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Branch Universal Ads

branch.io

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Spec score 8.9 #6 of 38 in Marketing Attribution Software

What it is

Branch Universal Ads is an ad-tracking and mobile measurement platform for connecting performance across web and app ecosystems. It follows web-ad clicks through app installs and conversions, then attributes resulting revenue to the original ad. Teams can review conversion rates by ad network, platform, ad set or channel, and configure attribution windows down to individual links. Deferred deep links can direct new users to specific content after installation; Universal Links and Android App Links can reengage existing users. Users can choose which events trigger real-time postbacks for each ad network. The platform also measures view-through results, including downstream conversions by people who saw ads without clicking. Branch lists SKAdNetwork and App Tracking Transparency support for mobile ad measurement, along with prebuilt integrations for ad platforms, publishers and networks. Pricing is on request; a free trial is listed, but there is no free plan. Branch states that its infrastructure is SOC 2-compliant and its data practices align with GDPR and CCPA. It says it minimizes collection and does not sell or rent customer end-user data.

Spec sheet

What it does
Branch Universal Ads is an enterprise ad-tracking and mobile-measurement platform that connects web advertising, app installs and downstream conversions for cross-platform attribution.Read 14 Oct 2026 · branch.io
Purpose
Branch Universal Ads is an enterprise-grade ad tracking platform and mobile measurement partner that unifies ad performance data across web and app ecosystems.Read 1 Oct 2026 · branch.io
Headquarters
United StatesRead 28 Sep 2026 · branch.io
Founded
Branch states that it was founded in 2014.Read 14 Oct 2026 · prnewswire.com
Ad integrations
Branch has prebuilt integrations for major ad platforms, publishers, and networks that can be enabled directly.Read 1 Oct 2026 · branch.io
Ad-network integrations
Branch provides integrations for major self-attributing networks, publishers and other ad networks, with custom partner setup available.Read 14 Oct 2026 · branch.io
Ads analytics metrics
Ads Analytics reports cost, attributed revenue, eCPI, eCPC, eCPM and eCPA from integrated ad partners.Read 14 Oct 2026 · help.branch.io
Ads documentation scope
The help center lists 43 SAN articles, 72 non-SAN articles, partner integration guides, postback documentation, testing, fraud, ROI Hub and household-measurement sections.Read 14 Oct 2026 · help.branch.io
Advanced compliance
Advanced Compliance offers isolated environments, stronger authentication and additional encryption for HIPAA-oriented deployments.Read 14 Oct 2026 · branch.io
Analytics query API
The Query API supports POST requests to /v1/query/analytics using Branch keys and secrets with date, source, aggregation, dimensions and filters.Read 14 Oct 2026 · help.branch.io
Attribution controls
Users can configure custom attribution windows down to the individual link level.Read 1 Oct 2026 · branch.io
Attribution windows
Advertisers can configure attribution windows down to the individual link level.Read 14 Oct 2026 · branch.io
Company legal name
Crunchbase identifies the legal entity as Branch Metrics, Inc.Read 14 Oct 2026 · crunchbase.com
Conversion tracking
The platform captures conversions across the customer journey and reports conversion rates by ad network, platform, ad set, or channel.Read 1 Oct 2026 · branch.io
Cross-platform attribution
Branch tracks web-ad clicks through app installs and conversions and attributes resulting revenue back to the original web ad.Read 1 Oct 2026 · branch.io
Cross-platform revenue attribution
The service can associate revenue from an app conversion with the original web advertisement that led to the journey.Read 14 Oct 2026 · branch.io
Data privacy
Branch says it minimizes data collection, does not collect or store sensitive end-user information, and does not rent or sell customer end-user data.Read 1 Oct 2026 · branch.io
Deep linking
Deferred deep linking sends new users to specific content after installation, while Universal Links and Android App Links reengage existing users.Read 1 Oct 2026 · branch.io
Deferred deep linking
Deferred deep links preserve a new user’s context through installation and open the intended in-app content afterward.Read 14 Oct 2026 · branch.io
Developer support
Branch provides a Help Center, Branch University training, SDK documentation, REST API guidance, and implementation resources for technical teams.Read 1 Oct 2026 · help.branch.io
Funding news
A February 10, 2022 announcement reported $300 million in funding at a $4 billion valuation led by NEA.Read 14 Oct 2026 · prnewswire.com
