Somewhere along the way, “good enough” stopped being good enough. Today’s customers discover brands on TikTok, scan QR codes, click email links, and bounce between mobile web and app before ever converting. Legacy mobile measurement partners (MMPs) weren’t built for any of that complexity, and nearly 50% of B2C marketers plan to replace their attribution tools in the next 18 months as a result.
What to look for when switching mobile measurement partners
The old-guard MMPs worked well for a more linear world. But modern measurement requires a lot more. Here’s what your next mobile measurement partner should deliver:
True cross-platform attribution
Your customers don’t stay in one channel, so your measurement can’t either. Your MMP should track web, app, ads, email, search engine optimization (SEO), connected TV (CTV), offline touchpoints, and emerging channels like AI-powered search in a single centralized location. Branch connects organic and paid channels in one place so you see exactly which efforts drive growth.
Real ROI reporting
Installs don’t pay the bills — revenue does. You should be able to connect marketing spend directly to business outcomes across every channel so you know what’s working and what’s wasting budget.
Privacy-safe solutions for iOS measurement
Apple’s privacy changes aren’t going away. You need solutions built for SKAdNetwork (SKAN) and privacy thresholds from the ground up, not workarounds that break with every iOS update.
Deep linking that does more than check the box
Deep linking shouldn’t be an afterthought. Legacy platforms treat it like a feature to tick off. We treat it like the competitive advantage it is.
Branch links reliably send users to the right place, every time, even when the app isn’t installed or when edge cases trip up other solutions.
Security and privacy without compromise
Compliance and governance aren’t optional anymore. Outdated platforms aren’t cut out for today’s strict requirements. We built Branch with them in mind from day one.
Branch offers the only HIPAA-eligible solution for measurement in the industry, alongside SOC 2 Type II certification and full General Data Production Regulation (GDPR) and California Consumer Privacy Act (CCPA) compliance. For global brands, that means trust isn’t just a promise — it’s built into every interaction.
AI-driven insights built in, not bolted on
You shouldn’t need a data science team to understand your marketing performance. Legacy MMPs dump raw data in your lap and call it insights. Branch built AI directly into the platform with Ivy, our integrated AI assistant.
Ivy surfaces patterns, identifies opportunities, and answers complex questions in plain language — no SQL required. Instead of spending hours building reports or trying to figure out what your data is telling you, you get instant, actionable answers that help you optimize campaigns faster and spot trends before your competition does.
Partnership built to grow with you
MMPs have earned a reputation for being difficult to work with. Rigid platforms, unresponsive support, and systems that force you to adapt to their limits instead of the other way around. Branch takes a different approach — we scale with your goals, which is why companies like Amazon, Shopify, and Reddit trust us to power billions of customer interactions. We consistently rank highest for ease of use, setup, and customer satisfaction, delivering proactive guidance and enterprise-scale stability that future-proofs your growth strategy.
Pricing that reflects partnership, not penalties
Your MMP shouldn’t surprise you with hidden fees or force you to negotiate for core features. Too many “low-cost” platforms come with steep renewal hikes and feature upsells. Branch offers transparent pricing with all core features included and growth baked in. No surprises. No line-item games.
Don’t let legacy hold you back
The platforms that defined the early app economy had their moment. But modern customer journeys, privacy-first growth, and the demand for real business outcomes require something built for this era.
If you’re switching mobile measurement partners, these resources will help you evaluate your options and make the transition:
- MMP Vendor Assessment Checklist: Evaluate your options with our comprehensive assessment criteria
- A Marketer’s Guide to Upgrading Your Mobile Measurement Partner: Everything you need to know about making the transition
