Lakshmi Pillai and Rajiv Patel contributed to this blog.
Ads are complicated. With privacy changes, evolving partner requirements, and constant SDK updates, even the savviest marketing teams struggle to keep track of what’s actually live, what’s optimized, and where the gaps are.
At Branch, we’ve seen firsthand how hard it can be to visualize adoption across markets and apps, especially when “ad readiness” depends on dozens of moving parts. So we built something simple: a clear, visual scorecard that helps you instantly see where your ads stand.
| Features | App 1 | App 2 | Notes | Documentation |
| Implement Apple’s ATT | Enabled | Enabled | Apple’s App Tracking Transparency framework requiring user permission to track across apps and websites. | Implement ATT |
| Ensure you send us a Developer Identity, i.e. a custom User ID/ CDP ID | Enabled | Enabled | Use your own user IDs to maintain referral and event data across devices or reinstalls. | Best Practices to Minimize Data Sent to Branch |
| Consumer Protection Preferences (CPP) | Enabled | Enabled | Lets you set granular user privacy preferences based on obtained consent. | Introducing Consumer Protection Preference Levels |
| Branch’s Predictive Aggregate Measurement (PAM) | N/A | N/A | Predictive Aggregate Measurement (PAM) is an innovative approach to mobile campaign attribution, designed for performance marketers navigating today’s complex, privacy-focused mobile measurement world | Predictive Aggregate Measurement |
| Branch’s PAM for Publishers | N/A | N/A | PAM that prioritises ad partner identifiers for compliant signals, but removes advertiser-specific IDs unless ATT consent is given. | Predictive Aggregate Measurement |
| Meta’s AEM | Enabled | Enabled | Meta’s Aggregated Event Measurement (AEM) is a protocol that allows for the measurement of web and app events from people using iOS 14.5 and later devices. | Enable App Aggregated Event Measurement Support |
| Meta’s Modelled Conversions | Enabled | Enabled | Automatically enabled when you connect Branch & Meta | |
| Google gBraid | Enabled | Enabled | For app engagement campaigns on Google Ads, ensure the gBraid parameter is enabled and correctly passed. This identifier is critical for attribution when device-level identifiers like IDFA are unavailable. | iOS Attribution Best Practices |
| Google gclid | Enabled | Enabled | Google Click Identifier, unique tracking parameter added to URLs to track clicks from Google Ads. | |
| Google ODM/ ICM | Not Enabled | Not Enabled | ICM is Google’s privacy-preserving attribution framework that improves reporting accuracy when traditional identifiers like IDFA aren’t available.ICM uses Google’s On-device Conversion Measurement (ODM). With ODM, conversion data is processed directly on users’ devices rather than being sent to Google’s servers, which helps safeguard the user’s privacy. | iOS Attribution Best Practices |
| TikTok Advanced SAN | Enabled | Enabled | Sends both ad link and SAN attribution results to TikTok for broader coverage and more accurate campaign insights. | Enable TikTok Advanced SAN |
| Snap Advanced Conversions | Not Enabled | Not Enabled | Using Snap’s self-attribution network (SAN) data and Branch’s mobile measurement system, you can see how many installs and conversion events were attributed to Snap, allowing you to make informed decisions with your advertising dollars. | Snap Overview |
| Snap Advanced SAN | Enabled | Enabled | Sends both ad link and SAN attribution results to Snapchat for broader coverage and more accurate campaign insights. | Snap Overview |
| Snap PII | Not Enabled | Not Enabled | Snapchat’s enhanced conversion tracking using hashed first-party data for improved attribution accuracy. | Snap Advanced Conversions |
| Meta Install Referrer | Enabled | Enabled | Uses Meta’s encrypted on-device referrer data for accurate app install attribution. | Meta Install Referrer |
| Meta AMM | Not Enabled | Not Enabled | Meta’s Advanced Mobile Measurement that allows log level exports. | Meta Advanced Mobile Measurement |
| Google DMA | Enabled | Enabled | Google’s compliance framework for the EU Digital Markets Act regulating data sharing and attribution. | Google DMA Compliance |
| Apple’s SKAN | Enabled | Enabled | SKAdNetwork: Apple’s privacy-preserving attribution framework providing aggregated, delayed conversion data. | SKAdNetwork Overview |
| Tracking Cost Data | Enabled | Enabled | Importing ad spend and cost metrics from advertising platforms for ROI analysis and optimization. | ROI Hub Overview |
| Google’s Tracking Template | Enabled | Enabled | Branch Ad Links in Google Ads tracking templates | Enable Google Web-Based Campaigns |
| Meta’s Branch Links in Ads | Not Enabled | Not Enabled | Using Branch deep links within Meta ad campaigns for improved attribution and user experience. | Facebook Traffic and Conversion Ads |
| Meta Branch Links in Web Campaigns | Not Enabled | Not Enabled | Branch links used in Meta web-to-app campaigns to enable seamless cross-platform attribution. | Facebook Traffic and Conversion Ads |
| Branch Links in Twitter | N/A | N/A | Branch deep links used in Twitter/X ad campaigns for attribution tracking and deep linking. | Twitter Ads |
A clear snapshot of ad maturity
Our Ads Adoption Scorecard gives you a quick, consolidated view of how your setup compares across apps, markets, and features. Each row maps to a critical component of ad performance — from Apple’s ATT and Meta’s AEM to Google GCLID and Branch’s Predictive Aggregate Measurement (PAM).
Instead of hunting through dashboards and documentation, you can now see, at a glance, where adoption is strong and where you might be leaving performance on the table.
And the impact of this view is real. In a recent QBR, one performance marketing leader realized their top markets were already at 75% adoption. The response? Simply, “I had no idea.”
Turn complexity into clarity
We’re always focused on simplifying the hard stuff. With this scorecard, it’s easier than ever to:
- Visualize adoption maturity across key ad measurement features.
- Identify gaps that may be limiting campaign performance.
- Track progress over time as new privacy-safe capabilities roll out.
- Align teams, from marketers to developers, around a shared view of success.
What once required multiple reports and technical deep dives is now one easy-to-read snapshot.
Why this matters now
As privacy frameworks and ad networks evolve, adoption maturity directly impacts your ability to measure and optimize. Missing one setting can mean missing critical signals — and leaving insights (and ROAS) on the table.
We’re making adoption status transparent, so you can stay proactive, not reactive. Instead of wondering whether your setup is ready for Meta’s next update or Google’s newest privacy change, the scorecard shows you.
See your own adoption snapshot
Whether you’re optimizing ad spend or preparing for the next round of privacy updates, knowing your adoption status is the first step.
Request a demo or reach out to your account team to see how Branch can visualize your ad maturity and help you get more from every campaign.
