Generating custom application links

A system comprising:

• one or more storage devices configured to store computer-readable instructions;
• and
• one or more processing units configured to execute the computer-readable instructions, wherein the computer-readable instructions cause the one or more processing units to:
• receive a custom link request from a user device accessing a webpage, the custom link request including a uniform resource locator (URL) of the accessed webpage and a device identifier that uniquely identifies the user device;
• retrieve a list of historic web events associated with the user device based on the device identifier, wherein each of the historic web events identifies a user action taken on a web browser installed on the user device;
• retrieve sets of template rules, wherein each set of template rules indicates one or more partner-defined web events that satisfy the set of template rules, wherein each set of template rules indicates one or more URLs that satisfy the set of template rules, and wherein each set of template rules is associated with a custom link template that includes custom link rendering data for rendering a custom link on the user device;
• identify a set of template rules that is satisfied by the received URL and the retrieved list of historic web events associated with the user device;
• transmit custom link rendering data associated with the identified set of template rules to the user device;
• and
• transmit custom link routing data to the user device, wherein the custom link routing data is configured to route the user device to an application page of an application corresponding to the accessed webpage in response to user selection of the custom link rendered from the transmitted custom link rendering data.