A mobile app link can work perfectly on phones and still leave someone reading an email on a laptop with no useful next step.

Treat the default web destination as part of the app journey. It should explain what the app is, offer explicit store choices, and make switching to a phone straightforward.

Separate the routing URL from the fallback page

Use two distinct addresses:

Routing URL: the stable link you distribute in emails, bios, and QR codes.

Fallback page: the web page served when a routing rule does not select a store.

For example, a routing URL might send a phone to a store and a laptop to a page at example.com/get-app . That page can display a QR code containing the routing URL .

Avoid setting the fallback destination to the routing URL itself. That creates a cycle: route → fallback → route.…