In this article, on behalf of the automated retargeting system for mobile applications
Getloyal , we will describe how Universal Links work in the remarketing campaign, what configuration approaches exist on iOS and Android. And also consider the main pros and cons of this technology.
In a remarketing campaign, conversion to a purchase using Deeplinks is several times higher than using regular links. Deeplink can open not only the application, but also a specific screen inside the application. In order for the link to lead to the desired screen within the application, you must configure the URL scheme. The implementation of URL schemes (the structure of diplinks) is an integral part of the process of mobile development.
Few people know that at WWDC15, Apple stopped supporting URL schemes for direct links and introduced a new way to implement them on mobile platforms - Seamless Linking ("seamless links"). Such links allow the user to go directly to the application without opening Safari.
Starting at iOS 9, Apple introduced Universal Links. The main difference of Universal Links from the usual custom URL schemes is that the link to go to Yegor Creed's page on Instagram used to look like this: instagram: // user? Username = egorkreed, and with the advent of Universal Links, it looks like this:
www.instagram.com / egorkreed .
You can still find guides by implementing URL schemes, but not on the Apple website. And what about Android? Google is also for privacy and UX, so starting from Android 6.0, devices support Android App Links. This is practically the same as Universal Links in iOS.
Many developers have already switched to using Universal Links - this simplifies link configuration and improves user experience.
How it works?
When you click on Universal Link, the operating system automatically determines whether the application is installed on the device. If yes - the user opens the application. If not, the user is transferred to the site, it can be a standard redirect to the AppStore.
Downloading the application in which this technology is implemented, the user also downloads a file that contains the routing rules, where to send the user in one way or another.
Examples
There are companies that have already implemented Universal Links in their applications and did it right, because everyone benefited from this:
- Users: sharing content has become more convenient. The level of UX has increased significantly.
- Partners: promotion partners are also in an advantageous position: CRE (conversion to re-engagement) has increased, it can be scaled, the advertiser will be pleased.
- Product: conversion to purchase increases, retargeting works more efficiently, the cost of attracting a unique user is reduced.
The following are examples of applications that implemented Universal Links technology:
Instagram: instagram: // profile (for example,
www.instagram.com/egorkreed );
AUTO.ru: auto.ru/cars/vaz/2170/all/?beaten=1&customs_state=1&color=4A2197&image=true&sort_offers=fresh_relevance_1-DESC&top_days=off¤cy=RUR&output_type=list&page_num_of=days account, which will be applied. "In the application AUTO.ru;
PROFI.ru: profi.ru/artist/circus/clowns/?seamless=1&tabName=ORDER - go to the clown selection page for a holiday in PROFI.ru;
Facebook: www.facebook.com/Mobio.ru - go to the Mobio Facebook page;
OZON.ru: www.ozon.ru/catalog/1198107/?type=81628 - transition to the category of "shower caps" in the OZON.ru application;
Liters: www.litres.ru/el-dzheyms/pyatdesyat-ottenkov-serogo - go to the card of the book "50 shades of gray" in the application Liters.
Implementation
Embedding into the Universal Links application is not difficult. But the approaches vary slightly by platform.
iOS:- Link the application with the domain (the domain can be both own and advertising trackers) in the application settings via Xcode;
- Create an association file - a page that contains data in JSON format, that is, content that is available in the application;
- In the appdelegate file, you need to configure the rules for processing a Universal Link click. If the application is installed, the requested page will open; if it is not installed or cannot provide the necessary content, then the page in Safari will open.
Android:- Implement the scheme of diplinks leading to specific pages in the application;
- Add a rule to the application for the App Links request to open the application;
- Publish the association file in JSON format on your domain (it can be either your own application domain or the domains of advertising trackers).
Something else:
There are 2 ways to set up a domain for Universal Links: use your own application domain or use the domain of advertising trackers:
Cons Universal Links:
- The complexity of the implementation. Despite the fact that Universal Links is configured for a few clicks, in the configuration process there are nuances where you can make a mistake.
- Problems with tracking. Sometimes there are problems with displaying re-attributions. Such an error is difficult to catch and the release of the application with Universal Link is transferred.
- The complexity of sharing. If you use Universal Link in iOS via messengers or insert a link in the Safari URL field, the site will open in Safari, but if you add the link to Facebook (App), Twitter (App), Mail (App) or banner on the site, the application will open .
Pros Universal Links:
In the
Getloyal team,
we noticed that the vast majority of mobile companies implemented a URL link of diplinks in the Android version of the application, and iOS applications also have myapp: // links. Many may ask: “Why do we need Universal Links, if everything works anyway?”. To answer this question, below we have a list of benefits:
- Uniqueness. Unlike URL schemes, Universal Links cannot be occupied by other applications, as they use standard HTTP or HTTPS protocols;
- Flexibility. Universal Links work even if the application is not installed. If the application is not installed, the user opens the desired content in Safari;
- High ux. One link: both on the site and in the app;
- Ad support. Many sites, such as MyTarget, no longer allow traditional diplinks to be inserted into the link;
- The simplicity of sharing , users convenient to share links that begin with ..., since such a link looks much more familiar.
If you want to start returning users to the app and earn more with mobile retargeting, contact us at Getloyal.
Article author: Eugene Turin Media Buyer
Getloyal