so based on our comments my suggestion (it's somewhat what we've done our app):
you still have to have different separates links (one for Google Play and one for app, with their respective meta-datas), but with a little bit of hackery it works.
the browser gives the link: www.myapp.com/open (with any extra parameter you might need) and one of the app activities you implement the intent filter
<intent-filter>
<data
android:host="www.myapp.com"
android:pathPrefix="/open"
android:scheme="http"/>
<action android:name="android.intent.action.VIEW"/>
<category android:name="android.intent.category.BROWSABLE"/>
<category android:name="android.intent.category.DEFAULT"/>
</intent-filter>
this will open your app from the browser, where you can deep-link and/or pass any parameters necessary encoded in the URL. ps. for safety also add filters for m.myapp.com, myapp.com and https or any other relevant variation
but, if the user does not have the app and the browser will actually try to load the URL www.myapp.com/open then the response from this URL will redirect it to https://play.google.com/store/apps/details?id=com.myapp.awesomeness (with any extra referrer meta-data you want to add to it.
it's a little bit hackery, but it works.
Hope it helps.