The same link can be the wrong link depending on what someone is holding. An App Store URL is useless to an Android user. A desktop landing page is clumsy on a phone. Device targeting fixes this by reading the visitor's device and operating system and sending each person to the destination built for them — all from one short link.
What device targeting does
When someone clicks, a Smart Link detects the device type (mobile, tablet, desktop) and the operating system (iOS, Android, and so on), then applies the rule you set:
- iPhone and iPad → the App Store
- Android → Google Play
- Desktop → your website
You configure the rules once; the link does the sorting on every click.
Why it matters
- App installs: send each mobile visitor straight to their store listing instead of a generic "get the app" page that makes them search.
- The right experience: mobile visitors get the mobile flow; desktop visitors get the full site.
- Fewer dead ends: nobody lands on a store they cannot use.
Every visitor who has to hunt for the right destination is a visitor you can lose. Device targeting removes that friction.
It combines with country routing
Device rules and country rules live on the same link, so they stack. A single link can send:
- a US iPhone user to the US App Store,
- a UK Android user to UK Google Play,
- a desktop visitor anywhere to your website.
One link, resolved correctly for both where the visitor is and what they are using.
Always have a fallback
Set a default destination for anything your rules do not explicitly cover, so no click is ever wasted. New device, unusual browser, a case you did not map — they all land somewhere sensible instead of nowhere.
Where creators and affiliates use it
- App marketers promoting a mobile app across channels.
- Musicians and podcasters sending listeners to the right streaming app.
- Affiliates whose offer has separate mobile and desktop destinations.
One link that adapts
You should not have to publish three links — "iPhone users click here, Android there, desktop over here." Publish one, set the device rules, and let it adapt to whoever clicks.
Create a Smart Link and add device rules, or see how Smart Links combine device, country and app routing on a single URL.
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Frequently Asked Questions
Can one link send iPhone and Android users to different app stores?
Yes. Device targeting detects the operating system and routes iOS visitors to the App Store and Android visitors to Google Play, with desktop visitors sent to the web — all from one link.
Does device targeting work with country routing?
Yes. Device rules and country rules live on the same Smart Link, so a link can resolve by both where the visitor is and what device they are using.
What happens to a device my rules don't cover?
It lands on the default destination you set, so no click is ever wasted on an unmapped device or browser.