universal links vs. deep links

Difference:
Universal Links: This method works by hitting a webpage that returns the preferred outcome based on whether the user has the app, i.e. a deep link for iOS, Android, webpage, etc.  For this reason they are commonly used in email. Universal Links can be used in other channels but the user will be redirected to a web page prior to being redirected into the app.
VS
Deep Links:
This method works by using specific links, which are different per platform and the UX to accommodate for it. For example, in an email with separate apps store links, e.g. "Download on App Store" or "Download on Play Store". Additionally, Deep Links can also be sent via Push or IAM to open up a specific page in the app. 

(Note: Deep Links for iOS will differ from Android)

Strategy Approach:
Some Braze customers who use Universal Links have a multi-channel strategy where emails have a specific CTA that is best on mobile. These are customers who do most of their business on mobile or who's core product is mobile instead of web.

The ability to engage with users over email, but also have them take immediate through frictionless action in the app, is the main strategy for Universal Links. Some examples include emails involving the complete purchase, adding funds to an account, or completing registration.

With the user opening up the email on their mobile phone, the user can simply click a one button link in the email and that user will be taken to the specific page of the app, which greatly increases conversions.

Conclusion:
It is possible to create one link across channels and platforms but at the expense of the user experience. To create the best user experience we highly recommend creating two links:

• Deep Links for native channels (Push, IAM, etc).
• Universal links for email.