| Criterion | AppsFlyer | Branch |
|---|---|---|
| Entry plan | Zero: free, 12,000 conversions in the first year, not for apps with paid activities Source: appsflyer.com | Basics, with a free trial. Prices aren't published Source: branch.io |
| Ad attribution | Installs, in-app events and purchases, with thousands of integrated partners Source: appsflyer.com | Branch Performance: clicks, installs, re-engagements, revenue and ROAS Source: branch.io |
| Fraud protection | Protect360, listed as a premium feature Source: appsflyer.com | Branch Fraud Protection: some rules on for everyone, more you can switch on Source: help.branch.io |
| Right screen after a new install (deferred deep linking) | From the Standard deep linking plan Source: appsflyer.com | Yes Source: help.branch.io |
| Web to app | Smart Banners from a no-code studio, and Smart Script for web attribution Source: appsflyer.com | Branch Banners: smart banners and interstitials, with deferred deep linking Source: branch.io |
| iOS measurement | SKAdNetwork support for iOS campaigns Source: appsflyer.com | SKAdNetwork, plus AdAttributionKit for Apple Ads campaigns Source: help.branch.io |
| Cost and ROAS | ROI measurement joining cost and revenue across 100+ partners Source: appsflyer.com | ROI Hub, on a premium plan Source: help.branch.io |
| Raw data out | Data Locker and API access, listed as premium features Source: appsflyer.com | Data Feeds, if your plan includes them Source: help.branch.io |
Checked against each product's own documentation on 14 October 2026. Products change; tell us if something here is out of date.
Picking the tool is the easy part. Setting it up so the numbers hold up in a budget meeting is the work.
We look at your networks, your budget and how much deep links matter, and recommend one. Or neither.
SDK, in-app events, ad network connections and iOS measurement, tested on real phones.
Links that open the right screen for people with and without the app.
Attribution data flowing into Amplitude, your engagement platform and your dashboards.
AppsFlyer and Branch are both partners of ours, so we have no reason to push one over the other.
If you pay for installs on more than one network, yes: you need one neutral source of truth. If your growth is organic, probably not yet.
Yes. AppsFlyer has OneLink for deep linking, and Branch has Branch Performance for ad attribution. The difference is emphasis and what each plan includes, so compare the plan you would actually buy.
Both support Apple's SKAdNetwork. Branch also supports AdAttributionKit, Apple's newer framework that builds on SKAdNetwork, for Apple Ads campaigns. Expect less detail on iOS than on Android either way.
Google announced in October 2025 that it is retiring several Privacy Sandbox technologies, including the Attribution Reporting API on Android, and lists them as scheduled for phase-out. It's worth asking how your measurement partner handles it, but it doesn't change the choice between these two.
It means a new SDK, new links and new network setups, so it's real work. Worth it if the current tool doesn't fit; not worth it for a small saving.
Tell us which networks you buy from and how you use links today. We'll give you a straight answer.
