If you are already running campaigns on social platforms, then you already have an idea of what it is like to see that every click acts a little differently, each network passes their own signals, and the redirect path can make or break your conversion. This is why deep linking is one of the most important things in marketing these days, and it is also why we created Unilink to be flexible enough to accommodate all of those moving parts without adding more friction to the teams who do it.
Today, we are announcing an important product update of Social App Configuration being available for all Apptrove customers. This allows marketers to build smoother journeys from major social apps, while providing a much cleaner routing logic on every user click. It removes some of the friction that comes with traffic that comes from networks that have their own browser structures, and their own app opening rules.
The Significance of Social App Configuration
Several social applications operate in particular ways whenever a user clicks on, taps, or selects a link. For instance, Instagram, Facebook, LinkedIn, and Twitter all open links first in their in-app browsers, sometime making changes to some click parameters and disallowing them in others. Some allow in-app linking between their related applications, while others entirely disallow any kind of in-app transport to another social platform or associated app.
Unless you explicitly tell your deep link how to manage these behaviors, you expose yourself to drop offs, misattributions and the possibility of sending users into broken paths.
Social App Configuration lets Unilink recognize the app you are sending a user from and presents the best possible way to funnel the user through. This will create a more efficient routing that will have less redirecting, less surprises in their journey and a higher likelihood of the user landing exactly where you intend to land.
What This Update Allows Your Team To Do
With the Social App Configuration supported by Unilink, marketers can:
Route users with improved accuracy
Unilink will be able to recognize the social app environment and choose the best opening method ultimately leading to decreased failed opens and a more consistent user journey.
Develop smoother campaign journeys for users
When a user’s traffic arrives from these in-app browsers, Unilink will use better logic to transport the user to their predetermined destination without the additional unnecessary hops.
Reduce data loss
The improved routing logic will equate to improved attributions. When the user journey is more predictable and stable, the signals that ultimately led to that journey will be more predictable and not suppress crucial attributions desired by the marketing team.
Enhancing efficiency across social apps
Campaign managers will no longer need separate deep links based on different social applications or the number of campaigns they are managing. UniLink handles the differences, enabling teams to spend more time scaling campaigns and less time managing their routing rules.
How Does This Work Inside of Unilink?
This upgrade and the setup is only a few steps. Inside of your Unilink configuration for any campaign, you can now designate the social applications for the campaign. Once you’ve designated the applications, Unilink will apply the right routing logic for each social platform.
This upgrade will work across both iOS and Android environments and for every major social platform that routes traffic through an in-app browser.
Who Benefits The Most With This Product Update?
For teams that rely majorly on Instagram Ads, Facebook Ads, or LinkedIn Ads, you will clearly see the most immediate impact. Social campaigns are likely to produce high intent clicks, but they have the most fragile user journey at this stage, so even small friction will change the end result. This upgrade closes the gap in the user journey interface and looks to reduce friction.
This will be especially valuable to performance marketers since friction in the user journey interfaces directly correlates to being able to measure how users are acting downstream.
What Is Next?
Unlink continues to evolve in function, given the new restrictions introduced on various platforms, privacy rules, and app to app capabilities limiting changes. Our central goal with Uniink, is to ensure that your routing logic can change without requiring you to go through the process of rebuilding your setup.
Social App Configuration is one step in that direction and more upgrades are already in progress.
If you want help setting this up or want to explore more advanced Unilink features, our team at Apptrove is always ready to support.