Statistics
Link, app & email tracking statistics
Two numbers decide whether a tap becomes a sale: where the link opens, and whether you can trust what your analytics reports. Here is what the research says, with every figure linked to its source. Quote any of it; a link back is appreciated.
Mobile apps vs the mobile web
The same visitor converts very differently in a native app than in a logged-out in-app browser. This is the whole reason a deep link that opens the app is worth more than a plain short link.
Why email open rate is an estimate
Since 2021, Apple Mail loads the tracking pixel for every message whether or not anyone reads it, so open rate is inflated and unreliable. Click rate is the number to trust, because a tap is deliberate.
15-35%
open-rate inflation for senders with a meaningful iOS audience, since Apple Mail Privacy Protection began pre-loading pixels.
Source: Validity18-32 pts
that reported open rates for Apple Mail-dominant lists sat above verified engagement, in one 2024 analysis.
Source: Validity15-20 pts
a more conservative estimate of the open-rate inflation Apple MPP introduces.
Source: PauboxWhat this means for your links
Put together, the research points one way: get the tap into the native app, and measure the outcome you can trust. A directinapp link opens the destination's app instead of a logged-out browser, and conversion tracking ties the sale back to the link that drove it. For email, the same honesty applies: email tracking reports clicks as reliable and opens as an estimate, and never pretends otherwise.
Turn the tap into a tracked sale
directinapp opens links in the native app and ties each order, in rupees, to the exact link that drove it.
See how conversion tracking works