Each click a user makes is a chance to either gain his or her trust or lose it. The user experience from the start depends on how the app deals with those clicks.
Making sense of the linking strategy is a sure advantage for mobile marketers. Firebase Dynamic Links are a great option for seamlessly directing your users across platforms, campaigns, and devices.
What Are Firebase Dynamic Links?
Smart URLs developed by Google called Firebase Dynamic Links. They act differently when it comes to the platform and its user’s state, for example if the app is installed or not.
When a user clicks on the link and the app is installed, they are directed to the appropriate in-app screen. If they don’t have the app, then they’re directed to the app store, and upon installation they are directed to the correct content.
This makes them a flexible tool for new user acquisition, as well as re-engagement campaigns.
Why Firebase Dynamic Links Matter for Marketers
Consistent Experience Across Platforms
A campaign link that works great on iOS, might not work at all on Android if it is not configured correctly. Firebase Dynamic Links take care of this, and provide a seamless experience on all platforms.
Marketers don’t need to develop particular links for each operating system. One smart link is able to adjust to the user’s surroundings without doing anything else.
Surviving the App Install Process
Standard links with a target URL are not working when users aren’t installed. Firebase Dynamic Links do not get deleted during installation and still redirect the user to the target screen.
This is particularly so in the case of paid campaigns. All users who arrive at the proper screen after installation will be a bit closer to converting.
With mobile attribution platforms, teams can monitor exactly how many users followed this post-install flow. This is a measurement which directly contributes to the efficiency of the campaign.
How Firebase Dynamic Links Support Attribution
Effective tracking of what works for the user with the campaign entails a lot of data. Firebase Dynamic Links include campaign parameters that can be accessed by attribution systems as soon as the app is opened.
This information provides a complete view of the entire conversion path between ad clicks and in-app actions. Teams can then determine which channels/creatives are working well.
These links are used in conjunction with platforms such as Apptrove to give an in-depth look into attribution. Knowing the sources of quality users is a key component to scaling what works.
This attribution data can be reliably captured and organized with MMP software coupled with Firebase. If it wasn’t for this layer, the decisions made in campaigns are done without full information.
Use Cases That Deliver Real Results
Referral Programs
Referral campaigns are dependent on users sharing links with each other. If your friend shares a link to an app, your friend’s recipient might not be able to find the app.
Firebase Dynamic Links guarantee that post-install, the referral will work correctly. The new user is also directed to the proper screen, leaving the referral look seamless and purposeful.
Social Media and Paid Campaigns
Social platforms funnel users to varying spaces, depending on the device. Firebase Dynamic Links automatically recognize these environments and redirect accordingly.
This will eliminate the uncertainty in campaign setup. Marketers have the ability to concentrate on creative activity, not technical link behaviour.
Mobile app analytics measurements following campaign launch can assist teams comprehend the effect dynamic links have on user actions. Once this data is gathered it helps to make well-informed financial decisions in the future.
Email and Push Notification Campaigns
Re-engagement emails/push campaigns typically focus on users who have already downloaded the app. These users are redirected to a specific piece of content within the app with Firebase Dynamic Links.
This way, users don’t have to manually scroll to a particular screen. The frictionless experience can raise the odds of re-engagement greatly.
Pairing Firebase Links With a Mobile Measurement Partner
A mobile measurement partner is needed to provide additional context to the data Firebase Dynamic Links can generate. The quality of users and downstream conversion behaviour cannot be explained by the concept of attribution alone.
An MMP allows correlating clicks, installations and revenue in one single view. This enables teams to review campaigns in more depth than just the number of installs.
A good MMP strategy should always pair Firebase Dynamic Links with robust MMP infrastructure. It guarantees full and accurate data when making decisions about campaigns.
Conclusion
Firebase Dynamic Links provides mobile marketers with fine-grained control over the user journey between campaigns and the app. Combined with the right attribution solution, they are an integral part of any successful mobile marketing campaign.
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