Measurement you can finally trust
Branch gives marketing teams a single source of truth for mobile attribution — across every channel, platform, and device.
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Mobile measurement is broken on both platforms.
iOS gutted your identifiers. Android’s future is uncertain. Every ad network claims credit for the same conversions. Your attribution data lives in silos, and the privacy landscape is making it worse — not better. The result: wasted budget, inflated metrics, and no defensible answer when leadership asks what’s working.
iOS: signal loss is the new default
Apple’s ATT cut IDFA availability from 80% to under 30%. SKAN gives you coarse conversion values, bucketed revenue ranges, and delayed postbacks. Half your iOS audience is invisible to legacy attribution.
Android: stability today, uncertainty tomorrow
Google deprecated Privacy Sandbox in October 2025 — but GAID’s long-term future remains unconfirmed. The measurement methods you rely on today could be the next identifiers to disappear. Building on shifting ground is not a strategy.
Cross-platform: no single source of truth
Different attribution rules on iOS and Android. Each ad network using its own model. Probabilistic on one platform, deterministic on the other. Your “unified” view is a spreadsheet with five conflicting numbers.
Legacy measurement vs. Branch MMP
How Branch solves measurement on every platform.
iOS and Android present fundamentally different measurement challenges. Branch handles both — with purpose-built solutions for each platform’s privacy model.
iOS measurement: before and after
Apple’s SKAdNetwork framework gives you aggregated, delayed, coarse-grained data. Branch PAM transforms that limited signal into actionable campaign intelligence — without relying on IDFA.
Android: the ground is shifting
Google deprecated Privacy Sandbox on Android in October 2025 after low adoption and ecosystem pushback — but GAID’s long-term future remains unconfirmed. Android measurement works today, but the next disruption could arrive without warning.
GAID is not guaranteed
Google committed to supporting GAID “for at least two years” — a statement now over two years old. No updated commitment has been made. Building your entire measurement strategy on an identifier with no guaranteed future is a risk.
Fraud is worse on Android
12% of Android app installs are fraudulent — nearly double the iOS rate. GAID-based measurement without server-side fraud prevention means you’re still paying for click injection, device farms, and SDK spoofing.
Regulatory pressure is mounting
The EU’s Digital Markets Act and evolving privacy regulations worldwide are pushing all platforms toward identifier restrictions. The privacy wave that hit iOS is not an Apple-only phenomenon — it’s an industry direction.
How Branch prepares you for Android’s future
Branch’s MMP uses a multi-signal attribution approach that works with GAID today and is built to transition seamlessly when Android’s privacy model changes. The same privacy-preserving probabilistic methods powering Branch PAM on iOS are ready to deploy on Android when the time comes — so you won’t need to rebuild your measurement infrastructure a second time.
How Branch MMP works
Branch replaces fragmented, platform-biased attribution with a unified, independent measurement layer that adapts to the privacy requirements of every platform.
Collect
A single lightweight SDK captures touchpoints across every channel — paid, owned, and organic — using platform-appropriate methods on both iOS and Android.
Resolve
People-based identity resolution matches users across devices, platforms, and sessions — bridging the gap between iOS’s restricted signals and Android’s deterministic data.
Attribute
Independent, unbiased attribution assigns credit to the marketing touchpoints that actually drove conversion — using deterministic, probabilistic, or modeled methods depending on signal availability.
Activate
Real-time data feeds push attribution data to 2,000+ integrated partners — your BI tools, ad networks, and analytics platforms stay in sync across both platforms.
What this means for your team
Cross-platform measurement
Unified iOS and Android data in a single dashboard — plus mobile web, desktop, and CTV. No more reconciling metrics across platforms manually.
Privacy-Aware Measurement (PAM)
Purpose-built for iOS. Full-funnel visibility, exact revenue data, and real-time signals — all without IDFA. Recovers the granularity SKAN strips away.
Future-proof Android measurement
GAID-based attribution today. Privacy-preserving probabilistic methods ready to deploy when Android’s privacy model evolves. One SDK, zero rebuilds.
Fraud prevention
Server-side fraud detection blocks click injection, SDK spoofing, device farms, and install fraud — with stronger protection on Android where fraud rates are highest.
2,000+ integrations
Native data connectors to every major ad network, analytics tool, CRM, and marketing automation platform. Your attribution data flows where it needs to go.
Predictable pricing
Scale your campaigns without worrying about your measurement bill. Your measurement costs stay stable as you grow — no surprise charges when a campaign takes off.
Accurate measurement across every channel
Wherever your marketing runs — and on whichever platform your users are — Branch MMP gives you the unbiased truth about what’s driving results.
Paid social & display
Independent attribution for Meta, TikTok, Snap, and programmatic display — with privacy-preserving measurement on iOS and deterministic validation on Android. True CPA without each network grading its own homework.
Paid search
Measure Google Ads, Apple Search Ads, and Bing campaigns with unbiased attribution. Branch PAM recovers iOS keyword-level insight that SKAN alone can’t provide, while Android retains full granularity.
Email & SMS
Attribute app installs and in-app conversions back to lifecycle campaigns. When a user opens an email on desktop and installs on mobile, Branch connects the dots — regardless of platform.
CTV & streaming
Measure the mobile impact of connected TV campaigns. Branch bridges a Roku or Fire TV impression to a subsequent app install — whether the viewer picks up an iPhone or an Android device.
Organic & referral
Not everything is paid. Branch measures organic installs, word-of-mouth referrals, and owned-channel conversions across both app stores — so you can quantify the full picture.
Re-engagement campaigns
Measure push notifications, retargeting ads, and win-back campaigns. Know which re-engagement touchpoints drive incremental revenue versus cannibalized organic — on both iOS and Android.
iOS broke your attribution model. Android could be next. The only measurement strategy that survives is one that doesn’t depend on any single platform’s identifiers.
The numbers behind the platform
Stop guessing. Start measuring.
See how Branch MMP gives your marketing team accurate, independent, privacy-first attribution — on iOS today, on Android tomorrow, and across every channel and device in between.
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