A store link in an email or a push notification does not choose its browser. Opened from a mail client or from inside another app, it lands in an embedded browser — and the store handoff can fail there.
Newsletters · lifecycle email · push · in-app messages
Opened in Safari it works. Opened from an app that embeds its own browser it may not — and you cannot control which client your recipient uses.
These are people who already know you. Losing them at the store handoff is more expensive than losing a cold click.
A GoToApp link detects the environment it opened in and takes the route that works there, instead of assuming Safari.
A push that should open a screen inside the app falls back to the store for people who uninstalled — and that fallback runs through the same embedded browser. The reactivation you planned ends on an empty page.
Delivery depends on which app the link opens in, and the spread is wide. These are our own numbers, not an industry estimate. Sample: 606 taps through our own links, 3–5 August 2026. Every link reports back when a tap fails to leave the in-app browser, so these are counted, not modelled.
| Source | Reached the store | Detail |
|---|---|---|
| 99% | 3 taps stalled, 2 of them recovered by pressing the button | |
| 81% | 35 stalled, 17 recovered — this is where the system asks for confirmation | |
| TikTok | 86% | small sample, but the pattern matches Facebook |
| Plain browser | 100% | nothing to escape from, the store opens directly |
It reads where the tap came from and takes the route that survives there: the external browser out of Instagram and Threads, the store's own scheme where that is what works, an immediate button where the system asks for confirmation. If everything is blocked, the tap still ends on a visible button instead of a blank screen.
No SDK and no changes in the app. You swap one address for another.
An attribution link can be the destination. We hand the tap over and leave your parameters alone.
Each link reports when a tap failed to leave the in-app browser, so the dashboard shows delivery, not just clicks.
Any client that opens links in an embedded browser rather than handing them to Safari. It varies by app and by version, which is exactly why a link that adapts is safer than one that assumes.
Yes. It is an ordinary https link — put it wherever a store link goes now.
Yes. Your platform wraps the link as usual; our page is simply what it eventually opens.
Any client that opens links in an embedded browser instead of handing them to Safari. It varies by app and by version — which is the argument for a link that adapts rather than one that assumes.
Yes. Add a deep link and the tap opens the app itself, with the store as the fallback for everyone who uninstalled.
Free while you try it: up to three apps, unlimited links under each, full routing and per-source stats. The paid plan buys a shorter address.