Device Analytics: Optimizing Deep Links by Platform

Deep links behave differently on iOS and Android. Universal Links and App Links have different implementation requirements, different failure modes, and different user experiences. Device analytics reveal these differences so you can fix platform-specific issues and optimize for each device type.

This guide covers device-level analytics for deep links. For geographic analytics, see geographic analytics for deep link campaigns. For targeting smart banners by device, see targeting smart banners by device, OS, and browser.

The analytics breakdown grid with top routes, platforms, devices, and countries.

Key Device Dimensions

Platform (OS)

Platform	Deep Link Technology	Common Issues
iOS	Universal Links	AASA file caching, in-app browser bypass, long-press menu
Android	App Links	Intent filter conflicts, assetlinks.json verification, manufacturer customizations
Web (desktop)	Standard HTTP	Fallback page quality, app store redirect

OS Version

Older OS versions may not support the latest deep linking features:

Feature	iOS Minimum	Android Minimum
Universal Links	iOS 9+	N/A
App Links	N/A	Android 6.0+
App Clips	iOS 14+	N/A
Instant Apps	N/A	Android 5.0+
SKAdNetwork 4.0	iOS 16.1+	N/A

Browser

The browser the user clicks the deep link from affects behavior:

Browser	iOS Behavior	Android Behavior
Safari	Universal Links work natively	N/A
Chrome (iOS)	Universal Links work	App Links work natively
Gmail (iOS)	Opens in-app browser first	App Links work
Instagram	In-app browser, Universal Links often blocked	In-app browser, App Links may work
Facebook	In-app browser, Universal Links blocked	In-app browser, App Links may work
Twitter/X	In-app browser	In-app browser

Device Type

Type	Considerations
Phone	Primary target, standard deep link behavior
Tablet	Same as phone for most apps, but some apps are phone-only
Desktop	Fallback to website, no app open
Smart TV	Limited deep link support, QR code fallback
Wearable	App Clips (iOS), limited support

Device Performance Metrics

Platform Comparison

SELECT
  platform,
  COUNT(*) AS clicks,
  ROUND(SUM(CASE WHEN outcome = 'app_opened' THEN 1 ELSE 0 END)::DECIMAL / COUNT(*) * 100, 1) AS open_rate,
  ROUND(SUM(CASE WHEN outcome = 'fallback' THEN 1 ELSE 0 END)::DECIMAL / COUNT(*) * 100, 1) AS fallback_rate,
  ROUND(SUM(CASE WHEN outcome = 'store_redirect' THEN 1 ELSE 0 END)::DECIMAL / COUNT(*) * 100, 1) AS store_rate,
  ROUND(AVG(latency_ms), 0) AS avg_latency_ms
FROM deep_link_clicks
WHERE timestamp >= NOW() - INTERVAL '30 days'
GROUP BY platform;

Example:

Platform	Clicks	Open Rate	Fallback Rate	Store Rate	Avg Latency
iOS	22,000	74%	18%	8%	320ms
Android	18,000	68%	22%	10%	450ms
Desktop	5,000	0%	95%	5%	200ms

Android's lower open rate (68% vs 74%) suggests App Links configuration issues or manufacturer-specific problems.

Browser Comparison

SELECT
  browser,
  platform,
  COUNT(*) AS clicks,
  ROUND(SUM(CASE WHEN outcome = 'app_opened' THEN 1 ELSE 0 END)::DECIMAL / COUNT(*) * 100, 1) AS open_rate
FROM deep_link_clicks
WHERE platform IN ('ios', 'android')
  AND timestamp >= NOW() - INTERVAL '30 days'
GROUP BY browser, platform
ORDER BY clicks DESC;

Browser	Platform	Clicks	Open Rate
Safari	iOS	10,000	82%
Chrome	iOS	4,500	70%
Gmail	iOS	3,200	45%
Instagram	iOS	2,800	25%
Chrome	Android	12,000	72%
Samsung Internet	Android	3,500	65%
Gmail	Android	1,800	55%
Instagram	Android	700	30%

Instagram's in-app browser blocks Universal Links, causing a 25% open rate on iOS. This is a known limitation. Gmail's in-app browser also has reduced open rates (45% on iOS, 55% on Android).

OS Version Analysis

SELECT
  os_version,
  COUNT(*) AS clicks,
  ROUND(SUM(CASE WHEN outcome = 'app_opened' THEN 1 ELSE 0 END)::DECIMAL / COUNT(*) * 100, 1) AS open_rate
FROM deep_link_clicks
WHERE platform = 'ios'
  AND timestamp >= NOW() - INTERVAL '30 days'
GROUP BY os_version
ORDER BY os_version DESC;

Diagnosing Platform Issues

iOS-Specific Issues

Symptom	Possible Cause	Diagnostic Query
Open rate dropped on all iOS	AASA file issue	Check if AASA returns 200 with correct content-type
Open rate low on iOS 17+ only	AASA format change	Verify AASA uses the modern format
Low open rate from Gmail/Instagram	In-app browser	Filter analytics by browser
Open rate 0% for specific route	Route not in AASA	Verify route pattern in AASA paths

Android-Specific Issues

Symptom	Possible Cause	Diagnostic Query
Open rate dropped on all Android	assetlinks.json issue	Verify at /.well-known/assetlinks.json
Low open rate on Samsung devices	Samsung Internet handling	Filter by browser = 'Samsung Internet'
Open rate varies by manufacturer	OEM-specific behavior	Group by device manufacturer
App opens but wrong screen	Intent filter misconfiguration	Check route matching logic

Implementation

Extracting Device Info

function parseDeviceInfo(userAgent: string, headers: Record<string, string>): DeviceInfo {
  return {
    platform: detectPlatform(userAgent),
    osVersion: extractOSVersion(userAgent),
    browser: detectBrowser(userAgent),
    deviceType: detectDeviceType(userAgent),
    manufacturer: extractManufacturer(userAgent),
    model: extractModel(userAgent),
    isInAppBrowser: detectInAppBrowser(userAgent)
  };
}

function detectInAppBrowser(ua: string): boolean {
  const inAppPatterns = [
    'FBAN', 'FBAV',           // Facebook
    'Instagram',               // Instagram
    'Twitter',                 // Twitter/X
    'Line/',                   // LINE
    'LinkedInApp',             // LinkedIn
    'GSA/',                    // Google Search App
  ];
  return inAppPatterns.some(p => ua.includes(p));
}

Device-Specific Routing

function routeByDevice(click: ClickEvent): string {
  const device = click.deviceInfo;

  // In-app browser: redirect to a bounce page that triggers the Universal Link
  if (device.isInAppBrowser && device.platform === 'ios') {
    return `https://app.com/open?redirect=${encodeURIComponent(click.deepLink)}`;
  }

  // Old Android without App Links support
  if (device.platform === 'android' && parseFloat(device.osVersion) < 6.0) {
    return `intent://${click.route}#Intent;scheme=myapp;package=com.myapp;end`;
  }

  // Standard deep link
  return click.deepLink;
}

Optimization Strategies

By Platform

• iOS: Focus on AASA file correctness, handle in-app browser edge cases.
• Android: Test across top manufacturers (Samsung, Xiaomi, Huawei, Oppo), verify assetlinks.json.

By Browser

• In-app browsers: Use a bounce page strategy to break out of the in-app browser.
• Gmail: Consider disabling click tracking for deep links in email (tracked URLs break Universal Links).

By Device Type

• Desktop: Optimize the web fallback page. Include a QR code for mobile handoff.
• Tablet: Test your app's tablet layout since deep-linked users may arrive on an iPad or Android tablet.

Tolinku for Device Analytics

Tolinku's analytics include device-level breakdowns by platform, OS version, browser, and device type. Filter analytics by device in the Tolinku dashboard to identify platform-specific issues.

For geographic analytics, see geographic analytics for deep link campaigns. For deep link analytics, see deep link analytics: measuring what matters.