{"id":1788,"date":"2026-07-19T09:00:00","date_gmt":"2026-07-19T14:00:00","guid":{"rendered":"https:\/\/tolinku.com\/blog\/?p=1788"},"modified":"2026-03-07T03:37:21","modified_gmt":"2026-03-07T08:37:21","slug":"link-performance-benchmarks","status":"publish","type":"post","link":"https:\/\/tolinku.com\/blog\/link-performance-benchmarks\/","title":{"rendered":"Deep Link Performance Benchmarks by Industry"},"content":{"rendered":"\n

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.<\/p>\n\n\n\n

This guide covers deep link benchmarks by industry. For click-through rate optimization, see click-through rate optimization for deep links<\/a>. For deferred deep linking conversion rates, see deferred deep linking conversion rates<\/a>.<\/p>\n\n\n\n

\"Tolinku\nThe analytics dashboard with date range selector, filters, charts, and breakdowns.<\/em><\/p>\n\n\n\n

Overall Deep Link Benchmarks<\/h2>\n\n\n\n

App Open Rate<\/h3>\n\n\n\n

The percentage of deep link clicks that successfully open the app:<\/p>\n\n\n\n

\n\n\n\n\n\n\n\n\n\n
Source<\/th>\nApp Open Rate<\/th>\nNotes<\/th>\n<\/tr>\n<\/thead>\n
Push notification<\/td>\n85-95%<\/td>\nUser already has the app<\/td>\n<\/tr>\n
Email (existing users)<\/td>\n60-75%<\/td>\nDepends on email client<\/td>\n<\/tr>\n
SMS<\/td>\n70-85%<\/td>\nDirect link, no in-app browser<\/td>\n<\/tr>\n
Social media<\/td>\n30-50%<\/td>\nIn-app browser interference<\/td>\n<\/tr>\n
QR code<\/td>\n55-70%<\/td>\nMix of app users and non-users<\/td>\n<\/tr>\n
Paid ad<\/td>\n40-60%<\/td>\nMix of new and existing users<\/td>\n<\/tr>\n
Website (smart banner)<\/td>\n50-65%<\/td>\nUser browsing mobile web<\/td>\n<\/tr>\n<\/tbody><\/table><\/figure>\n\n\n\n

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.<\/p>\n\n\n\n

Fallback Rate<\/h3>\n\n\n\n

The percentage of clicks that land on the web fallback instead of the app:<\/p>\n\n\n\n

\n\n\n\n\n\n\n
User Type<\/th>\nExpected Fallback Rate<\/th>\n<\/tr>\n<\/thead>\n
Existing users (push, in-app)<\/td>\n2-5%<\/td>\n<\/tr>\n
Known users (email, SMS)<\/td>\n15-25%<\/td>\n<\/tr>\n
Mixed audience (social, QR)<\/td>\n30-50%<\/td>\n<\/tr>\n
New users (paid ads)<\/td>\n50-70%<\/td>\n<\/tr>\n<\/tbody><\/table><\/figure>\n\n\n\n

A fallback rate above 30% for known users suggests Universal Link or App Link configuration issues.<\/p>\n\n\n\n

Benchmarks by Industry<\/h2>\n\n\n\n

E-Commerce<\/h3>\n\n\n\n
\n\n\n\n\n\n\n\n
Metric<\/th>\nBenchmark Range<\/th>\nTop Performers<\/th>\n<\/tr>\n<\/thead>\n
Deep link CTR (email)<\/td>\n3-8%<\/td>\n10-15%<\/td>\n<\/tr>\n
App open rate<\/td>\n65-75%<\/td>\n80%+<\/td>\n<\/tr>\n
Product page conversion<\/td>\n8-15%<\/td>\n20%+<\/td>\n<\/tr>\n
Cart recovery conversion<\/td>\n15-25%<\/td>\n30%+<\/td>\n<\/tr>\n
Average order value (deep-linked)<\/td>\n10-20% higher than non-deep-linked<\/td>\n30%+ higher<\/td>\n<\/tr>\n<\/tbody><\/table><\/figure>\n\n\n\n

