Which app link do you need? A practical decision tree
Choose a store URL, device-routing link or app-opening link based on the destination and measurement your campaign needs.
15 October 2026 · PAD team
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Start with the next action
| Your requirement | Start with | Then check |
|---|---|---|
| Everyone should see one listing | A direct App Store or Google Play URL | Listing availability and campaign parameters |
| iOS and Android need different stores | A device-routing smart link | Both store URLs and a desktop fallback |
| A printed QR code must keep working after a destination edit | A stable editable link encoded by a QR tool | Physical scan tests and continued access to the link |
| An installed app should open a specific screen | An app-supported verified HTTPS link or deep link | App association, installed state and fallback |
| A new install should remember the intended screen | A deferred deep-link solution | Provider support and app integration |
| You need install attribution and in-app events | An attribution solution | SDK or other required integration, reporting and consent |
A store router solves a specific part
GoToApp provides a shared address, device destinations, campaign paths, editable routing and request statistics without an SDK for store routing. It supports selected attribution-provider URLs as destinations. It does not provide deferred deep linking or measure installs.
Example: one app, three placements
For a newsletter, profile and event poster promoting the same iOS and Android app, configure the stores once. Create /newsletter, /instagram-bio and /event-poster paths. Encode the poster path in a QR image. This separates request activity while keeping destination changes in one app configuration.
If those placements require different Apple campaign tokens, remember that a fixed ct saved in the shared app destination is preserved. Separate paths alone do not replace that token. Plan the destination or attribution setup before comparing downstream campaigns.
Verify before committing
- Confirm what happens on iPhone, Android and desktop.
- Decide whether the installed-app journey is required or whether opening the store is correct.
- Check how each destination receives campaign identifiers.
- For permanent print, understand the address’s subscription dependency.
- Test the actual social placement or physical QR artwork.
Free-format GoToApp links use gotoapp.store/your-app. Pro subdomain addresses depend on the Pro plan. Choose the format with that lifecycle in mind before printing.
Set up your link
Choose a product setup by use case or read the app-link handbook.
Questions
Do I always need a smart link?
No. A direct store URL can be sufficient when everyone should reach the same listing.
Is store routing the same as deferred deep linking?
No. Store routing chooses a destination for the current visit. Deferred deep linking preserves intended context through a new installation and needs a separate solution.
Create a GoToApp link with your app destinations, then test it on the devices and channels you plan to use. Free for up to three apps.