Branch.io
Mobile deep linking, attribution, and engagement platform
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What is Branch?
Branch is the leading mobile deep linking and attribution platform — used by apps like PhonePe, Meesho, Nykaa, Swiggy, and hundreds of other Indian consumer apps. It solves two critical problems for mobile growth teams:
- Deep linking: Send users directly to specific in-app content from any channel — SMS, email, social media, QR codes, even offline ads
- Attribution: Know which marketing channel (Google Ads, Meta, organic, referral, etc.) drove each install and downstream conversion
In India specifically, Branch is heavily used for referral programs — the "share this link" mechanics that power viral loops in fintech and e-commerce apps. Branch's deferred deep linking ensures a user who clicks a referral link, installs the app, and opens it for the first time lands directly in the referral flow rather than the home screen.
Branch's free tier includes unlimited deep links and basic attribution for apps under a certain MAU threshold. Most Indian apps in early growth stages can use Branch free for deep linking — the paid features are primarily advanced attribution analytics and fraud protection. Start free and upgrade when attribution accuracy becomes critical for ad spend decisions.
Key features for Indian mobile teams
Universal Deep Links
Single Branch link works across iOS Universal Links, Android App Links, and mobile web — handling the open-vs-install decision automatically. Critical for consistent UX across your entire user funnel.
Deferred Deep Linking
User clicks link → installs app → opens app → lands on correct screen. Preserves intent even through the Play Store/App Store install flow. Powers referral programs, campaign-specific landing, and promo code activation.
Cross-Channel Attribution
Attribute installs and conversions across Google Ads, Meta, email, organic, and owned channels in one dashboard. Compare channel ROI and optimize spend allocation.
Referral & Sharing
In-app sharing SDK with custom referral links per user. Track who invited whom, what channels work for viral spread, and reward logic integration. Used in PhonePe's refer-and-earn, Swiggy's sharing features.
QR Codes
Dynamic QR codes that deep link into specific app screens — used for offline-to-app campaigns, store posters, product packaging, and event activations. Especially relevant for Indian physical retail chains.
Fraud Protection
Detect and block install fraud — fake installs from click farms and ad fraud networks. Critical for Indian apps running large Google/Meta app install campaigns where fraud rates can be 15–30% on lower-quality inventory.
Branch vs AppsFlyer vs Adjust
| Factor | Branch | AppsFlyer | Adjust |
|---|---|---|---|
| Deep linking | Best-in-class | Good | Good |
| Attribution accuracy | Very good | Best | Very good |
| India adoption | High — PhonePe, Nykaa, Meesho | Very high — Flipkart, Paytm | Medium |
| Free tier | Yes (deep linking) | Limited trial | Limited trial |
| Pricing transparency | Opaque (custom quotes) | Opaque | More transparent |
| Best for | Deep linking + referral programs | Full MMP attribution at scale | Attribution + privacy compliance |
For pure mobile attribution (MMP) at Series B+, AppsFlyer tends to win in India due to deeper ad network integrations and prevalence in the market. For early-stage apps and referral-heavy products, Branch's deep linking superiority makes it the right choice.
Pros and cons
What works well
- Best deep linking implementation globally — no close second
- Deferred deep linking is essential for referral programs
- Free tier covers basic deep linking needs for early-stage
- Strong India support team and documentation
- QR code deep links great for Indian offline-to-online campaigns
- Fraud protection catches click farm abuse on paid campaigns
What needs work
- Attribution pricing is opaque — requires custom negotiation
- Attribution slightly less accurate than AppsFlyer for MMP use cases
- Dashboard can be slow with large data volumes
- No INR billing or GST invoicing for Indian companies
- SDK integration complexity on older Android versions common in India
Related insights
Building a referral program for your Indian app?
We help mobile product teams design and implement referral mechanics that actually drive viral growth — from Branch setup to reward structure. Free consultation.
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