Deep Link Analytics for Marketing Teams

Marketing teams need answers, not data. "How many people clicked the deep link?" is not a useful metric on its own. "The email campaign drove 2,050 conversions at $4.88 CPA, outperforming paid social by 3x" is actionable. Deep link analytics give marketing teams the data to calculate ROI, compare channels, and allocate budget.

This guide covers deep link analytics for marketing teams. For product-focused analytics, see deep link analytics for product teams. For campaign reporting templates, see campaign performance reports for deep links.

The analytics dashboard with date range selector, filters, charts, and breakdowns.

Metrics Marketing Teams Need

The Marketing Funnel

Deep links create a measurable funnel from impression to conversion:

Stage	Metric	What It Tells You
Awareness	Impressions	How many people saw the link
Interest	Click-through rate (CTR)	How compelling the message is
Engagement	App open rate	How well the deep link works technically
Action	Conversion rate	How relevant the landing experience is
Value	Revenue per click	How much each click is worth

Key Metrics by Channel

Channel	Primary Metric	Secondary Metric	Optimization Target
Email	CTR	Conversion rate	Subject line, CTA copy
Push	Tap rate	Action completion	Timing, personalization
Paid social	Cost per install (CPI)	ROAS	Audience targeting, creative
Organic social	Shares	Viral coefficient	Content quality, share mechanics
QR code	Scan rate	Conversion rate	Placement, CTA on physical media
SMS	CTR	Conversion rate	Message copy, timing

Campaign Dashboard

Essential Dashboard Components

A marketing team dashboard should answer: "How are our campaigns performing?"

1. Campaign Summary Cards

Campaign	Status	Clicks	Conversions	CPA	ROAS
Summer Sale	Active	12,000	1,440	$6.94	245%
Referral Program	Active	5,200	936	$0	N/A
Re-engagement	Active	8,500	850	$8.24	180%
Back to School	Scheduled	0	0	–	–

2. Channel Comparison

SELECT
  source AS channel,
  COUNT(*) AS clicks,
  SUM(CASE WHEN outcome = 'app_opened' THEN 1 ELSE 0 END) AS app_opens,
  ROUND(SUM(CASE WHEN outcome = 'app_opened' THEN 1 ELSE 0 END)::DECIMAL / COUNT(*) * 100, 1) AS open_rate,
  SUM(CASE WHEN converted THEN 1 ELSE 0 END) AS conversions,
  ROUND(SUM(CASE WHEN converted THEN 1 ELSE 0 END)::DECIMAL /
    NULLIF(SUM(CASE WHEN outcome = 'app_opened' THEN 1 ELSE 0 END), 0) * 100, 1) AS conv_rate,
  ROUND(SUM(spend)::DECIMAL / NULLIF(SUM(CASE WHEN converted THEN 1 ELSE 0 END), 0), 2) AS cpa,
  ROUND(SUM(revenue)::DECIMAL / NULLIF(SUM(spend), 0) * 100, 0) AS roas_pct
FROM campaign_performance
WHERE campaign = 'summer-sale'
GROUP BY source
ORDER BY conversions DESC;

3. Daily Trend Line

Track clicks, conversions, and spend over time to spot trends and anomalies. A sudden drop in clicks from email may mean deliverability issues. A spike in paid social clicks without a corresponding conversion spike means targeting is off.

Channel ROI Analysis

Calculating ROAS by Channel

Return on ad spend tells you which channels are profitable:

SELECT
  source,
  medium,
  SUM(spend) AS total_spend,
  SUM(revenue) AS total_revenue,
  SUM(CASE WHEN converted THEN 1 ELSE 0 END) AS conversions,
  ROUND(SUM(revenue)::DECIMAL / NULLIF(SUM(spend), 0) * 100, 0) AS roas_pct,
  ROUND(SUM(spend)::DECIMAL / NULLIF(SUM(CASE WHEN converted THEN 1 ELSE 0 END), 0), 2) AS cpa
FROM campaign_performance
WHERE timestamp >= '2026-07-01'
GROUP BY source, medium
ORDER BY roas_pct DESC;

Channel	Medium	Spend	Revenue	Conversions	ROAS	CPA
Email	Newsletter	$2,000	$8,200	410	410%	$4.88
Push	Notification	$500	$1,750	175	350%	$2.86
QR	Print	$1,500	$3,600	120	240%	$12.50
Paid	Facebook	$5,000	$7,250	200	145%	$25.00
Paid	Instagram	$3,000	$2,700	90	90%	$33.33

Instagram paid ads are below breakeven (90% ROAS). Either optimize the targeting, improve the landing experience, or reallocate budget to email and push.

Attribution Windows

How long after a deep link click should you attribute conversions?

Window	Typical Use	Trade-off
1 hour	Immediate actions (purchases, sign-ups)	Misses delayed conversions
24 hours	Standard for most campaigns	Good balance
7 days	Re-engagement, consideration products	May over-attribute
30 days	High-consideration purchases (travel, finance)	Risk of false attribution

Use shorter windows for impulse purchases and longer windows for products with research cycles.

