AppsFlyer vs Branch

by Gralio Mar 10, 2025

AppsFlyer and Branch are both mobile attribution and marketing analytics platforms. AppsFlyer is better for businesses focused on preventing ad fraud and optimizing ad creatives. Branch is better for those prioritizing deep linking and a smooth cross-platform user experience.

At Gralio.ai we help to simplify your decision-making process by offering detailed, side-by-side software comparisons like this one, to help you confidently choose the tool that aligns with your business goals.

This comparison was created by analysing 1115 reviews and 60 websites, saving 6 hours, 41 minutes of reading.

AppsFlyer

Website LinkedIn Twitter

Branch

Website LinkedIn Twitter

About

AppsFlyer is a software platform that helps businesses understand and improve their mobile apps. It provides data and tools to track marketing campaigns, analyze user behavior, prevent fraud, and enhance user engagement. This data helps businesses make informed decisions about their app marketing strategies, understand what is working, and improve their return on investment. AppsFlyer is a trusted partner for many large companies and prioritizes user privacy.

Branch helps businesses understand what marketing campaigns are driving app downloads and user actions. Its tools help create links that work seamlessly across different platforms, giving users a smooth experience. Branch also provides insights into campaign performance so you can invest in what works.

Summary

Main difference

AppsFlyer offers robust fraud detection and AI-powered creative optimization, focusing on marketing ROI and detailed analytics. Branch excels in deep linking and cross-platform attribution, providing a seamless user experience and campaign tracking.

Relative strengths of AppsFlyer (compared to Branch)

Stronger fraud detection capabilities with Protect360.
AI-powered creative optimization for improved ad performance.
Comprehensive marketing ROI measurement with ROI360.

Relative weaknesses of AppsFlyer (compared to Branch)

Can have data discrepancies with other sources.
Pricing can be complex and expensive, especially for smaller businesses.
Limited customization for reports and dashboards.

Who should use AppsFlyer VS. Branch

AppsFlyer offers robust mobile attribution and marketing analytics, empowering businesses to optimize campaigns and maximize ROI. Users praise its comprehensive features, fraud detection, and integrations. However, some note data discrepancies and high pricing. Ideal for medium to large businesses in finance, IT, marketing, e-commerce, or retail seeking in-depth mobile app insights.

Branch is a mobile linking and attribution platform that helps businesses understand their marketing campaigns' effectiveness. Users praise its comprehensive insights and seamless integrations, while some note data discrepancies and an outdated interface. Branch is best for medium to large businesses in e-commerce, software/IT, or marketing/advertising.

Best for medium to large businesses (100+ employees) needing robust mobile attribution.
Ideal for Finance, IT, Marketing, E-commerce, and Retail.

Best for medium and large businesses (100+ employees).
Ideal for E-commerce, Software/IT, and Marketing/Advertising.

AppsFlyer and Branch features

Supported

Partially supported

Not supported

Type in the name of the feature or in your own words tell us what you need

Cross-Platform Measurement

Supported

AppsFlyer supports cross-platform measurement for mobile, web, PC, and console.

Supported

Branch supports cross-platform measurement for mobile, web, and other platforms.
Marketing ROI Measurement

Supported

AppsFlyer supports marketing ROI measurement with its ROI360 platform, offering comprehensive cost and revenue analysis.

Supported

Branch supports marketing ROI measurement with its centralized cost data insights and advanced analytics.
AI-Powered Creative Optimization

Supported

AppsFlyer offers AI-powered creative optimization to analyze assets and improve performance.

Not supported

Branch supports creative optimization via A/B testing, but not with AI.
Cross-platform attribution

Supported

AppsFlyer supports cross-platform attribution, tracking installs, events, and revenue across iOS and Android.

Supported

Branch supports cross-platform attribution, tracking installs, events, and revenue across iOS and Android.
Campaign tracking

Supported

AppsFlyer enables tracking performance of marketing campaigns.

Supported

Branch supports campaign tracking, allowing performance monitoring and revenue analysis.
Link analytics

Supported

AppsFlyer provides analytics and data on deep link performance, including clicks, installs, and conversions.

Supported

Branch provides analytics on deep link performance, including clicks, installs, and conversions.

Qualities

Value and Pricing Transparency

-0.47

Rather negative sentiment

-0.14

Neutral sentiment
Customer Service

+0.39

Rather positive sentiment

+0.57

Rather positive sentiment
Ease of Use

+0.62

Rather positive sentiment

+0.71

Strongly positive sentiment
Reliability and Performance

+0.58

Rather positive sentiment

+0.25

Neutral sentiment
Ease of Implementation

-0.07

Neutral sentiment

+0

Neutral sentiment
Scalability

No data

No data

AppsFlyer and Branch Pricing

AppsFlyer utilizes a tiered pricing model with a free plan, a usage-based Growth plan, and a custom-priced Enterprise plan. The Growth plan starts with a Welcome Package offering 12K free conversions for the first year and a 30-day trial of select premium add-ons.

Plans

User sentiment

Rather negative

-0.47

See full Pricing page

No data

User sentiment

Neutral

-0.14

We couldn't find a pricing page for Branch.

AppsFlyer and Branch review insights

1098 reviews analysed from and

Users love

AppsFlyer is widely praised for its comprehensive mobile attribution and marketing analytics capabilities.
The platform offers robust fraud detection and prevention tools, particularly Protect360.
Users appreciate the user-friendly interface and ease of use for core features.
Seamless integration with various ad networks and marketing platforms is a major advantage.
AppsFlyer provides extensive documentation and resources to support users.

