Device targeting links
one URL, the right store.
iPhones to the App Store, Android to Google Play, desktop to your site — from a single short link you can print on a poster. Nine device and OS rules, checked on the server before the redirect.
Quick answer
A device targeting link forwards to a different destination depending on the visitor's device or operating system. The rules are read from the user-agent on the server, so it stays a single 302 with no interstitial and no script. Rules are checked in order and the first match wins; anything unmatched falls through to the link's normal destination.
First match wins
One link, three rules and a fall-through. This is the whole configuration.
apps.apple.com/app/id123456789play.google.com/store/apps/details?id=com.youyourapp.com/tabletyourapp.comRule 3 sits below the two OS rules on purpose. An iPad matches both iPhone & iPad and Any tablet; whichever is higher is the one that fires.
What you can match on
Nine rules, split between the device and the operating system.
| Rule | Kind | Typical destination |
|---|---|---|
| iPhone & iPad (iOS) | Operating system | App Store links |
| Android phones & tablets | Operating system | Google Play links |
| Windows | Operating system | .exe installers |
| macOS | Operating system | .dmg downloads |
| Linux | Operating system | a package repo or tarball |
| Any phone | Device | a mobile-only landing page |
| Any tablet | Device | a layout built for a bigger screen |
| Desktop & laptop | Device | the full web app |
| Smart TV & streaming box | Device | a TV app or an activation code page |
How to set it up
- 1Create one tracked link and set its normal destination — that's where anything unmatched goes.
- 2Open the Rules tab, add a device rule, pick the device or OS, and paste its destination.
- 3Drag the specific rules above the broad ones. The first match wins, so iOS has to sit above Any phone.
Each rule shows what share of this link's existing clicks it would have caught, so you can write the rules your audience actually needs. Those numbers come from ordinary click tracking, which runs on every plan.
Device targeting FAQ
What is a device targeting link?
One short link that forwards to different destinations depending on what the visitor is using. An iPhone gets your App Store page, an Android phone gets Google Play, and a desktop browser gets your website — from a single URL you can print, post or hand out.
How does it know the device?
From the user-agent string the browser sends with the request, read on the server before the redirect. Nothing runs on the visitor's device and there is no interstitial — it is the same single redirect, just aimed differently.
What happens to a device I didn't write a rule for?
It goes to the link's normal destination. An unmatched or unrecognised device always falls through rather than failing, so a new phone released next year cannot break a link you printed this year.
Does rule order matter?
Yes, and it is the one thing worth checking. Rules are evaluated top to bottom and the first match wins, so a broad rule like Any phone placed above iOS will swallow every iPhone. Put the specific rules first.
Can I see the split between devices?
Yes. Every click records the device and operating system whether or not you have rules, so the link's analytics already show you which rules are worth writing. The dashboard prints each rule's share of the link's existing clicks next to it.
Is this a deep link into my app?
No. It sends a visitor to whatever URL you give it, including a store page or a universal link your app already claims. If your app handles its own universal links, put that URL in the rule and the OS will open the app directly.
Can I combine it with A/B rotation?
Yes, and they don't fight. A device that matches a rule goes straight to that rule's destination; everyone else falls through to the rotation. So you can test two landing pages on desktop while every phone still goes to the store.
Which plans include device targeting?
Pro ($9.99/mo) and above. It is not part of Starter. Removing rules works on any plan, so a downgrade never leaves a link stuck.
More ways to control a link
Expiring links
Set the day a link starts working and the day it stops.
Password-protected links
A password before the link opens, on any destination.
Link retargeting
Fire your own ad pixel on a click to a page you don't own.
Link click tracking
Measure clicks, devices and locations on every link.
Tracking pixel generator
A 1×1 pixel that logs opens and views in email and on pages.
Print one link, serve every device
Start free with 10 tracked links and device analytics on every click. Device rules come with Pro at $9.99/mo.
Create a tracked link