AppsFlyer vs Branch

by Gralio Apr 28, 2025

AppsFlyer and Branch both provide essential mobile attribution and analytics, serving similar markets but with different focuses. AppsFlyer is strong on fraud prevention and detailed ROI measurement using tools like AI optimization, while Branch leads in deep linking technology for smoother user experiences and potentially offers better customer support. For mid-sized businesses valuing service and cost-effectiveness, the choice hinges on whether comprehensive analytics and fraud protection (AppsFlyer) outweigh superior deep linking and potentially better support (Branch), alongside careful consideration of pricing structures for both platforms.

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 1141 reviews and 60 websites, saving 6 hours, 50 minutes of reading.

Logo of AppsFlyer
Logo of Branch

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 stands out with its comprehensive analytics suite, AI-driven optimization tools, and strong fraud protection (Protect360). Branch excels with its specialized deep linking technology for creating seamless user journeys and its potentially better customer service record.

Relative strengths of AppsFlyer (compared to Branch)

  • AppsFlyer offers more comprehensive fraud protection: Its Protect360 suite provides dedicated, robust tools specifically designed to combat ad fraud and protect marketing budgets.

  • AppsFlyer has clearer entry-level pricing information: It provides a free plan and a defined starting cost for its Growth plan, offering some initial cost transparency despite overall negative pricing sentiment.

  • AppsFlyer includes AI-Powered Creative Optimization: This feature uses AI to help optimize creative assets for better campaign performance, a capability not highlighted for Branch.

Relative weaknesses of AppsFlyer (compared to Branch)

  • AppsFlyer has weaker rated customer service: Branch is rated "rather positive" for customer service compared to AppsFlyer's "highly negative" rating, which is critical for businesses prioritizing support.

  • AppsFlyer is less specialized in deep linking: Branch is renowned for its sophisticated deep linking technology, crucial for smooth user experiences directing users to specific in-app content, potentially surpassing AppsFlyer's capabilities in this specific area.

  • AppsFlyer faces criticism for high cost and pricing complexity: User feedback frequently mentions high costs and a complex model, potentially posing value-for-money challenges for mid-sized businesses.

Who is using AppsFlyer and Branch?

Ollie Forsyth
New Economies Founder
No data

Who should use AppsFlyer VS. Branch

We find AppsFlyer is a strong choice for businesses focused on growing their mobile app through effective marketing. If you need comprehensive analytics to track campaign performance, understand user behavior across platforms, and protect your ad spend from fraud, it's worth a look. Users often highlight its detailed attribution and fraud detection features as key strengths for optimizing mobile strategies and results across the right away their strategy and marketing spend

Branch is a go-to for businesses with mobile apps needing clarity on their marketing impact. We find it's great for understanding which campaigns drive installs and actions. While some users mention occasional data discrepancies and an older interface, many appreciate the detailed insights and the ease of creating deep links that provide a smooth user journey from ad to app. It helps optimize marketing spend by showing what really works.

  • In our experience, AppsFlyer delivers the most value for medium-sized businesses and large enterprises needing sophisticated mobile analytics.

  • We often see AppsFlyer used effectively in Marketing & Advertising, Finance, and Software/IT industries focusing on mobile app growth.

  • In our experience, Branch works best for medium-sized businesses and large enterprises looking to scale their mobile marketing efforts.

  • We see Branch commonly used by companies in Software, IT, Telecommunications, and Marketing/Advertising who rely heavily on mobile apps.

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.

  • Deep ID Platform
    Supported

    AppsFlyer supports deep linking and attribution, enabling customer journey tracking across various channels.

    Not supported

    Branch focuses on mobile app deep linking and user journey tracking within the app, not a comprehensive ID platform.

  • 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
    -0.51
    Rather negative sentiment
    -0.14
    Neutral sentiment
  • Customer Service
    +0.37
    Rather positive sentiment
    +0.57
    Rather positive sentiment
  • Ease of Use
    +0.64
    Rather positive sentiment
    +0.71
    Strongly positive sentiment
  • Reliability and Performance
    +0.66
    Rather positive sentiment
    +0.25
    Neutral sentiment
  • Ease of Implementation
    +0.06
    Neutral sentiment
    +0
    Neutral sentiment
  • Scalability
    +1
    Strongly positive sentiment
    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
-0.51

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

1124 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)
  • 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
15% decrease in the last year

Web traffic

5% decrease in the last quarter
2% increase in the last quarter

Financing

June 2020 - $293M
August 2021 - $667M

How do AppsFlyer's cross-platform measurement capabilities compare to Branch's deep linking functionality for user engagement?

AppsFlyer provides broader cross-platform measurement, giving insights into user behavior across mobile, web, and CTV to understand engagement patterns holistically. This allows for optimizing engagement strategies based on comprehensive user journey data. Branch, while also offering attribution, excels specifically in its deep linking functionality, which is designed to create seamless user experiences by directing users precisely to relevant in-app content. This direct routing capability is a key driver for improving user engagement and conversions by reducing friction.

Which product provides more reliable performance and data accuracy, given user feedback on both AppsFlyer and Branch?

Based on user feedback, AppsFlyer appears to offer more reliable performance compared to Branch. AppsFlyer's reliability and performance are rated as "rather positive," whereas Branch's are rated "highly negative," with users specifically mentioning slowness with older links. However, it's important to note that users of *both* platforms report recurring issues with data discrepancies when comparing the platform data to internal or ad network data, indicating that achieving perfect data accuracy can be a challenge with either tool.

What are the advantages of AppsFlyer?

AppsFlyer provides comprehensive mobile attribution and marketing analytics capabilities, complemented by robust fraud detection tools like Protect360. It offers distinct features such as AI-powered creative optimization and cross-platform measurement across mobile, web, and CTV for a holistic user view. Users also benefit from extensive documentation and resources, and the platform demonstrates better reliability and performance compared to Branch based on the provided information. Additionally, it shows a strong fit for the Finance, Banking, and Insurance industries.

What are the disadvantages of AppsFlyer?

Key disadvantages of AppsFlyer include its high and complex pricing model, often criticized for poor value and transparency. Users frequently report data discrepancies between AppsFlyer and their internal or ad network data. Additionally, both customer service and the ease of initial implementation are often cited as negative experiences, and some users find the customization options for reports and dashboards to be limited.

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Page co-authored by
MK
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.

TT
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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