Deep linking provides a better user experience for people clicking on ads by sending them directly to relevant in-app pages rather than the website. Developer support is often required to implement deep linking for your business’ advertising. There are benefits to deep linking, including on average, 2.8 times higher conversion rates for ad clicks* landing in your business’s app compared to your mobile website. Learn more about Why deep linking is better for business.
On this page
- Supported deep links for implementation
- How to fix existing deep links and add new deep links
- Implementation platforms
*Source: Google Data, Global divisions, April 2025.
Supported deep links for implementation
There are 3 types of deep links that Google Ads can support.
| Type of deep link | Definition | How it works | Which Google Ads campaigns 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. |
|
| Universal links | 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. |
|
| Custom schemes |
Create Custom URIs to link to any in-app content 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 Links (Android app) and Universal Links (iOS app)
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.
Learn more about the App links implementation guide for developer use and Universal links implementation guide for developer use.
Android or iOS app Custom schemes
These are custom URLs 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 authorization 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.
Learn more about the Custom scheme implementation guide for iOS apps and Custom scheme implementation guide for Android apps.
How to fix existing deep links and add new deep links
In addition to implementing deep links, you can also fix existing deep links and find opportunities to add deep links that may enhance user experience.
- To fix existing deep links that are not working correctly, use the Deep link validator.
- To identify opportunities to add new deep links by seeing a list of web URLs you should consider implementing as deep links, use the Deep link impact calculator.
Implementation platforms
- Google Play Console (Deep links page): For Android apps, get an overview of deep link setup, find guidance on fixing issues, and discover URLs that should be implemented as deep links. It also offers "deep link patching," allowing you to make some ad-hoc fixes to Android App Links directly in the Play Console without needing a new app release for the current app version. Learn more about how to Manage deep linking on Google Play Consoles.
- Android Studio (App Links Assistant): A plugin within Android Studio that helps you create, test, and manage Android App Links. Learn more About the App Links Assistant in Android Studio: A developer's guide.
- Flutter: For both Android and iOS Apps, Flutter is Google’s open-source UI toolkit for building beautiful, natively compiled applications for mobile (Android and iOS), web, and desktop from a single codebase. Learn more About integrating deep links with Flutter.
- Google Analytics: Linking your Google Ads account with your Google Analytics properties will allow your developers to identify broken deep links and new opportunities for deep linking from within Google Analytics. Learn more About integrating deep links with Google Analytics.
Next steps
Prioritize deep linking to help drive engagements and conversions and optimize campaign performance.
Learn more about Why deep linking is better for business: A developer's guide.
Know where to begin your Web to App Connect setup in the App advertising hub.
Learn more About Web to App Connect.
Follow the guided workflow to identify, fix, and launch your deep links in campaigns.
Learn how to Set up deep linking.
Access essential resources for setting up and optimizing your Web to App Connect campaigns.
Learn more about how to Create an effective deep linking strategy when using Web to App Connect.
Identify missed conversion opportunities by highlighting web URLs that need deep linking.
Learn more About the Deep link impact calculator.
Generate insights from deep link impact calculator to identify conversion gaps in your App campaigns.
Learn How to use the Deep link impact calculator.
Know how the Deep link validator helps iIdentify and fix configuration issues on your Android and iOS deep links.
Learn more About the Deep link validator.
Conduct comprehensive validations of your deep links across Android and iOS platforms.
Learn How to use the Deep link validator.
Understand how deep linking performance is measured and attributed within Google Ads.
Learn How deep linking performance is measured.
Related links
- Why deep linking is better for business: A developer’s guide
- Handling Android App Links
- Support Universal Links
- Defining a custom URL scheme for your app
- Let other apps start your activity
- Manage deep linking on Google Play Console
- About the App Links Assistant in Android Studio: A developer's guide
- About integrating deep links with Flutter
- About integrating deep links with Google Analytics
- [GA4] Product linking: Link Google Analytics 4 properties and Google Ads
