Smart link
A smart link is a single URL that resolves differently depending on the device that opens it — into the installed app, to the App Store or Google Play, or to a web page — while carrying the same destination through every path.
Instead of maintaining separate links for iOS, Android and desktop, you publish one and let it decide on each tap. Combined with deferred deep linking, a new user who goes through the store still lands on the destination at first open, and the link can attribute the install.
A smart link is not a link shortener: a shortener only redirects, and can't open an installed app, survive an install, or report attributed installs. One link for every channel covers the difference.