Summary
When ESP link wrapping interferes with deep link tracking, a multifaceted approach is required. Experts and marketers recommend employing specialized deep linking platforms like Branch, AppsFlyer, Firebase Dynamic Links, Adjust, and Kochava, which offer solutions designed to withstand link wrapping. Other strategies include using custom domains, deferred deep linking, dedicated deep linking services, Android App Links, and landing page redirects. It's crucial to test links extensively across different email clients and devices, and to explore options with the ESP to disable link wrapping for specific links or domains. Employing URL shorteners for easier management and tracking is also suggested. The core issue lies in ESPs adding security headers or altering links during wrapping, which can break deep link functionality differently across browsers.
Key findings
- Dedicated Platforms: Specialized deep linking platforms effectively manage ESP link wrapping.
- Custom Domains: Using a custom domain improves link tracking reliability.
- Deferred Deep Linking: Ensures users are directed to the correct content post-app install.
- ESP Bypass: Some ESPs offer options to disable link wrapping on specific links.
- Android App Links: Provide a reliable deep linking solution for Android apps.
- URL Shorteners: Simplify deeplink tracking and management
- Browser and Device Testing: Critical for identifying and resolving compatibility issues.
- Complexities beyond Redirects: Link wrapping can introduce changes to links that go beyond just simple redirects
Key considerations
- Platform Selection: Choose a deep linking platform based on features, pricing, and integration capabilities.
- Testing Investment: Allocate resources for comprehensive link testing across environments.
- ESP Communication: Establish a dialogue with your ESP to discuss link wrapping options and solutions.
- User Experience: Balance technical solutions with user experience, minimizing extra steps like redirects.
- Technical Expertise: Assess the technical skills required to implement and maintain different deep linking solutions.
- Ongoing Maintenance: Regularly review and update deep link configurations due to evolving browser and platform changes.
- Domain Ownership: Ensure you have full control and management over any custom domains used.
What email marketers say
12 marketer opinions
When ESP link wrapping breaks deep links, several solutions can be implemented. These include migrating to specialized deep linking platforms like Branch or AppsFlyer, which are designed to handle link wrapping effectively. Deferred deep linking, offered by services like AppsFlyer, ensures users reach the correct content even after app installation. Other strategies involve using dedicated deep linking services, testing links across different email clients and devices, requesting ESPs to disable link wrapping for specific links, and using a landing page redirect. Android App Links are also recommended for Android platforms. Using URL shorteners as proxies and extensive testing are also important considerations.
Key opinions
- Specialized Platforms: Deep linking platforms like Branch and AppsFlyer effectively manage link wrapping.
- Deferred Deep Linking: Deferred deep linking ensures users reach the correct content post-install.
- Dedicated Services: Dedicated deep linking services encode links to avoid ESP interference.
- Testing Importance: Thorough testing across email clients and devices is crucial.
- ESP Configuration: ESPs can sometimes disable link wrapping for specific links.
- Landing Page Redirect: Using a landing page redirect can bypass some ESP link wrapping issues.
- Android App Links: Android App Links provide a more reliable way to deep link on Android.
- URL Shorteners: Using a URL shortener can provide a single point of control
Key considerations
- Platform Choice: Consider migrating to a platform with robust deep linking capabilities if ESP link wrapping is a persistent issue.
- Testing Resources: Allocate resources for thorough testing of deep links across various email clients and devices.
- ESP Flexibility: Inquire with your ESP about options for disabling or customizing link wrapping.
- User Experience: Evaluate the impact of additional steps, such as landing page redirects, on the user experience.
- Android Implementation: If targeting Android users, consider implementing Android App Links for improved reliability.
- Complexity: Be mindful of the complexity introduced by certain workarounds
Marketer view
Email marketer from Email Geeks shares his experience with Iterable link tracking breaking their deep links and their solution to migrate deep linking to Branch and utilize their native integration.
23 Feb 2025 - Email Geeks
Marketer view
Email marketer from MarketingLand.com suggests using a URL shortener as a proxy to your deeplink. It makes managing and tracking easier, and offers a single point to update your link if the deeplink changes
30 Apr 2025 - MarketingLand.com
What the experts say
3 expert opinions
Experts highlight the complexities of ESP link wrapping and its impact on deep link tracking. Using a custom domain for tracking is generally safer than shared domains to maintain content reputation. The issue goes beyond simple redirects, with ESPs adding security headers that can break links differently across browsers. Strategies involve exploring options with the ESP to bypass link wrapping or mitigate its effects.
Key opinions
- Custom Domains: Using a custom domain for tracking links improves content reputation and reliability.
- Complex Redirects: ESPs add security headers during link wrapping that affect deep links.
- Browser Variance: Link wrapping effects vary across different web browsers.
- ESP Collaboration: Working with your ESP can provide solutions to bypass or mitigate link wrapping issues.
Key considerations
- Domain Management: Ensure you own and manage the custom domain used for tracking.
- Browser Compatibility: Test deep links across various browsers to identify and address compatibility issues.
- ESP Relationship: Maintain open communication with your ESP to explore and implement solutions for deep link tracking.
- Detailed Investigation: Recognize that issues may be caused by more complex technical factors, such as security headers.
Expert view
Expert from Email Geeks clarifies it’s more complex than a 303 redirect and the ESP is adding security setting headers on the redirect which could potentially break things and is documented to do so differently on different browsers.
13 Jul 2021 - Email Geeks
Expert view
Expert from Email Geeks shares that when tracking link clicks using a service like Linkly, using a custom domain that you own is generally fine, while using a shared domain may cause issues with content reputation. He stated this would be something to be moderately concerned about.
31 Mar 2023 - Email Geeks
What the documentation says
4 technical articles
Various platforms such as Firebase Dynamic Links, Adjust, Kochava, and AppsFlyer OneLink offer robust solutions for deep linking that are designed to withstand ESP link wrapping. These platforms provide tools to create, manage, and track deep links, handling the complexities of different platforms and circumstances to ensure that links function correctly and redirect users to the intended content, even after app installation.
Key findings
- Firebase Dynamic Links: Firebase Dynamic Links can create deep links that survive the app install process, handling platform complexities.
- Adjust's Deep Linking: Adjust offers a comprehensive guide and platform for setting up deep links resistant to ESP link wrapping.
- Kochava's Tools: Kochava provides tools to create and manage deep links designed to avoid common ESP wrapping issues.
- AppsFlyer OneLink: AppsFlyer OneLink provides robust deep linking capabilities that account for various platforms and circumstances to reduce broken links.
Key considerations
- Platform Selection: Evaluate each platform's features and pricing to determine the best fit for your needs and budget.
- Implementation Complexity: Consider the level of technical expertise required to implement and maintain each solution.
- Platform Compatibility: Ensure the chosen platform is compatible with your existing infrastructure and target platforms.
- Tracking and Analytics: Assess the platform's tracking and analytics capabilities to ensure you can accurately measure the performance of your deep links.
Technical article
Documentation from AppsFlyer OneLink explains that OneLink provides robust deep linking capabilities and helps ensure links function correctly, even with ESP link wrapping. The OneLink setup accounts for various platforms and circumstances, reducing the risk of broken links.
17 Dec 2023 - AppsFlyer OneLink
Technical article
Documentation from Adjust provides a comprehensive guide on setting up deep links, including handling link wrapping. Adjust suggests using their platform's deep linking functionality, which is designed to ensure links function correctly even when wrapped by ESPs.
3 Jul 2023 - Adjust
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