Universal Links

In the mobile marketing world, timing is everything, and every tap should count. Today’s users expect a frictionless digital experience and to learn information and complete actions seamlessly, whether on the web or an app. If a potential customer clicks on a link but lands on the wrong page, or worse, an error screen, you risk losing that user outright. This is where Universal Links come into play. They shouldn’t be seen as a technical enhancement for only web deep linking, but as a fundamental initiation point to facilitate user journeys that are clearly laid out, trustworthy, and built for conversion.

What are Universal Links?

Universal Links are Apple’s deep linking solution for iOS devices. They were introduced in iOS 9 to fix the limitations of older linking techniques. Unlike traditional deep links or custom URL schemes, they always work, whether the app is installed on the device or not. When a user taps a Universal Link, the system dynamically chooses how to handle the URL. If the app is installed, the direct link opens information in the app. If the app is not installed, the link will automatically redirect the user to either the fallback web page or the App Store download page.

This is what makes them so powerful; there is no need to create and maintain multiple URLs for different situations. The Universal Link handles all scenarios through a single link. In practical terms, that means no broken links, no confusing redirects, and no frustrated users.

Why Universal Links are Important for App Growth

The importance of this linking method cannot be overstated in app marketing. In today’s world, users are quick to abandon journeys that feel “sticky.” Research by IMRG has found that in a multi-page checkout process, conversion rates drop consistently with each extra page in the journey. Generally speaking, retailers should expect conversion to drop 5-7% for each additional page in the journey. This demonstrates that even the slightest increase in friction with mobile checkout can create significant detrimental impacts on overall performance. To put that in perspective, any delay or additional redirect to a user has a real dollar value on your revenue.

Universal Links solve this problem by providing a direct and predictable pathway into your app, keeping users engaged, and retaining focus. The experience is simplified because users do not have to wrestle with the question of what should happen when they click a link; it just happens. This ease of use encourages better retention rate, a more engaged audience, and stronger customers over time. It also provides an added level of security, as Apple verifies the ownership of Universal Links to prevent spoofing and malicious redirection.

Universal Links Mechanism

Universal Links, at a high level, rely on a very small yet powerful piece of infrastructure. Apple requires the web page owner to host some JSON, namely an apple-app-site-association (AASA) file, on their website that describes which URLs open within their app. When a user clicks on a Universal Link, their iOS device makes two checks: if the app is present on the user’s device, and whether the link matches the association file. 

If the app is installed and is correctly registered, the link opens the relative page in the app. If the app is not installed, the user clicks through to the fallback page on the web or the App Store. The entire mechanism is invisible to the user’s interaction – it creates a seamless and almost magical experience. From a marketer’s perspective, this invisible mechanism means reduced friction, less drop-off time, and more consistency across campaigns.

The Marketing Benefits of Universal Links

Universal Links are now a more rewarding way for users to experience mobile. For marketers, on the other hand, they drive growth. If a link always works as you intend it to (for example, to deep-link into an app), there is a resulting decline in drop-off rates, which usually leads to increased conversion rates. Localytics found that app users who experience deep-linking features, such as these, engage with the app more than two times more than those who use generic redirects.

Another benefit relates to retention. The mobile app ecosystem is complex and crowded, and users continually delete applications that annoy them. Universal Links enable every re-engagement campaign—whether it be ads, emails, or push notifications—to land precisely where it was intended to land. Once users develop an understanding of what to expect from that experience, it creates trust and increases the likelihood of return and consistent use of the app.

Universal Links also simplify and streamline cross-channel campaigns. A user clicking through from social, a search ad, or a newsletter has the same experience flow. That consistency leads to an improved brand perception and enables all of the marketing channels to contribute to one user experience.

Issues with Setting Up Universal Links

As beneficial as Universal Links can be, there are some drawbacks. The setup process requires extreme attention to detail. If the apple-app-site-association file is misconfigured or updated improperly, links can break. Testing is also more challenging than testing standard web links, because Universal Links will usually not show the Safari preview page, making it hard to simulate each user journey.

Another limitation is that these links do not inherently account for new users installing the app for the first time. Marketers largely overcome this limitation by pairing them with deferred deep linking. Deferred deep linking allows users who do not have the app to be directed to the specific in-app content they were expecting after they installed it. The combination of Universal Links for returning users and deferred deep linking for new users provides an all-in-one user acquisition and user engagement solution.

Best Practices for Universal Links 

The best approach is to use these links as part of a larger deep linking solution. For a great experience for iOS users, brands that use Universal Links should have them set up and tested regularly. With Android App Links, brands can set up Universal Links and Android App Links together in order to combine both approaches to reach both user types. Combining both Universal and Android App Links with deferred deep linking helps marketers reach every possible type of user – whether they are a first-time downloader or a long-term user.

There’s also measurement. By being able to measure how Universal Links become a driver of installs, conversions, and retention, brands can assess the impact these links have on their campaigns. As a general rule of thumb, a mobile measurement platform like Apptrove’s attribution solutions provides invaluable visibility on performance, and your brand can then use these insights to ultimately better inform its strategy.

Universal Links in the Future of Mobile Marketing

The emergence of mobile ecosystems has resulted in an ever-increasing demand for seamless, secure and intuitive user journeys. Instabug’s “Mobile User Expectations in 2025” reported that 63% of users are willing to uninstall an app after just three crashes (or fewer!) and 81% of users say performance issues make them very or somewhat likely to switch to a competitor. The above data shows the value of smart links, as they should be viewed as not only a technological element but a strategic imperative.

Universal Links are paving the way for the future of mobile marketing by allowing brands to create experiences that are cohesive across all devices/platforms. Universal Links are defined by user convenience, trust, and engagement, which should ultimately pervade the foundation of every brand’s app and combinations of apps.

In Summary

Universal Links are not just a mechanism for developers. They should be viewed as a vital element of mobile marketing strategy and a way to create a user experience that moves effortlessly between the web and the app. By removing broken journeys and allowing marketers to ensure all taps have a meaningful outcome, they can help marketers convert, retain, and build lifetime loyalty.

When paired with Android App Links, deferred deep linking, and granular attribution, smart linking together create an ecosystem that supports app growth at every stage of the user lifecycle. In a world where attention is scarce and competition is high, the smoothest journey wins, and Universal Links make that journey possible.

from Apptrove https://apptrove.com/universal-links-for-mobile-marketers-and-growth/
via Apptrove