Deep linking
Deep linking is sending a user who taps a link to a specific screen inside a mobile app, rather than to the app's home screen or a web page.
There are three ways to do it. A custom URL scheme (yourapp://product/42) opens the app when it's installed and does nothing when it isn't. Universal Links on iOS and App Links on Android use ordinary https URLs verified against your domain, so the same link opens the app when it's installed and a web page when it isn't.
None of these survive an install: if the app isn't there, the destination is lost at the store. Carrying it through the install is deferred deep linking.