AppsFlyerBreak up with Firebase before it breaks you: Practical migration guide
Summary
Firebase Dynamic Links (FDL) deprecation requires migration before August 25, 2025. This presents challenges for ad ops teams reliant on deep linking for campaigns, referrals, and measurement. Key insights include: First, understand your app's update cycle and current FDL usage—identify which user flows (onboarding, referral, paid campaigns) rely on deep links, how links are generated (manual, API, in-app), and how performance is measured (attribution, engagement).
Define requirements for cross-platform support, deferred deep linking, branded domains, campaign measurement, and volume estimates. Choose among three alternatives: niche deep-linking providers (e.g., Branch), DIY solutions (full control but high maintenance), or mobile measurement partners (e.g., AppsFlyer) that combine attribution and deep linking. Migration steps: configure new deep linking (Universal Links, App Links, SDK integration), map FDL use cases to new system, translate link parameters (handle 1:1 mapping, unsupported features, granularity differences), implement redirects from old FDL domains (if possible, using custom domains or proxy servers), update app code with new SDK and maintain backward compatibility.
Execute phased migration starting with low-risk, low-traffic links, then test extensively across platforms, OS versions, install types (fresh, update, re-engagement), and link channels (web, email, SMS, QR codes). This migration is an opportunity to clean up underperforming flows and optimize user engagement. Actionable takeaway: Proactive planning, phased execution, and thorough testing ensure a smooth transition and can improve app performance and user retention.
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