Universal links vs deep links: What's the difference?

Created on 2021/05/14 • News • 15,561 views • 2 minutes read

What Are Universal Links?

Universal links are a technology introduced by Apple for iOS devices, allowing URLs to open specific content within an app if it is installed on the user’s device, or alternatively open the same content in a web browser if the app is not installed. Universal links were introduced in iOS 9 and provide a seamless user experience by bridging the gap between web and app environments.

How Universal Links Work

When a user taps a universal link on their iPhone or iPad, one of two things happens:

App Installed: The link opens the corresponding content directly within the app.
App Not Installed: The link opens in the web browser like a standard URL.

This dual functionality is what makes them "universal."

Differences Between Universal Links and Deep Links

Platform Exclusivity:Universal Links: Specific to Apple devices running iOS 9 or later.Traditional Deep Links: Used broadly across various platforms, not limited to iOS.
Universal Links: Specific to Apple devices running iOS 9 or later.
Traditional Deep Links: Used broadly across various platforms, not limited to iOS.
Link Scheme:Universal Links: Use HTTPS scheme (e.g., https://www.example.com/path).Traditional Deep Links: Use URI scheme (e.g., myApp://path).
Universal Links: Use HTTPS scheme (e.g., https://www.example.com/path).
Traditional Deep Links: Use URI scheme (e.g., myApp://path).

Why Universal Links?

Apple introduced universal links to enhance security and ensure a seamless experience between web and app content. Traditional URI schemes can lead to conflicts if multiple apps use the same URI. Universal links use standard HTTPS links, which are unique to each website, eliminating such conflicts.

Setting Up Universal Links

To implement universal links, developers must:

Map Web Pages to App Content: Create a mapping between web pages and their corresponding in-app locations.
Support Associated Domains: Add an associated domain file on the website, detailing the relationship between web URLs and app content.
Update App Delegate: Adjust the app delegate to handle NSUserActivity objects, which trigger when a universal link is opened.

Limitations

There are scenarios where universal links might open in a web browser instead of the app:

The app is not installed or is not the correct version.
The link is clicked within a Safari session on the same domain.

The Ultimate Deep Linking Solution

Adjust offers comprehensive solutions for deep linking, including universal links. Their platform allows the creation of deep link URLs for various campaigns, supporting both Android and iOS, simplifying the deep linking process for developers and marketers.