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
- Web fallback included
- Better user experience
Key Differences
| Feature | Deep Links | Universal Links |
|---|---|---|
| URL Format | myapp://path | https://domain.com/path |
| SEO Value | None | High |
| Web Fallback | Manual | Automatic |
| Implementation | Simple | Complex |
| User Experience | Good | Excellent |
| Platform Support | All platforms | iOS 9+, Android 6+ |
When to Use Each
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 for automatic fallbacks
- • 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
- • Verify web fallback
- • 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.
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