Overview
Branch started as a deep linking platform and expanded into attribution, while AppsFlyer is a dedicated MMP. Both platforms now compete in mobile measurement, but with different strengths and approaches.
Feature Comparison
| Feature | Branch | AppsFlyer |
|---|---|---|
| Deep Linking | Industry-leading Winner | OneLink (solid) |
| Attribution | Good | Excellent Winner |
| Fraud Prevention | Basic | Protect360 Winner |
| QR Codes | Excellent Winner | Available |
| Web-to-App | Journeys (best-in-class) Winner | Smart Banners |
| Network Integrations | 1,500+ partners | 10,000+ partners Winner |
| Cross-Platform | Excellent Winner | Good |
Branch Strengths
- Deep linking pioneer: Best-in-class deferred and contextual deep linking
- Journeys: Smart banners for web-to-app conversion
- QR code platform: Enterprise QR code solutions
- Cross-platform: Unified user experience across web, app, email
- Referral programs: Built-in referral and sharing tools
AppsFlyer Strengths
- Attribution depth: More comprehensive attribution modeling
- Fraud prevention: Industry-leading Protect360
- Partner ecosystem: Largest network of integrations
- SKAN support: Excellent iOS 14+ capabilities
- Analytics: More advanced reporting and cohorts
Our Verdict
Choose Branch if: Deep linking is critical to your user experience, you need advanced web-to-app journeys, or QR codes are central to your marketing strategy.
Choose AppsFlyer if: Attribution accuracy and fraud prevention are priorities, you have a complex multi-network media mix, or you need the most integrations.
Using Both Together
Many large apps use both platforms:
- Branch for deep linking and user experience
- AppsFlyer for attribution and fraud prevention
- Native integration between the two platforms
- Best of both worlds for enterprise apps