Why deep links stopped working on X for iOS and what you can do now

A critical issue emerged in early November where deep links and App Store redirections stopped functioning within X's iOS app due to updates to its embedded WebView. This caused users clicking links in tweets to encounter a blank screen instead of the intended app or store, resulting in an 86% decline in conversions from organic posts. The problem was isolated to X's iOS WebView and did not affect Android or Safari, highlighting the fragility of relying on third-party in-app browsers.

AppsFlyer identified two primary solutions: option 1, using HTTPS-based fallback redirection to handle cases where the app is not installed, which is simpler but may harm re-engagement flows; and option 2, deploying a controlled landing page that gives full control over the user journey, allowing for both new user acquisition and re-engagement via Universal Links. The landing page approach, while requiring more upfront effort (e.g., A/B testing and design), can boost conversions if executed well and is fully supported by AppsFlyer's OneLink suite, which handles attribution and deep linking. Ad ops decision-makers should evaluate their traffic composition: if focused on new user acquisition, option 1 may suffice, but for balanced campaigns, option 2 is recommended to avoid losing existing users.

Implementing Universal Links and updating app configurations are necessary steps. This incident underscores the need for robust fallback mechanisms and proactive monitoring of platform changes.