In order to fuel our People-Based Attribution Engine, we use an identity graph of personas. Branch persona’s are groups of platform identifiers. When a user is in a mobile Safari session, for example, we use a unique cookie to identify that user. This browser cookie differs from the Chrome browser cookie, the Facebook browser cookie, the Gmail browser cookie, and so on.
When that same user is in a native app, we use an IDFA which differs from every browser cookie. In traditional attribution models, each of these identifiers would be seen as a separate user. If that user interacted with your content in three different browsers and made a conversion in your app, all of those interactions would be seen as four separate users performing individual actions. We can tie all of those actions to one unique user with Branch personas.
Since we have identified them across different browsers and have their IDFA from the Branch network, we can track all of their interactions with your content across all platforms.
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