Android App Links are web URLs (HTTP or HTTPS) that open specific content directly inside an Android app if the app is installed on the user’s device. If the app is not installed, the same link opens in the user’s mobile browser.
This makes Android App Links a bridge between the web and the app, giving users a consistent experience no matter how they access your content. The feature was introduced in Android 6.0 (Marshmallow) as Google’s version of deep linking for Android, similar to Apple’s Universal Links on iOS.
An Android App Link connects a website URL with an activity (a page or screen) inside an app.
For example, suppose your brand has both a website and an app, and you have a product page located at:
https://example.com/product/red-shoes
When a user taps that link:
This behavior provides a frictionless user journey — users who already have your app enjoy the full native experience, while others still reach your content on the web.
Users who already have your app shouldn’t be redirected through a browser. App Links ensure that links open in the app immediately, creating a faster, more intuitive experience.
When users land inside your app rather than on a mobile site, they’re more likely to stay longer, explore more, and complete valuable actions like signing up or making a purchase.
Marketers can use Android App Links to bring inactive users back to specific in-app content. For example, a campaign link to “Your saved items” or “Your rewards balance” encourages users to reopen the app and re-engage.
Android App Links also allow one app to securely open another. This enables smooth transitions between apps, such as linking a travel planner directly to a rideshare or hotel booking app.
To enable Android App Links, developers must verify the connection between their website and their app. The setup typically includes the following steps:
Setting up Android App Links manually can be time-consuming and error-prone, especially if you manage multiple domains or apps.
Grovs makes this process effortless — with Grovs, you can implement Android App Links and enable deep linking across your app in under five minutes, with full support for deferred deep linking as well.
Deferred deep linking ensures that even if a user doesn’t have your app installed, they are directed to the correct in-app content after installation — something that native Android App Links alone do not support.
Although Android App Links offer a great experience, they have a few built-in constraints:
These gaps are exactly what solutions like Grovs are designed to solve, by handling deep linking logic, user routing, and fallback management automatically.
| Link Type | Platform | Works if App Installed | Works if App Not Installed | Deferred Deep Linking |
|---|---|---|---|---|
| Android App Links | Android (6.0+) | Opens in app | Opens in browser | No |
| iOS Universal Links | iOS (9+) | Opens in app | Opens in browser | No |
| Custom URI Schemes | Android & iOS | Opens in app | May fail | No |
| Grovs Smart Links | Android & iOS | Opens in app | Opens store or browser | Yes |