How to track deep links when ESP link wrapping breaks them?

Key findings

• Link wrapping interference: ESPs modify deep links for tracking, which can disrupt their functionality, especially on specific mobile browsers or email clients.
• Loss of tracking: Opting out of ESP link wrapping to preserve deep link integrity means sacrificing detailed click data and engagement metrics.
• Dependency on dedicated solutions: Specialized deep linking platforms (e.g., Branch) are often necessary to provide robust tracking while maintaining deep link functionality through native integrations.
• Subtle complexities: The issue is not always straightforward, with factors like security headers and multiple redirects contributing to the breakage across different browsers and devices.

Key considerations

• Custom domain usage: When using third-party link shortening or tracking services, it is crucial to use a custom domain to maintain sender reputation and avoid sharing it with other users.
• Testing across environments: Thoroughly test deep links in various email clients, browsers, and mobile operating systems to identify specific breakage scenarios. For more on this, see Branch.io's deep linking best practices.
• Review ESP functionality: If ESP link wrapping consistently breaks deep links, it may indicate a fundamental issue with the ESP's implementation that needs addressing.
• Alternative tracking: Consider implementing alternative tracking mechanisms or integrating with a mobile measurement partner (MMP) for reliable attribution without breaking deep links. This is also relevant if your ESP's click tracking links are being blocked.

Key opinions

• ESP wrapping issues: Marketers frequently encounter situations where ESP link wrapping breaks deep links, especially for specific browser or email client configurations.
• Exploring third-party solutions: Many turn to services like Linkly or Firebase short links to track deep links independently when ESP wrapping is problematic.
• Concern over shared domains: A significant concern with free or shared third-party link shorteners is the risk of sharing IP and domain reputation with other users.
• Ideal fix is native integration: The long-term, more robust solution is often seen as migrating to a deep linking provider with a native integration that works seamlessly with the ESP.

Key considerations

• Impact on deliverability: Using a third-party link shortener or tracker without a custom domain can negatively impact email deliverability due to shared reputation issues, potentially leading to blocklisting or spam folder placement.
• Multiple redirects: Chaining an ESP wrap with another shortener's redirect can create a lengthy redirect path, increasing complexity and potential for breakage.
• Debugging complexity: Diagnosing why deep links break requires in-depth investigation into how ESPs modify links and how different browsers handle redirects, which can be challenging for marketers.
• Strategic solutions: Prioritize strategic, long-term solutions like implementing a dedicated deep linking service rather than relying on short-term patches that might introduce new deliverability risks. For more, see AppsFlyer's deep linking guide.

Key opinions

• ESP responsibility: Experts suggest that if an ESP's link wrapping breaks deep links, it indicates the ESP is doing something fundamentally wrong, and the onus is on them to fix it.
• Technical complexity: The issue is often more complex than a simple redirect, involving subtle aspects like security setting headers that can behave differently across browsers.
• Link malformation: A primary reason for deep link breakage could be that the links are malformed to begin with, or the ESP's wrapping process corrupts them.
• Redirect and authentication: Deep links often rely on specific authentication or code to open an application, and redirects can interfere with the transmission of this vital information.

Key considerations

• Wire-level analysis: Debugging deep link issues often requires looking at the 'wire level' to understand how ESPs modify URLs and if security headers or other subtle changes are causing problems.
• ESP migration: If an ESP consistently breaks links despite debugging efforts, it may be a strong indicator that a new ESP should be considered, as this functionality should be robust. This is especially true if you're dealing with HTTP/HTTPS issues in your deeplinks.
• Custom domain necessity: When using third-party shorteners, using a custom domain is critical for maintaining individual sender reputation and avoiding blacklisting based on shared pools.
• Understanding redirects: A deep understanding of how redirects work and how they interact with app-specific URL schemes is essential for effective deep linking, as detailed by Claravine's guide to deep linking.

Key findings

• Link wrapping conflict: ESPs typically wrap original URLs for click tracking, which is incompatible with direct deep linking protocols.
• Deep link requirements: Deep links require specific URL structures and often rely on operating system features (e.g., universal links, app links) that ESP redirects can disrupt.
• Attribution challenges: Without proper handling, ESP wrapping can make it difficult to accurately track mobile app attribution from email campaigns.
• Host-specific configurations: Some ESPs may require specific configurations, like publishing an AASA file on their tracking domain, to enable deep linking, but even then, issues can arise.

Key considerations

• Disabling ESP click tracking: For critical deep links, some documentation suggests disabling ESP click tracking on those specific links to ensure they function correctly.
• Integrating with MMPs: Utilize mobile measurement partners (MMPs) or dedicated deep linking SDKs that offer solutions specifically designed to integrate with ESPs without breaking deep link functionality, as outlined by Singular's integration guides.
• Deep linking domain configuration: Configure a dedicated deep linking domain within your mobile analytics or deep linking platform to manage redirection and ensure compatibility, a practice explained in MoEngage documentation.
• Fallback behavior: Implement robust fallback behavior for deep links so that if the app is not installed or the deep link fails, users are directed to an appropriate web page or app store listing.