Everything a developer needs to know about deep linking

Summary

Attribution and deep linking are closely related; attribution identifies the user's source, and deep linking uses that data to route users to specific app content. Legacy tools have fallen behind, while newcomers neglect technical complexities. Proper implementation involves handling edge cases across OS, browsers, and versions for a world-class UX.

Deterministic matching (e.g., URI schemes, Universal Links) provides 100% accuracy, whereas probabilistic modeling relies on statistical matching. Higher match rates depend on the attribution provider's reach and how they use data. Despite vendor hype, all good providers use web cookie and device ID pairs.

Deep linking mechanisms include URI schemes, Chrome Intents, Apple Universal Links, and Android App Links. Email deep linking requires setting up Universal Links on ESP domains and resolving URLs in-app. Testing and QA are critical due to nuances like OS differences and Apple's AASA file issues.