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

Fintech\/Banking<\/h3>\n\n\n\n
\n\n\n\n\n\n\n\n
Metric<\/th>\nBenchmark Range<\/th>\nTop Performers<\/th>\n<\/tr>\n<\/thead>\n
Deep link CTR (email)<\/td>\n2-5%<\/td>\n8-12%<\/td>\n<\/tr>\n
App open rate<\/td>\n70-80%<\/td>\n85%+<\/td>\n<\/tr>\n
Offer conversion<\/td>\n10-20%<\/td>\n25-30%<\/td>\n<\/tr>\n
Application completion (from deep link)<\/td>\n30-45%<\/td>\n55%+<\/td>\n<\/tr>\n
Transaction deep link engagement<\/td>\n60-75%<\/td>\n85%+<\/td>\n<\/tr>\n<\/tbody><\/table><\/figure>\n\n\n\n

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.<\/p>\n\n\n\n

Gaming<\/h3>\n\n\n\n
\n\n\n\n\n\n\n
Metric<\/th>\nBenchmark Range<\/th>\nTop Performers<\/th>\n<\/tr>\n<\/thead>\n
Deep link CTR (push)<\/td>\n8-15%<\/td>\n20%+<\/td>\n<\/tr>\n
Re-engagement rate<\/td>\n15-25%<\/td>\n35%+<\/td>\n<\/tr>\n
Session length (deep-linked vs organic)<\/td>\n20-40% longer<\/td>\n50%+ longer<\/td>\n<\/tr>\n
IAP conversion (deep-linked event)<\/td>\n5-10%<\/td>\n15%+<\/td>\n<\/tr>\n<\/tbody><\/table><\/figure>\n\n\n\n

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

Media\/News<\/h3>\n\n\n\n
\n\n\n\n\n\n\n
Metric<\/th>\nBenchmark Range<\/th>\nTop Performers<\/th>\n<\/tr>\n<\/thead>\n
Article deep link CTR<\/td>\n5-12%<\/td>\n18%+<\/td>\n<\/tr>\n
App open rate<\/td>\n55-65%<\/td>\n75%+<\/td>\n<\/tr>\n
Read completion (deep-linked article)<\/td>\n40-55%<\/td>\n65%+<\/td>\n<\/tr>\n
Subscription conversion<\/td>\n1-3%<\/td>\n5%+<\/td>\n<\/tr>\n<\/tbody><\/table><\/figure>\n\n\n\n

Travel\/Hospitality<\/h3>\n\n\n\n
\n\n\n\n\n\n\n
Metric<\/th>\nBenchmark Range<\/th>\nTop Performers<\/th>\n<\/tr>\n<\/thead>\n
Deal deep link CTR<\/td>\n4-8%<\/td>\n12%+<\/td>\n<\/tr>\n
Booking conversion (deep-linked deal)<\/td>\n5-10%<\/td>\n15%+<\/td>\n<\/tr>\n
Price alert engagement<\/td>\n25-40%<\/td>\n50%+<\/td>\n<\/tr>\n
Loyalty deep link engagement<\/td>\n30-45%<\/td>\n55%+<\/td>\n<\/tr>\n<\/tbody><\/table><\/figure>\n\n\n\n

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.<\/p>\n\n\n\n

Health\/Fitness<\/h3>\n\n\n\n
\n\n\n\n\n\n\n
Metric<\/th>\nBenchmark Range<\/th>\nTop Performers<\/th>\n<\/tr>\n<\/thead>\n
Challenge deep link CTR<\/td>\n10-18%<\/td>\n25%+<\/td>\n<\/tr>\n
Re-engagement (lapsed users)<\/td>\n8-15%<\/td>\n20%+<\/td>\n<\/tr>\n
Feature adoption (deep-linked)<\/td>\n20-35%<\/td>\n45%+<\/td>\n<\/tr>\n
Social share conversion<\/td>\n3-6%<\/td>\n10%+<\/td>\n<\/tr>\n<\/tbody><\/table><\/figure>\n\n\n\n