Branch provides comprehensive insights into user acquisition and app behavior.
Seamless integration with various marketing platforms.
Excellent customer support and a responsive team.
Easy to create and use deep links and QR codes.

Users dislike

Data discrepancies between AppsFlyer and internal or ad network data are a recurring complaint.
High pricing and complex pricing model are frequently criticized, especially for smaller businesses.
Customer support, while generally praised, can be slow or unresponsive at times.
Limited customization options for reports and dashboards.

Data discrepancies are common between Branch and internal data.
The older links can be slow to load.
The search feature for older links needs improvement; finding specific links can be difficult.
The interface is a bit outdated and could use a UI refresh.

AppsFlyer and Branch Ratings

G2

4.4/5

(628)
Capterra

4.4/5

(55)
TrustPilot

1.7/5

(17)
Glassdoor

4.2/5

(404)

G2

4.3/5

(441)
Glassdoor

4.0/5

(331)

Company health

Employee growth

2% decrease in the last year

16% decrease in the last year

Web traffic

5% increase in the last quarter

17% decrease in the last quarter

Financing

August 2020 - $293M

November 2021 - $667M

How do AppsFlyer's fraud prevention tools compare to Branch's link analytics for campaign optimization?

AppsFlyer's fraud prevention tools, such as Protect360, are designed to identify and block fraudulent installs and activities, a feature not directly comparable to Branch's link analytics. Branch focuses on attributing installs and downstream events to specific campaigns and links, providing insights for campaign optimization. While both platforms offer attribution, AppsFlyer emphasizes fraud prevention while Branch prioritizes deep linking and cross-platform user journey analysis for marketing campaign effectiveness.

Which platform, AppsFlyer or Branch, offers better cross-platform attribution accuracy for my specific needs?

Both AppsFlyer and Branch offer robust cross-platform attribution, tracking installs, events, and revenue across iOS and Android. However, AppsFlyer explicitly states support for additional platforms like web, PC, and console, potentially offering broader coverage depending on your specific needs. If your attribution needs extend beyond mobile, AppsFlyer might be the better choice. If your focus is solely on mobile, both platforms appear comparable in their attribution capabilities, and other factors like pricing, integrations, and reporting features should be considered.

What are the advantages of AppsFlyer?

AppsFlyer offers stronger cross-platform measurement capabilities, extending beyond mobile to web, PC, and console, unlike Branch's focus on mobile. AppsFlyer also provides AI-powered creative optimization for enhanced ad performance analysis and improvement, a feature not mentioned for Branch. While both offer fraud prevention, AppsFlyer's Protect360 is specifically highlighted for its robustness. Finally, AppsFlyer offers a free plan which Branch does not.

What are the disadvantages of AppsFlyer?

AppsFlyer's main disadvantages include data discrepancies with internal or ad network data, a complex and potentially expensive pricing model, occasional slow customer support, and limited customization options for reports and dashboards. Some users also find the pricing to be high, especially smaller businesses.

Alternatives to AppsFlyer and Branch

Singular

Singular is a marketing analytics platform that helps businesses understand the return on investment of their marketing campaigns. It offers tools for mobile attribution, cost aggregation, fraud prevention, and marketing data integration. Singular is designed for medium to large businesses that need accurate and actionable marketing data. Its focus on providing a complete view of marketing ROI makes it a valuable tool for data-driven marketing teams.

Tenjin

Tenjin is a mobile app marketing platform designed for small to medium-sized businesses. It helps you understand which advertising campaigns attract the most users and how those users behave in your app. Tenjin offers tools for analyzing advertising spend, tracking in-app purchases, and preventing ad fraud. Their free plan supports up to 2,000 new users per month.

Cometly

Cometly is a software platform designed for businesses to better understand the effectiveness of their online advertising. It helps marketing teams track which ads lead to sales or other desired actions, like signing up for a newsletter. Cometly provides data and reports that show which ads are performing well and offers tools to help improve ad campaigns. It is used by companies who sell software, marketing agencies, and online stores.

PostHog

PostHog is an all-in-one product development platform. It helps you understand user behavior, run A/B tests, and manage features. With tools like session recording and product analytics, PostHog helps you build better products. It's open-source, scalable for any size team, and offers a generous free tier.

Connecteam

Connecteam is an all-in-one employee management app designed for businesses with many deskless employees. It helps you manage daily tasks, schedules, and internal communication all in one place. Features include scheduling and time tracking, task management, communication tools, employee training, and recognition programs. Connecteam is designed to be user-friendly and accessible on mobile devices. It aims to simplify management, improve employee engagement, and increase operational efficiency. Connecteam offers a free plan for up to 10 users, making it accessible for small businesses.

Adjust

Adjust is a software suite designed to help you understand and improve your mobile app's performance. It provides data on where users find your app, how they interact with it, and how well your advertising campaigns are performing. Adjust helps you make informed decisions about your marketing strategy by identifying areas for improvement and maximizing your return on investment. Its reporting tools offer clear visualizations of your app's data. Adjust is part of AppLovin, a large company specializing in marketing software for app developers.

Page co-authored by

Michal Kaczor

CEO at Gralio

Michal has worked at startups for many years and writes about topics relating to software selection and IT management. As a former consultant for Bain, a business advisory company, he also knows how to understand needs of any business and find solutions to its problems.

Tymon Terlikiewicz

CTO at Gralio

Tymon is a seasoned CTO who loves finding the perfect tools for any task. He recently headed up the tech department at Batmaid, a well-known Swiss company, where he managed about 60 software purchases, including CX, HR, Payroll, Marketing automation and various developer tools.

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