Branch

What Stevin gets out of Branch

Branch solves an annoying problem most tools ignore: deep links that break the moment a user jumps from web to app. It keeps that journey intact and measures what happens, and that is exactly why we use it when web, mail, and social need to lead to an app. Where it is less strong: Branch measures the crossover well, but it is not a full attribution platform and in heavy iOS scenarios you run into the same Apple limits as everywhere. The win is in the linking and the measurement of non-paid channels into the app, not in a complete media picture. Where teams get stuck is that the nice journey data stays sitting in Branch and never carries through into decisions about channels and budget. Stevin reads the Branch data through the API, quantifies what owned and organic contribute to app activations, and turns a notable shift into a signal. A person decides on the follow-up.

What you pair it with

Choosing Branch means you can finally follow web-to-app journeys, but you do have to lay it next to your broader attribution to base decisions on it. It is a linking and measurement layer, not a steering instrument, so count on something that translates the numbers into actions. Connect it to your media and CRM data, otherwise you see that a channel leads to app but not what that is worth. The question that remains: who connects this journey data to your budget choices.

Common mistakes

• →Seeing Branch as a complete attribution platform when it mainly does linking and measurement.
• →Collecting web-to-app journey data without anyone tying channel decisions to it.
• →Setting up deep links and then not testing them across all the channels they need to work in.
• →Assuming measuring the crossover is the same as steering the whole journey.