If you experience problems with displaying links broadcasted by your Eddystone beacons in Google Chrome, please make sure your device is configured properly by following instructions available on the Physical Web project page, our in this tutorial.
Please be aware that Google caches and sanitizes URLs that are being detected by your phone. Before anything is displayed on your screen, Eddystone-URL packets are sent to Google and it's ultimately Google that decides what and when is being shown to an end-user.
Currently Google accepts only URLs that are served through properly configured HTTPS connection. You can provide HTTP short links, but in the end they have to resolve to a valid HTTPS address.
You should also make sure your website is visible to Google's web crawlers (Google-friendly robots.txt, publicly accessibly webpage, etc.) and it doesn't serve any malicious content. It's also important that your website's metadata is exposed to Google as well.
Sometimes however, especially with Android devices, the problem might lay in a Bluetooth system on your phone. Different manufacturers use different Bluetooth chipsets, antennas, drivers, OS versions, etc. Those combinations can result in a varying quality of Bluetooth scans. We've already received a number of reports from customers saying that the same beacon, in the same app is detected easily on one phone, but not the other. Unfortunately, that's beyond our control.