Deep Link vs Deferred Deep Link: What’s the Difference? (With Examples)

Standard deep links and deferred deep links solve different problems. Here’s when to use each — and why getting this wrong silently kills your mobile conversions.

The Short Answer

A deep link routes users to a specific screen inside your app; but only works if the app is already installed.

A deferred deep link does the same thing, but also works for users who don’t have the app yet. It preserves the intended destination through the app install process, so the user lands on the right screen after they download and open the app for the first time.

If your app relies on sharing, referrals, or marketing campaigns that target new users: you need deferred deep linking.

How Standard Deep Links Work

A standard deep link uses Universal Links (iOS) or App Links (Android) to open a specific screen inside a native app.

The flow:

User clicks link

→ OS checks: is the app installed?

→ YES → App opens directly to the target screen

→ NO → User sees a web page fallback or error

Example:

A user receives a WhatsApp message with a product link: https://link.shop.com/product/sneakers-42

If the Shop app is installed, the link opens the app and navigates to the sneakers product page.

If the Shop app is NOT installed, the user sees the web page for that product (or an error if there’s no web fallback).

Key limitation: For new users without the app, the deep link context is completely lost. Even if they go to the App Store, install the app, and open it; they land on the home screen, not the product they originally wanted.

How Deferred Deep Links Work

A deferred deep link adds one critical capability: context preservation across an install.

The flow:

User clicks link

→ OS checks: is the app installed?

→ YES → App opens directly to the target screen (same as standard)

→ NO → Deep linking platform records the click + link parameters

→ User is redirected to App Store / Play Store

→ User installs the app

→ User opens the app for the first time

→ Deep linking SDK retrieves the original link parameters

→ App navigates to the target screen

Same example, different outcome:

A user without the Shop app clicks https://link.shop.com/product/sneakers-42

1. The deep linking platform (e.g., ChottuLink) records this click and its parameters
2. The user is redirected to the App Store
3. The user installs and opens the Shop app
4. ChottuLink’s SDK detects this is a deferred deep link open
5. The app navigates directly to the sneakers product page

The user gets exactly what they expected, even though they had to install the app first.

Side-by-Side Comparison

Scenario: App is already installed

Deep Link: Opens the correct screen

Deferred Deep Link: Opens the correct screen (identical behavior)

Scenario: App is NOT installed

Deep Link: Opens a web fallback or shows an error. Context is lost after install.

Deferred Deep Link: Redirects to app store. After install, opens the correct screen with full context.

Use case: In-app notifications to existing users

Deep Link: Perfect fit

Deferred Deep Link: Works, but unnecessary — these users already have the app

Use case: Referral programs targeting new users

Deep Link: Referral code is lost when the new user installs

Deferred Deep Link: Referral code is preserved through install

Use case: Social sharing (WhatsApp, Instagram, etc.)

Deep Link: Only works for users who already have the app

Deferred Deep Link: Works for all users — existing and new

Use case: Email marketing campaigns

Deep Link: Existing users only

Deferred Deep Link: Works for re-engagement AND acquisition

Use case: QR codes on physical materials

Deep Link: Most first-time scanners won’t have your app

Deferred Deep Link: Seamless from scan → install → correct screen

Setup complexity

Deep Link: Moderate — requires AASA + assetlinks.json configuration

Deferred Deep Link: Higher if DIY — requires server-side fingerprinting. Simple with a platform like ChottuLink

Real-World Examples

Example 1: Referral Program

Without deferred deep linking:

1. Existing user shares their referral link with a friend
2. Friend clicks the link, doesn’t have the app
3. Friend goes to the App Store, installs the app
4. Friend opens the app — lands on the home screen
5. The referral code is lost. Neither user gets the referral reward.
6. Result: Referral program fails to drive growth

With deferred deep linking:

1. Existing user shares their referral link
2. Friend clicks the link, doesn’t have the app
3. ChottuLink records the referral code + link parameters
4. Friend is redirected to the App Store, installs the app
5. Friend opens the app — ChottuLink SDK delivers the referral code
6. App auto-applies the referral reward for both users
7. Result: Referral program works seamlessly

Example 2: E-Commerce Product Sharing

Without deferred deep linking:

A shopper finds a great pair of shoes and shares the link on WhatsApp. Their friend clicks the link, sees a prompt to install the app, installs it, and opens it — only to land on the homepage. They’d have to search for the shoes manually. Most won’t.

With deferred deep linking:

Same scenario, but after installing and opening the app, the friend lands directly on the shoe product page. One-tap add to cart. Conversion complete.

