Link wrapping, where another link redirects to the Universal Link URL, often causes deep linking to fail (the user just gets taken to the mobile web page in their browser). This is because Apple wants “user intent” behind any rerouting, and a tracking link that redirects to another URL and results in deep linking is not considered direct user intent. Therefore, you cannot use Universal Links with partners who link-wrap an attribution tracker’s tracking link.
To help understand and work around this industry-wide limitation, see our list of Best Practices and Examples.
Tracking Without a “Click”
If a user clicks on a tracking-enabled Universal Link, and it deep links the user into the app (because the app is installed), some attribution trackers may not be able to track this touchpoint because the device did not perform any HTTP request and therefore no “click” is registered.
Using Singular takes care of this problem for you, as Singular Links ensures complete acquisition and re-engagement tracking of both install links and deep links.