Links

Links lives in the Marketing area of the dashboard, under Links.

At a glance#

What it does#

Links is the tracking-link builder, with two tabs over the same link manager:

• UTM — campaign-tagged web links, carrying source, medium and campaign parameters.

• Deep — deep links that open your app at a specific place, falling back to the store or the web when it is not installed.

Both are the same backend and the same link records; the tabs are two ways of building one thing. They were previously two separate pages.

When to use it#

Every time a link goes anywhere outside your product. This page is upstream of every acquisition report you will ever read: attribution, Channels, Campaigns and Cost & ROAS all group by parameters that were either in the link or absent from it.

An untagged link is traffic you cannot attribute, permanently. There is no way to fix it after the click.

Workflow#

1. 1

   Build links here rather than by hand

   Hand-written UTM parameters are how you end up with facebook, Facebook and fb as three sources. The builder is the only practical enforcement of consistency.

2. 2

   Create the campaign first

   Define it on Campaigns and build links from it, so the name matches everywhere.

3. 3

   Use a deep link for anything an app user might click

   Sending an app user to a web page they have to navigate from is a conversion you gave away. Deep links land them at the thing.

4. 4

   Test the deep link both installed and not

   The fallback path is the one nobody tests and half your audience takes.

Permissions and prerequisites#

Deep links require the app-side configuration that lets your app claim the URL — universal links on iOS, app links on Android — plus the SDK's deep-link handling.

Limits and edge cases#

• Parameters are literal. Case and spelling differences create separate dimensions and cannot be merged later.

• A deep link's fallback matters as much as its target. An uninstalled user with no fallback gets nothing.

• Some contexts strip parameters. Certain apps and email clients rewrite URLs; test in the channel you will actually use.

• Retagging is impossible. Traffic that arrived untagged stays unattributed forever.

Troubleshooting#

Links work but attribution shows nothing. The parameters are being stripped, or a redirect is dropping the query string. Check the final URL that lands.

Deep link opens the browser instead of the app. The app-side URL claim is not configured correctly. That is a build configuration, not a link problem.

Duplicate campaigns appearing. Links built by hand with inconsistent strings.

Where the data comes from#

Every acquisition report groups by parameters that were either in the link or absent from it. Untagged traffic cannot be attributed retroactively.

Served by

• Tracking

Related#

• Campaigns

• QR codes

• Partners

• Marketing overview