A brief history of deep links

Deep linking took off in 2013-2014 as the mobile e-commerce boom reshaped user behavior. Apps outperformed mobile websites in driving purchases, but marketers struggled to guide users into their apps from traditional channels like email and web ads. 

Deep links solved this problem by seamlessly guiding users from marketing campaigns directly to specific app destinations. Marketers quickly embraced this technology, which evolved from standard deep links (for users who already had the app installed) to deferred deep links (which prompted app installation before redirecting users to the intended in-app location).

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Fast forward a decade to 2025's deep link renaissance, deep linking has reclaimed the spotlight as an essential tool for marketers, driving strategies around organic growth, from SEO to web-to-app conversions and affiliate marketing.

So why is this decade-old technology making a comeback in 2025? In this post, we'll explore 6 reasons why deep linking is more crucial than ever for organic app growth today.

1. The shift to organic growth

Mobile-first apps are now prioritizing profitability and "sustainable growth" as slower growth rates and reduced venture capital funding reshape the landscape. To adapt, brands are actively pivoting toward organic growth strategies, which are typically more cost-effective (though they still require significant human resources). Marketers are driving these efforts by integrating deep linking into a variety of organic tactics, making it a cornerstone of their strategies.

• SEO: Deep links enhance search rankings by creating a robust internal link structure, directing users to specific app content, and boosting overall discoverability in search results.
• ASO: Deep links integrated with Custom Product Pages (CPPs) and Custom Store Listings (CSLs) create targeted user experiences, improving conversion rates by aligning app content with user interests and enhancing app store visibility.
• Referral Marketing: Deep links facilitate easy sharing of app content between users, enhancing referral effectiveness by enabling personalized onboarding experiences for referred users.
• Content Sharing: Deep linking simplifies user-to-user sharing of app content, boosting viral potential by ensuring shared content opens directly in-app and improving the overall user experience.
• Web-to-App Conversions: Deep links transition users from mobile web to equivalent in-app content, improving conversion rates by directing web users to more engaging app experiences.

"With programmatic content generation marketers can easily create engaging lists like 'top 10 X' or 'best 5 alternatives for Y,' boosting SEO and traffic. Pair these pages with web-to-app banners featuring clear CTAs and seamless deep linking to ensure a smooth transition to in-app content." — Roi Nam, CEO and Founder of Airbridge

2. The revival of CRM & customer engagement

Budget cuts are pushing marketers to focus on customer engagement, with CRM strategies taking center stage. Once sidelined by aggressive user acquisition, CRM is now critical as companies aim to maximize Average Revenue Per User (ARPU) from existing users. To overcome challenges like connecting messaging platforms with product ecosystems and measuring impact, marketers are embedding deep links into emails, SMS, and messaging apps like WhatsApp, LINE, Kakao, Zalo, Discord, and Telegram. These deep links guide users directly to relevant in-app content, creating a seamless experience that reduces friction and boosts engagement. By integrating deep linking into CRM efforts, marketers are driving retention

3. The marketing budget pivot From UA to retargeting 

More apps are shifting their marketing budgets from user acquisition (UA) to retargeting campaigns. This shift echoes the growing emphasis on CRM strategies and maximizing ARPU from existing customers.

By prioritizing their current user base, brands minimize risks associated with new, untested audiences while optimizing spend. These retargeting efforts build on established user relationships to drive higher engagement and revenue.

Deep links are crucial for retargeting campaigns, as they provide the precision needed to direct users to specific in-app content or actions. Without them, targeted strategies fall short of their potential.

4. The rise of micro-influencer marketing

Micro-influencers are transforming mobile app marketing strategies. Platforms like TikTok, Youtube and user-generated content (UGC) ads have fueled this trend. Despite often being restricted to a single link in their profile, which can complicate precise attribution, micro-influencers continue to drive app installs and boost virality effectively.

