Simon Burbidge, CTO of rdrct.it, shared with me two key features of their recent beta release:
…the “Universal URL” is where an app developer (or marketer) can create one URL that directs people to the correct app store for their device e.g. iOS users to the App Store, and Android users to Google Play.
and if you are using iOS custom URLs:
If my app shares my custom URL with the world, but people who click the URL don’t have the app installed, …the user is again directed to the appropriate app store for their device.