Deep linking guides
Plain-English guides to the decisions behind a deep linking tool.
Three guides for product and growth teams choosing a deep linking platform: how to choose one, deferred versus direct deep links, and how custom link domains work.
Which guide do you need?
- GuideHow to choose a deep linking toolHow to choose a deep linking tool: the five questions that decide it, what to test before signing, and when an MMP with links beats a standalone link tool.
- GuideDeferred vs direct deep linksDeferred vs direct deep links: how each works on iOS and Android, why deferred links need a platform, how tools match installs, and which campaigns need which.
- GuideCustom link domains explainedCustom link domains for deep links: why your own domain matters, how it connects to Universal Links and App Links, which plans include it and how to set one up.
Questions
What is a deep linking tool?
A deep linking tool creates links that open a specific screen inside a mobile app instead of the home screen or a web page. Good tools also handle users without the app, sending them to the store and then to the right screen after install.
What is deferred deep linking?
Deferred deep linking keeps the link's destination through an app install. A user who taps a link without the app goes to the store, installs, opens the app and still lands on the screen the link promised.
Do I need an MMP to deep link?
No. Link tools such as Dub, Bitly or Short.io can open an installed app. You need an MMP when you also want to know which ad, creator or campaign drove each install, because MMPs tie the link click to the install and to in-app events.
What replaced Firebase Dynamic Links?
Nothing from Google. Firebase Dynamic Links shut down on 25 August 2025 and its links now return HTTP 404. Teams moved to MMPs with built-in linking, such as Linkrunner, Adjust, AppsFlyer, Branch or Singular, or to link tools such as Dub or Bitly.
Are Universal Links and App Links enough on their own?
Only for users who already have the app. Universal Links on iOS and App Links on Android open an installed app from a web URL, but they do nothing for new users, so deferred deep linking needs a platform with an SDK or a matching method.