before they shut down? Yes. Rebrandly offers migration support to help transition existing Firebase links without disrupting live campaigns or user experiences. Given Firebase’s August 2025 shutdown date, planning this migration soon is essential.

Are volume discounts available for large-scale campaigns? Rebrandly offers custom pricing for high-volume usage and enterprise features. Contact our sales team to discuss your specific requirements and volume needs.

Getting started with mobile deep linking

Mobile deep linking has evolved from a nice-to-have feature to an essential part of successful mobile marketing. Users expect seamless experiences that take them exactly where they want to go, and businesses that deliver this convenience see measurably better results.

With Firebase Dynamic Links shutting down and deep linking becoming more critical than ever, choosing the right platform matters. Rebrandly combines enterprise reliability, branded link benefits, and advanced features that scale with your business—without the vendor lock-in risks that come with platform dependencies.

Mobile deep linking is available on custom plans. Contact our sales team to learn more about adding deep linking to your account.