When performing web to app attribution or deferred deep linking, it is necessary to match each user’s browser session to their app session. Since there are no shared identifiers between app users (IDFA) and browser users (cookies), attribution and deep link providers use different strategies to match these sessions. In cases where the app is already installed, these providers can pass through match IDs that 100% guarantee that the user in the app is the same user that came from the web. For most attribution and deep link providers, deterministic matching can only be accomplished when a user has the app installed. At Branch, we can perform deterministic matching for users when the app is not installed using our People-Based Attribution Engine.
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