"Micro-influencer and UGC have proven exceptionally effective for mobile app user acquisition, particularly in the North American market. But without the proper tracking and deep links, these campaigns are bound to fail. Setting up the proper tracking is a must for success." — Hamza, CEO and Founder of NewForm

💡 See how Nexon used cross-platform measurement to attribute UGC and video ad campaigns on TikTok

5. The surge of web-to-app strategies 

Mobile app marketers are turning to web-to-app strategies, especially in iOS, where performance visibility is limited by fewer Advertising Identifiers (ADIDs) and complex SKAN measurement. Web campaigns offer more precise, more direct insights compared to in-app counterparts. This clarity makes web-to-app strategies attractive for several app categories. 

• Content apps (e.g., webcomics, short dramas): Content apps showcase content previews on the web before driving users to the full app experience.
• Subscription apps: Web interfaces can simplify the sign-up process for subscription apps before transitioning users to the app for ongoing engagement.
• Gaming apps featuring HTML5 mini-games or playable demos: Gaming apps allow users to try the game on the web and then seamlessly continue in the entire app version. 

Marketers are using web-to-app strategies to overcome attribution challenges and gain accurate performance data. Deep linking plays a crucial role in connecting these web-to-app conversions, seamlessly guiding users from web content to specific in-app locations. Apps that offer meaningful web previews to create a compelling first impression, showcase app functionality, and guide users smoothly from discovery to installation can leverage this approach to boost conversion.

6. The spike for re-engagement in casual games

Re-engagement (or reactivation) strategies are becoming increasingly important in the casual and mid-core gaming sectors in 2025. While e-commerce apps have long leveraged re-engagement, gaming apps are now adopting these tactics to reduce churn and extend user LTV. 

Re-engagement strategies have been quite common in hardcore games like MMORPGs and competitive MOBAs, which use them to bring players back for new seasons, maps, or character releases. The notable shift is that casual games, traditionally known for shorter user lifecycles and simpler conversion funnels, are now adopting these tactics. Two key factors are driving this change:

• Hybrid Monetization: The industry is combining in-app advertising (IAA) and in-app purchases (IAP) to maximize ARPU.
• Gameplay Design: Casual games are evolving from hyper-casual to hybrid formats, incorporating more advanced core loops and meta-game elements to improve engagement and retention.

💡 ‍Learn how to blow up your hybrid and hyper casual games with Two and a Half Gamers 

Companies like Adikteev, Remerge, Appier, and Moloco are leading this shift by providing advanced retargeting solutions. These platforms enable gaming marketers to roll out effective re-engagement strategies powered by deep links. 

• Event promotions: Deep links take players directly to specific in-game events or time-limited challenges, increasing participation rates.
• Re-engagement campaigns: Push notifications or emails with deep links bring lapsed players back to new content or personalized offers, driving reactivation.
• Ad campaign optimization: Deep links in ad campaigns allow developers to track which ads lead to installs and in-game actions, making marketing spend more efficient.

"We've helped top casual gaming companies maximize LTV and reduce churn through re-engagement campaigns. In 2025, we expect to see more of this, with deep linking playing a vital role in activating and optimizing these campaigns." — Xavier Mariani, CEO and Founder of Adikteev

Deep linking is the core technology powering key marketing strategies in 2025—from organic growth to web-to-app conversions and affiliate marketing. Embrace the deep linking renaissance to seamlessly direct your app to success.

Drive organic app growth with Airbridge's DeepLink Plan

86.13M tracking links created

Airbridge users generated more than 86 million tracking links in 2024, resulting in a staggering 2.628 trillion clicks throughout the year. That's an average of 20 billion clicks per month—double the volume of another well-known URL shortener.

Our tracking links go beyond simple link generation, offering deep linking capabilities and seamless navigation across all platforms and operating systems. 

• If you're already using Airbridge MMP, you can access all of our deep linking features at no extra cost, including unlimited REST API calls to generate tracking links.
• If you're looking for a cost-effective, standalone deep linking solution, our Airbridge DeepLink Plan starts at just $199/month. (It's the best alternative to Firebase Dynamic Links)  

Join over 1,000 apps worldwide already growing with Airbridge's deep linking and measurement solutions, 

Ready to drive organic growth, boost virality, and unify your marketing channels? See how Airbridge deep linking solutions can help you turn web users into loyal app users today.