According to Kochava, app developers and marketers using FDL must take action immediately to ensure a smooth transition before its deprecation
Google’s decision to fully deprecate Firebase Dynamic Links (FDL) on August 25, 2025, necessitates immediate action for companies relying on this service for deep linking functionality. With the impending sunset date rapidly approaching, organizations must proactively plan and execute a seamless migration to an alternative solution. Failure to do so could result in significant disruptions to user experiences, adversely impacting both marketing efforts and application performance. Marketers and developers are advised to initiate the transition process without delay.
Grant Simmons, Vice President of Kochava Foundry, urges businesses to prepare now by highlighting the best practices for a seamless migration. Simmons said, “The deprecation of FDL marks a major shift for organisations using dynamic deep linking. Finding an alternative is immensely important, but it’s also about ensuring that links continue to work as expected and marketing operations remain uninterrupted.”
FDL was originally introduced to help direct users to specific in-app content, regardless of whether they had installed the app. Its shutdown means any links still in use after August 2025 will stop functioning. For companies using FDL across their marketing, user acquisition, and engagement strategies, this could lead to broken links, lost conversions, and frustrated customers. Acting sooner rather than later is mission critical.
One of the proven and Google-endorsed alternatives to FDL is Kochava SmartLinks™, a deep linking solution that has been around for over a decade. Unlike some newer options developed specifically in response to FDL’s deprecation, SmartLinks has long been a trusted tool for global brands. It provides dynamic routing to ensure users reach the right content based on their device, supports deferred deep linking to guide users to in-app content post-installation, and works seamlessly across iOS, Android, and the web.
To prepare for migration, Simmons recommends starting with a full audit of existing FDLs. “It’s important to take stock of all the links you currently use, assess their traffic levels, and understand where they’re directing users,” he explained. “This ensures any new solution maintains the same level of functionality and user experience.”
Simmons advises app developers and organizations to look beyond the technical capabilities of a new deep linking solution and consider pricing structures, onboarding efficiency, and long-term scalability. “Some services may appear cost-effective at first but come with usage limits or fees that balloon over time. Understanding these details up front is crucial to making the right decision.”
Once an alternative is chosen, businesses should implement their transition in phases, thoroughly testing each step of the new system before fully switching over. “The companies that have the smoothest transitions are those that take a strategic approach rather than waiting for crunch time,” concluded Simmons.
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