If you run an app, there’s a good chance you’re paying for clicks that land people in the wrong place.
They tap your ad, your QR code, or your influencer link… and you dump them on the home screen. Or worse, you dump them on a mobile web page they never asked for. That is how you burn budget quietly.
Deep linking is the fix. But the annoying part is that the old “set it and forget it” shortcut a lot of teams used, Firebase Dynamic Links, shut down on August 25, 2025. If you had old campaigns, QR codes, emails, or evergreen content pointing to those links, it’s not a future problem. It already happened.
This guide is the marketer-friendly playbook for rebuilding “direct-to-app” flows in 2026 without breaking attribution or user experience.
First, the Plain-English Definitions
Deep link: sends a user to a specific screen inside the app (product page, offer, checkout, referral screen).
Deferred deep link: does the same thing, but also works when the user does not have the app installed yet. They install, open, and still land on the intended screen.
If you only do deep links and ignore deferred deep links, you usually get one of two bad outcomes:
- New users land on a generic first-open screen and never find the thing they clicked for.
- Your attribution becomes guesswork because the click and install are not stitched together.
What Broke when Firebase Dynamic Links shut down
Most teams used Dynamic Links in places they forgot about. That’s why the shutdown hurt.
Here’s where those links tend to hide:
- Old paid campaigns (meta, search, display)
- Influencer link-in-bio pages
- QR codes on packaging, posters, receipts, event signage
- Email and SMS templates
- Blog posts and evergreen SEO pages
- In-app sharing links (invite flows, referral links)
- Help center and onboarding docs
If you are not sure you were using Firebase Dynamic Links, do this:
- Search for page.link in your marketing docs and old campaign UTM sheets.
- Search your codebase or link generator for “dynamic links.”
- Check your redirects and custom domains.
The Modern “direct-to-app” Stack (a simple mental model)
Think of the stack as three layers:
- Link routing: a URL that can decide what to do (open app, go to store, go to fallback web page).
- App handling: Universal Links (iOS) and App Links (Android) that open the app cleanly.
- Measurement: how you tie click → install → first open → activation.
If you treat this as “just a dev task,” you will ship links that technically work but do not convert.
Three Replacement Paths (Choose Based on Your Reality)
Path 1: A linking platform (fastest, least fragile)
Best when:
- You run paid acquisition
- You rely on attribution across channels
- You need non-technical link management
Pros:
- Link management UI
- Better cross-channel attribution tooling
- Cleaner deferred deep link flows
Cons:
- Cost
- Vendor lock-in risk
Path 2: A lightweight link router + native links (good middle ground)
Best when:
- You mainly need correct destinations
- You can live with simpler attribution
- You want control over routing and fallback pages
Pros:
- Flexible routing rules
- Lower cost
- You keep control of your domain
Cons:
- You still need engineering support
- Deferred attribution can be limited, especially on iOS
Path 3: Build in-house (maximum control, maximum effort)
Best when:
- You have strong mobile + backend resources
- You need custom logic you cannot get elsewhere
- You can maintain this long term
Pros:
- Full control
- No vendor dependency
Cons:
- Easy to get wrong
- Maintenance never ends
If you’re trying to ship this without breaking attribution or UX, a mobile app development agency can help you design the routing, fallbacks, and measurement as one system.
Campaigns that Benefit Immediately (and How to Set Them up)
Here’s where deep linking pays off fast.
1) QR Codes that do not Waste the Scan
Bad flow: scan → web page → “download our app” → user bounces.
Better flow:
- If app is installed: open directly to the offer/event/product.
- If not installed: send to the store with clear context.
- After install: land on the same offer/event/product.
What to measure:
- scan-to-open rate
- store-to-open conversion
- “wrong screen” rate (people who land somewhere unrelated)
2) Influencer Links that Land on the Exact Thing
Bad flow: influencer link → app opens to home → user searches → user quits.
Better flow:
- route to a specific collection, creator page, or discount screen
- use a fallback web page that explains the destination before install
What to measure:
- click-to-install
- install-to-activation
- conversion by destination (not just by influencer)
3) Retargeting that Respects Intent
Retargeting works when you match the user’s last intent.
- Cart abandoner should land in cart.
- Wishlist user should land on wishlist.
- Subscription churn risk should land on renewal/offer.
What to measure:
- deep link success rate (did it open the intended screen?)
- time to first meaningful action after open
- conversion lift vs sending to home
A Practical Table You Can Hand to Your Team
| Channel | Best destination | Good fallback page | Core metric |
| Paid ads | product or offer screen | context page + store buttons | click → activation |
| QR codes | event, ticket, offer | simple “what you’ll get” page | scan → open |
| Influencers | collection, creator, promo | creator page preview | install → purchase |
| Email/SMS | account action or saved cart | secure sign-in fallback | open → completion |
| Referrals | referral accept flow | explanation + install CTA | invite → activated invitee |
Measurement that Actually Matters
Most teams stop at “clicks” and “installs.” That is where the waste hides.
Add these to your reporting:
- Deep link success rate: % that open the intended screen.
- Wrong screen rate: % that land on home or a generic screen.
- Time-to-content: seconds from open to the intended content.
- Activation by destination: which deep link destinations create users who stick.
One simple habit: when a user lands on the wrong screen, log it like an error. Because it is.
The 7-day Migration Checklist (for Teams that Want Momentum)
Day 1: Inventory
- List every place links appear (ads, QR, email, SEO, in-app sharing).
Day 2: Pick your path
- Platform vs lightweight router vs in-house.
Day 3: Build a routing map
- For each campaign type: destination, fallback, store behavior.
Day 4: Implement and test
- Installed vs not installed
- iOS vs Android
- With and without network
Day 5: Add measurement
- Deep link success rate
- Wrong screen rate
Day 6: Update live campaigns
- Replace old links, update QR destinations, refresh evergreen content.
Day 7: Monitor and fix
- Watch for spikes in wrong screen rate and drops in activation.
Bottom line
Deep linking is not a nice-to-have. It is how you stop paying for users to get lost.
Firebase Dynamic Links shutting down forced everyone to pay attention, but the upside is real: once you rebuild “direct-to-app” routing with clean fallbacks and honest measurement, you usually see better activation, lower drop-off, and fewer angry users who clicked a promise and landed on something else.
Author: Dejan Kvrgic
Dejan Kvrgic is the Senior Marketing Manager at AppMakers USA and serves as CMO, responsible for growth strategy and acquisition planning. With 10 plus years in digital marketing, he focuses on positioning, channel execution, and performance measurement that ties back to real customer demand. Outside of work, he spends time on sports, outdoor activities, gaming, and flying drones.
