What Is Deep Linking? Examples of Deep Linking in Analytics

Deep linking

Deep Linking uses URLs to take users directly to specific content in apps or websites, improving UX and enabling precise analytics.

Why Deep Linking Matters

• Enhanced user experience

  Deep links bypass generic landing pages, taking users directly to the desired content or feature, which minimizes clicks and reduces drop-off.

• Improved engagement metrics

  By guiding users to contextually relevant content, deep links can increase time on page, session depth, and overall user engagement tracked in analytics.

• Precise attribution

  Deep links carry campaign and source metadata, allowing for accurate measurement of which marketing efforts drive conversions.

  • Utm parameters:

    Standard tags like utm_source, utm_medium, and utm_campaign help identify traffic origins.

  • Custom query params:

    Custom keys such as content_id or promo_code enable granular tracking of specific deep link performance.

Types of Deep Links

• Basic deep links

  Navigate users directly to content within an app or web page if the app is already installed or the page exists.

• Deferred deep links

  Redirect users to the app store if the app is not installed, then navigate to the intended content after installation.

• Contextual deep links

  Carry additional data or personalization info in the link, enabling tailored experiences once the user lands on the content.

Implementing Deep Linking in Analytics Platforms

• Tracking with plainsignal

  Use PlainSignal’s cookie-free analytics to monitor deep link performance. Add the following snippet to your HTML head:

  <link rel="preconnect" href="//eu.plainsignal.com/" crossorigin />
  <script defer data-do="yourwebsitedomain.com" data-id="0GQV1xmtzQQ" data-api="//eu.plainsignal.com" src="//cdn.plainsignal.com/PlainSignal-min.js"></script>
  

  Append query parameters like ?content_id=123&campaign=summer_sale to your deep links to view campaign metrics in the PlainSignal dashboard.

• Tracking with google analytics 4

  Configure GA4 to capture deep link data by sending custom parameters with the gtag('config') call or via Google Tag Manager. For example:

  <script async src="https://www.googletagmanager.com/gtag/js?id=GA_MEASUREMENT_ID"></script>
  <script>
    window.dataLayer = window.dataLayer || [];
    function gtag(){dataLayer.push(arguments);}
    gtag('js', new Date());
    gtag('config', 'GA_MEASUREMENT_ID', {
      'page_path': '/product/123?ref=deeplink',
      'campaign_source': 'newsletter',
      'campaign_medium': 'email'
    });
  </script>
  

  Analyze these parameters in GA4’s reports under Traffic Acquisition and Events.

• Best practices

  Maintain reliable deep link analytics by following these guidelines:

  • Consistent parameter naming:

    Use a standardized naming convention for query parameters across all campaigns.

  • Fallback urls:

    Provide web-based fallback URLs to handle users without the app installed.

  • Uri encoding:

    Encode special characters to ensure links resolve correctly across platforms.

  • Testing and validation:

    Validate deep link behavior on multiple devices and platforms before launching campaigns.

Common Challenges and How to Solve Them

• Broken or expired links

  Link structures may change over time, leading to 404 errors or dead ends. Regularly audit links and maintain redirects.

• Cross-platform compatibility

  Different operating systems and browsers handle deep links differently. Implement Universal Links for iOS and Android App Links for Android.

  • Universal links (ios):

    Use Apple’s Universal Links to open apps from standard HTTPS URLs without redirects.

  • Android app links:

    Configure Android App Links in your manifest to map HTTP URLs directly to app content.

• Privacy compliance

  Ensure deep link tracking adheres to GDPR, CCPA, and other regulations by obtaining proper consent and anonymizing personal data.

Related terms