Deep Linking vs Universal Links
Complete comparison guide: when to use each, implementation differences, and best practices for mobile app marketing
Table of Contents
What Are Deep Links vs Universal Links?
Deep Links
Custom URL schemes that launch your app directly. Examples: myapp://product/123
- Works on all platforms
- Simple to implement
- Direct app launch
Universal Links
Standard HTTPS URLs that intelligently route to your app or website. Examples: https://yourapp.com/product/123
- SEO-friendly URLs
- Opens your website without the app (web fallback)
- Better user experience
Custom URL scheme
myapp://product/123
App installed
Opens the app
App not installed
Website only if you handle it yourself (manual)
Universal Link
https://yourapp.com/product/123
App installed
Opens the app
App not installed
Opens your website automatically
Key Differences
| Feature | Deep Links | Universal Links |
|---|---|---|
| URL Format | myapp://path | https://domain.com/path |
| SEO Value | None | High |
| Website When the App Is Missing | Manual | Automatic |
| Implementation | Simple | Complex |
| User Experience | Good | Excellent |
| Platform Support | All platforms | iOS 9+, Android 6+ |
When to Use Each
Who will tap this link?
People, in public places
Social media, email campaigns, search
An https link
Without the app: your website
Your own apps and team
App-to-app calls, testing, quick setups, older OS versions
A custom scheme
Works on all platforms, simple to implement
Hybrid: keep the scheme for internal use and publish https links for everything public-facing.
Use Deep Links When:
- ✅ You need quick implementation
- ✅ Supporting older iOS/Android versions
- ✅ Internal app-to-app communication
- ✅ Testing and development
- ✅ Simple use cases
Use Universal Links When:
- ✅ SEO and discoverability matter
- ✅ Sharing on social media
- ✅ Email marketing campaigns
- ✅ Professional user experience
- ✅ Long-term scalability
Implementation Comparison
Deep Links Implementation
// iOS - Info.plist
<key>CFBundleURLTypes</key>
<array>
<dict>
<key>CFBundleURLName</key>
<string>com.yourapp.deeplink</string>
<key>CFBundleURLSchemes</key>
<array>
<string>myapp</string>
</array>
</dict>
</array>
// Android - AndroidManifest.xml
<intent-filter>
<action android:name="android.intent.action.VIEW" />
<category android:name="android.intent.category.DEFAULT" />
<category android:name="android.intent.category.BROWSABLE" />
<data android:scheme="myapp" />
</intent-filter>Universal Links Implementation
// iOS - apple-app-site-association
{
"applinks": {
"apps": [],
"details": [{
"appID": "TEAMID.com.yourapp",
"paths": ["/products/*", "/articles/*"]
}]
}
}
// Android - assetlinks.json
[{
"relation": ["delegate_permission/common.handle_all_urls"],
"target": {
"namespace": "android_app",
"package_name": "com.yourapp",
"sha256_cert_fingerprints": ["XX:XX:XX..."]
}
}]Best Practices
Hybrid Approach
Use both! Start with deep links for quick implementation, then migrate to universal links for better user experience and SEO.
- • Implement deep links first for immediate functionality
- • Add universal links for public-facing URLs
- • Use smart link platforms like Appy to send people without the app to your website or the store
- • Test both implementations thoroughly
Testing Strategy
Deep Links
- • Test in Notes app
- • Test in Messages
- • Verify app launch
- • Check error handling
Universal Links
- • Use Apple's AASA validator
- • Test in Safari
- • Check that your website opens without the app
- • Check domain association
Migration Guide
Migrating from deep links to universal links? Here's your step-by-step guide:
Audit existing deep links
Document all current deep link URLs and their destinations
Create universal link equivalents
Map each deep link to a corresponding HTTPS URL
Implement AASA/assetlinks files
Set up the required configuration files on your domain
Update app configuration
Add universal link handling to your iOS and Android apps
Test thoroughly
Verify both deep links and universal links work correctly
Gradual rollout
Update URLs in campaigns and content gradually
Conclusion
Both deep links and universal links have their place in mobile app marketing. Deep links offer simplicity and broad compatibility, while universal links provide better user experience and SEO benefits.
For most apps, we recommend starting with deep links for internal functionality and implementing universal links for public-facing URLs. Smart link platforms like Appy can handle both automatically, giving you the best of both worlds.
Related Appy resources
Explore Appy's tools for universal links, deep links, and QR codes to accelerate mobile app growth.
- Universal Link Validator to test iOS Universal Links and Android App Links.
- Branded QR Code Generator for app install campaigns and offline funnels.
- Smart link features like deep links, routing rules, and analytics.
Continue exploring
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Looking for something else? Browse all topics on the blog.
Skip the complexity. Use Appy.
Appy handles both deep links and universal links automatically. No coding required—just point, click, and deploy.