Branch vs. AppsFlyer
Switch from AppsFlyer to Branch for attribution you can trust and pricing you can predict
AppsFlyer has been the default MMP for years, but default isn’t the same as best. Branch gives you more accurate cross-platform attribution, reliable deep linking, and pricing that doesn’t change the rules at renewal.
100,000 brands trust Branch
Why do brands choose Branch
over AppsFlyer?
Attribution without the gaps
AppsFlyer’s concentration in gaming limits the device reach and signals needed for accurate, comprehensive attribution. Branch sees 3 billion devices daily across a diverse range of brands, powering a proprietary persona graph that drives better engagement, broader use case coverage, and stronger accuracy.
Deep linking built to work
AppsFlyer’s deferred deep linking underperforms and fails more edge cases than it handles. Branch has made deep linking essential to the platform since day one, covering 6,000+ edge cases across every channel. It remains the industry’s leading MMP for deep linking.
Full cross-platform visibility
AppsFlyer was built for mobile and has been slow to expand beyond it. As deep linking experts, cross-platform and cross-device capabilities are foundational to Branch’s infrastructure, tracking users across web, connected TV (CTV), over-the-top (OTT), and every channel in between in a single measurement view.
Pricing that scales with you
AppsFlyer gates core features like fraud protection, API access, and data feeds behind add-on pricing, and Year 1 signing discounts return as steep increases at renewal. Branch includes what you need from the start, at a price that doesn’t change the rules on you.
Branch vs. AppsFlyer comparison
You should be able to trust your MMP
That means transparent pricing and independent measurement.
On pricing: Branch’s transparent platform fee and volume credits means you only pay for events Branch directly influences. No feature gating, no surprise hikes at renewal, no add-ons for core functionality.
On independence: AppsFlyer recently took $1 billion from Google, Meta, Unity, and Moloco – the same networks it’s supposed to measure. Branch has no financial relationship with any of the ad networks we measure. That’s not a differentiator we expected to need.
We’ve always been the best for owned and organic channels; now we lead in paid
Branch started as the gold standard for deep linking and owned channel measurement, the areas AppsFlyer never prioritized. Then we built out paid attribution. Now we do both better than anyone, so you get one platform for every marketing initiative, no gaps, no add-ons required.
Predictive Aggregate Measurement (PAM)
Probabilistic modeling recovers attribution that deterministic methods write off as lost. On iOS, that’s roughly 40% of attribution you’d otherwise never see.
Cost Import
Get 100% network coverage and support for API breakdown coverage. That means one accurate view of spend and ROI across every channel down to the campaign, creative, and keyword level.
Household Measurement
Connect CTV and OTT ad exposure to mobile conversions. When someone sees your ad on TV and converts on their phone, desktop, or tablet, Branch captures it.
Funnel Analysis
See the touchpoints that contributed to an install or event conversion, not just the one that got credit. Funnel Analysis maps the full customer journey across paid and organic, down to country and keyword level with dynamic visualizations.
You’ll be happier here
“We recently moved from AppsFlyer to Branch for our attribution and we’ve been very happy. Only Branch can ensure we have a holistic view of our users across the different channels and platforms.”
Marie Huynh
Digital Marketing PM
“At first, we implemented Branch for its excellent deep linking and tracking solution across all the paid and non-paid channels we use. But as apps became our most important source for business, we decided to switch to Branch as our complete app attribution partner because it addresses the challenges we face with app attribution, specifically web-to-app attribution.”
Amjed Darweesh
Product Manager, Landmark
“We chose Branch over AppsFlyer because Branch offered more powerful cross-platform attribution capabilities and an easy-to-integrate referral tracking feature.”
Alimpan Barua
Associate Vice President, Glowroad
“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
“We made a switch from AppsFlyer, as Branch helped us in tracking users across different platforms and providing a unified view of the consumer to us. This is definitely the next big thing in the world of attribution and marketing analytics.”
Navin Sangwan
Marketing Manager, Limeroad
FAQ
Yes, Branch replaces AppsFlyer as a full MMP. Branch covers attribution, deep linking, fraud protection, and cross-platform measurement in one platform, with no add-ons required for core functionality. Some customers start with Branch for deep linking and owned channel measurement, then consolidate their paid attribution onto Branch once they see the full picture.
Yes, and in several areas Branch attribution is more accurate than AppsFlyer’s. Branch sees three billion devices daily across diverse industry verticals, with a proprietary persona graph and five probabilistic models that give you broader coverage and more accurate attribution across more use cases than AppsFlyer can support.
Branch’s deep linking is more reliable and more comprehensive than AppsFlyer’s. Branch built deep linking from day one and covers 6,000+ edge cases across iOS, Android, and web. AppsFlyer added deep linking later, and its deferred deep linking performance has more failure points and less comprehensive edge case coverage.
Yes, Branch handles enterprise scale across some of the most demanding verticals in mobile. Branch is G2’s top-ranked MMP for Ease of Use, Admin, and Setup, holds HIPAA, SOC 2, GDPR, and CCPA certifications, and serves Fortune 500 companies across retail, finance, health, entertainment, and travel.
Yes, Branch supports all the major ad networks you need. Branch is a certified MMP with collaborative partnerships with Meta, Google, TikTok, Snapchat, Apple Ads, and all major ad networks. These partnerships power reliable attribution, improve coverage, and inform the development of new measurement solutions.
Yes, Branch’s team of experts can fully support migration efforts for teams moving from AppsFlyer, including software development kit (SDK) and S2S implementation guidance, onboarding support, and technical assistance to make the transition as smooth as possible.
Yes, Branch has a fraud solution that uses machine learning to detect patterns others miss, with customizable rules and cross-platform data signals. Because of our cross-platform reach, Branch is uniquely positioned to provide fraud insights that incorporate data signals that other providers can’t match.
Branch covers GDPR, CCPA, and HIPAA. Branch’s privacy-first attribution, including SKAN and AdAttributionKit, let you measure performance while respecting user rights.
Yes, Branch integrates with the best independent data clean rooms so you stay in control of your data. AppsFlyer pushes its own clean room solution, which means vendor-controlled lock-in, potential reporting bias, and unnecessary exposure of sensitive customer data. Your MMP should not own your clean room.
In June 2026, AppsFlyer took over billion from Google, Meta, Unity, and Moloco, the same ad networks it is supposed to measure independently. AppsFlyer has committed to contractual safeguards, but contractual commitments do not eliminate the structural conflicts that come with having your investors be the players you grade. Branch has no financial relationship with any of the ad networks we measure.