Google Play utility
Branch Metrics DeviceID Finder displays an advertising identifier, Android device ID and IP address for campaign and link debugging and says it does not send that information over the internet.Read 14 Oct 2026 · play.google.com
Headquarters and size
LinkedIn lists Branch as a privately held software company headquartered in Mountain View, California, with 201–500 employees.Read 14 Oct 2026 · linkedin.com
HIPAA support
Customers with protected health information can sign a Business Associate Agreement for HIPAA-eligible solutions, with isolated environments, strong authentication, and layered encryption.Read 1 Oct 2026 · branch.io
Limit: attribution edge cases
TrustRadius reviewers report weaker results for some universal-app-install and Google UAC campaigns and limited analytics in certain cases.Read 14 Oct 2026 · trustradius.com
Limit: dashboard and feature gaps
TrustRadius reviews mention requests for easier link configuration, clearer tracking explanations, richer dashboards and a mobile analytics app.Read 14 Oct 2026 · trustradius.com
Limit: pricing complaints
A GetApp reviewer says costs can rise sharply with app-user growth because pricing is linked to SDK usage and user volume.Read 14 Oct 2026 · getapp.com
Limit: support incident
A Trustpilot reviewer reported that Apple Search Ads cost data stopped updating and that meaningful support had not arrived after 19 days.Read 14 Oct 2026 · trustpilot.com
Named partners
Branch identifies Meta, Apple Search Ads, Google, X, TikTok, and OpenAI Ads among its advertising and attribution partners.Read 1 Oct 2026 · branch.io
Postbacks
Real-time postbacks can be customized by event and advertising network.Read 14 Oct 2026 · branch.io
Praise: attribution and linking
TrustRadius reviewers repeatedly praise deep linking, attribution accuracy, integrations and exportable data for ROI analysis.Read 14 Oct 2026 · trustradius.com
Praise: support
TrustRadius’s summarized reviewer insights describe Branch technical support as responsive and technically capable.Read 14 Oct 2026 · trustradius.com
Privacy measurement
Branch Universal Ads supports SKAdNetwork and App Tracking Transparency for compliant mobile ad measurement.Read 1 Oct 2026 · branch.io
Privacy practices
Branch says it minimizes collected data, does not collect or store sensitive end-user information, and does not rent or sell personal data.Read 14 Oct 2026 · branch.io
Public API
Branch exposes a JSON API at https://api2.branch.io with versioned v1, v2 and v3 paths, documented errors and per-operation rate limits.Read 14 Oct 2026 · help.branch.io
Rating on G2
4.4 out of 5 from 465 reviewsRead 14 Oct 2026 · g2.com
Rating on Gartner Peer Insights
4.5 out of 5 from 14 ratingsRead 14 Oct 2026 · gartner.com
Rating on GetApp
4.1 out of 5 from 22 reviewsRead 14 Oct 2026 · getapp.com
Rating on Google Play
4.3 out of 5 from 271 reviewsRead 14 Oct 2026 · play.google.com
Rating on Trustpilot
2.9 out of 5 from 2 reviewsRead 14 Oct 2026 · trustpilot.com
Rating on TrustRadius
6.3 out of 10 from 36 reviews and ratingsRead 14 Oct 2026 · trustradius.com
SDK ecosystem
Branch publishes public SDK repositories for Android, iOS, web, Flutter, Xamarin, Cordova, Capacitor, Unity, Roku, Win32/C++ and other integrations.Read 14 Oct 2026 · github.com
SDK licence
The public Branch SDK repositories shown on GitHub use the MIT License.Read 14 Oct 2026 · github.com
Security certifications
Branch’s trust center lists SOC 2 Type II, ISO 27001, ISO 27701, ISO 27017, ISO 27018, CSA, GDPR and CCPA coverage.Read 14 Oct 2026 · trust.branch.io
Security compliance
Branch states that it operates SOC 2-compliant infrastructure and follows GDPR- and CCPA-aligned data practices.Read 1 Oct 2026 · branch.io
Self-hosting
Branch documentation describes a hosted dashboard and API service; no self-hosting deployment option is stated on the reviewed product, pricing or API pages.Read 14 Oct 2026 · help.branch.io
SKAN and ATT
Branch states that Universal Ads supports Apple SKAdNetwork and App Tracking Transparency workflows.Read 14 Oct 2026 · branch.io
Status on research date
Branch’s status page showed all systems operational and no incidents reported on October 14, 2026.Read 14 Oct 2026 · status.branch.io
Supported SDK platforms
Branch documents native SDKs for Android, iOS, web, macOS, Windows, tvOS, and Roku, plus cross-platform frameworks such as React Native, Flutter, and Unity.Read 1 Oct 2026 · help.branch.io
Universal and App Links
Branch supports iOS Universal Links and Android App Links for re-engagement and routing.Read 14 Oct 2026 · branch.io
View-through attribution
Universal Ads measures conversions following ad impressions even when the user did not click.Read 14 Oct 2026 · branch.io

