Metadata (passing information)

In short: Yozio metadata is information. Yozio gives you ways of associating metadata to a particular user interaction and then accessing and/or reporting on the metadata when that user completes various events. In Yozio's case the way you associate metadata is by attaching it to a SuperLink; the interaction is a click on the SuperLink, and events the user might complete are an app install, a deep link to an app, and any downstream events you wish to track with Yozio.

Use metadata to personalize the behavior of your applications based upon where the user ends up and how they got there. Personalization can be used reduce the friction along the end user conversion path, increasing conversion rates. Metadata also allows you to track and understand the journey of your users on a more granular level so you can learn, experiment, and grow; maximizing your revenue and growth.

Personalizing the in-app experience for an existing app user is called deep linking while personalizing the in-app experience for a newly installed user- who had to go download your app first- is called deferred deep linking (learn more here). The way Yozio passes metadata to you will enable you to know if the user already had your app or whether she just downloaded it, so that you can optimize conversions for existing versus new install users.

Attaching Metadata

Metadata can be "attached" to a SuperLink via various methods, all of which are helpful in different circumstances. This allows you to have the flexibility required to track and personalize the journey of each user across various channels and use cases on both the highest and most granular level.


You can attach metadata such that any interaction with the SuperLink by users will have the metadata associated. This is great for campaign level metadata (ie utm_campaign=share_store_item). You can create and manage SuperLinks and their static metadata via the SuperLink APIs or the Yozio Console.

Static metadata is hidden behind the SuperLink URL:


To personalize and track on the user level Yozio enables you to use various methods to add more and/or change metadata on the fly. This ensures you can personalize the SuperLink for each user depending upon user context - such as what particular product the user might be viewing at the time.

Dynamic metadata may or may not be hidden behind the Yozio URL; it depends upon the method you used to attach it to the SuperLink. For example:

  • you can dynamically append metadata directly to the SuperLink URL:, or;
  • you can use the sublink APIs to attach metadata to a SuperLink on the fly and get a short URL returned from Yozio:

Retrieving Metadata

Yozio provides various methods of retrieving the metadata you have attached when the user gets to the redirect destination you have configured. The method of retrieving metadata depends upon the redirect location.

Custom URL

When you send a user to a custom URL, such as a website, Yozio will append the destination URL with the metadata. For example,

  • If the sublink clicked on by the user is (from above examples), and
  • The redirect configured is, then
  • The final destination URL Yozio redirects the user to will be

You can then use the metadata to customize the page for the user.

If you wish, you can disable this feature for any SuperLink.

If the user has your app and you deep link the user Yozio provides various methods for retrieving the metadata.

Firstly, if the user is deep linked to a custom scheme Yozio will append the metadata to the specified destination:

  • If the sublink clicked on by the user is (from above examples), and
  • The redirect configured is rivendell://, then
  • The final destination Yozio redirects the user to will be rivendell://?utm_campaign=share_store_item&user_id=Frodo&product_id=the_one_ring&utm_source=SMS

Secondly, Yozio provides in-app methods to retrieve the metadata for deep linked users. To use these methods Yozio SDK integration and deep link metadata retrieval setup is required.

You can then use the metadata to customize the in-app experience for the user.

New install

If the user does not have your app and you tell Yozio to take the user to the store to download, Yozio provides a method to retrieve the new install user metadata. To use these methods Yozio SDK integration and new install metadata retrieval setup is required.

You can then use the metadata to customize the in-app experience for the new user.

Metadata Best Practices

Yozio metadata is extremely flexible and powerful. You can pass just about anything you'd like, and you can do anything you'd like with it. With endless possibilities comes lots of fun (and growth). That said, the teams that spend a bit of time planning and coordinating metadata get the most value from this feature. Spend some time deciding upon:

  • Analytical metadata: what metadata is needed to track the journey of your users
  • Personalization metadata: what metadata is needed to reduce friction for the users' conversion path
  • Dashboard metadata: some metadata values associated with particular keys will automatically be parsed and posted to dashboards by Yozio (check out the UTM and SEO articles for details)
  • Metadata Format: a clear and consistent metadata format means you'll get clearer and more consistent metadata returned to you - this can be critical for workflows which are triggered or use metadata and make analysis easier
  • How to inform and train internal teams: many teams across your business can get value from Yozio tracking and by reducing friction for your users- ensure they know what types of metadata they can pass and in what format to pass it in, particularly any metadata used for personalization of the user experience

Most importantly- be creative!

Need food for thought? Here's 11 Video Examples of Mobile Deep Linking.