In a previous blog, we shared deep linking benefits and best practices. Now, we’ll explain how to find the right deep linking solution for you. Let’s start with more about the two main deep linking solution options: linking and measurement platforms.
What is a linking platform, and what does it have to do with deep linking?
Linking platforms like Branch offer deep linking and measurement across owned, earned, and organic channels. They provide a configurable linking solution for brands that want to ensure their deep links work seamlessly — every time.
At its core, a linking platform is a hosted platform that will route all your deep links and provide a portal for creating, editing, and measuring deep links. It does all of this while allowing collaboration among teams, ensuring everyone is aligned and can efficiently manage linking strategies at scale
You should also expect your linking platform to maintain user context across devices, providing detailed measurement reports and valuable insights about how your links and campaigns are performing. These insights are crucial for optimizing strategies and driving omni-channel success.
Ultimately, a linking platform should provide the tools to help your brand drive conversions and increase return on investment (ROI) across non-paid channels such as email, QR (quick response) codes, organic social, and smart banners.
What is a mobile measurement partner (MMP) and how does it fit into deep linking?
MMPs provide deep linking capabilities and unbiased measurement of paid campaign performance. They allow marketers and advertisers to track and analyze the effectiveness of their advertising efforts across various networks without needing to integrate multiple software development kits (SDKs) for each ad network.
MMPs have existed for a long time; they originated out of the need to track user interactions across multiple ad networks and have since evolved into comprehensive platforms that attribute mobile events to specific solutions. This means marketers can understand which campaigns drive user engagement, installs, and revenue.
In the modern mobile landscape, MMPs have adapted to new challenges, such as privacy-centric measures like SKAdNetwork (SKAN) data on iOS. They ensure compliance with privacy regulations through various methods like aggregation and obfuscation will still providing valuable attribution insights.
One key difference between linking platforms and MMPs is that not all MMPs extend their deep linking and measurement capabilities to owned, earned, and organic channels. Many MMPs focus solely on attributing mobile events to specific paid sources, potentially overlooking the impact of organic conversions. When choosing a deep linking solution, ensure that it offers robust support across all relevant channels in your marketing strategy.
How to choose the right deep linking solution for your needs
The ideal deep linking solution includes streamlined attribution and engagement strategies across all of your existing and emerging platforms, devices, and channels.
MMPs are ideal for deep linking and measurement in ads
Paid ads to app
MMPs can give you higher campaign ROI through better deep linked user experiences as well as accurate attribution, even when the user’s path to conversion is complex.
Linking platforms are ideal for deep linking and measurement in owned and earned channels
Email to app
Deep links are perfect for seamless email-to-app experiences — and for helping take users to the best available experience whether they have already downloaded your app or not.
Social media to app
Linking platforms enable deep linked social media content to help users escape walled gardens on mobile so apps can acquire new users, engage current users, and motivate growth.
Web to app
Nurture user acquisition with a linking platform by building seamless pathways with smart banners from your website to in-app content — utilizing an owned channel to upgrade users to a better, stickier platform.
QR code to app
Deep links can also direct users to your app with QR codes, which can be placed at key engagement points, such as in-store displays, connected TV (CTV), packaging, and more!
Desktop to app
Linking platforms facilitate seamless transitions from desktop to app, ensuring users continue their journey without disruption. With Desktop Banners and embedded QR codes, users are directed from desktop environments right to the in-app content they want.
Affiliate to app
Take your affiliate marketing efforts to the next level by enabling deep linking from affiliate networks directly to your app. This ensures that traffic generated through affiliates is directed to the most relevant in-app experiences.
SEO to app
Linking platforms drive organic traffic from search engine results pages (SERPs) directly to your app. By incorporating deep links into your SEO strategy, you can guide users from web searches to in-app content.
The power of combining linking and measurement
Combining both linking and measurement in one solution makes it easy to create, manage, and track deep links, while also providing reliable attribution for all your marketing campaigns — paid, owned, and earned.
There are many benefits that come with partnering with a solution like Branch, that offers both linking and measurement. Branch empowers you to fully optimize your marketing efforts, use a single link to capture attribution for ads across platforms, and get detailed campaign insights that improve performance and increase understanding of omni-channel user activity via deep linking data. Additionally, Branch also saves you from trying to navigate the complex and ever-changing regulations alone.
Because Branch is a cloud-based platform, you can be sure your links will always work — no matter what changes occur on your website or app. Furthermore, in every edge case, your deep links will route users to the best destination.
Branch combines every deep linking standard into a single, simple package. It’s easy to implement and always up to date.
Want to learn even more about Branch deep links can help you grow your mobile app? Check out our Dive Into Deep Linking white paper.