Optimized Deferred Deep linking

Optimized Deferred Deep Linking (ODDL) improves deferred deep linking performance by delivering the deferred deep link from the most recent eligible click without waiting for attribution. After following this guide, Adjust customers can understand when Optimized Deferred Deep Linking (ODDL) applies, update the required SDK version, and test Optimized Deferred Deep Linking (ODDL) behavior.

• Delivers deferred deep links faster by returning a faster session response to the SDK
• Decouples deferred deep linking from attribution to avoid waiting for attribution completion
• Uses the most recent eligible click to prioritize end-user experience
• Avoids waiting for SAN engagements or claims in the fast path
• Falls back to legacy behavior when no eligible recent click exists

What does it do?

Optimized Deferred Deep Linking (ODDL) reduces the time it takes for a deferred deep link to be delivered to a new or returning user after install or reinstall.

Optimized Deferred Deep Linking (ODDL) is designed for cases where waiting for attribution delays the deferred deep link experience. For example, when a user selects an Adjust link for a specific piece of in-app content, Optimized Deferred Deep Linking (ODDL) aims to deliver that content destination with less delay after install or reinstall.

Use cases

Optimized Deferred Deep Linking (ODDL) is most relevant when:

• Deferred deep linking takes several seconds and impacts end-user experience.
• A user expects to land on the most recent in-app destination associated with the last eligible link they selected before install or reinstall.
• Measurement settings such as attribution waterfalls and attribution windows are needed for attribution measurement, but are not needed to decide the end-user deep link destination.

For example, a video streaming app where users expect to land on a specific show after install or reinstall without waiting several seconds for attribution to complete.

Known limitations

Optimized Deferred Deep Linking (ODDL) includes the following known limitations and caveats:

• Deferred deep linking window: Optimized Deferred Deep Linking (ODDL) only uses a recent click within the deferred deep linking window. The deferred deep linking window is 15 minutes.
• Fallback behavior: If no recent click exists within the deferred deep linking window, Optimized Deferred Deep Linking (ODDL) falls back to the slower legacy deferred deep linking response that depends on attribution.
• SAN edge cases: The faster session response pipeline ignores SAN deferred deep linking in a small percentage of cases. If the last click is a SAN click and there is another Adjust link click within the deferred deep linking window before that SAN click, Optimized Deferred Deep Linking (ODDL) delivers the deep link value from the Adjust link and ignores the deep link in the SAN claim.
• Attribution settings dependency: If IP fingerprinting is not enabled, Adjust cannot use probabilistic methods to match the session to a click in cases where a device identifier is not available (which is most cases). If Optimized Deferred Deep Linking (ODDL) is required to deliver the deferred deep link via the faster session response, IP fingerprinting needs to be enabled.

Glossary

• ADID: The ADID is Adjust's unique device identifier.
• Attribution: Attribution is the process of matching an install to a click or an impression.
• SAN (self-attributing network): A self-attributing network performs its own attribution and can claim engagement activity through an API integration with Adjust.
• Deferred deep link: A deep link experience for new users where a user is redirected to the app store to download the app and then redirected to a specific in-app location after first app open.
• Probabilistic modeling: Probabilistic modeling is an attribution method used to identify people who have interacted with an Adjust link using publicly available device characteristics.

How does it work?

Optimized Deferred Deep Linking (ODDL) decouples deferred deep linking from attribution by delivering the deferred deep link from the most recent eligible click as part of a faster session response to the SDK.

Optimized Deferred Deep Linking (ODDL) works as follows:

1. A user selects an Adjust link to install or reinstall an app.
2. Adjust records the click.
3. When the app opens and the SDK initializes, Optimized Deferred Deep Linking (ODDL) attempts to deliver the deferred deep link from the most recent click as part of a faster session response that is independent of attribution.
4. If no recent click exists within the deferred deep linking window (15 minutes), Adjust falls back to the slower legacy attribution response to the SDK that depends on attribution.

Get started

Requirements

To use Optimized Deferred Deep Linking (ODDL), the following requirements apply.

• Feature entitlement
  • Optimized Deferred Deep linking is available for customers with TrueLink Core Starter, Core Standard, and Enterprise plans. Reach out to sales@adjust.com to upgrade now.
• Technical requirements
  • Optimized Deferred Deep Linking (ODDL) requires updating to the following SDK versions:
    • iOS SDK: 5.4.4
    • Android SDK: 5.4.3
    • Unity SDK: 5.4.3
    • React Native SDK: 5.4.3
    • Flutter SDK: 5.4.3
    • Cordova SDK: 5.4.3
  • To deliver the deferred deep link via the faster session response in cases where a device identifier is not available, IP fingerprinting needs to be enabled.

Setup summary

1. Update the Adjust SDK
2. Enable Optimized Deferred Deep linking (ODDL) for the app
3. Test Optimized Deferred Deep Linking (ODDL)

Step 1: Update the Adjust SDK

Update the Adjust SDK to a version that supports Optimized Deferred Deep Linking (ODDL).

1. Update the Adjust iOS SDK to version 5.4.4.
2. Update the Adjust Android SDK to version 5.4.3.
3. If the app uses an additional SDK wrapper, update the wrapper SDK to version 5.4.3:
   • Unity SDK
   • React Native SDK
   • Flutter SDK
   • Cordova SDK

Step 2: Enable Optimized Deferred Deep linking (ODDL) for the app

1. Go to AppView → Advanced Settings → Optimized Deferred Deep Linking and turn the toggle ON (off by default)

Step 3: Test Optimized Deferred Deep Linking (ODDL)

This section provides steps to validate that Optimized Deferred Deep Linking (ODDL) delivers the deferred deep link as expected.

Install test

1. Install the app.
2. Retrieve the ADID (Adjust device identifier) from Xcode logs.
3. Uninstall the app.
4. Open the Testing Console, enter the Adjust ADID, and select View Device Data.
5. Confirm that TrackerName displays Organic.
6. Forget the device in the Testing Console.
7. Paste an Adjust deep link in Apple Notes.
8. Select the Adjust deep link to redirect to the App Store.
9. Install the app from a local build. Do not install the app from the App Store.
10. Open the app and confirm that the app displays the deep link content.

Reinstall test

1. Uninstall the app.
2. Wait for 30 minutes to ensure a new session is measured when reinstalling and opening the app.
3. Paste an Adjust deep link in Apple Notes.
4. Select the Adjust deep link to redirect to the App Store.
5. Reinstall the app from a local build. Do not install the app from the App Store.
6. Open the app and confirm that the app displays the deep link content.

Next steps

• If Optimized Deferred Deep Linking (ODDL) is not available for an account, contact an Adjust representative or email sales@adjust.com to request access.
• For further questions about Optimized Deferred Deep Linking (ODDL), email support@adjust.com.