Branch

Branch is a mobile measurement and deep linking platform that enables businesses to track, analyze, and optimize user acquisition, engagement, and retention across mobile apps and websites. It provides a unified set of tools for marketers, product managers, and data analysts to understand how users interact with digital properties, attribute conversions to specific campaigns, and deliver personalized experiences through deep links. The core functionality of Branch revolves around deep linking technology. Deep links allow users to navigate directly to specific content within a mobile app rather than landing on a generic homepage. For example, when a user clicks a link shared on social media or sent via email, Branch can automatically open the app (if installed) or redirect to the appropriate page in the app store for download, then seamlessly bring the user to the intended content after installation. This capability, often called "deferred deep linking," eliminates friction and improves user experience. Branch also offers universal link support across iOS and Android platforms, handling the complexity of different operating systems and app configurations. It solves the problem of broken or non-functional links by providing a single, reliable link format that works across all channels. Additionally, Branch supports "link domains" that businesses can customize to maintain brand consistency. For attribution and measurement, Branch tracks every touchpoint along the user’s journey. It assigns credit to the correct marketing source, whether it's paid ads, organic social, email campaigns, QR codes, or influencer partnerships. The platform uses deterministic and probabilistic matching to identify users even when they move between devices or browsers. This allows marketers to cal