Deferred deep linking
Deferred deep linking carries a link's destination through an app install, so a new user who taps a link, installs the app and opens it lands on the screen the link pointed to.
It's deferred because the deep link fires on the first launch after the install, not at the moment of the tap. Neither Apple nor Google passes your link's parameters through the store, so it needs a service that saw both the click and the first open and can match them.
On Android, the match usually comes through the Install Referrer. On iOS there's no equivalent, so a click token or, with consent, probabilistic matching is used instead.