Plans and prices

Basics Free free trial ad partners: limit of 3 · data partner webhooks: limit of 3 · ad partner postbacks: limit of 3 · custom ad partners: limit of 25 Read 1 Oct 2026 · branch.io
Basics Priced on request Start your free trial Real-time mobile measurement and reporting · multi-touch attribution · configurable in-app events · configurable lookback windows · SKAN Conversion Studio · up to 3 ad partners · up to 3 data-partner webhooks · up to 3 ad-partner postbacks · up to 25 custom ad partners Read 14 Oct 2026 · branch.io
Enterprise Priced on request Request a demo Predictive LTV · CTV/OTT attribution · full click-to-loyal-customer paths · advanced SKAN modeling · flexible APIs · unlimited ad partners, webhooks, postbacks and custom ad partners Read 14 Oct 2026 · branch.io
Essentials Priced on request Request a demo Unlimited partners · SKAN clarity · fraud detection · lifetime-value and retention tracking · unlimited ad partners, webhooks and postbacks Read 14 Oct 2026 · branch.io

Every Branch Universal Ads plan and price →

Strong points and limits

Strong points

  • Attributes app conversions and revenue to web ads.
  • Attribution windows can be set per link.
  • Supports view-through attribution.
  • Lists SKAdNetwork and App Tracking Transparency support.
  • Prebuilt integrations are available for ad platforms and networks.

Limits

  • No free plan.
  • Pricing is on request.
  • Free trial is listed; plan limits apply to the Basics offering.

Who it suits

Branch Universal Ads suits teams measuring advertising performance across web and app journeys, including installs, conversions and revenue. Technical teams can use its SDK documentation, REST API guidance and implementation resources.

Branch Universal Ads in depth

Read the full write-up

Branch Universal Ads is an ad measurement platform for teams connecting campaigns across websites and apps. It is best suited to organizations with multiple ad partners and technical support; teams wanting a low-cost, self-serve starting point should look elsewhere. Its strength is flexible, end-to-end attribution, while custom pricing and a narrowly capped trial make evaluation less accessible.

Overview

Branch connects web-ad clicks to app installs, conversions, and revenue attributed to the original ad. Conversion reporting can be broken down by ad network, platform, ad set, or channel. Multi-touch and offline attribution, revenue measurement, and data warehouse export make it relevant to teams that need campaign results to feed broader analysis, not just install counts.

It also measures outcomes from ad impressions as well as clicks, including conversions by people who saw an ad but did not click. Attribution windows can be tailored down to individual links. That flexibility accommodates different campaign rules, but teams must configure and manage those rules deliberately.

Key features

Links and attribution

Deferred deep links can send new users to specific content after installation, while Universal Links and Android App Links can reengage existing users. This connects acquisition measurement with the app destination. Customizable real-time postbacks let teams choose which events each ad network receives, and prebuilt integrations for major platforms, publishers, and networks reduce the need to build every connection from scratch.

Privacy and implementation

Support for SKAdNetwork and App Tracking Transparency addresses privacy-conscious mobile measurement. Branch says its infrastructure is SOC 2-compliant, its data practices align with GDPR and CCPA, and it does not collect or store sensitive end-user information or sell or rent customer end-user data. Customers handling protected health information can sign a Business Associate Agreement for HIPAA-eligible solutions, with isolated environments, strong authentication, and layered encryption.

