Deep Link Performance Benchmarks by Industry

Is a 12% deep link conversion rate good? It depends on your industry, channel, and what you are measuring. E-commerce deep links to product pages might convert at 8-15%, while fintech deep links to pre-approved offers can reach 20-30%. This guide provides benchmark data to help you evaluate your deep link performance.

This guide covers deep link benchmarks by industry. For click-through rate optimization, see click-through rate optimization for deep links. For deferred deep linking conversion rates, see deferred deep linking conversion rates.

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Overall Deep Link Benchmarks

App Open Rate

The percentage of deep link clicks that successfully open the app:

Source	App Open Rate	Notes
Push notification	85-95%	User already has the app
Email (existing users)	60-75%	Depends on email client
SMS	70-85%	Direct link, no in-app browser
Social media	30-50%	In-app browser interference
QR code	55-70%	Mix of app users and non-users
Paid ad	40-60%	Mix of new and existing users
Website (smart banner)	50-65%	User browsing mobile web

Push notifications have the highest open rate because the user already has the app installed. Social media has the lowest because in-app browsers (Facebook, Instagram) block or interfere with Universal Links.

Fallback Rate

The percentage of clicks that land on the web fallback instead of the app:

User Type	Expected Fallback Rate
Existing users (push, in-app)	2-5%
Known users (email, SMS)	15-25%
Mixed audience (social, QR)	30-50%
New users (paid ads)	50-70%

A fallback rate above 30% for known users suggests Universal Link or App Link configuration issues.

Benchmarks by Industry

E-Commerce

Metric	Benchmark Range	Top Performers
Deep link CTR (email)	3-8%	10-15%
App open rate	65-75%	80%+
Product page conversion	8-15%	20%+
Cart recovery conversion	15-25%	30%+
Average order value (deep-linked)	10-20% higher than non-deep-linked	30%+ higher

Cart recovery deep links consistently outperform generic re-engagement because they take the user directly to their abandoned cart with items still present.

Fintech/Banking

Metric	Benchmark Range	Top Performers
Deep link CTR (email)	2-5%	8-12%
App open rate	70-80%	85%+
Offer conversion	10-20%	25-30%
Application completion (from deep link)	30-45%	55%+
Transaction deep link engagement	60-75%	85%+

Fintech apps have higher app open rates because users check their banking apps frequently. Transaction notification deep links have the highest engagement because users want to verify the transaction.

Gaming

Metric	Benchmark Range	Top Performers
Deep link CTR (push)	8-15%	20%+
Re-engagement rate	15-25%	35%+
Session length (deep-linked vs organic)	20-40% longer	50%+ longer
IAP conversion (deep-linked event)	5-10%	15%+

Gaming deep links that open specific in-game content (events, challenges, social features) drive longer sessions than generic "come back and play" links.

Media/News

Metric	Benchmark Range	Top Performers
Article deep link CTR	5-12%	18%+
App open rate	55-65%	75%+
Read completion (deep-linked article)	40-55%	65%+
Subscription conversion	1-3%	5%+

Travel/Hospitality

Metric	Benchmark Range	Top Performers
Deal deep link CTR	4-8%	12%+
Booking conversion (deep-linked deal)	5-10%	15%+
Price alert engagement	25-40%	50%+
Loyalty deep link engagement	30-45%	55%+

Price alert deep links perform well because users are actively interested in the fare/rate and the deep link shows them the current price instantly.

Health/Fitness

Metric	Benchmark Range	Top Performers
Challenge deep link CTR	10-18%	25%+
Re-engagement (lapsed users)	8-15%	20%+
Feature adoption (deep-linked)	20-35%	45%+
Social share conversion	3-6%	10%+

Benchmarks by Channel

Email Deep Links

Metric	Average	Good	Excellent
Click-through rate	2-4%	5-8%	10%+
App open rate	60-70%	75%	85%+
Conversion rate	5-10%	12-18%	20%+

Push Notification Deep Links

Metric	Average	Good	Excellent
Tap rate	3-5%	7-10%	15%+
App open rate	90%	95%	98%+
Action completion	20-30%	35-45%	50%+

QR Code Deep Links

Metric	Average	Good	Excellent
Scan rate (of viewers)	5-10%	12-18%	25%+
App open rate	50-60%	65-75%	80%+
Conversion rate	8-15%	18-25%	30%+

Social Media Deep Links

Metric	Average	Good	Excellent
Click-through rate	1-3%	4-6%	8%+
App open rate	30-40%	45-55%	60%+
Conversion rate	2-5%	6-10%	12%+

Deferred Deep Link Benchmarks

For users who do not have the app installed:

Metric	Benchmark
Click to app store	60-80% of fallback visitors
App store to install	30-50% (varies by app store page quality)
Install to first open	80-90%
First open to correct screen	85-95% (deferred deep link success)
End-to-end conversion (click to correct screen)	15-35%

The end-to-end deferred deep link conversion rate (15-35%) is the product of all steps. Every step that drops means fewer users reach the intended content.

How to Use Benchmarks

Identifying Issues

If your metric is significantly below the benchmark range:

Your Metric	Benchmark	Possible Issue
App open rate < 50%	65-75%	Universal Links / App Links misconfigured
Fallback rate > 40% (existing users)	15-25%	AASA/assetlinks.json errors
Email CTR < 2%	3-8%	Poor email content or targeting
Conversion < 5% (e-commerce)	8-15%	Landing screen not optimized
Deferred success < 70%	85-95%	Deferred deep link implementation bug

Setting Targets

1. Start with the "Average" benchmark for your industry.
2. Set a goal to reach "Good" within 3 months.
3. Iterate and optimize to reach "Excellent" over 6-12 months.
4. Prioritize the metric with the largest gap between your current performance and the benchmark.

Tolinku for Benchmarking

Tolinku's analytics provide the metrics you need to benchmark your deep link performance: click-through rates, app open rates, fallback rates, and conversion rates by channel, campaign, and route. View your performance data in the Tolinku dashboard.

For CTR optimization, see click-through rate optimization for deep links. For deep link analytics, see deep link analytics: measuring what matters.