Benchmarks by Channel<\/h2>\n\n\n\n

Email Deep Links<\/h3>\n\n\n\n
\n\n\n\n\n\n
Metric<\/th>\nAverage<\/th>\nGood<\/th>\nExcellent<\/th>\n<\/tr>\n<\/thead>\n
Click-through rate<\/td>\n2-4%<\/td>\n5-8%<\/td>\n10%+<\/td>\n<\/tr>\n
App open rate<\/td>\n60-70%<\/td>\n75%<\/td>\n85%+<\/td>\n<\/tr>\n
Conversion rate<\/td>\n5-10%<\/td>\n12-18%<\/td>\n20%+<\/td>\n<\/tr>\n<\/tbody><\/table><\/figure>\n\n\n\n

Push Notification Deep Links<\/h3>\n\n\n\n
\n\n\n\n\n\n
Metric<\/th>\nAverage<\/th>\nGood<\/th>\nExcellent<\/th>\n<\/tr>\n<\/thead>\n
Tap rate<\/td>\n3-5%<\/td>\n7-10%<\/td>\n15%+<\/td>\n<\/tr>\n
App open rate<\/td>\n90%<\/td>\n95%<\/td>\n98%+<\/td>\n<\/tr>\n
Action completion<\/td>\n20-30%<\/td>\n35-45%<\/td>\n50%+<\/td>\n<\/tr>\n<\/tbody><\/table><\/figure>\n\n\n\n

QR Code Deep Links<\/h3>\n\n\n\n
\n\n\n\n\n\n
Metric<\/th>\nAverage<\/th>\nGood<\/th>\nExcellent<\/th>\n<\/tr>\n<\/thead>\n
Scan rate (of viewers)<\/td>\n5-10%<\/td>\n12-18%<\/td>\n25%+<\/td>\n<\/tr>\n
App open rate<\/td>\n50-60%<\/td>\n65-75%<\/td>\n80%+<\/td>\n<\/tr>\n
Conversion rate<\/td>\n8-15%<\/td>\n18-25%<\/td>\n30%+<\/td>\n<\/tr>\n<\/tbody><\/table><\/figure>\n\n\n\n

Social Media Deep Links<\/h3>\n\n\n\n
\n\n\n\n\n\n
Metric<\/th>\nAverage<\/th>\nGood<\/th>\nExcellent<\/th>\n<\/tr>\n<\/thead>\n
Click-through rate<\/td>\n1-3%<\/td>\n4-6%<\/td>\n8%+<\/td>\n<\/tr>\n
App open rate<\/td>\n30-40%<\/td>\n45-55%<\/td>\n60%+<\/td>\n<\/tr>\n
Conversion rate<\/td>\n2-5%<\/td>\n6-10%<\/td>\n12%+<\/td>\n<\/tr>\n<\/tbody><\/table><\/figure>\n\n\n\n

Deferred Deep Link Benchmarks<\/h2>\n\n\n\n

For users who do not have the app installed:<\/p>\n\n\n\n

\n\n\n\n\n\n\n\n
Metric<\/th>\nBenchmark<\/th>\n<\/tr>\n<\/thead>\n
Click to app store<\/td>\n60-80% of fallback visitors<\/td>\n<\/tr>\n
App store to install<\/td>\n30-50% (varies by app store page quality)<\/td>\n<\/tr>\n
Install to first open<\/td>\n80-90%<\/td>\n<\/tr>\n
First open to correct screen<\/td>\n85-95% (deferred deep link success)<\/td>\n<\/tr>\n
End-to-end conversion (click to correct screen)<\/td>\n15-35%<\/td>\n<\/tr>\n<\/tbody><\/table><\/figure>\n\n\n\n