Technical teams have SDK documentation, REST API guidance, implementation resources, a Help Center, and Branch University training. Native SDKs cover Android, iOS, web, macOS, Windows, tvOS, and Roku; cross-platform frameworks include React Native, Flutter, and Unity.

Pricing

Branch offers a free trial but no free plan, and ongoing pricing is custom. The Basics trial costs nothing and caps ad partners, data partner webhooks, and ad partner postbacks at three each; custom ad partners are capped at 25. Those limits make it a constrained way to assess a small setup, not a lasting free tier or a useful test for a team that needs several network connections.

Essentials uses custom pricing and requires a demo. It removes the limits on ad partners, data partner webhooks, and ad partner postbacks, while retaining a limit of 25 custom ad partners. It fits teams needing broader standard integrations without that custom-partner allowance expanding. Enterprise is also custom-priced through a demo and adds CTV/OTT attribution, advanced SKAN modeling, APIs that flex to your stack, and unlimited ad partners. It is the more suitable tier for organizations needing those capabilities and scale, though the custom engagement makes cost harder to compare before a sales conversation.

Platforms

Branch Universal Ads lists Android, iOS, macOS, web, Windows, and API support. Its documented native SDKs also cover tvOS and Roku, alongside cross-platform development frameworks, giving technical teams options beyond the primary listed platforms.

Who it's for

Branch is a strong fit for enterprise advertising teams measuring campaigns across web and mobile, especially those using multiple networks, needing link-level attribution controls, or connecting campaign outcomes to revenue and warehouse reporting. Its SDK and API resources support teams able to handle implementation. It is a weaker fit for smaller advertisers seeking predictable public pricing, a permanent free tier, or basic install reporting without configuration overhead.

Pros and cons

Pros: Connects web-ad clicks to app activity and revenue, with conversion reporting by network, platform, ad set, or channel.

Pros: Link-level attribution windows, view-through measurement, deep linking, and configurable network postbacks give teams meaningful control over measurement and follow-up.

Pros: SKAdNetwork and App Tracking Transparency support, plus stated security and privacy practices, address important requirements for mobile measurement.

Cons: There is no free plan, and custom pricing requires a demo for the paid tiers, limiting quick cost comparisons.

Cons: The Basics trial allows only three ad partners, webhooks, and postbacks, which may not represent a larger network setup.

Alternatives

Marketing Attribution Software is a useful category starting point for comparing other tools.

Choose Kochava if a freemium option and a published entry point matter: it has a free plan, and Foundation costs $500 a month with 33K conversions/month. Tenjin is another freemium option, with All-Inclusive Free covering 2,000 free conversions/month and $0.04 per additional conversion. It may suit teams that prefer a conversion-based free entry point.

Singular offers a free plan and lists 15,000 paid conversions on its Free plan, making it worth comparing for teams considering a free conversion-based tier. Zobrx also has a free plan, but its stated focus on Shopify stores, basic reporting, and one team seat makes it a different, narrower option.

Dreamdata has a free plan with five seats, two months of user history, and three stage models; consider it if those limits suit your evaluation. Airbridge is a paid alternative with a Core Plan at $40 a month, including 500K data points and then charging $0.0001 per data point, for teams that prefer a published usage-based starting point.

AppsFlyer Data Clean Room has a free plan and a Data Clean Room feature with pricing by contact, so it is an alternative to investigate for that capability. Factors.ai is another option with a free plan and paid Basic and Growth tiers; compare it if its offering better matches your needs.

Kochava, Tenjin, Singular, Zobrx, Dreamdata, Airbridge, AppsFlyer Data Clean Room, and Factors.ai each merit comparison on the particular pricing and platform terms that fit your team.

Verdict

Choose Branch Universal Ads if your team needs cross-web-and-app attribution with granular controls, configurable postbacks, and revenue measurement across multiple ad partners. Look elsewhere if a transparent price, permanent free plan, or generous trial limits are essential; its custom-priced tiers and tight Basics caps make those priorities difficult to reconcile.

Verdict

Branch Universal Ads connects ad interactions to downstream app activity and revenue, with configurable attribution and postbacks. Pricing is available on request, and there is no free plan.

Where Specifiction places it

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