What Are Universal Links? Univeral Links Explained and How to Use Them

What Are Universal Links?

Universal Links are Apple’s iOS version of deep links. These unique URLs direct users to specific webpages or content within an app. If the app is not installed on the user’s device, the Universal Link redirects them to the App Store to download it. Once installed, the link guides the user to the intended section within the app.

Differences Between Universal Links, App Links, and Deep Links

While Universal Links, app links, and deep links serve similar purposes, there are subtle distinctions. Deep link is a broad term for links that take users to a website or a specific destination within an app. On Android, these links are referred to as app links, while on iOS, they are known as Universal Links.

On a technical level, there are differences in URL formats:

Deep links use a custom scheme with a path that defines the action, such as: appname://open-app?name=appname.

Universal Links are standard web URLs that can open a web page if the app isn’t installed, such as: www.appname.com/app-page.

This means that deep links only function if the app is installed, whereas Universal Links provide a fallback option to open a web page.

Benefits of Universal Links

The primary benefit of Universal Links is enhancing the user experience, which leads to higher conversion rates, increased retention, and greater engagement. Let’s explore how this works.

Uninterrupted User Experience Switching between apps can be distracting and disruptive for users. Universal Links ensure that when a user clicks on a link, they are directed exactly where they need to go—whether that’s the App Store or a specific piece of content within your app.

Increased Retention Rates Universal Links are crucial for driving users to your app. Once users are in the app, it’s easier to keep them engaged with personalized recommendations, ongoing deals, and other retention strategies.

For example, if a user clicks on an ad for the latest sneakers, instead of being directed to a website where they might get distracted, a Universal Link can take them directly to the product within your app (stopping by the App Store first if the app isn’t installed).

This seamless experience not only enhances user satisfaction but also allows you to highlight the benefits of your app, encouraging users to return frequently.

Boost App Conversions

Universal Links significantly enhance app conversions. The quicker a user reaches the content they seek, the more likely they are to convert. Universal Links eliminate the hassle of searching for your app in the App Store, installing it, and then navigating to the desired page.

Moreover, Universal Links are truly universal—they function across any device or platform, accommodating users regardless of how they access your content.

Build a Secure User Path

Universal Links ensure a secure user journey by preventing hackers from hijacking links or directing users to fraudulent apps. Developers have complete control over safely directing users through various channels.

How to Implement Universal Links

Implementing Universal Links is straightforward and comes with numerous benefits. Here’s how to get started:

Obtain the App Bundle ID and Prefix ID: Ensure you have the necessary identifiers for your app.
Associate Your App and Website:
- Specify the URLs that your app handles.
- This step is crucial for protecting your Universal Links from attacks.
- Limit available actions to reduce risks to user data, such as preventing links from deleting content or accessing sensitive information.
- Test using improperly formatted URLs to ensure robustness.
Update Your App Delegate: Modify your app delegate to respond when it receives an NSUserActivity object with the activityType set to NSUserActivityTypeBrowsingWeb. Refer to Apple’s documentation for detailed guidance.
Configure Mobile Apps to Register Approved Domains: Ensure your mobile apps are set up to recognize and register approved domains.
Configure the URI Scheme: Set up the appropriate URI scheme for your app.
Test the URI Scheme: Thoroughly test the URI scheme to ensure everything functions correctly.

By following these steps, you can implement Universal Links efficiently and securely, enhancing the user experience and driving higher engagement and conversions.

Troubleshooting Universal Links

Although Universal Links are straightforward to implement, you may encounter some issues during setup. Apple provides an 8-step diagnostic procedure to help you identify and resolve problems with your Universal Links, which is a great starting point for troubleshooting.

Here are a couple of common challenges and their solutions:

Blacklisted Apps Universal Links will not function on apps blacklisted by Apple. However, they will always work with apps such as Messages, Mail, WhatsApp, Gmail, and Inbox.

Link Wrapping, Click Measurement, Link Redirects Marketing automation tools often send Universal Links through an automatic redirect to measure performance, which can cause users to be redirected to the web fallback URL instead of the app. This undermines the primary function of Universal Links, affecting marketers who manage paid ads or use click measurement with their email service providers (ESPs).

To resolve this, collaborate with a deep linking provider that has direct integrations with ESPs and offers attribution measurement.

Measuring Success with Universal Links

While we’ve discussed the general benefits of Universal Links, it’s essential to measure their impact on your app specifically. Here are a few key performance indicators (KPIs) to track:

Click-Through Rate (CTR): This measures the percentage of users who click on a Universal Link compared to the total number of users who view it. A high CTR indicates that the link is relevant and engaging.

Conversion Rate: This measures the percentage of users who complete the desired action after clicking the Universal Link, such as making a purchase, signing up for a subscription, or installing the app. A high conversion rate reflects the effectiveness of the link in driving important actions.

Retention Rate: This measures how many users continue to engage with the app after clicking on the Universal Link. This metric is particularly insightful when compared to users who did not come from a Universal Link. Additionally, consider measuring session durations and bounce rates to gain a more comprehensive understanding of user engagement.

By monitoring these KPIs, you can assess the effectiveness of Universal Links in enhancing user experience and driving app engagement.

Key Takeaways of Universal Links

Definition and Function: Universal Links are deep links for iOS devices that direct users to specific content within an app or webpage. If the app is not installed, users are first directed to the App Store and then to the relevant in-app location.
Terminology: Deep link is a broad term for links that redirect users to a specific location. Universal Links are the iOS version, while Android refers to them as app links.
User Experience and Engagement: Universal Links enhance the user experience by providing seamless navigation, which boosts engagement, retention, and conversion rates while ensuring a secure user path.
Implementation and Troubleshooting: Apple provides comprehensive guidance to help you implement Universal Links and troubleshoot any issues you may encounter.
Success Metrics: Tracking metrics such as click-through rate (CTR), conversion rate, and retention rate provides valuable insights into the effectiveness of your Universal Links.