app-store

Invocation URL

The specific HTTPS URL that triggers an App Clip or Instant App experience, encoding the feature to load, context parameters, and attribution data.

deep linking universal links app clips

An invocation URL is the web address encoded in a QR code, NFC tag, or link that tells the operating system which App Clip or Instant App to launch and which screen to display.

URL Structure

A well-designed invocation URL contains routing information and attribution data:

https://yourdomain.com/menu/joes-pizza?source=qr&location=table-5&campaign=summer
  • Path segments (/menu/joes-pizza) determine which screen loads
  • Query parameters (source, location, campaign) provide tracking and context data

URL Requirements

  • Must use HTTPS (not HTTP or custom schemes)
  • Must be on a domain you own and have verified
  • Must match a pattern registered in App Store Connect (iOS) or declared in your AndroidManifest (Android)
  • Should be under 100 characters to keep QR codes small and scannable

URL and Domain Verification

The invocation URL only works if your domain is verified through an AASA file (iOS) or assetlinks.json (Android). Without verification, tapping the URL opens the web page instead of triggering the instant experience.

Attribution Through URLs

Include source and campaign parameters in every invocation URL to trace each launch back to its physical or digital trigger. Parse these parameters when the App Clip launches and send them to your analytics platform for channel performance analysis.