Deferred deep links are mobile hosted links that are able to take the user to the intended content through the install process, basically matching the user who clicked a link in a paid or organic channel to the user who opened the app for the first time after installing it. Historically this has been done through fingerprinting.
Fingerprinting works by generating a “fingerprint” of a web user consisting of a device’s IP address and user-agent (operating system, operating system version, and other device specific parameters) and generating another fingerprint when a user opens the app. Recent techniques like Branch’s People Based Attribution model have moved beyond fingerprinting to using an unique Identity Graph that matches a device’s unique browser identifier to its unique app identifier, tying it back to the actual user across web and app to achieve true cross platform attribution, giving better matching between link licks and app opens.
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