Branch Universal Ads vs Improvely

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.

Improvely has no write-up on Specifiction yet; its figures are above.