The present application is directed to systems and methods for associating cookies of a linking system to a device identifier of the computing device. A server of a linking system can receive, from a browser of a computing device, a first request to access content via an encoded uniform resource locator (URL) link generated by the server and linked to a web page of the linking system. The server can redirect the browser of the computing device to the web page of the linking system. The server can receive a request to associate a cookie passed to a mobile application installed on the computing device with a device identifier of the computing device. The server can then associate the cookie with the device identifier.