A/B Testing with Deep Links

Testing Link Variations

Deep links make A/B testing straightforward because each link variant can point to a different experience:

Test Element	Variant A	Variant B	Winner
Landing screen	Product list	Featured product	B (22% higher conversion)
CTA button	"Shop Now"	"See Your Offer"	B (15% higher CTR)
Offer type	% discount	$ off	A (8% higher AOV)
Personalization	Generic greeting	Name + history	B (30% higher conversion)

Measuring Test Results

SELECT
  campaign,
  variant,
  COUNT(*) AS clicks,
  SUM(CASE WHEN converted THEN 1 ELSE 0 END) AS conversions,
  ROUND(SUM(CASE WHEN converted THEN 1 ELSE 0 END)::DECIMAL / COUNT(*) * 100, 2) AS conv_rate,
  ROUND(AVG(CASE WHEN converted THEN revenue END), 2) AS avg_order_value
FROM ab_test_results
WHERE campaign = 'summer-sale-landing-test'
GROUP BY campaign, variant;

Variant	Clicks	Conversions	Conv Rate	Avg Order Value
A (product list)	3,200	384	12.00%	$42.50
B (featured product)	3,150	462	14.67%	$38.20

Variant B has a higher conversion rate, but Variant A has a higher average order value. Revenue per click: A = $5.10, B = $5.61. Variant B wins on revenue per click.

Audience Segmentation

Segmenting by Deep Link Behavior

Group your audience by how they interact with deep links:

Segment	Definition	Strategy
Active clickers	Clicked 3+ deep links in 30 days	Send more targeted deep links
One-time clickers	Clicked 1 deep link, did not convert	Re-target with different content
Converters	Clicked and converted	Upsell, cross-sell, loyalty
Lapsed	No deep link click in 60+ days	Re-engagement campaign
Non-clickers	Received links but never clicked	Try different channels or timing

Performance by Segment

SELECT
  segment,
  COUNT(*) AS users,
  ROUND(AVG(clicks_30d), 1) AS avg_clicks,
  ROUND(AVG(conversions_30d), 2) AS avg_conversions,
  ROUND(AVG(revenue_30d), 2) AS avg_revenue,
  ROUND(AVG(ltv), 2) AS avg_ltv
FROM user_segments
GROUP BY segment
ORDER BY avg_ltv DESC;

Budget Allocation

Data-Driven Budget Decisions

Use deep link analytics to decide where to spend:

SELECT
  source,
  SUM(spend) AS current_spend,
  SUM(revenue) AS revenue,
  ROUND(SUM(revenue)::DECIMAL / NULLIF(SUM(spend), 0), 2) AS roas,
  ROUND(SUM(spend)::DECIMAL / NULLIF(SUM(CASE WHEN converted THEN 1 ELSE 0 END), 0), 2) AS cpa,
  -- Marginal efficiency: would more spend on this channel be profitable?
  CASE
    WHEN SUM(revenue)::DECIMAL / NULLIF(SUM(spend), 0) > 2.0 THEN 'Increase budget'
    WHEN SUM(revenue)::DECIMAL / NULLIF(SUM(spend), 0) > 1.0 THEN 'Maintain budget'
    ELSE 'Reduce/cut budget'
  END AS recommendation
FROM campaign_performance
WHERE timestamp >= '2026-07-01'
GROUP BY source
ORDER BY roas DESC;

Channel	Current Spend	Revenue	ROAS	CPA	Recommendation
Email	$2,000	$8,200	4.10	$4.88	Increase budget
Push	$500	$1,750	3.50	$2.86	Increase budget
QR codes	$1,500	$3,600	2.40	$12.50	Increase budget
Facebook	$5,000	$7,250	1.45	$25.00	Maintain budget
Instagram	$3,000	$2,700	0.90	$33.33	Reduce budget

Diminishing Returns

As you increase spend on a channel, CPA tends to increase (you exhaust the most responsive audience first). Monitor marginal CPA, not just average CPA, to avoid overspending.

Reporting for Stakeholders

Weekly Marketing Report

Keep it short and actionable:

1. Headline metric: "Deep link campaigns drove $18,500 in revenue this week, up 12% from last week."
2. Channel comparison: Table showing clicks, conversions, CPA, ROAS by channel.
3. Top performing campaign: Which campaign drove the most value?
4. Underperforming campaign: Which campaign needs attention?
5. Next week's plan: 2-3 specific actions based on the data.

Monthly Executive Summary

Executives want business impact:

• Total revenue attributed to deep link campaigns
• ROAS trend (month over month)
• Customer acquisition cost trend
• Top performing channel and recommendation for next month
• One chart: revenue by channel over time

Tolinku for Marketing Analytics

Tolinku's analytics provide campaign-level performance metrics, including clicks, app opens, conversions, and channel breakdowns. View campaign dashboards and funnels in the Tolinku dashboard.

For product team analytics, see deep link analytics for product teams. For campaign reporting, see campaign performance reports for deep links.