Adaptive Links bridge the gap between email, SMS, and digital wallet passes via an intelligent linking system capable of building and distributing platform-appropriate digital wallet passes on demand.
Instead of creating separate links for your iOS and Android users, generate a single link that will automatically detect the device OS and install the appropriate pass. You can also specify a landing page if the request is coming from a desktop or unknown device type.
Instant Pass Personalization
When clicked, Adaptive Links deliver instant pass personalization via any distribution channel by leveraging CRM data.
For instance, personalization parameters can include unique values such as first name, points, and/or a barcode value merged onto the pass upon pass install. This means you can create personalized passes by simply adding text to the link – no API call required. For marketers, this means no heavy development required so long as you have mapped the fields in your pass template.
This CRM/data/personalization merge can be used with an existing channel,
such as email, app, social, SMS, and/or any other channel. It’s as easy as
?name=Danny&points=150 to the end of the Adaptive Link.
During pass install, Adaptive Links can also detect location. Upload a list of locations into Reach, and Reach will auto-select the ten nearest locations and associate them to iOS passes (iOS limits the pass to 10 locations) without any additional work.
Adaptive Links have two key components:
- A base URL to send to the user over virtually any channel:
- Values added to the base URL.
Each of the example links below is an exact representation of a link that
would install a pass appropriate for your device. The last link represents a
pass containing personalized content such as
allows for segmentation via
tags= to enable future updates.
You can even use an Adaptive Link for a single platform. If a user on the unsupported platform attempts to install your pass, you can set the link to drive the user to a landing page of your choosing.
When creating the Adaptive Link, use ID
null for the second template, and make
sure to include a value for
This applies to Adaptive Links created via the API only.
Let's add an offer code of
Maybe we want to display only a barcode on that pass with no other personalized information:
Time and Location
Perhaps we know that the user is in the Pacific time zone and we would like to send sale notifications during a specific time window and state:
Or we could set things up so that you can reach out to users individually with something like a Member ID of "A1234567":
All Of the Above
What if we have access to all of this information in our mail merge system, and we want the whole pizza, anchovies and all?:
Setup and Modification
To use Adaptive Links, you must:
Adaptive Links created via the dashboard can be edited or deleted via the dashboard or API. Adaptive Links created via the API can be edited or deleted via the API but only deleted in the dashboard.
To modify or delete Adaptive Links via the API, see:
Google Class Fields
Google Pay Class Fields cannot be personalized with unique values. Any field preceded by
class constitutes a class field. For a full list of
class fields, please visit the
Google Pay documentation.
Passes can be distributed in multiple ways. See: Pass Distribution Methods.