Definition:
Deferred deep linking sends a user to a specific screen inside an app after they install it, instead of the app’s home screen.
The difference between a deferred deep link and a regular deep link only works if the app is already on the device. A deferred deep link works by holding the destination while the user goes through the App Store or Google Play, then passes it to the app on first open.
What is Deferred Deep Linking?
A new user who clicks or taps on an ad isn’t able to land on a page or item within an app they don’t already have installed. They need to install and download the app first, but when that happens, the install resets the click context. As a result, when the user opens the app, they will see the same home screen as everyone else instead of the intended destination.
Deferred deep linking is able to maintain the context. It remembers where the user wants to go and navigates them to the right destination once they’ve downloaded the app and it opens. That means the first thing a user will see through a deferred deep link is the matching advertisement, link, or offer that drove the install.
How Does Deferred Deep Linking Work?
- A user taps a link that includes an in-app destination or landing page within the app, such as an ad or an offer that is good only for a limited amount of time.
- The app is not yet installed so the user goes to the App Store or Google Play.
- The link’s destination and context is saved within the click.
- A user installs, downloads, and opens the app.
- The SDK in the app is able to retrieve the saved destination and the app navigates the user to the matching screen offer, or flow.
For example, a player taps on a TikTok ad for a strategy game’s weekly pass. Once they install the game and open it, they land on the weekly pass screen with a special offer showing, instead of a generic tutorial or onboarding session.
Deferred Deep Link vs Deep Linking
| Deep Linking
| Deferred Deep Linking
| |
| App Installed | Yes
| No or the user deleted in |
| What the link does | Opens the app at the destination
| Sends the user to the App Store or Google Play, then delivers the destination on the first open |
| Who it is for | Existing Users
| New users and lapsed users who reinstall |
| Typical campaigns | Retarding, push, email, LiveOps events
| UA, influencer and partner campaigns, reinstall retargeting |
Each linking method reduces the steps between click and destination content. The main difference is whether the app is already installed on the device or not. Most campaigns need both, because UA managers rarely know in advance if a user already has the app downloaded or not.
You can learn more about these differences in the deep link glossary entry.
When Do You Use Deferred Deep Linking?
You should use deferred deep linking any time the destination is important after an install. Some common examples include:
- Product or offer ads: send users to the item, plan, or discount they clicked on.
- Game events and rewards: take new players straight to a featured event, season pass, or starter bundle.
- Influencer and partner campaigns: route users to an onboarding flow that matches the creator or partner who sent them.
- Referrals: open the app on the screen where the referral reward is active.
- Reinstall retargeting: capture a lapsed user who deleted the app back to the offer in your retargeting ad.
The main goal isn’t only an install, but rather a first session that feels like a continuation of the served ad. This is what usually drives Day 1 retention and early revenue.
How Tenjin Supports Deferred Deep Linking
Add a deep_url parameter to any Tenjin tracking link:
https://track.tenjin.io/v0/network/campaignid?...&deeplink_url=mygame://seasonpass
When a user clicks in the link and installs, the Tenjin SDK retrieves the value from Tenjin’s servers and returns it as deferred_deeplink_url from the deep link callback. The callback also includes campaign ID and name, and a flag showing for whether the use came through a Tenjin link.
Your app development team determines what each value means, so routing logic stays within your app. Deferred deep linking is supported in Tenjin iOS, Android, Unity, and Flutter SDKs.
For more information about setup steps, see How to Set Up Deferred Deep Linking.
Things to Plan For
- Set a default route
Organic installs and installs not attributed to a Tenjin link won’t be able to return a destination. Ensure these users still get the first screen. - Use clear stable paths
Destinations like mygame://event/winter are easier to maintain and report on than a different link per creative. - Test both platforms and both states
Check each link on iOS and Android, both with the app installed and not before a campaign goes live.
What to Measure After a Deferred Deep Link
An install is just the start. To see whether a deferred deep linking campaign is working you’ll need to measure what users do once they land in <our app. Depending on your goal, track:
- Onboarding or tutorial completion
- Engagement with the linked feature, event, or content
- Purchases and subscription starts
- Ad revenue
- Day 1 and Day 7 retention
- ROAS by campaign
Comparing these outcomes with the campaigns that send users to default home screen shows how much the matched first experience is actually worth.
Related Terms
Frequently Asked Questions
What is deferred deep linking?
Deferred deep linking keeps a user’s intended in-app destination when they need to install the app first, and routes them there on first open.
What’s the difference between a deep link and a deferred deep link?
A deep link opens an app that’s already installed. A deferred deep link carries the destination through the App Store or Google Play and delivers it after the install.
Does deferred deep linking work on iOS and Android?
Yes. The flow is the same on both platforms: the destination is saved at the click and retrieved by the app’s SDK on first open. Test on both, since store and browser behavior differs.
Can I use deferred deep linking for retargeting campaigns?
Yes. If a retargeting ad reaches a user who has deleted the app, a deferred deep link keeps the destination through the reinstall, so the user returns to the offer in the ad.
What replaced Firebase Dynamic Links for deferred deep linking?
Google shut down Firebase Dynamic Links on August 25, 2025. Most teams now use their MMP’s tracking links for deferred deep linking, with Universal Links and App Links for users who already have the app.
How does Tenjin support deferred deep linking?
Add a deeplink_url value to a Tenjin tracking link. After an install through that link, the Tenjin SDK passes it to your app as deferred_deeplink_url, and your app routes the user to the right screen.