With apps consuming more and more of our time, digital marketers need to focus on app growth and engagement. And, as the cost of install and re-engagement ads continues to grow – and those ads become less effective – it’s time for marketers to again look for ways in the earned and owned markets to drive customer adoption. But first, there is a deeper problem standing in the way: mobile deep linking.

Mobile deep linking is the ability for marketers and developers to bring app users to a specific location within their app via a link. For a publisher, this might mean driving readers to the right article. For an e-commerce brand, this might mean driving customers to the right item to add to their cart.

For many marketers, deep linking is still a problem for developers to solve – but that’s changing quickly. The most mobile-forward marketers are already intelligently using deep links to drive activity back to their apps. The difference between leading marketers and those catching up is that the leading mobile marketers know how to ask developers the right questions about deep links.

One of the biggest hurdles for a mobile marketer is just finding the deep links to use in their marketing efforts – it’s not like you can just open a browser and CTRL+C a deep link. To make matters worse, your developers might have different deep link names in your iOS app vs your Android app. And, for some of you, your app may not have any deep links at all. URX, one of the new authorities on deep linking, found that only 8% of the top 200 apps even have deep links.

Before marketers can start using deep links to drive app installs and re-engagement, they need to be using the right vocab when asking developers about their deep links. Here are the three questions marketers should ask their developers: