Adjust deep linking

Same architecture as its competitors, same strengths, and the same gap where the browser sits between the click and the store.

6 August 2026 by PAD team

How the routing works

An Adjust tracker URL records the click and redirects to a destination chosen by platform and app presence. With the SDK integrated, an install can be matched back to that click and the app opened on a specific screen.

Setup is mostly configuration: link me settings, deep link paths per platform, and a fallback for the cases the tracker cannot resolve.

The fallback matters more than people think

Every tracker has a fallback destination for when nothing else applies. Set it to something useful, because in practice a meaningful share of traffic ends up there: desktop visitors, unusual browsers, and anyone whose journey the tracker cannot classify.

A fallback pointing at your homepage is better than one pointing at a store page that will not open on that device.

The layer outside its scope

When the tap happens inside Instagram or Facebook on an iPhone, the tracker's redirect resolves inside that WebView. It ends at apps.apple.com, Apple replies with a custom scheme, and the browser stops. The click is measured, the install never happens.

This is not something Adjust can fix server side. Escaping a WebView requires code running in the page, which is a different mechanism entirely, described in the main write-up.

Practical setup

• Routing link in front, to escape the in-app browser
• Adjust tracker as the destination, so measurement is untouched
• A sensible fallback URL on the Adjust side for unclassifiable traffic
• Campaign parameters attached at the final store hop, not the first