Android distribution
APKs, unknown sources, and what the install page does for you.
Android is the simpler of the two. Upload an .apk and anyone with the link can install it; there is no device registration and no signing profile to expire.
Unknown sources
Installing anything not from the Play Store requires the user to allow it once, per browser. Android prompts them at the right moment — the install page does not need to explain it in advance, and telling people about it beforehand tends to worry them more than the prompt does.
What is read from the file
Package name, version name, version code, minimum SDK and the app icon are all read out of the APK. The icon is taken at the highest density the file contains, so it stays sharp.
Play tracks
Where a build is also on an internal or closed track, add the link under Store links. It appears on the install page beside the direct install, so a tester who already has the store build can stay on it.