The mechanics are the same everywhere, but the cost and the funnel differ by category. Pick yours.
Health and fitness apps live on paid social and W2A funnels. Both send taps into in-app browsers, where the App Store handoff can fail — after the quiz, before the install.
Creator posts and traffic campaigns bring players through in-app browsers, where the store link can die. One link gets the tap to the store and shows which placement delivers.
Dating apps buy traffic on social, where every tap opens in an in-app browser. The store handoff can fail there, and the loss hides in your CPI.
Fintech acquisition runs through web funnels and paid social, where an in-app browser can break both the store handoff and the flows before it.
EdTech runs long web funnels — placement tests, lesson previews, parent landing pages — and every one of them ends on a store button that can fail.
Editors live on demo content in social feeds, where every tap opens in an in-app browser and the store handoff can fail.
AI apps scale through paid social and web demos. Both deliver taps inside in-app browsers, where the App Store handoff can fail silently.
eSIM and travel apps sell at the moment of need, usually from a social feed or a messenger — exactly where the App Store handoff can fail.
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.
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.