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    The End of Firebase Deferred Deep Links: Build Next-Gen Referral Engines

    by Sam Olsson on
    Marketing App Marketing User Acquisition referral marketing k-factor analytics deep linking referral engines firebase

    Google’s decision to sunset Firebase Dynamic Links is forcing app marketers and founders to rethink their deep linking and referral strategies. But rather than viewing this as a challenge, we see an opportunity - to build more sophisticated, monetised referral programmes and incentivised invite systems that drive exponential growth.

    At Kurve, we have worked with leading apps like Sweatcoin, iFunny, and Treecard to design highly effective referral engines that go beyond traditional deep linking. This is a chance to reinvent how you drive virality, increase your K-factor, and scale user acquisition sustainably.

    The Opportunity: Rethinking Referral Growth and Community-Led Expansion

    Many apps have relied on Firebase Deferred Deep Links to seamlessly onboard referred users. With this tool being deprecated, now is the time to reimagine referral and invite mechanics in a way that:

    • Increases virality – Designing incentive structures that encourage sharing and community-driven adoption.
    • Boosts retention – Creating referral loops that reinforce engagement and network effects.
    • Drives revenue – Turning referrals into monetised growth levers through incentivised actions and in-app rewards.

    Apps that get referral mechanics right see exponential user growth without the high costs of paid acquisition.

    Many of the most successful apps today, from Revolut to Uber to Dropbox, scaled rapidly through referral-based mechanics, not just paid ads.

    Want to understand how to measure referral success? Read our guide on K-Factor, Viral Coefficient, and Retention Rate to optimise your referral programme.

    Incentivised Invites: Supercharging K-Factor and Viral Coefficient

    Your K-factor measures how many additional users a single referrer brings into your app. The best way to improve this metric? Make sharing frictionless and rewarding.

    Example Incentive Strategies

    • Reward-based sharing – Users unlock in-app credits or exclusive perks for inviting friends.
      Example: Sweatcoin’s step-count-based reward system.
    • Tiered referral rewards – Increasing the rewards the more users someone invites.
      Example: Revolut’s multi-tier cash bonus system.
    • Exclusive access models – Early invite-only access or VIP perks for users who refer friends.
      Example: Clubhouse’s invite-based viral.
    • Limited-time bonus boosts – Short-term promotions where referring a friend offers double rewards.
      Example: Uber’s short-term surge in referral payouts.

    How We Implement it at Kurve

    • We use smart deep linking solutions to track referrals seamlessly across platforms.
    • We build gamified mechanics that encourage ongoing referrals beyond first installs.
    • We A/B test different referral incentives to maximise K-factor efficiency.

    Recommended Tools for Referral Tracking

    Case Study: Treecard saw a 42% increase in organic installs after implementing a referral-based onboarding model with incentivised invites.

    Monetised Referral Engines: Turning Word-of-Mouth into a Scalable Growth Model

    Incentivising referrals does not just drive growth, it can generate revenue directly by integrating monetisation strategies into the referral flow.

    Monetisation Models That Work

    • Cashback and profit-sharing – Users earn a percentage of revenue from their referrals' purchases.
      Example: Rakuten’s referral-based cashback model.
    • Affiliate-like commission structures – Turning users into brand ambassadors with payout-based referrals.
      Example: Robinhood’s stock rewards for referrals.
    • Unlocking premium features – Referral-based access to premium content or advanced app features.
      Example: Duolingo’s free Super subscription via referrals.
    • Tokenised reward systems – Referrers earn in-app tokens that can be redeemed for real-world benefits.
      Example: Sweatcoin’s tokenised health rewards.

    How We Build This at Kurve

    • Integrate referral tracking tools like Branch.io or AppsFlyer for seamless user onboarding.
    • Design reward structures that drive engagement without harming unit economics.
    • Implement A/B testing to fine-tune reward payout thresholds for profitability.

    Case Study: iFunny’s “Invite and Earn” model led to a 34% increase in app engagement by tying referrals to exclusive content access.

    Leveraging Community and Social Viral for Growth

    The strongest referral programmes do not just reward users; they turn them into brand advocates.

    Community-Led Growth Strategies

    • UGC-driven referral loops – Encouraging users to share experiences online.
      Example: TikTok’s “invite friends to unlock features” campaigns.
    • Social contests and challenges – Rewarding users for inviting friends and engaging with content.
      Example: Sweatcoin’s challenge-based referral events.
    • Influencer-led invite programmes – Leveraging micro-influencers to drive viral referrals at scale.
      Example: Treecard’s eco-conscious influencer ambassador programme.

    How We Help Apps Build Community Growth

    • We create UGC-focused referral mechanics that feel organic, not sales-driven.
    • We leverage influencers to amplify invite-based challenges.
    • We test social-based rewards, such as exclusive group unlocks for multi-user referrals.

    Our Process: Designing and Implementing Scalable Referral Engines

    Step 1: Audit and Strategy Development

    Assess your app’s current K-factor, viral bottlenecks, and referral friction points.

    Step 2: Referral Programme Design

    Develop custom incentive structures (monetised, points-based, or tiered rewards).

    Step 3: Deep Linking and Tracking Setup

    Implement Branch.io, Adjust, or Airbridge for seamless referral tracking.

    Step 4: A/B Testing and Performance Optimisation

    Run controlled experiments to identify high-performing referral triggers.

    Step 5: Scale and Iterate

    Expand referral mechanics through social amplification, influencer marketing, and UGC loops.

    Want a tailored referral strategy? Get in touch.

    FAQs: Firebase Sunset and Referral Growth Strategies

    How do I measure the success of my referral programme?

    Key metrics include:

    Final Thoughts: Reinventing Referrals for 2025 and Beyond

    The sunsetting of Firebase Deferred Deep Links is not just a migration issue, it is a chance to build a next-generation referral engine that scales.

    Ready to build a scalable referral programme? Let’s talk.

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