Adjust Uses Firebase Dynamic Links Shutdown

This shows Adjust is turning a forced infrastructure change into a suite expansion play. Firebase Dynamic Links shut down on August 25, 2025, which pushed app teams to replace links that handled install routing, deferred deep linking, and short URLs. Adjust is using that disruption to sell TrueLink, so an app marketer that already uses Adjust for attribution can move deep linking onto the same vendor instead of buying a separate tool.

• The migration pitch is concrete. Google told customers all existing Firebase Dynamic Links would stop working, and Adjust published both migration guides and a link migration tool, making the sale less about net new budget and more about urgent replacement before links broke.
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• The product bundle matters. TrueLink handles direct and deferred deep links, branded short links, QR codes, and web to app routing, while Adjust already sits in attribution workflows. That lets Adjust upgrade an attribution only account into a broader engagement and routing deployment with the same app growth team.
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• This is the same replacement market Branch is chasing, but from a different angle. Branch starts from deep linking and user journey tooling, while Adjust benefits when buyers want one vendor tied closely to media measurement and the wider AppLovin app growth stack.
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The next phase is deeper bundling. As deep linking becomes a standard feature inside mobile measurement suites, vendors will compete less on the link itself and more on who can turn that link into better acquisition, retargeting, and conversion workflows across ads, web, and app.