The technology enabled applications to direct users to specific content within another app, rather than just opening the app’s homepage. For instance, a user clicking a link in an email could be taken directly to a product page within a shopping application, significantly improving the user experience. The functionality relies on Universal Links, a system introduced to replace URI schemes, offering a more secure and reliable method of linking.
This feature played a crucial role in enhancing mobile app engagement and user acquisition. It allowed marketers to create more targeted campaigns and provided developers with a way to seamlessly connect different parts of their app ecosystem. The introduction of Universal Links aimed to address the security vulnerabilities and inconsistencies associated with custom URL schemes, offering a more robust and predictable linking mechanism. Prior to this technology, developers relied on less reliable methods that were prone to being intercepted or overridden by other applications.