The way users interact with links might seem small on the surface, but for marketers,developers, and growth teams, it’s one of the most important parts of the mobile journey. Asingle click determines whether a user lands smoothly in your app or bounces out due tohesitation, broken redirects, or lack of trust.
This is why branded deep links are becoming a standard for modern mobile apps. Unlikegeneric links that carry a third-party domain, branded deep links put your company name frontand center, ensuring consistency, trust, and full control. And as the shutdown of FirebaseDynamic Links showed the world, relying on generic infrastructure can quickly become a liability.
In this blog, we’ll explore why branded deep links matter, the problems with relying on genericproviders, and how AppLink by AppsOnAir makes it easy for teams to create reliable, brandedexperiences at scale.
The Problem with Generic Links
When you’re just getting started with deep linking, it’s tempting to use whatever comes out ofthe box from a provider. It feels fast and convenient. But generic domains carry hidden risks thatbecome more visible as your product grows.
For one, users today are cautious about clicking on links. A domain like random123.link/appraises questions: is it safe? is it spam? Even if the content behind it is legitimate, hesitationmeans lower click-through rates and fewer conversions.
There’s also the issue of brand dilution. Your app may have invested heavily in building atrusted image, sleek landing pages, and polished onboarding. But when your campaigns leadwith a third-party domain, it introduces inconsistency. The link looks like it belongs to someoneelse, not you.
Finally, generic links tie your business to the fate of the provider. If they shut down—as FirebaseDynamic Links did, your entire ecosystem of campaigns, referral programs, and user journeys isat risk. Migrating at the last minute is painful, and losing analytics history can set teams backmonths.
Why Branded Deep Links Matter for Growth
The alternative is branded deep links—links that live on your own custom domain. This smallshift has an outsized impact on both growth and trust.
Branded links reassure users the moment they see them. A link like go.yourbrand.com/applooks familiar, safe, and consistent with your brand identity. Instead of hesitating, users are morelikely to click and continue their journey. That increase in click-through rates compounds acrosscampaigns, from ads to email to referral programs.
Branding also reinforces consistency across channels. Whether a user comes from a Facebookad, a push notification, or a QR code in a brochure, the experience feels unified. Everyinteraction tells them: this is one seamless brand.
Beyond trust, branded domains give teams independence. You own the infrastructure, meaningyou’re not at the mercy of another provider’s shutdowns, policy changes, or pricing shifts. Evenif you switch vendors, your links remain intact. That kind of stability is invaluable when yourapp’s growth depends on thousands of active campaigns.
And then there’s data. With branded deep links, you can append parameters for campaigns,referral codes, or user IDs—all while keeping links short, clean, and trustworthy. This meansbetter attribution, more accurate analytics, and smarter personalization.
The Long-Term Advantage of Domain Control
In the evolving world of mobile, platforms are constantly tightening security and privacystandards. Both Apple and Google are making changes to protect users from phishing andspammy redirects. Generic links from unknown domains are far more likely to be flagged,deprioritized, or even blocked.
Branded domains, on the other hand, align with these changes. They represent verifiedownership and give your team long-term stability. By investing in branded deep links now, you’rebuilding a foundation that won’t crumble with the next policy update or service shutdown.
How AppLink by AppsOnAir Makes It Simple
Of course, the challenge is that setting up branded deep links used to be complex. Many teamsdelayed the shift because it meant wrestling with DNS settings, SDKs, and testing edge casesacross iOS, Android, and web.
That’s exactly the problem AppLink by AppsOnAir solves.
- You can connect your own domain or subdomain in just a few steps.
- Migration from Firebase Dynamic Links or other providers takes just one click.
- Unlike competitors who tie pricing to Monthly Active Users (MAUs), AppLink offers unlimited redirections—no growth penalties.
- Advanced analytics give you visibility into which campaigns, platforms, and audiencesare driving installs or conversions.
- Links work seamlessly across iOS, Android, and fallback web pages, so you never leaveusers stranded.
For teams that want to take control of their deep linking strategy, AppLink makes brandeddomains not just possible, but practical.
Conclusion
Deep links are more than technical shortcuts—they’re touchpoints of trust. Every campaign,every referral, and every onboarding journey depends on them. Relying on generic, third-partydomains puts your growth, your brand, and your user experience at risk.
Branded deep links, on the other hand, reinforce trust, deliver consistency, and protect yourbusiness from outside dependencies. With a solution like AppLink by AppsOnAir, teams canmigrate seamlessly, gain independence, and create a deep linking strategy that scales withconfidence.
