What Is Universal Links?
Universal Links are a type of deep linking technology used in iOS to bridge the gap between web and app environments. They enable a single URL to work across both platforms, directing users to the most relevant content. If the user has the associated app installed, the link opens the content within the app. If the app is not installed, the link defaults to the corresponding webpage.Universal Links work using HTTPS and require proper configuration of files, ensuring a secure and seamless user experience that eliminates the need for separate app and web links. This technology helps improve engagement by delivering the best possible user journey based on the context of the user’s device and installed apps.
The Importance Of Universal Links
- Streamlined User Journey: Ensures users access relevant content seamlessly.
- Better Engagement: In-app experiences often result in higher user retention.
Types Of Universal Links
- Default Universal Links: Opens the app or a fallback webpage based on app availability.
- Deferred Universal Links: Guides users to specific content post-app installation.
Examples Of Universal Links
Sharing a URL that opens a news article in the app for app users and in the browser for others.
Best Practices For Universal Links
- Host AASA files correctly.
- Regularly test links for proper redirection.
- Use HTTPS for all links.
Key Aspects Of Universal Links
- Apple App Site Association (AASA) Files: JSON files linking URLs to app behavior.
- Fallback Content: Ensure fallback content is mobile-friendly and relevant.
- Contextual Deep Linking: Guide users directly to the in-app page they expect.
- Security: HTTPS ensures secure communication between the link and the app.
Challenges For Universal Links
- Requires technical expertise for setup and maintenance.
- Compatibility issues with older versions of iOS.
Relevant Metrics
- Click-through rates (CTR) on Universal Links.
- App installations originating from Universal Links.
- User retention and in-app engagement metrics.
Learn more: App Key Metrics: What is User Engagement?
