Moving live tracking links and deep links to a new MMP

Why links are the hard part

An SDK is one change in one codebase. Links are scattered. A tracking link lives on the old vendor's servers, and each copy of it sits somewhere else: an ad, a bio, a newsletter, a QR code, a partner's website. The new MMP cannot read or redirect any of them. Each link has to be made again and swapped by hand.

Step 1: build the inventory

Export the full link list from your current MMP, then sort every link into one of three groups.

Sort the list by clicks in the last few months. Links with no recent clicks can be dropped from the plan.

Step 2: recreate the links

1. Create each link in the new MMP with the same channel, campaign and creative names you use today, so reports line up across the switch.
2. Set the same destination: store page, web fallback and in-app screen.
3. Match the attribution settings that the link carried, such as its lookback window.
4. Keep a two-column sheet: old link, new link. You will use it on cutover day and again when a broken link is reported.

Step 3: move the deep link setup

A deep link depends on configuration inside your app as well as on the link itself. The app declares which link domains it opens, and the SDK reads the incoming link and routes the user. When you change MMPs, the app must accept the new link domain and the new SDK must take over routing.

Ship a build that accepts both the old and the new domain before cutover. Then links from either MMP open the right screen for anyone on that build. Test every link type on a real device: app installed, app not installed, and each platform.

Links you cannot edit

For the third group you have three options, from best to worst.

• You own the domain. Point it at the new MMP and recreate the same paths there. Old copies keep working.
• The old vendor owns the domain. Ask what happens to links after the account closes, and whether a reduced plan keeps them redirecting.
• Neither is possible. Accept that the link will fall back to a store page or stop working, and reprint or resend where it matters.

Printed QR codes deserve their own line in the plan. They last for years and nobody can update them.

What to do next

Swap each channel's editable links on the same day you reconnect that ad channel, so each channel changes over once. Place that day inside the wider migration timeline, and for future links use a domain you own. It removes this problem the next time.