A regular web link often stops inside an embedded browser. A deep link tries to open the relevant content directly in its mobile app.
One destination per platform
You provide web, iOS and Android destinations. Lien selects the destination for the device and can send someone to the store when the app is not installed.
Leave embedded browsers
Some social networks open links in their own browser. The exit page available from the Starter plan helps people continue in Safari or Chrome.
Test before publishing
Try the link on iOS, Android and desktop. Check it with and without the app installed, and keep a working web destination as the fallback.