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One link can't send people to both app stores

A plain store link works on one platform only. Why one link can't route iPhone and Android users to the right store, and how smart links and landing pages help.

SymptomiPhone users who tap your Play Store link, or Android users who tap your App Store link, can't install the app.
Likely causeEach store link points at one store, and neither store can redirect users to the other.
FixUse a smart link from a deep linking tool, or a landing page with both store buttons, and tag each store correctly.

Short answer: A Google Play link opens Google Play, and an App Store link opens the App Store. Neither knows about the other, so a plain store link can't send iPhone users to Apple and Android users to Google. For one link that works for everyone, use a smart link that detects the device, or a landing page with both store buttons.

What is a smart link?

Smart link: a single https link that checks which device opened it and sends each person to the right place: your app if it's installed, otherwise the App Store on iPhone, Google Play on Android, or a web page on a computer.

Deferred deep linking: sending a new user to a specific screen in the app on the first open after they install it from a link. Neither Apple nor Google defines the term; it's the industry name for this.

Why can't a plain store link work on both iPhone and Android?

Because each store link points at one store's listing, on that store's own address. A Play Store link can't install an iPhone app, and an App Store link can't install an Android app.

The two stores also track campaigns differently:

Google PlayApp Store
Addressplay.google.com/store/apps/details?id=apps.apple.com/app/id
App identifierPackage name, such as com.example.appNumeric app ID
Campaign trackingUTM tags inside an encoded referrerProvider token pt and campaign token ct
Where results showRead by the app after installApp Store Connect

So even with two links, you need two sets of campaign tags.

Example

One Play Store link shared everywhere, which fails for iPhone users:

https://play.google.com/store/apps/details?id=com.example.app&referrer=utm_source%3Dinstagram%26utm_campaign%3Dlaunch

The two store links a smart link or landing page would route between:

https://play.google.com/store/apps/details?id=com.example.app&referrer=utm_source%3Dinstagram%26utm_medium%3Dsocial%26utm_campaign%3Dlaunch
https://apps.apple.com/app/id123456789?pt=118000&ct=instagram_launch&mt=8

How to fix it

  1. Decide whether you need one link at all. In an Android-only ad, a Play link is fine.
  2. For a simple option, build both store links in the app store link builder and put them on a landing page with an App Store button and a Google Play button.
  3. For one link that routes automatically, opens the app for existing users and keeps the campaign through install, use a smart link from a deep linking tool. Deep linking tools such as Linkrunner, Branch or Airbridge create these links.
  4. Tag each store correctly: the Play referrer must be encoded, and the App Store ct must be 30 characters or less. See Play Store referrer encoding and App Store campaign links.
  5. Test on an iPhone, an Android phone and a computer before the campaign launches.

Where Linkrunner fits: Best for teams that want smart links and attribution in one tool. Every Linkrunner link is dynamic and deferred by default, and the free plan covers the first 25k attributed installs.

Related

Related problems

Apps App link only works if the app is installedLinks that start with an app's own scheme, such as myapp, open an app that is already installed, but show an error to everyone else.Apps App links open the website inside InstagramInstagram, Facebook, TikTok and LinkedIn open links in their own in-app browsers, which often show your website instead of opening your app.Apps Deferred deep linking explained for marketersA normal deep link only works if the app is installed. Deferred deep linking keeps the destination through the install, and you can test it with two phones.Apps OneLink, onelink.me and onelink.to, told apartOneLink is AppsFlyer's smart link, onelink.to is a separate service, and since 15 Sep 2026 AppsFlyer's free plan has no deferred deep linking or branded domains.

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FAQ

Common questions

Can I put one link in my Instagram bio for both app stores?

Yes, if it's a smart link or a landing page. A plain App Store or Play Store link only works for one platform's users.

What happens if an iPhone user taps a Google Play link?

Google Play's page opens, but an Android app can't be installed on an iPhone. That visitor is lost unless they go and search the App Store themselves.

Does a smart link keep my campaign tracking?

That depends on the tool. Check that it passes your campaign to Google Play's referrer on Android and records the campaign on iPhone, then test an install from each.

Is deferred deep linking the same as a smart link?

Not quite. A smart link routes people to the right store or app. Deferred deep linking is what happens next: opening the right screen on the first open after install.

What are UTM parameters?

UTM parameters are tags added to the end of a link, such as utm_source and utm_campaign, that tell analytics tools where a visit came from. They let you see which campaign, channel and ad brought each visitor.

Which UTM parameters are required?

Use utm_source, utm_medium and utm_campaign on every campaign link. utm_term and utm_content are optional and help you compare keywords or ad variants.