The MMP built for what’s next. Deep linking at the core. AI at the edge.
The mobile measurement category is shifting — privacy-first signal, AI-driven optimization, and deep linking as infrastructure, not an add-on. See why teams re-evaluating AppsFlyer today choose Branch to stay ahead.
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Three reasons teams are leaving AppsFlyer.
AppsFlyer was built for a simpler era of mobile measurement — attribution at the center, with linking, identity, and iOS measurement added as separate surfaces over time. For teams scaling into the next chapter of privacy-first measurement and AI-driven optimization, three patterns keep coming up.
MAU-indexed pricing that caps your growth
Conversion-based and MAU-tiered billing mean every successful quarter becomes a pricing renegotiation. Finance and growth end up operating on different plans, and the measurement tool becomes the line item that throttles the acquisition it was supposed to support.
iOS measurement limited to SKAN
Without a vendor-owned measurement overlay, iOS attribution depth is shaped by what Apple’s framework returns. Campaign-level granularity, post-install events, and real-time signal all degrade — and AppsFlyer can’t give you back what SKAN doesn’t collect.
OneLink built next to attribution, not beneath it
Deep linking was added alongside the attribution engine, not underneath it. That’s why social routing breaks at the edges, web-to-app context gets lost, and engineering keeps filing tickets for edge cases that a deep-linking-first platform solved years ago.
AppsFlyer vs. Branch — where the architecture diverges.
Feature-by-feature comparisons flatten the real differences. The meaningful divergence is structural — how each platform was designed, what it was optimized for, and what happens as your stack grows.
AppsFlyer
Attribution-first architectureOneLink deep linking layered on top of the attribution engine, not built as the foundation everything sits on.
Pricing tied to usageConversion and MAU-tiered billing that scales with your acquisition wins — so growth quarters create budget surprises.
iOS measurement capped by SKANNo vendor-owned measurement overlay on iOS, so campaign-level granularity and event resolution are shaped by the framework alone.
Device-level identityCross-device journeys reconstructed probabilistically instead of resolved to the person who actually converts.
Point products stitched togetherAttribution, OneLink, audiences, and reporting delivered as separate product surfaces that teams reconcile downstream.
Branch
Deep linking as the foundationAttribution, measurement, and routing are built on one link object — the customer experience and the data are the same object.
Predictable enterprise pricingScale your acquisition without a monthly renegotiation. Your measurement cost shouldn’t be your growth cap.
Privacy-Aware Measurement for iOSPAM restores campaign-level granularity and post-install event resolution that SKAN alone can’t provide — on top of full SKAN integration.
People-based attributionDeterministic, owned-link identity recognizes the same customer across devices, sessions, and surfaces.
One unified platformWeb, app, CTV, email, SMS — one SDK, one data model, one source of truth across every surface your customer touches.
Branch was built from the link up.
Most MMPs start with an attribution engine and add linking next to it. Branch was architected in the opposite direction — deep linking as the foundation, with attribution and measurement built on the same link object. That’s why the data is deterministic and the customer experience stays reliable at the same time.
Deep Linking
The reliable, privacy-safe link layer every other Branch capability is built on.
- Deferred deep linking across app install
- Social deep linking across 6,000+ edge cases
- NativeLink privacy-first routing
- Branded short links at scale
- Email-to-app and SMS-to-app delivery
Attribution
Deterministic attribution anchored to owned links, not probabilistic matching.
- Owned-link attribution for every channel
- Privacy-Aware Measurement for iOS
- People-based identity resolution
- Cross-platform: web, app, and CTV
- Fraud detection at the data layer
Measurement
A unified data model — one source of truth for every marketing decision.
- One SDK for web, app, and CTV
- Unified reporting across paid and owned
- Real-time data feeds for BI and MMM
- Cohort and retention analysis
- Incrementality measurement
Every click becomes a measurable touchpoint.
The same link that routes your user is the link that attributes the conversion. No stitching. No reconciliation. Four steps, one data model.
Link
Every ad, email, SMS, QR scan, social share, or web CTA is issued as a Branch link with full routing and measurement context.
Route
The link delivers the user to the right destination — app, app store, or web — preserving deferred context across install.
Attribute
The same link object resolves attribution deterministically, across devices and surfaces, without relying on probabilistic fingerprinting.
Measure
Unified reporting flows into your BI stack, your MMM, and your team’s dashboards — the same numbers everywhere.
What this unlocks
Privacy-Aware Measurement
Campaign-level iOS attribution and post-install event resolution that works alongside SKAN, not instead of it.
People-based attribution
Resolve the same customer across devices, sessions, and surfaces with deterministic owned-link identity.
Predictable pricing
Scale your campaigns without worrying about your measurement bill. Enterprise agreements that hold as you grow.
Fraud detection at the data layer
Invalid installs, click injection, and click spam are filtered at ingestion — not after your budget is gone.
Cross-platform measurement
Web, app, and CTV in one data model. One SDK, one identity graph, one reporting surface.
2,000+ integrations
The deepest integration footprint in the MMP category — your ad, BI, and martech stack connects without custom ETL.
Six moments teams notice within the first quarter.
iOS campaigns you can actually optimize against
Privacy-Aware Measurement surfaces campaign-level performance and post-install events that SKAN alone can’t return. Media teams stop bidding blind on iOS and start optimizing on outcomes again.
→ iOS measurement beyond SKANEmail and SMS that route into the app
Every lifecycle message delivers the user to the exact in-app destination — with original context intact — across every email client and messaging app. Engagement programs stop losing the handoff.
→ Context-preserving routingOne user, across every device
People-based attribution resolves the same customer on mobile web, in the app, and on other devices they own. Media mix modeling finally has the input data it was designed for.
→ People, not just devicesRouting that survives the in-app browser
Social apps route clicks through in-app browsers that strip context and break installs. NativeLink restores reliable routing across the long tail of social edge cases so referral programs convert the traffic they earned.
→ Social deep linking at scaleMeasurement that extends beyond mobile
Connected TV, set-top, and linear activations flow into the same identity graph — not a separate analytics product. The same attribution model covers every surface your customer sees you on.
→ Unified web, app, and CTVScaling acquisition without billing surprises
Predictable pricing means next quarter’s budget isn’t held hostage by last quarter’s campaigns. Finance and growth finally operate on the same plan instead of reconciling usage overages.
→ No usage-bill renegotiationsSecurity and compliance without a procurement marathon.
Branch is deployed inside some of the most regulated enterprises in the world. Our compliance posture is built for security, privacy, and procurement teams from day one.
SOC 2 Type II & ISO 27001
Independently audited controls covering security, availability, and confidentiality. Annual renewals with shareable reports.
HIPAA-ready
Business Associate Agreements available for healthcare and health-adjacent workloads, with the technical safeguards to match.
GDPR & CCPA ready
Privacy-first architecture, data residency options, and consent management that survives regional regulation.
An MMP without deep linking as its foundation is an analytics tool pretending to be infrastructure.
The measurement layer the biggest mobile brands rely on.
The scale underneath Branch is what keeps the platform dependable — from commerce to media, fintech to travel, the largest mobile businesses in the world run their measurement on the same infrastructure.