Deep links and tracking links in catalog product ads

Deep link is a special link that leads the user to a specific section in the apps: product, catalog section, chat, article, etc.

Regular deep links are used when the user already has an application installed. When the user clicks such a link, his device detects the app to which it leads and opens the desired section.

Regular deep links are used if the app already has its own audience, for example, for retargeting.

However, for new users, regular deep links don't work: if the user doesn't have the app installed, when he clicks, he will be redirected to the app store to install the app, and after launching, the start screen will open.

Deferred deep links are deep links with advanced features that are convenient for new users. When using these deferred deep links, the server remembers the link to a specific section in the application, and redirects the user to it after installing the application from the Store.

To describe the operation of a deferred deep link in simpler terms:

• A special link which leads the user to the app store, is formed.
• When the user clicks this link, the information necessary for attribution and the deep link associated with this link is memorized.
• The user downloads, installs and runs the application.
• The application asks the server if the deep link has been associated with the user's device.
• The server, using the set of information received from the application, performs attribution (finds the link transition, if it was) and returns the associated deferred deep link to the application.

Deferred deep links cannot work without the participation of a tracking library, such as MyTracker (VK project). Learn more about setting up deeplinks in MyTracker

Deferred deep links are most often used in campaigns aimed at attracting new users. For example, you can place an ad with a certain product, on clicking on which the application will be installed and launched, and then a page with that product will open.

Different technologies are used for deep links, depending on the platform.

• Android
  • App URL Schemas - the app can choose a unique scheme and use it in the deep links. For example: youla://link/to/offer, tamtam://chat/chatname. In these examples, youla and tamtam are the schemas used in the application. The app can then set up an Intent filter and intercept the links that have the schema specified in the filter. See Android documentation for details
  • Android App Links - the app can configure the Intent filter on regular http/https links and domain name. When a user clicks on links covered by the Intent filter, he'll be offered to open the link in the app. See Android documentation for details
• iOS
  • URL Schemes - the app can select and register a URL scheme in the system, the links using which will be opened in the application. See iOS documentation for details
  • Universal links - the technology allows to associate one or more domains to the app and then the links that fall under the Intent filter will be opened in the application. For more information about universal links technology, see iOS documentation

To track clicks and their correct attribution on the tracking system side, you should use tracking links. You'll need to specify separate links for iOS and Android. They should be placed in the tags <android_ tracking_url> and <ios_tracking_url> for each product in the feed file.

These tracking links will be called by the server-to-server each time an ad banner is clicked and the tracking system will know about the click.

At the same time, the tracking system will get a deferred deep link in a special parameter, which will open a specific application screen after installation.