Facebook’s decision to change its "deep link" policies is causing issues for US mobile marketing start-up Tune, as the alteration affects the measurement of app visits and installs. The new policy means that users who visit a Facebook page will be measured against their friends on Facebook, rather than just those they have interacted with. Deep links can no longer be used for tracking or measurement, putting Tune and other marketers in a difficult position by reducing their access to data about users.
Facebook’s decision to change its "deep link" policies is causing issues for US mobile marketing start-up Tune, as the alteration affects the measurement of app visits and installs. Tune relied on this data to offer its customers insights into their ads. Deep links can no longer be used for tracking or measurement, putting Tune and other marketers in a difficult position by reducing their access to data about users.