Deferred Deep Linking

Deferred deep links are mobile hosted links that are able to take the user to the intended content through the install process, basically matching the user who clicked a link in a paid or organic channel to the user who opened the app for the first time after installing it. Historically this has been done through probabilistic modeling, more commonly known as fingerprinting.

Probabilistic modeling works by generating a metadata snapshot of a web user consisting of a device’s IP address and user-agent (operating system, operating system version, and other device specific parameters) and generating another snapshot when a user opens the app.