Adjust launches TrueLink: multi-platform deep linking

On September 24, 2024, Adjust, a measurement and analytics company, introduced TrueLink, a new deep linking solution for mobile app marketers. TrueLink aims to simplify the creation of branded and personalized linking experiences that direct users to specific in-app content across various platforms and environments.

Deep linking technology allows marketers to guide users directly to designated content within mobile applications, bypassing home screens or login pages. This functionality is crucial for improving user experience and increasing engagement rates. TrueLink expands on this concept by offering a unified solution that works across multiple platforms, including social media, messenger apps, SMS, and web browsers.

According to Adjust, TrueLink addresses a common challenge faced by mobile app marketers: the need to create different deep links for various platforms. Katie Madding, Chief Product Officer at Adjust, stated that customers found the process of creating platform-specific links to be tedious and time-consuming. TrueLink aims to streamline this process by enabling marketers to create a single, multi-platform link that can be used across different campaign types.

The new solution is part of Adjust's Engage pillar, which focuses on guiding users in-app, enhancing brand reputation, and expanding marketing reach. By integrating deep linking capabilities with its existing measurement and analytics tools, Adjust positions itself as an end-to-end platform for app growth.

Key features of TrueLink include:

1. Multi-platform compatibility: A single deep link can be used across various campaign types and platforms, reducing the time spent on manual link creation.
2. Flexible link creation options: Marketers can generate deep links through the Adjust user interface or via an API, allowing for both individual and bulk link creation.
3. Customization for different campaign types: TrueLink supports link variations for user referrals, influencer campaigns, and product promotions.
4. Integration with existing analytics: By keeping engagement solutions within the same platform as measurement and analytics, TrueLink potentially reduces the overall marketing technology stack.

The introduction of TrueLink comes at a time when privacy restrictions have complicated user engagement strategies for mobile app marketers. With the implementation of privacy-focused changes in mobile operating systems, such as Apple's App Tracking Transparency framework, marketers have been seeking new ways to effectively engage and re-engage users while respecting privacy guidelines.

Deep linking technology has gained importance in this context, as it allows marketers to create more personalized and relevant user experiences without relying heavily on user-level data. By directing users to specific in-app content, deep links can potentially improve conversion rates and boost engagement metrics.

Adjust, which was acquired by AppLovin (NASDAQ: APP) in 2021, positions itself as a trusted partner for marketers across various stages of app marketing. The company's services span from supporting fast-growing digital brands to assisting traditional brick-and-mortar companies launching their first mobile applications.

The mobile app market continues to grow, with global app revenue reaching $111 billion in 2020, according to Statista. As competition for user attention intensifies, tools like TrueLink may become increasingly valuable for marketers looking to differentiate their apps and improve user retention.

While Adjust claims that TrueLink can lead to higher conversion rates and increased ROI, it's important to note that the effectiveness of such tools can vary depending on factors such as app category, target audience, and overall marketing strategy. Marketers considering the adoption of TrueLink or similar deep linking solutions should carefully evaluate their specific needs and conduct thorough testing to determine the impact on their app's performance metrics.

For those interested in learning more about TrueLink, Adjust has provided additional information on their website. However, as with any marketing technology, potential users should conduct independent research and possibly seek case studies or testimonials to verify the solution's effectiveness in real-world scenarios.

Key facts

• Adjust launched TrueLink on September 24, 2024
• TrueLink is a multi-platform deep linking solution for mobile app marketers
• The tool aims to simplify the creation of branded deep links across various platforms
• TrueLink is part of Adjust's Engage pillar for app growth
• Features include multi-platform compatibility and flexible link creation options
• The solution addresses challenges posed by recent privacy restrictions in mobile marketing
• Adjust is owned by AppLovin (NASDAQ: APP)
• Global app revenue reached $111 billion in 2020