Adjust deep links

Here, you'll find a basic overview and frequently asked questions about Adjust’s deeplink support.

For instructions on creating and using different deeplinks, see these articles:

Deeplink basics

A deeplink is a URL that takes users to a specific page in your app.


Platform setup

Deeplink setup depends on your app platform. Here, you can find which deeplink to use for your app’s platform.

iOS 9 and later

Apple uses universal links for devices running iOS 9 and later


All versions of Android OS support deeplinking with a tracker and parameter


Multi-platform trackers deeplink users based on their device OS

Deeplink structure

Most mobile deeplinks use uniform resource identifier (URI) schemes to send a user into your app. These contain a unique location (path) and routing parameters.

Example: myapp://unique/path?routing_parameter

Direct deeplinks

Adjust uses the URI to take a user into a specific place in an app if the app is installed. This is known as a direct deeplink.

With an Adjust tracker URL appended, if the app is not installed they are taken to the app store. After installing the app, they can then be taken to the in-app location via deferred deeplinking.

To append tracker and campaign information to direct deeplinks, prefix the parameters with adj_ or adjust_.


To pass dynamic callback parameters (DCPs) through a direct deeplink, the DCP parameter should not be prefixed with `adj_` or `adjust_`

Deeplink FAQs

Why should I use deeplinks?

Deeplinks improve user experience by taking users directly to in-app content. Use them throughout your marketing funnel to improve user acquisition, engagement, and retention. 

You can use deeplinks in:

  • Mobile ad campaigns
  • Push campaigns
  • Social campaigns
  • Email campaigns
  • User referral and reward campaigns 

Does Adjust receive click data from all deeplinks?

Adjust receives incoming click data for deeplinks with an Adjust tracker or Adjust parameters appended. A direct deeplink with just a domain that is specific to your app will not return any data to Adjust.

Sends click data:


  Doesn't send click data:


To receive click data for apps that are already installed and for deeplink reattribution, make sure to implement the SDK click within the Adjust SDK (iOS; Android).

Deeplinks that trigger an SDK click are reported as clicks in the Dashboard. They are also visible in your raw data using the click callback. For a granular view of which clicks resulted from a deeplink SDK click, include the {is_deeplink_click} parameter.  

What is a deferred deeplink?

Deferred deeplinks send users directly to a specified destination in your app after routing them via the relevant app store. First, we check to see if the app is installed. If it isn't, users are sent to the app store to download the app and are deeplinked after install. All Adjust deeplinks defer automatically.

To delay or disable deferred deeplinking (for instance, to prompt a user to register for your app first), ask your developer to set a listener method within the Adjust SDK (iOSAndroid). You can then determine the deeplink behavior you want.

What is a deeplink fallback?

A deeplink fallback overrides the default behavior of deferred deeplinks and redirects users someplace other than the app store, like your mobile website.  

To set up a deeplink fallback, append Adjust's redirect parameter to your tracker URL.

Example (unencoded):

Example (encoded):

This will test the deeplink and redirect the user to if the app isn’t installed on the device.

Attribute users from Safari Smart App Banners

Safari Smart App Banners automatically determine whether your app is supported on a user’s device and don't display if it’s not. After tapping the banner, it detects whether your app is already installed on the users device. If it is, users are deeplinked to the designated in-app page. If it isn't, users are first routed via the App Store to download and install the app before being deeplinked.

To set up click attribution for Smart App Banners, add your deeplink to the app-argument parameter of the banner HTML tag. 

<meta name="apple-itunes-app" content="app-id=myAppStoreID, affiliate-data=myAffiliateData, app-argument=myapp://landing_page">

Next make sure you have set up deeplink reattribution in the Adjust SDK. This will ensure our SDK can capture the parameter and attribute the user to the Smart App Banner.

For more information on setting up Smart App Banners, check out Apple's developer guide.

Note: Adjust only reattributes users to Safari Smart App Banners if the user already has the app installed. Users who install after being redirected to the App Store are attributed as organic (or another valid attribution source).