The document discusses the implementation of deep linking in mobile apps to drive user engagement from ads and track marketing revenue effectively. It contrasts traditional URL schemes with universal links, highlighting limitations like difficulties in parameter passing and debugging. Additionally, it introduces deferred deep linking as a solution for targeting users even when apps are not installed, while also emphasizing the importance of app indexing for enhanced user experience.

1. Deep Link
(to the Future)
Akash Gupta
Ashish Tyagi

2. Brief Overview
● About Deep linking
● Traditional Approach
● Universal Links
● Case Study
● Techniques and Applications

3. App Stats

4. The Requirement
What: Implement deep linking to our mobile apps.
Why: So that clicking on an ad can take users to the mobile app.

5. The Traditional Way
URL Schemes
my-app://com.myapp.fooBarIdentifier

6. And in the App Delegate:

7. Advertisement (linked-url)
Mobile Web Page(url-scheme)
App
Installed?
Open
App ?
Yes
No
Mobile App
Yes
No
Action
No
Action
How it works

8. Universal Links
● Native first, browser second
● Available iOS 9 onwards

9. Advertisement (linked-url)
Mobile Web Page
App
Installed?
Mobile App
Supports
URL ? Mobile Web Page
Yes
Yes
No
No
How Universal Links Work ?

10. Entitlements File

11. App-Site-Association File
{
"applinks": {
"apps": [],
"details": [
{
"appID": "9JA89QQLNQ.com.myOrganisation.myApp",
"paths": [ "/feature1/subFeature/", "/videos/wwdc/2015/*", NOT /about]
},
{
"appID": "ABCD1234.com.myOrganisation.mySecondApp",
"paths": [ "*" ]
}
]
}
}

13. The Actual Problem
What : Implement deep linking to our mobile apps.
Why : So that business can track which marketing campaigns are generating how
much revenue.

14. Akash Reacts

15. Traditional Analytics/App-Stitching
Advertisement (linked-url)
Redirects to mobile safari
UserId
Cookie ?
Yes
No
Generate Cookie(Analytics
Library)
Append cookieId & campaign
id to url-scheme
Open App with updated url
scheme

16. Limitations of Universal Links
● Difficult to pass any additional parameters in Universal Links.
● Universal Links do not work with redirects.
● The user can also disable universal links altogether by innocently tapping on the
website breadcrumb that is shown on the top.
● Difficult to debug and test because of all the various components involved.
● Deep linking to intercept subdomain.

17. Universal Links are Frustrating

18. ● A separate domain name for marketing links.
● A server application responsible for routing traffic to the correct platform.
● For desktop browsers, it is a simple matter of routing to the website.
● For mobile browsers, a web page is generated with the deep link to the app.
Looking Towards New Domain Names

19. Custom web page
with Deep Link to
app
Domain Name just for Deep Linking?
Marketing URL
Custom Redirect
Server
(Track Ad Click)
Display content in
app
Website or App Store

20. What if the App is not even
installed yet?

21. Deferred Deep Linking
● Resolve deeplinks immediately after app install from a Universal Link.
● Device fingerprinting by link server before redirect to App Store.
● App reaches out to link server for pending context on first launch.
● Content displayed/action taken based on context.

22. Deferred Deeplinking Explained
Deeplink URL
Custom Redirect
Server
(Device Fingerprint)
App Not
Installed
App
Installed
App Store
Install Page
Contact Deeplink
Server for pending
context
Exchange deeplink
with server for
context
Display custom
content based on
context
App Opens Directly

23. Third Party Providers

24. Let’s Play Some Golf

25. User Experience with Deferred Deeplinks
● Personalized welcome screen flow
● Redirect to content shown in App Install ad
● Referrals/Invites can be resolved immediately
● Discounts/Offers availed

26. Harnessing the Power of Universal Links
● Index app activities and content.
○ Native app indexing allows you to provide app content and user activities in Spotlight search.
○ Third party indexing such as that provided by Google can be used to provide deep linking into
your app through Google search.
● Promote content and not just the app.
○ Using the above mentioned indexing tools one can create marketing campaigns that are dynamic
and work across platforms.

27. Prepared for
the Future!

28. Questions...

29. Useful Links
● Deeplink Golf on Github
● Universal Links Documentation
Thank You!