Branch vs. Adjust
Branch is the MMP that measures everything Adjust misses
Adjust built its reputation on attribution. Branch built a platform that goes further, with deep linking, cross-platform measurement, and AI-powered insights that the world’s top apps rely on to grow.
100,000 brands trust Branch
Where does Adjust fall short?
Incomplete measurement
Cross-device attribution and full fraud protection are not included in Adjust’s base packages. And when Apple’s privacy changes limit what you can see on iOS, Adjust has no model to fill those gaps. Branch does, recovering roughly 40% of the iOS attribution that Adjust writes off as lost.
Cross-platform blindspots
Adjust was built for mobile. Your users are on web, connected TV (CTV), over-the-top (OTT), and beyond. Branch powers and captures user journeys across every screen and channel, in a single measurement view.
Deep linking as a paid add-on
Deep linking is how users get from an ad, email, or search result to exactly the right place in your app. Adjust treats it as a paid add-on. Branch has made it essential to the platform since day one, with broader coverage and better reliability.
Branch vs. Adjust comparison
Here’s what you get with
Branch instead
Deep linking that actually works and enriches your data
Branch’s deep linking infrastructure does more than connect users to the right place in your app. Every link provides context for attribution, giving you better coverage, more accuracy, and more reliability across every channel.
Attribution across paid and organic, in one place
Branch measures both paid and organic performance together, including search and users referred by AI platforms like ChatGPT, Claude, and Perplexity. Adjust does not support organic attribution and requires upsells for basic ESP integrations.
Web and cross-platform reporting without the workarounds
Branch includes web attribution, app-to-web and web-to-app journey tracking, and cross-platform reporting out of the box, without needing additional tools or packages to work.
iOS measurement built for the privacy era
Branch unifies SKAdNetwork (SKAN) and non-SKAN iOS reporting in a single view, deduplicates installs and events, and uses a probabilistic model to recover attribution for users who have opted out of tracking. Adjust has no equivalent.
Multitouch journey analysis
Branch’s Funnel Analysis shows every channel and touchpoint that contributed to a conversion, across paid and organic, down to country and keyword level. Adjust only surfaces basic install data with no cross-platform journey view or event support.
Industry benchmarks built in
Branch lets you compare your marketing performance against industry benchmarks across 14 verticals, including paid and organic install share and channel mix. Adjust has no equivalent.
You’ll be happier here
Branch is the next-gen attribution tool that I’ve been waiting for for a long time. Beyond the technology, Branch offers amazing support and is always there for us, unlike other SaaS companies. This level of support makes this a partnership rather than a client-vendor relationship, and we’re thrilled to work with them to solve all of our needs on mobile.
Marco Hülsmann
CTO, MyPostcard
Branch is the next-gen attribution tool that I’ve been waiting for for a long time. Beyond the technology, Branch offers amazing support and is always there for us, unlike other SaaS companies. This level of support makes this a partnership rather than a client-vendor relationship, and we’re thrilled to work with them to solve all of our needs on mobile.
Marie Huynh
Digital Marketing PM, HiPages
Partnering with Branch has allowed us to easily optimize user flows from almost every product and marketing channel, resulting in significant performance improvements across the board.
Alex Macintosh
Product Manager – Growth, Strava
Where Branch became a compelling value prop for us was the breadth of coverage of the product and offerings so we could achieve a lot of our different goals around building a referral program, managing link distribution at scale, doing attribution, plugging into paid networks, and more. The Branch team, company, and people we interact with on a day-to-day basis have continued to be incredibly solution-oriented, helpful, productive partners for us.
Andrew Touchstone
Senior Director, Growth Marketing | Credit Karma
FAQs
Yes, Branch replaces Adjust as a full mobile measurement platform (MMP). Branch provides attribution, deep linking, cross-platform measurement, and fraud prevention in one unified system. Adjust is more focused on mobile-first attribution and often requires additional modules for full functionality like deep linking and cross-platform reporting.
The difference between Branch and Adjust for attribution is that Branch uses a hybrid attribution system combining deterministic signals (where available), SKAdNetwork (SKAN), and proprietary probabilistic modeling through Predictive Aggregate Measurement (PAM) to create a unified view of performance across web and app.
This allows Branch to maintain visibility even when deterministic user-level signals are unavailable due to privacy restrictions. Branch also unifies SKAN and non-SKAN reporting into a single view so marketers can see complete performance without stitching data across systems.
Adjust relies primarily on deterministic attribution where available and SKAN-based reporting for iOS, which results in more fragmented visibility across environments where user-level identifiers are limited or unavailable. Adjust provides install-level and campaign-level attribution reporting. It does not offer a comparable probabilistic modeling layer or a unified cross-platform journey view across web, app, and other channels.
Yes, Branch provides better iOS attribution than Adjust by combining SKAN reporting with non-SKAN data and proprietary probabilistic modeling through Predictive Aggregate Measurement (PAM). This helps recover attribution lost due to privacy changes and provides a unified view of performance across iOS campaigns. Branch unifies all iOS measurement, including deduplicated SKAN and non-SKAN data, into a single reporting view. Adjust does not support a comparable recovery model for opted-out users, and does not support unified iOS measurement reporting across channels.
The difference between Branch and Adjust for cross-platform measurement is that Branch provides unified reporting across mobile, web, CTV, OTT, and offline channels in a single system. This allows marketers to see full customer journeys across devices and touchpoints without stitching data together. Adjust is primarily mobile-focused, and cross-platform reporting typically requires additional setup, tooling, and packages resulting in higher costs and less unified visibility.
Yes, Branch supports multitouch attribution reporting through Funnel Analysis, which dynamically visualizes the full customer journey across web and app, including the touchpoints that contributed to an install or event conversion. This includes paid, organic, and cross-channel interactions. Adjust primarily provides install-level and campaign-level attribution reporting, with limited cross-channel journey visualization.
Yes, Branch is a certified mobile measurement partner (MMP) that integrates with major ad networks including Meta, Google, TikTok, Snapchat, and Apple Search Ads.
Yes, Branch provides migration support for teams moving from Adjust, including SDK and S2S implementation guidance, onboarding support, and technical assistance to ensure a smooth transition of attribution and deep linking infrastructure.
