Under Apple's new policy, what attribution methods will Branch use, and when?

Branch has three main attribution methods available to us today: SKAN, Predictive Modeling, and IDFA-based attribution. The table below breaks down when we will use SKAdNetwork vs Device-Level attribution.


In cases where we are able to provide device-level attribution techniques (either via user opt-in, or an owned/earned channel where ATT doesn't apply), we will first try to use IDFA-based techniques to attribute a user. These techniques could be our existing ad network integrations, or our Link Graph.

If we’re not able to use one of those IDFA-based techniques (for example, to attribute a web-to-app conversion where IDFAs are not available), then we will look to attribute based on our Predictive Modeling engine.

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