What is universal linking?

Q: What makes universal links different?

There aren’t many differences between them and traditional deep links , other than that they are exclusive to Apple devices. However, they do offer a USP of being able to open a web page from application. In terms of implementation, adding universal links is also similar to deep links, though instead of defining a custom URL scheme, a universal link matches a set of web pages to locations in-app. When a user opens a web page which is matched as described, iOS automatically redirects the user to the app.

Universal links are Apple's deep linking method that seamlessly routes users to either an app or website, depending on whether the app is installed.

Glossary

The definition of universal linking

Universal linking is Apple’s method of launching apps on iOS when linked from a website. Like Android App Links, they are a type of deep link. Universal links are available in iOS version 9 and above and are part of a specific protocol for deep linking, exclusive to Apple devices. Universal links can either open an app if it is installed, or direct the user to a web page if the app is not installed, providing a more seamless user experience for either journey.

What makes universal links different from deep links?

While universal links are a subset of deep links, the primary difference lies in their exclusivity to Apple devices running iOS. Universal links use an HTTPS scheme, compared to the URI scheme of traditional deep links.

URI scheme: myApp://path

HTTPS scheme (used by universal links): https://www.my-website.com/path

Here’s an example of how that looks:

Universal linking and Adjust

While universal links are a powerful deep linking solution for iOS, they aren’t truly “universal”—they only work on Apple devices. This limitation can complicate the user experience for marketers who need a seamless solution across both iOS and Android. That’s where Adjust’s TrueLink comes in. TrueLink is a multi-platform solution, enabling the creation of single, unified deep links that work effortlessly across any environment—including iOS, Android, web, SMS, social media, and more.

With TrueLink, you can fully brand and shorten your links for maximum engagement, while delivering frictionless, personalized user journeys that drive engagement and conversion. By automating deep link generation, TrueLink saves you time and resources by taking the manual work out of deep link creation. It also mitigates room for human error, meaning fewer broken links, better experiences for users, and enhanced trust in your brand.

Learn more about how TrueLink can power your deep linking strategy, including universal links. Or request a demo to see hands-on how Adjust can take your mobile marketing to the next level.

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