Recently, we came across a social media thread where marketers were seeking answers to some pretty big questions about mobile measurement partners (MMPs): Are they fingerprinting? Do they use probabilistic data? What’s truly GDPR-compliant?
To unpack these topics further, I sat down with Amanda Vandiver, Branch’s product marketing leader, to get her expert insights and shed light on how Branch addresses these hot-button issues.
1. How does Branch Performance differ from other MMPs?
The big question! What sets Branch Performance apart from other MMPs is how we simplify performance measurement while giving marketers a clear, unified view of their data across channels, platforms, and devices. We combine privacy-centric attribution methods with innovative features like household-level measurement and best-in-class cost ingestion to deliver the insights you need to make smarter decisions and maximize return on investment (ROI). But Branch is more than just measurement — we’re here to help you grow. As the leader in deep linking, we ensure your ad links seamlessly convert users and drive the actions that matter most, with enterprise-ready tools like ad Link Templates and bulk workflows. From robust fraud protection and advanced audience-building tools to scalable data exports and seamless ad partner integrations, we provide everything you need to optimize your strategies and focus on what really matters.
To summarize, we prioritize privacy, compliance, and adaptability to future-proof your marketing strategies, so you can focus on making your ad budget go further while leaving the complexity to us.
Learn more about Branch Performance
2. What kind of probabilistic data does Branch use when there’s no consent?
Branch doesn’t play in the probabilistic gray area. Instead, we focus on aggregated data models to protect user data and preserve privacy while getting advertisers back to complete coverage. Branch leverages Predictive Aggregated Measurement (PAM) along with privacy-preserving frameworks like Apple’s SKAdNetwork (SKAN), Meta’s Aggregated Event Measurement (AEM), and Google’s GBRAID to deliver durable and privacy-safe attribution. Our dynamic models adjust to the data available, employing the most precise attribution methods for each situation.
3. Does Branch use fingerprinting? If not, how does it achieve attribution?
Fingerprinting seeks to collect and analyze unique user data in order to track behavior, create unique user profiles, and accurately attribute conversions to specific ads, which goes against Apple’s App Tracking Transparency (ATT). Rather than compromising privacy with fingerprinting, Branch uses securely shared, privacy-preserving aggregated data to provide a granular view of campaign performance when conversion data may be incomplete.
4. Is Branch GDPR-compliant?
We take privacy very seriously. We’re even the first and only of our competitors to offer a HIPAA-eligible solution. Under the General Data Protection Regulation (GDPR), users have the right to object to data processing. Branch makes it simple for our customers to stop processing analytics and attribution data from users after they object. To further enable our customers, we also offer differentiated advanced data privacy controls with our Consumer Protection Preferences (CPP), which gives our customers unique, granular control over how they want to manage their user data according to their privacy needs.
5. What attribution methods does Branch use? Why?
Branch uses several attribution methods to accurately measure and assign credit for user interactions like installs and in-app events. These methods range from direct deep linking or install referrers to SKAN and predictive modeling. To prioritize accuracy, we employ a “stack-ranked” system so that the most reliable method is applied whenever possible. Branch then opts to give credit to the most recent interaction leading to a conversion. We employ last-touch attribution by default because it is much more beneficial for evaluating campaigns focused on long-term engagement and customer lifetime value (LTV), rather than just installs. However, we also offer flexibility, allowing customers to opt for install-touch attribution if it better suits their needs. We also provide multi-touch data for self-attributing networks (SANs), providing more insight into the true customer journey by surfacing all touchpoints that led to a conversion.
Need an MMP?
Choosing an attribution partner is a big decision, especially when privacy, user trust, and accuracy are at stake. If you’re exploring your options, check out our blog Top Questions To Consider When Choosing a Mobile Measurement Partner.
For more details on how Branch simplifies privacy-centric attribution, book a demo with our team.