Branch attribution data next to every ad channel
Connect Branch to Grower and the installs, app opens and in-app events Branch attributes appear in the same view as your web analytics and ad channels. Grower counts app conversions once alongside every other channel, applies the model you choose and suggests changes you approve.
Branch attribution in Grower brings the installs, app opens and in-app events that Branch attributes into the same view as your web analytics and ad channels. Grower adds the app conversions to one de-duplicated count, credits them with your chosen attribution model and turns the results into recommendations.
What does Grower add to Branch data?
Grower's web and app view reads users, traffic, engagement and e-commerce. Once a mobile attribution partner like Branch is connected, installs and in-app revenue appear alongside them, with:
- real mobile attribution, not ad platform estimates;
- install tracking by campaign, platform and device;
- in-app revenue attribution;
- AI-powered campaign optimization.
The app conversions also flow into Grower's attribution engine, which de-duplicates conversions from every channel and app into one unified count, then credits each touchpoint with the model you pick, or one you build. The recommendation engine suggests weekly changes, labeled by risk, and pushes the ones you approve to the channel. Autopilot can handle low-risk changes.
For fintech apps, where the install is only the first step, Grower for fintech tracks app attribution from install to activation.
What does Branch measure?
Branch "helps app developers understand which marketing efforts contribute to app installs, app opens, and in-app activity", across touchpoints such as ads, emails, website links, QR codes and SMS (Branch Attribution Explained).
In-app activity is tracked as Branch events. "There are 3 categories of Standard Events: Commerce, Content, and Lifecycle." Commerce events cover purchases, transactions, carts and wishlists, and "revenue is only aggregated in Branch reporting when it's tracked on a PURCHASE event." Branch also tracks re-engagement: after a set period of inactivity, a user's next app open counts as a re-engagement rather than continued use.
How does Branch attribution work?
Branch combines several methods: install referrer on Android, device IDs with consent, SKAN and AdAttributionKit (AAK), Apple Ads, preload, probabilistic modeling and direct deep links. "When multiple touchpoints are available, Branch determines attribution using the best available touchpoint." Probabilistic modeling only applies when deterministic or platform-provided methods are unavailable, and "Deterministic measurement is always given priority within the defined attribution window."
Default windows from Branch's attribution settings:
| Window | What it covers | Default |
|---|---|---|
| Click to install | A click to an install or reinstall | 7 days |
| Impression to install | An ad impression to an install or reinstall | 1 day |
| Click to conversion event | A click to a purchase or other conversion event | 30 days |
| Deep linking duration | A click to the user being deep linked | 120 minutes |
On privacy, Branch "does not access IDFA unless the user has provided App Tracking Transparency (ATT) consent on iOS." It calls SKAN and AAK "Apple's privacy-preserving attribution frameworks", which report at campaign level without user-level data, and says "Branch supports these frameworks for iOS campaign measurement."
Why do Branch and ad network numbers differ?
Branch's best practices name a common cause: "Mismatched windows create discrepancies in reported performance, making it difficult to compare results or reconcile data." Its example: "If Google Ads uses a 7-day click window but Branch is configured for 30 days, Branch may attribute installs that Google Ads won't claim, leading to reporting gaps." Time zones add drift too, since misalignment "can shift attribution windows by hours or even a full day."
The gap runs both ways. Ad networks claim conversions under their own rules and windows, so the same user can sit in several dashboards at once, and adding them up overstates results. Grower de-duplicates conversions from every channel and app into one count first, then applies a single model. See marketing attribution models explained for how those models differ.
Branch notes for the UAE, Saudi Arabia, Qatar and the UK
Two Branch behaviors matter for Gulf and UK teams. First, currency: commerce revenue tracked in a currency other than USD is converted to USD "using a recent exchange rate", so AED, SAR, QAR or GBP sales appear in dollars in Branch reports. Second, consideration time: Branch suggests windows of 14 to 30 days for high-consideration purchases such as finance, travel and B2B, and 1 to 7 days for impulse purchases like food delivery or gaming.
Seasonal peaks are a good moment to review them. AppsFlyer's Ramadan 2025 analysis found Middle East shopping apps saw a 111% increase in installs in the first half of Ramadan compared with the same period in 2024. If installs need to become activations, see Grower for fintech. For consent rules in all four markets, read our PDPL vs UK GDPR guide.
Getting connected
Your Grower specialist connects Branch with you during onboarding. For questions about permissions, sync timing or data retention, ask in the demo, where a specialist connects a channel live and shows the recommendations it produces, or contact us.
Frequently asked questions
Does Grower replace Branch?
No. Branch remains your attribution and deep linking partner for the app. Grower connects to it so the installs and in-app revenue Branch attributes appear next to your web analytics and ad channels, count once in a unified conversion total, and feed Grower's AI analyses and weekly recommendations.
What are Branch's default attribution windows?
Branch's attribution settings list 7 days for click to install, 1 day for impression to install, 30 days for click to conversion event and 120 minutes for deep linking duration. Branch recommends matching its windows to the settings in your ad partner dashboards, such as Meta Ads, Google Ads and TikTok, so results can be compared and reconciled.
Why does Branch revenue differ from my other reports?
Check two Branch rules first. Revenue is only aggregated in Branch reports when it is tracked on a PURCHASE event; revenue on other events appears in Liveview, exports and webhooks but not in aggregate analytics. And commerce revenue in other currencies is converted to USD at a recent exchange rate, so totals can differ from local-currency reports.
Does Branch support SKAdNetwork and AdAttributionKit?
Yes. Branch lists SKAN/AAK among its attribution methods and supports these frameworks for iOS campaign measurement. Apple verifies and reports that attribution at campaign level without user-level data, so it does not show individual user journeys. Device ID attribution on iOS applies only to users who have given App Tracking Transparency consent.
See Branch installs and in-app revenue next to your ad channels: book a demo for a live walkthrough with a specialist, tailored to your channels.