Create an Ad
Understanding Deeplinks and Deferred Deeplinks
Last updated, September 2023

This article explains Deeplinks and Deferred Deeplinks, their differences, and how they are supported on our platform.


What are Deeplinks?

A Deeplink is a URL that directs users to specific content within a mobile app, rather than simply launching the app's home screen. When users click on a deeplink, it can take them to a particular page, section, or feature of the app, enhancing their experience and engagement.


Key Points:

  • Deeplinks are primarily intended for users who already have the app installed.

  • They are commonly used for retargeting existing users to increase their engagement within the app.


What are Deferred Deeplinks?

Deferred Deeplinks are similar to regular deeplinks but with a crucial difference. They are links that can open specific content within a mobile app, even if the app is not installed on the user's device at the time the link is clicked. If the app is not present, the user is directed to the app store for installation, and once the app is installed, the deferred deeplink takes them to the intended content.


Key Points:

  • Deferred Deeplinks are not dependent on the app being installed when clicking the link.

  • They are used not only for retargeting but also for user acquisition by seamlessly directing new users to the desired content after app installation.

Note:

  1. Deferred Deeplinking is still in Beta and requires you to contact your account team for approval.

  2. Deferred Deeplinking will not be available for dedicated campaigns for iOS 14 or later.


Deeplinks vs. Deferred Deeplinks: When to Use Each

Deeplinks: Advertisers should use deeplinks when they want to engage and re-engage their existing users. Deeplinks are perfect for campaigns targeting users who already have the app installed. They allow for quick access to specific content, encouraging users to interact more deeply within the app. 

Deferred Deeplinks: Advertisers should opt for deferred deeplinks when their goal is user acquisition alongside content engagement. These links are ideal for campaigns targeting potential users who don't have the app yet. By guiding users through the installation process and then directly to specific content, deferred deeplinks ensure a seamless onboarding experience.


Supported Deeplink Formats

TikTok supports various deeplink formats to ensure compatibility across different platforms and devices:

  • Apple's Universal Links: These are links that provide a seamless experience for users on iOS devices. For example: https://yourappdomain.com/path/to/content

  • Android's App Links: These links work similarly to universal links but are tailored for Android devices. For example: https://yourappdomain.com/path/to/content

  • Scheme Links: These are traditional deeplinks that use custom Uniform Resource Identifier (URI) schemes to open the app. For example: yourappscheme://path/to/content

  • Third-Party Deeplink Tools: TikTok also supports certain third-party deeplink tools. For more information about these tools and how to integrate them with your campaigns, please reach out to your TikTok account team.


Campaign Objectives Supporting Deeplinking 

TikTok allows you to leverage deeplinks for various campaign objectives, enhancing your advertising efforts and user engagement. Here's a breakdown of supported campaign objectives:


For Android campaigns and iOS non-iOS14 or higher dedicated campaigns:

  • Reach

  • Video Views

  • Traffic

  • Traffic for websites (CPC only)

  • App Promotion optimizing towards App Engagement / Retargeting

  • Product Sales where the source is a catalog

For iOS14 or higher dedicated campaigns:

  • Traffic for websites (CPC only)


Campaign Objectives Supporting Deferred Deeplinking (Beta - Requires Allowlist)

TikTok allows you to leverage deferred deeplinks for various campaign objectives, enhancing your advertising efforts and user engagement. Here's a breakdown of supported campaign objectives:


For Android campaigns and iOS non-iOS14 or higher dedicated campaigns:

  • App Promotion - App Installs (MAI)

  • App Promotion - App Event Optimization (AEO)

  • App Promotion - Value Based Optimization (VBO)

  • Product Sales where the source is a catalog (App Prospecting)

Deferred Deeplinking is not supported for iOS14 or higher dedicated campaigns.


Conclusion

Deeplinks and Deferred Deeplinks are powerful tools that can greatly enhance user engagement and interaction with your app through TikTok campaigns. By using these links strategically and understanding their compatibility with different campaign objectives, you can create more immersive and effective advertising experiences for your audience.

Content