Adjust deeplink support
Adjust offers comprehensive support for deeplink tracking. We can track deeplinks for existing users, defer deeplinks for new app users, conditionally redirect users to app stores, and more.

Read on for setup instructions and helpful information on what deeplinks are, how they function, and why you should use them.

Deeplink setup options

Setup instructions for Adjust deeplink tracking depend on your app platform(s), so continue reading to learn which format best supports your unique use case.


In 2015, Apple unveiled universal links for iOS 9 and above. Universal links are links to your mobile website that can also redirect users into your app (without launching Safari). When your app is not installed on the device in use, the user is directed to your mobile website in Safari. 

Adjust supports attribution and reattribution tracking for universal links with our direct links.


All versions of the Android operating system still support custom URL schemes. Learn how to set up deeplinking for your Android tracker URLs.


A cross-platform tracker URL deeplinks users based on the operating system of their mobile device. Find out how to generate cross-platform tracker URLs using standard deeplinks and universal links for your next Adjust-tracked campaign.

Deeplink FAQs

What is a deeplink?

A deeplink is a URL that, once clicked from a mobile device, automatically launches a mobile app and opens a specific page. Ultimately, deeplinks provide a seamless user experience—rather than redirect your app users to the app store, a deeplink transports users right into your app environment.

Like traditional hyperlinks, a deeplink comprises a uniform resource identifier (URI) that launches your mobile app and redirects users to a predetermined screen or page. Typically, deeplinks contain a unique location (path) and routing parameters (within a query string) that control how the link will function.


Why should I use deeplinks?

Deeplinks are the optimal approach for app re-engagement. A deeplink automatically inserts a user into your app and places them in an environment designed to prompt a specific action or behavior: register, advance to the next level, purchase, etc.

As with your acquisition campaigns, Adjust can track the number of existing users that re-engage with your app via deeplink reattribution. With this conversion data, you’re able to measure how well retargeted users actually perform when reinvigorated through your re-engagement strategies. If you would like Adjust to track user re-engagement from deeplinks without using an Adjust tracker URL, then you will need to implement deeplink reattribution within the Adjust SDK to notify Adjust about the attribution information appended to your deeplink. Find out how to enable deeplink reattribution within your app on iOS and Android.

What is required for deeplinking?

For deeplinks to function with Adjust, two things are required:
  • An app configured for deeplinks
    • You must configure your app for deeplinking (iOSAndroid). This ensures that, when a user clicks on a deeplink containing your app's scheme name, your app will know what to do.
    • Deeplink reattribution (iOS; Android) requires one additional call within the Adjust SDK, so that Adjust can collect any relevant attribution information from the deeplink
  • A direct or indirect deeplink
    • You must have a deeplink for your users to click on and through which to reach your app. You can learn the difference between a direct and an indirect deeplink below. Both methods require you to create a tracker within the Adjust Campaign Wizard.

What is the difference between a direct deeplink and an indirect deeplink? 

Direct deeplinks

At Adjust, a direct deeplink refers to a URL with a domain that is specific to your app.


  In order for Adjust to conduct reattribution (or attribution) for a direct deeplink, you must: 



Note: Since Adjust's servers do not receive incoming click data for direct deeplinks, you will not see any clicks recorded from your direct deeplinks in Adjust.

Indirect deeplinks

At Adjust, an indirect deeplink refers to an Adjust tracker URL with deeplink functionality. 

Example (unencoded):
All indirect deeplinks must be encoded to ensure that no data is dropped at click-time. You can use an encoding tool to automatically encode your indirect deeplinks. 

Example (encoded):
Note: Indirect deeplinks can be easily generated within the Adjust Campaign Wizard and will report click data. 

What is a deferred deeplink?

A deferred deeplink is a deeplink for potential app users. Rather than launch an app that exists on the mobile device in use, the deeplink will engage upon app install. All Adjust deeplinks defer automatically. This means that if a prospective user clicks on your Adjust tracker URL (with deeplink functionality) they will be redirected to the applicable app store to download the app, and then deeplinked upon first app open.

Sometimes, a potential user will need to sign up or register for your app, prior to being deeplinked. To delay the deeplink's engagement, you can ask your developer to set up deferred deeplinking within the Adjust SDK (instructions for iOS and Android). 

Note: Attempts to use the Adjust SDK and the Facebook SDK for deferred deeplinking will result in feature malfunction. Even though Adjust automatically supports Facebook deferred deeplinking, you must inform Adjust if you want to handle deeplinks directly, or with the Facebook SDK. Please feel free to contact with any questions.

What is a deeplink fallback?

When a user clicks on an Adjust tracker URL with deeplink functionality, Adjust will automatically test the link to see if the user has previously installed the app. If the app hasn't been installed on the device in use, Adjust will send the user to a fallback destination—by default, this is the relevant app store. 

To send the user elsewhere, like your mobile website, you can override the automatic deeplink fallback by appending 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.

Use direct deeplinks with Safari Smart App Banners

Safari Smart App Banners automatically detect whether a device has the advertised iOS app installed and directs users accordingly. If the app is installed on the user's device, they will be deeplinked directly to the designated in-app page. If they do not have the app installed, they will be taken to the App Store to download and install the app before being taken to the in-app location.

Note: Adjust can only attribute reattributions to Safari Smart App Banners when the user already has the app installed. Users who install after being redirected to the App Store by Safari will be attributed to organic (or another valid attribution source) on Adjust.

As Smart App Banners are added to websites using a simple HTML tag, you are able to create a direct deeplink and enter it within the app-argument parameter in the following tag:
<meta name="apple-itunes-app" content="app-id=myAppStoreID, affiliate-data=myAffiliateData, app-argument=myapp://landing_page">
As long as you have set up deeplink reattribution, the Adjust SDK will capture this 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.

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