Deep linking refers to the practice of sending users directly to specific content within an app or website, rather than a generic homepage or app store listing. In the mobile ecosystem, this is a game-changer. Instead of forcing users to navigate manually, deep links streamline the experience - think of it as giving users a teleportation device instead of a map.

For marketers, deep linking can significantly improve campaign performance by reducing friction and increasing conversion rates. But it’s not just about UX – it's about user intent. Someone who clicks a deep link to a product page or promo is far more likely to convert than someone who lands on a generic home screen and gets distracted by everything else.

At INCRMNTAL, we view deep linking as essential plumbing in the measurement ecosystem. If you're trying to assess incrementality but your user flow has friction, you're not measuring the ad's impact – you're measuring your funnel’s failure points.