Example 3: Influencer Marketing

A fitness influencer posts a link to a specific workout plan in your app. 70% of their followers don’t have your app yet.

Without deferred deep linking: Those 70% install the app, see the home screen, and most never find the workout plan.

With deferred deep linking: Those 70% install the app and immediately see the workout plan the influencer recommended. Engagement skyrockets.

When Do You Need Deferred Deep Linking?

You need deferred deep linking if any of these apply:

✔ Your app has a referral or invite program — the referral context must survive the install

✔ Users share content from your app on social platforms — shared links need to work for everyone, not just existing users

✔ You run marketing campaigns (email, social, influencer) that target both new and existing users

✔ You use QR codes on physical materials, packaging, or outdoor advertising

✔ You’re migrating from Firebase Dynamic Links and need to maintain deferred deep link functionality

✔ Your new user onboarding depends on link context (e.g., personalized welcome, pre-selected content)

When Are Standard Deep Links Enough?

Standard deep links (without deferred) are sufficient if:

✔ You only need to route existing users within your app (e.g., push notification taps, in-app banners)

✔ Your links are only shared in environments where the app is guaranteed to be installed (e.g., internal team tools)

✔ You don’t use sharing, referrals, or campaigns that target new users

In practice, most apps need both — standard deep links for existing users and deferred deep links for new user acquisition.

How to Test Deep Links

Before going live, test both scenarios:

For standard deep links:

1. Install your app
2. Click the deep link
3. Verify it opens the correct screen
4. Test across iOS Safari, Android Chrome, and in-app browsers (WhatsApp, Instagram, Telegram)

For deferred deep links:

1. Uninstall your app
2. Click the deep link
3. Verify you’re redirected to the App Store/Play Store
4. Install and open the app
5. Verify the app opens to the correct screen with the right parameters

Automated testing:

Use the ChottuLink Deep Link Tester to validate your domain health, AASA/assetlinks.json configuration, and social preview metadata — all without signup.

How to Set Up Deferred Deep Linking

DIY Approach (complex)

Setting up deferred deep linking manually requires:

1. A server to record click events + user fingerprint data (IP, user agent, device model)
2. Client-side SDK to query the server on first app open
3. Fingerprint matching logic to connect the pre-install click with the post-install open
4. Fallback mechanisms for cases where fingerprinting fails
5. Ongoing maintenance for OS-specific changes (Apple and Google frequently update privacy restrictions that affect fingerprinting)

Platform Approach (recommended)

Deep linking platforms handle all of the above:

ChottuLink provides:

• Deferred deep linking on iOS and Android
• SDKs for Android, iOS, Flutter, React Native, Unity, and Capacitor
• Setup in under 15 minutes
• Free tier up to 25K Monthly Active Users with unlimited links
• Custom branded domains on all plans
• Real-time analytics for link performance

→ Try ChottuLink free →

Frequently Asked Questions

Do both deep links and deferred deep links work on iOS and Android?

Yes. Both standard and deferred deep linking are supported on iOS and Android. On iOS, they use Universal Links. On Android, they use App Links. A deep linking platform like ChottuLink handles both platforms automatically.

Can a single link be both a deep link and a deferred deep link?

Yes — this is exactly how modern deep linking platforms work. If the app is installed, the link behaves as a standard deep link. If the app is not installed, the same link behaves as a deferred deep link, preserving context through the install.

How does deferred deep linking know which user clicked?

Deep linking platforms use a combination of device fingerprinting (IP address, user agent, device model, screen resolution) and platform-specific APIs to match a pre-install click with a post-install app open. This matching happens within a time window (typically 24-72 hours).

Does deferred deep linking still work with iOS privacy changes?

Yes, but the mechanism has evolved. Apple’s App Tracking Transparency (ATT) and privacy changes have restricted some fingerprinting signals, but deferred deep linking platforms have adapted using probabilistic matching, contextual signals, and Apple’s own attribution APIs.

Is deep linking the same as URL schemes?

No. URL schemes (e.g., myapp://path) are one implementation of deep linking, but they’re the legacy method. Modern deep linking uses Universal Links (iOS) and App Links (Android), which are more secure, don’t require the user to confirm, and provide web fallbacks.

What happens if deferred deep link matching fails?

If the platform can’t match the pre-install click with the post-install open (e.g., too much time passed, VPN changed the IP), the app typically falls back to the default onboarding flow. ChottuLink’s matching reliability is designed to minimize these failures.

Deep linking gets users to the right screen. Deferred deep linking gets new users to the right screen. If you’re building for growth, you need both.

→ Start for free with ChottuLink →