About deep links

Deep links send mobile device users directly to relevant pages in your app rather than your website. Users click on ads and go directly to your app pages. You can use deep links in many Google Ads products, including App campaigns for engagement, App dynamic remarketing and Search, Shopping, and Display campaigns.

An infographic on how deep linking works

Benefits

Greater security: App Links and Universal Links give you peace of mind that no other app can use your links. Other companies can’t claim your link, so they can’t send traffic to their own app (as can be done with custom schemes).
Relevant page results: You can direct customers and potential customers to relevant pages within your app, rather than browser or mobile-web pages. App Links and Universal Links use the same URL as your web links, so if your app can’t open, instead of being shown an error page, users will be taken to the mobile site landing page.
Seamless user experience: The more seamless integration for your app users improves user experience, increases conversions, and improves customer loyalty.

Developer support required for deep linking

Deep links aren't automatically set up when you create your app and they work differently on iOS and Android. Your app development team needs to make changes in the app and if you implement App Links (Android) or Universal Links (iOS), add a Digital Asset Link JSON file to your website so that users can be diverted to the app when they have installed it. If you implement App Links or Universal Links, this won't change the web URLs. However, this will allow web campaigns like Search, Shopping and Display campaigns to take users directly to apps, if installed. Learn how to Add and edit deep links.

Web to App Connect

You can set up deep linking and app conversion tracking using the Web to App Connect interface in Google Ads. Once you’ve completed setup for both, you can provide a seamless web-to-app experience for your customers and drive on average 2 times higher conversion rates for ad clicks landing in your app compared to your mobile website.

This improved experience allows your customers to more easily complete their intended action, whether purchasing, signing up or adding items to their cart. Plus, from within the Web to App Connect interface, you can track these in-app conversion actions and get recommendations on how to improve your campaign.

To get started with Web to App Connect, follow the three steps below:

In your Google Ads account, click the Tools icon .
Click the Planning drop-down in the section menu.
Click App advertising hub. This will take you to the Web to App Connect interface.

Learn more about converting better with the Web to App Connect interface.

Google Ads support team help

If you’re having trouble with deep links, the Google Ads support team can help you to verify deep linking functionality, set up deep links and track deep links. If you have an account manager, reach out to your account manager to connect with the support team. If not, click on the “Contact us” tile at the bottom of this page and proceed through a series of prompts to find the right path to contact a support agent by phone, email or chat.

Which types of deep links are supported?

There are three types of deep links that Google Ads can support for App campaigns for engagement, app dynamic remarketing and Search, Shopping and Display campaigns.

Note: Google Ads doesn't support redirects or third-party deep linking solutions, which use redirects. This is because redirects first send users to an intermediate domain rather than the app landing page. To optimise the user experience, we only support deep links that send users directly to the app.

	Description	How it works	Which Google Ads products are they compatible with?
App Links (Android)	These links use your existing HTTP destination URLs, such as www.example.com or www.example.com/product_1234, and take users who have your Android app installed to the in-app content you specify.	Visit our developer website to learn more about App Links for Android apps.	App engagement campaigns App dynamic remarketing campaigns Display Performance Max Search Shopping
Universal Links (iOS)	These links use your existing HTTP destination URLs, such as www.example.com or www.example.com/product_1234, and take users who have your iOS app installed to the in-app content you specify.	Visit the developer website to learn more about Universal Links for iOS apps.	App engagement campaigns App dynamic remarketing campaigns Display Performance Max Search Shopping
Custom schemes	Create Custom URIs to link to any in-app content that you choose. Note: If the user doesn’t have your app installed, custom schemes will lead to the Google Play or the Apple App Store.	Visit the developer website to learn more about Custom schemes.	App engagement campaigns App dynamic remarketing campaigns

For Android Apps – App Links

These are the industry standards for Android. They use your existing HTTP destination and take customers who have your Android app installed to the in-app content you specify. Users who don’t have your app installed simply go to your website instead of the app, as App Links look like standard web URLs (such as http://www.example.com) but are configured so that the device OS can decide whether to open your app or a web browser. They provide a seamless user experience and are more secure, since no other app can open your links.

App links implementation guide for developer use

For iOS Apps – Universal Links

These are the industry standards for iOS. They use your existing HTTP destination and take customers who have your iOS app installed to the in-app content you specify. Users who don’t have your app installed simply go to your website instead of the app, as Universal Links look like standard web URLs (such as http://www.example.com) but are configured so that the device OS can decide whether to open your app or a web browser. They provide a seamless user experience and are more secure, since no other app can open your links.

Universal links implementation guide for developer use

For Android or iOS – Custom schemes

These are custom URLs that you can create to link to any of your in-app content. These are easiest to set up and might be a good solution if your website and apps don’t have a 1:1 match. They demand less engineering support but are less secure. Without authorisation required, custom schemes can be claimed by anyone and may be used to direct traffic to apps other than yours. If users don't have your app when they click on the ad link, they will be redirected to Google Play or the Apple App Store to install the app. This applies whether your campaigns have custom schemes, App links or Universal Links or no deep links.

These are compatible with App campaigns for engagement only. These aren't supported for Search, Shopping or Display campaigns.

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