When a Branch link is opened, either your app launches or users are taken to the App/Play store to download it. Deep links improve this process by routing users directly to specific content after your app launches. With Branch, this still works even if users have to stop and download the app first (a.k.a., “deferred deep links”).
Deep links are an incredibly important part of delivering a high quality user experience. With deep links, you can take users to the exact thing they clicked on or even offer a customized onboarding experience.