Web-only links

Web-only links are Adjust links that never open the app, even when it is installed, and instead redirect users to a web URL or app store while preserving attribution. This is useful when you want to prevent the operating system from automatically opening your app via Universal Links (iOS) or App Links (Android).

After setting up Web-only links, you can ensure that selected links behave as if the app is not installed, while maintaining full measurement and attribution in Adjust.

Key benefits

• Prevent automatic app opens for specific campaigns or flows
• Route users to web content or app stores even when the app is installed
• Maintain consistent attribution and measurement
• Configure behavior at the individual link level
• Works for all types of links (Partner links, Custom links, Deep links)

What does it do?

Web-only Links let you explicitly define that a specific Adjust link should not open the app, regardless of whether the app is installed on the user’s device.

Use cases

• Web-based funnel steps
  • Use the web for onboarding or verification steps (for example, fintech or insurance flows) before sending users into the app.
• Content not available in-app
  • Redirect users to web-only content such as unsubscribe pages, blog posts, or legal documents.
• Campaign objectives focused on app stores
  • Send users to the App Store or Play Store to prompt reviews or updates.
• Performance optimization
  • Keep traffic on the web when web conversion rates outperform in-app experiences

How does it work?

1. When a link is marked as Web-only, Adjust automatically modifies the link structure by inserting a single-character path segment (/w/) into both short and long links.

   • Example long link (Full Click URL) : https://brand.go.link/w/path?param1=1&param2=2
   • Example Short link : https://brand.go.link/w/suffix

2. This path segment is excluded in:

   • Apple App Site Association (AASA) files on iOS
   • assetlinks.json on Android

3. Because of this exclusion, the operating system does not open the app. Instead, the click reaches Adjust’s servers, where the link redirect logic determines the final destination (web URL or app store), exactly as if the app were not installed. All attribution, measurement, and reporting continue to function as normal.

Get started

Requirements

• Only available for apps using a Branded Domain
• User permissions to create and manage links in the Adjust dashboard
• No SDK changes required

Known limitations

• Direct deep linking is not applicable for web-only links, though deferred deep linking data can still be preserved.
• Currently, there is a bug on Android App Links which causes the path exclusion rules to not work. As a result, web-only links on branded go.link domain will continue to open the app for installed users on Android. This is actively being worked on by the Android teams [https://issuetracker.google.com/issues/471492278?pli=1]. For the time being, you can use the equivalent app.adjust.com links, which will effectively function as web-only links, since they don't have Android App Links setup.

Setup summary

1. Create or edit a link in the Adjust dashboard
2. Enable the Web-only Link option
3. Configure redirect destinations
4. Save and use the link in campaigns

Step 1: Create or edit a link

1. In the Adjust dashboard, create a new custom link or open an existing one.

Step 2: Enable the Web-only link

To enable the Web-only Link option for your link:

1. Navigate to User destinations > Define a deep link.

2. Enable the Web-only Link checkbox:

   

Once the Web-only Link option is enabled:

• A warning banner appears indicating that direct deep linking is not applicable.
• You may still configure deep link parameters for deferred deep linking.
• Existing deep link data is preserved and reused if the Web-only setting is later disabled.

Step 3: Configure redirect destinations

1. Under User destinations > Add a redirect, define where users should be sent:
   • Custom URL (Web URL)
   • App Store or Play Store

Users with the app installed will now follow this redirect logic instead of opening the app.

Step 4: Save and use the link in campaigns

From the link setup page, select Save. Your web-only link can now be used in campaigns. Make sure to follow the testing steps to verify the correct setup first.

Manage Web-only links

Turn on or off

• Enable or disable the Web-only Link checkbox when editing a link.
• Disabling the option removes the /w/ path behavior and restores standard app opening behavior.
• Redirect destinations and deferred deep link parameters can be edited at any time.

Testing

To verify correct setup:

1. Click the Web-only Link on a device where the app is installed.
2. Confirm that the app does not open.
3. Verify the user is redirected to the configured Custom URL or app store.
4. Check attribution data in the Adjust dashboard to ensure clicks and conversions are tracked.

Next steps

• Review your campaign setup to decide which links should be Web-only.
• Coordinate with your marketing and web teams to align on funnel design.

If you have any questions or need help, contact support@adjust.com.