Sometimes universal links don't work on iOS 11.2 for newly installed apps.
The symptoms are that clicking on a universal link won't open an app that is newly installed on a phone. The universal link takes the user to a web page and is prompted to download the app again.
Through testing here at Branch HQ we've discovered that the Apple App Site Associated Domains file (apple-app-site-association file) isn't always downloaded after the app is installed, either when it's installed from the app store or from Xcode.