This document summarizes a presentation about mobile growth hacking and deep linking. It discusses what growth hackers do, the app growth cycle of awareness, activation and sharing, and challenges in driving awareness and user retention. Universal links and deep links are introduced as a way to drive users deeper into apps and overcome barriers of app stores. Implementation of deep links involves setting up keys and handling links on mobile and web. Case studies and resources are provided.

1. MOBILE GROWTH HACKING
Anny Hsu
Cocoaheads Taipei
Sep. 15th, 2015
with

2. Growth Hacking
A marketing technique developed by
technology startups which uses creativity,
analytical thinking, and social metrics
to sell products and gain exposure.
-Wikipedia

3. What is a Growth Hacker ?

4. A person whose true north is
growth. Everything they do
is scrutinized by its potential
impact on scalable growth.
-Sean Ellis
A hybrid of marketer and coder, one
who looks at the traditional question of
‘How do I get customers of my product?’
-Andrew ChenA growth hacker lives at the intersection of
data, product, and marketing.
-Aaron Ginn

7. App Growth Cycle
Awareness
Activation
Download
Share

8. But, driving awareness is challenging…

9. And, making users actively STAY with your app
is even more challenging…

10. Universal Links
for Mobile Apps
▶ Deep link

11. Deep Link
A deep link is a hyperlink that instead of
linking to a homepage is linking to
a specific website or piece of content.

12. Deep links go deeper than just
to the homepage because they
contain all the information to
direct you to a specific place.

13. App Stores are a barrier for
information and analytics.

14. Digital Fingerprint
• IP address
• OS
• OS version
• Timestamp
• Device model
• Screen size
…and other parameters

15. How does Branch matching work?

16. Matching Mechanisms
• Device fingerprinting
Match browser fingerprint and device fingerprint.
• Memory-Based Match Technique
Save a record of historically matched pairs & IDFA/GAID.
• Facebook App Links and Match API
Facebook App Links protocol. POST IDFA/GAID and get App Link data.
• Google Play INSTALL_REFERRER Broadcast
Custom referrer query parameter at the end of Google Play store URL.
ex. market://details?id=com.myapp&referrer=deferred_deeplink_stuff

17. Contextual Deeplink

18. So how can I use mobile deep links?

19. • Content sharing
Increase app sessions and reach new users
• Rewarded referrals
Let existing users be your marketing team
• Smart banners
Convert web users to mobile
• Deep linked ads
Track installs and reduce steps to conversion
• Deepviews
Experience content before install

20. Deepview n. [deep-vyoo]
Definition
A browser-based rendition (splash page) that is visible on desktop or
mobile web, of content that resides within a native app, accompanied by
a deep link that routes the user to the
Origin
First Known Use: New product naming brainstorm session, Branch
offices, Palo Alto, July 2015.

21. Case Studies
• Hotel tonight

22. Case Studies

23. Implementation
• Set up URI scheme & keys (Dashboard->Settings) in Info.plist

24. • Start Branch session
• Handle deep link

25. Link Creation
• Mobile SDKs
• Append query parameters
https://bnc.lt/a/key_live_jbgnjxvlhSb6PGH23BhO4hiflcp3y7ky?
has_app=yes&channel=facebook&stage=level4&feature=affiliate&
og_title=Cocoaheads$mykey=hello_world

26. • Web SDK
Web link, Smart banner, SMS link
• HTTP API
URL endpoint, Bulk link endpoint
• Dashboard
curl -X POST
-H "Content-Type: application/json"
-d '{"branch_key":"key_live_jfdweptNITtAY5HVY3mBSojopgfGf8qQ",
"campaign":"announcement",
"feature":"invite",
"channel":"email",
"tags":["4"],
"data":"{"name":"Alex","email":"alex@branch.io","$desktop_url":"https://branch.io"}"
}'
https://api.branch.io/v1/url
{'url’ : ‘https://bnc.lt/ADaEf23-0’}

27. FAQ
Do I need to pay $$ ?
Nope.

28. FAQ
How accurate is the matching ?
Pretty accurate but…it sometimes fails

29. However, things change in

30. SFSafariViewController
• Approach:
1. In the iOS app, create a URL pointing to Branch servers and
including a unique identifier for the device, like IDFA.
2. Open the SFSafariViewController and point it to that URL
3. Server-side, the API endpoint receives the IDFA and parses the
cookie (if any) sent up with the request. Branch sends down a new
cookie if it didn’t exist previously. We now have a link between the
user in the browser (cookie) and the user in the app IDFA.
▶ 100% matching

31. Resources
• Andrew Chen’s Blog
• Growth Hacker Marketing: A Primer on the Future of PR,
Marketing, and Advertising
• Branch Blog
• Branch Podcast
Soundcloud: #MobileFirst by Branch

32. Thanks for listening :)