As marketing moves fully into the digital age, accurate attribution and a smooth user experience have become core goals for every brand. More and more brands use advertising to drive app downloads. But how can a brand track attribution for these conversions effectively? And how can it bring together ads running on different platforms? In this article, we explain what deferred deep links are and how to choose the right third-party deferred deep link platform.
What is the difference between a deep link and a deferred deep link?
Have you ever tapped an ad link on your mobile device and been taken straight into an app? That is what a deep link does. It lets users go quickly from an ad to a specific page in an app, not just the home screen.
But what if the user has not installed the app yet? This is where a deferred deep link comes in. When a user taps the link, the system first checks whether the app is installed on the device. If not, it takes the user to the app store to download the app. Once the app is installed, a deep link opens the app directly at the target page. This reduces drop-off along the way and improves the user experience.
In short, a deep link takes a tap to a screen in an app that is already installed, while a deferred deep link handles the case where the app is not yet installed. For brands that want to track app conversions, we recommend using deferred deep links in ads to maximise marketing performance and conversion rates.
*Please note that Firebase’s original Dynamic Links shut down on 25 August 2025. Links that used Dynamic Links need to switch to another deferred deep link service.
How do you create a deferred deep link?
Firebase currently has no interface for creating deferred deep links, but many third-party platforms offer deferred deep link services. These platforms make it easy to create and manage links, and they also support cross-platform integration and data analysis. Brands just need to choose a third-party platform, set the link’s UTM parameters on the platform, and then integrate the deferred deep link into their app.
Comparing third-party platforms: how to choose
With so many third-party platforms offering deferred deep links, how do you choose the platform and plan that best suits your brand? We have summarised the options below.
| Platform | Basic plan |
| Adjust | Free plan with up to 1,500 attributions per month |
| AppsFlyer | 12,000 free conversions in the first year, then 7¢ per conversion (USD$8) |
| Branch | Free plan for up to 10,000 monthly active users (MAU); above 10,000, an extra USD$5 per month for every 1,000 MAU |
| Kochava | Free plan includes 10,000 conversions per month; USD$500 plan includes 33,000 conversions per month |
| Singular | First 15,000 conversions free, then USD$0.05 per conversion |
If your brand runs ads on several platforms, all five third-party platforms above are good choices, because they support data integration with Meta, Google Analytics (GA) and TikTok, helping brands analyse and track conversion sources better. Each platform prices differently, so brands can choose the most suitable plan based on their app’s characteristics and user base.
For example, brands with high conversion volumes but limited budgets can compare the number of free conversions in each plan. Kochava and Singular are both good choices. For brands with relatively stable active user numbers, Branch offers an affordable plan: as long as monthly active users do not exceed 10,000, you can use the platform’s basic services for free.
The plans above are the basic options. There are also other paid plans and custom services that can be tailored to different brands’ needs. Besides price, brands should consider their needs and user behaviour when choosing the most suitable deferred deep link platform and plan.
In app marketing, deferred deep links are key to improving app conversion rates and optimising the user experience. Many third-party platforms now offer deferred deep link services. Choosing the right platform and plan makes it easy to create and manage links, and platform integration and data analysis provide marketing insights that help brands reach their goals more effectively. If you have any questions about deferred deep links, get in touch.
