Fallback URLs
Not every user has your app installed. Fallback URLs ensure they still get a great experience — whether that's your website, an app store listing, or a custom landing page.
What you'll learn
- Why fallback URLs are critical for user experience
- How to configure platform-specific fallbacks
- Strategies for handling users without your app installed
The problem fallbacks solve
When a user clicks your link:
- Best case: They have your app → app opens to the right content
- Common case: They don't have your app → ???
Without fallbacks, users hit a dead end. With smart fallbacks, they continue their journey seamlessly.
A link without fallback configuration is a broken link for most users. Always configure fallbacks — even for app-focused campaigns, most of your audience won't have the app yet.
Types of fallback URLs
Web fallback
The default destination when the app isn't available. Usually your website or a web version of the app content.
App not installed → https://yoursite.com/products/summer-collection
App Store fallback
Send users directly to download your app. ULink can detect the platform and route to the correct store.
iOS user without app → App Store
Android user without app → Google Play
Custom fallback pages
Landing pages designed specifically for users coming from campaigns — can include app download prompts, special offers, or content previews.
Platform-specific configuration
Fallback priority
ULink evaluates fallbacks in this order:
- Try app — Can we open the installed app?
- Platform store — Should we redirect to App Store/Play Store?
- Web fallback — Default web destination
- Global fallback — Project-level default URL
Think of fallbacks as a safety net. Your primary goal is the app, but every user should land somewhere useful — never on an error page or dead end.
Common fallback patterns
Marketing campaign
Primary: Open app to product page
Fallback: Web product page with app download banner
Referral program
Primary: Open app with referral code applied
Fallback: Web signup page with referral code in URL
Content sharing
Primary: Open app to shared content
Fallback: Web version of the content
Store fallback: App Store with deferred deep link
Best practices
Always set a web fallback — Even if you want users in the app, provide a web alternative.
Match the experience — If the link promises a product, the fallback should show that product (not your homepage).
Include attribution — Pass UTM parameters or link IDs to your fallback URLs for consistent tracking.
Test on real devices — Simulators don't always reflect real fallback behavior. Test with apps uninstalled.
Quick recap
- Fallback URLs ensure every user lands somewhere useful
- Configure platform-specific fallbacks for the best experience
- Web fallbacks are essential — most users won't have your app
- Match fallback content to link intent for consistency