Overview

Self-Attributing Networks (SANs) are popular ad networks that Branch integrates with to support deep linking and attribution for your mobile apps. Through these robust integrations, you can gain insight into ad conversions across every device and platform to understand true campaign ROI. Every SAN will integrate differently with Branch as the mobile measurement partner (MMP) and will vary in campaign, attribution, deep linking, and deferred deep linking (DDL) support.

Supported SANs:

• Google | Google (New)
• Google Marketing Platform | Google Marketing Platform (New)
• Facebook/Meta | Facebook/Meta (New)
• Apple Ads | Apple Ads (New)
• Snap | Snap (New)
• Twitter | Twitter (New)
• TikTok For Business | TikTok For Business (New)
• Yahoo | Yahoo (New)
• Amazon | Amazon (New)
• Roku | Roku (New)
• LG Ad Solutions

For additional details, view our guide on What is a Self-Attribution Network?.

SAN Ad Campaigns Support

Google

Campaign Type	Attribution Type	Deep Linking Support	Branch Link Support
App Installs (UAC)	via MMP API	• SAN DDL	n/a
App Engagement (UACe)	via MMP API	• Native Universal Links • Native App Links • Native URI Scheme	n/a
Display	via Branch Link	• Native Universal Links • Native App Links • SAN DDL	Display Ad Link
Search	via Branch Link	• Native Universal Links • Native App Links • SAN DDL	Search Ad Link
Discovery	via Branch Link	• Native Universal Links • Native App Links • SAN DDL	Display Ad Link
Video	via Branch Link	• Native Universal Links • Native App Links • SAN DDL	Display Ad Link
Shopping	via Branch Link	• Native Universal Links • Native App Links • SAN DDL	Display Ad Link
Performance Max	via MMP API or Branch link	• Native Universal Links • Native App Links	Display Ad Link

Facebook

Campaign Type	Purpose	Attribution Type	Deep Linking Support	Branch Link Support
App Conversion	Conversion	via MMP API	• Universal Links • App Links	Based on Adset Traffic: • App - App Install Ad Link • Web - Display Ad Link
App Installs	Consideration	via MMP API	• via Facebook SDK	App Install Ad Link
Brand Awareness	Awareness	via Branch Link	• Branch Ad Links • Universal Links • App Links	Display Ad Link
Reach	Awareness	via Branch Link	• Branch Ad Links • Universal Links • App Links	Display Ad Link
Traffic	Consideration	via Branch Link	• Branch Ad Links • Universal Links • App Links	Display Ad Link
Video View	Consideration	via Branch Link	• Branch Ad Links • Universal Links • App Links	Display Ad Link

Apple Ads

Campaign Type	Attribution Type	Deep Linking Support	Branch Link Support
Search Results	via MMP API	Using Campaign Name in Old Framework only	n/a
Search Tab	via MMP API	Using Campaign Name in Old Framework only	n/a

Snap

Campaign Type	Objective	Attribution Type	Deep Linking Support	Branch Link Support
App Install	Consideration	via MMP API	n/a	n/a
Awareness	Awareness	via MMP API	• Universal Links • App Links	App Install Ad Link
Drive Traffic to Website	Consideration	via Branch Link	n/a	Display Ad Link (web-only)
Drive Traffic to App	Consideration	via Branch Link	• Universal Links • App Links	Display Ad Link
Engagement	Consideration	via MMP API	n/a	n/a
Video Views	Consideration	via MMP API	• Universal Links • App Links	Display Ad Link (web-only)
App Conversion	Conversions	via MMP API	• Universal Links • App Links	Display Ad Link
Website Conversion	Conversions	via Branch Link	n/a	Display Ad Link (web-only)

Twitter

Campaign Type	Purpose	Attribution Type	Deep Linking Support	Branch Link Support
App Re-engagement	Conversions	via MMP API	via Branch Link	App Install Ad Link
App Installs	Consideration	via MMP API	via Branch Link	App Install Ad Link
Pre-roll Views	Consideration	via Branch Link	via Branch Link	Display Ad Link
Followers	Consideration	via Branch Link	via Branch Link	Display Ad Link
Engagements	Consideration	via Branch Link	via Branch Link	Display Ad Link
Website Clicks	Consideration	via Branch Link	via Branch Link	Display Ad Link
Video Views	Consideration	via Branch Link	via Branch Link	Display Ad Link
Reach	Awareness	via Branch Link	via Branch Link	Display Ad Link

TikTok

Campaign Type	Objective	Attribution Type	Deep Linking Support	Branch Link Support
App Installs	Conversion	via MMP API	n/a	App Install Ad Link
App Re-engagement	Conversion	via MMP API	via Branch Link	App Install Ad Link
Traffic	Consideration	via Branch Link	via Branch Link	Display Ad Link
Reach	Awareness	via Branch Link	n/a	Display Ad Link
Video Views	Consideration	via Branch Link	n/a	Display Ad Link
Lead Generation	Consideration	via Branch Link	n/a	Display Ad Link

SAN-Supported Analytics Parameters

Branch Parameter	Facebook	Google	Google Marketing Platform	Apple Ads	Snap	Twitter	TikTok
Branch-Specified
~advertising_partner_name	"Facebook"	"Google AdWords"	"Google Marketing Platform"	"Apple Ads"	"Snapchat"	"Twitter"	“TikTok SAN”
~feature	"paid advertising"
Mapped to SAN Data Fields
~channel	"Facebook" if null or last touch	network_type	product_type	Apple App Store	✘	tpn_attribution	TikTok SAN
~campaign_id	campaign_group_id	campaign_id	✘	iad-campaign-id	campaign_id	campaign_id	campaign_id
~campaign	campaign_name	campaign_name	✘	✘	campaign_name	campaign_name	campaign_name
~tags	✘	campaign_type	✘	✘	✘	✘	✘
~secondary_publisher	publisher_platform	network_subtype	placement_id	✘	✘	✘	✘
~ad_id	ad_id	creative_id	line_item_id	✘	ad_id	✘	ad_id
~ad_name	ad_name	✘	line_item_name	✘	ad_name	✘	ad_name
~ad_format	✘	ad_type	✘	✘	✘	✘	✘
~ad_set_id	ad_set_id	ad_group_id	✘	iad-adgroup-id	ad_squad_id	✘	✘
~ad_set_name	~ad_set_name	✘	✘	iad-adgroup-name	ad_squad_name	✘	✘
~creative_id	creative_id	✘	creative_id	✘	✘	✘	✘
~creative_name	creative_name	✘	✘	✘	✘	✘	✘
~keyword	✘	keyword	✘	iad-keyword	✘	✘	✘
~placement	✘	✘	placement_name	✘	✘	✘	placement
last_attributed_touch_timestamp	✘	✘	✘	✘	✘	engagement_time	✘
last_touch_type	✘	✘	✘	✘	✘	engagement_type	engagement_type
~user_data_geo_country_code	✘	✘	✘	✘	✘	country_code	✘