A deep link is a link that sends users directly to a specific location within a mobile app. Twitter supports two types of deep links on app ads: custom scheme links and Universal Links (also known as App Links on Android).
Universal Links and App Links
iOS Universal Links and Android App Links are deep links that are optimized for security and a better user experience. Both take the user to a specific location in the app. Unlike custom scheme links, Universal and App Links begin with HTTP or HTTPS.
Custom scheme links
A deep link scheme is analogous to a domain for a website, except it allows users to launch an app and serves as the base scheme for full deep links (see below). For example, try typing twitter:// in your mobile web browser and hitting “Go.” If you have the Twitter app installed, it will open the app on your phone.
On app ads, if the user does not have the app installed, they will land in the app store, where they can proceed to download the app.
To add a deep link to your creative, simply enter the deep link URL (either custom scheme or Universal/App Link) into the Deep Link field in the Tweet Composer.