Smart links and web-to-app
What is parameter forwarding?
Short answer
Parameter forwarding means carrying the query parameters on a smart link, such as UTM tags, coupon codes or referral IDs, through to wherever the link sends people: the app store, the website and the deep link. One link can then serve every campaign variant without a new link for each one.
What it looks like
You share a link ending in ?utm_source=newsletter&coupon=SPRING. With forwarding, the website receives the same utm_source and coupon, the deep link opens the app with them, and the store link carries whatever the store can keep. Without it, the parameters stop at the first redirect, and your analytics see a visit from nowhere. In practice, you need one link per channel instead of one per creative, coupon or influencer, because the detail rides along in the parameters.
Things to check
Stores are picky. The App Store drops UTM tags, and Google Play only keeps what sits inside its referrer parameter. Make sure forwarded values don’t overwrite parameters the destination already uses.
Parameter forwarding is part of Appy’s Business plan, for the store, the website and the deep link.
https://example.com/app?utm_source=newsletter&coupon=SPRINGRelated terms
- UTM parameters
UTM parameters are five tags you add to a link, utm_source, utm_medium, utm_campaign, utm_term and utm_content, so analytics tools know where a visit came from. Apps add a catch: the App Store drops them, and Google Play only keeps them inside its referrer parameter.
- 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.
- Smart link
A smart link is one link, often with a matching QR code, that checks the device tapping it and sends each person to the right place: iPhones to the App Store, Android phones to Google Play or another store, desktops to your website, and straight into the app when it’s already installed.
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.