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.<\/p>\n\n\n\n

How to Use Benchmarks<\/h2>\n\n\n\n

Identifying Issues<\/h3>\n\n\n\n

If your metric is significantly below the benchmark range:<\/p>\n\n\n\n

\n\n\n\n\n\n\n\n
Your Metric<\/th>\nBenchmark<\/th>\nPossible Issue<\/th>\n<\/tr>\n<\/thead>\n
App open rate < 50%<\/td>\n65-75%<\/td>\nUniversal Links \/ App Links misconfigured<\/td>\n<\/tr>\n
Fallback rate > 40% (existing users)<\/td>\n15-25%<\/td>\nAASA\/assetlinks.json errors<\/td>\n<\/tr>\n
Email CTR < 2%<\/td>\n3-8%<\/td>\nPoor email content or targeting<\/td>\n<\/tr>\n
Conversion < 5% (e-commerce)<\/td>\n8-15%<\/td>\nLanding screen not optimized<\/td>\n<\/tr>\n
Deferred success < 70%<\/td>\n85-95%<\/td>\nDeferred deep link implementation bug<\/td>\n<\/tr>\n<\/tbody><\/table><\/figure>\n\n\n\n

Setting Targets<\/h3>\n\n\n\n
    \n
  1. Start with the "Average" benchmark for your industry.<\/li>\n
  2. Set a goal to reach "Good" within 3 months.<\/li>\n
  3. Iterate and optimize to reach "Excellent" over 6-12 months.<\/li>\n
  4. Prioritize the metric with the largest gap between your current performance and the benchmark.<\/li>\n<\/ol>\n\n\n\n

    Tolinku for Benchmarking<\/h2>\n\n\n\n

    Tolinku's analytics<\/a> 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<\/a>.<\/p>\n\n\n\n

    For CTR optimization, see click-through rate optimization for deep links<\/a>. For deep link analytics, see deep link analytics: measuring what matters<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Benchmark your deep link performance against industry standards. Compare CTR, conversion rates, and engagement metrics across verticals.<\/p>\n","protected":false},"author":2,"featured_media":1787,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"rank_math_title":"Deep Link Performance Benchmarks by Industry","rank_math_description":"Benchmark your deep link performance against industry standards. Compare CTR, conversion rates, and engagement across verticals.","rank_math_focus_keyword":"deep link benchmarks","rank_math_canonical_url":"","rank_math_facebook_title":"","rank_math_facebook_description":"","rank_math_facebook_image":"https:\/\/tolinku.com\/blog\/wp-content\/uploads\/2026\/03\/og-link-performance-benchmarks.png","rank_math_facebook_image_id":"","rank_math_twitter_title":"","rank_math_twitter_description":"","rank_math_twitter_image":"https:\/\/tolinku.com\/blog\/wp-content\/uploads\/2026\/03\/og-link-performance-benchmarks.png","footnotes":""},"categories":[14],"tags":[37,331,520,39,20,541,69,256],"class_list":["post-1788","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","tag-analytics","tag-benchmarks","tag-campaign-measurement","tag-conversion","tag-deep-linking","tag-industry-data","tag-mobile-development","tag-optimization"],"_links":{"self":[{"href":"https:\/\/tolinku.com\/blog\/wp-json\/wp\/v2\/posts\/1788","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/tolinku.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/tolinku.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/tolinku.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/tolinku.com\/blog\/wp-json\/wp\/v2\/comments?post=1788"}],"version-history":[{"count":2,"href":"https:\/\/tolinku.com\/blog\/wp-json\/wp\/v2\/posts\/1788\/revisions"}],"predecessor-version":[{"id":2415,"href":"https:\/\/tolinku.com\/blog\/wp-json\/wp\/v2\/posts\/1788\/revisions\/2415"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/tolinku.com\/blog\/wp-json\/wp\/v2\/media\/1787"}],"wp:attachment":[{"href":"https:\/\/tolinku.com\/blog\/wp-json\/wp\/v2\/media?parent=1788"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/tolinku.com\/blog\/wp-json\/wp\/v2\/categories?post=1788"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/tolinku.com\/blog\/wp-json\/wp\/v2\/tags?post=1788"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}