Smart links and web-to-app
What is an in-app browser?
Short answer
An in-app browser is the built-in browser that apps such as Instagram, TikTok, Facebook and LinkedIn use to open links without sending people out of the app. Because it keeps them inside, Universal Links and App Links often don’t open your app from there, and people land on a web page instead.
Why deep links break there
Universal Links and App Links depend on the operating system routing a tap to your app. An in-app browser often loads the page itself instead. Someone taps the link in a TikTok bio, sees your website or a store page in a small browser window, and never reaches the app. In your analytics it looks like ordinary web traffic, so the problem stays hidden until someone tests on a real phone.
Workarounds
Add a step that asks people to open the link in the app or in their main browser, where links behave normally. On Android, intent URLs can open the app from some in-app browsers. Test inside each app where your link will be shared; they don’t all behave the same.
For deep links opened inside Instagram, TikTok and Facebook, Appy shows an “Open in app” page.
Related terms
- Universal Links
Universal Links are Apple’s https links that open an installed iOS app directly instead of the website, available since iOS 9. They need the Associated Domains entitlement in the app, such as applinks:example.com, and an apple-app-site-association file on the domain. Without the app, the same link simply opens the website.
- Intent URL
An intent URL is a link format for Chrome on Android that starts with intent:// and names an app’s scheme and package. If the app is installed, Chrome opens it on the right screen. If not, Chrome opens the web address given in browser_fallback_url, or the app’s Google Play page when there is none.
- Deep link
A deep link is a link that opens a specific screen inside a mobile app, such as a product page, an article or a saved cart, instead of a web page or the app’s home screen. It can be a custom URI scheme, an iOS Universal Link, an Android App Link or a deferred deep link.
One link for every phone
Create a free smart link and QR code that sends iPhones to the App Store, Android phones to Google Play and desktops to your website.