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Branch Attribution Logic & Settings

To accurately measure and attribute interactions (installs and in-app events) that users take with your app, Branch uses several different types of attribution. The attribution method Branch applies depends on a combination of factors, like platform/app store, engagement type, and conversion type. Branch’s attribution methods are “stack-ranked” to ensure the highest level of accuracy.

Key takeaways

  • Clicks take precedence over impressions.
  • Methods using deterministic 1:1 attribution (via unique identifiers/IDs) take precedence over methods using probabilistic (not 1:1) attribution.
  • By ensuring Branch receives the necessary information (i.e. unique identifiers) to implement deterministic click attribution, we ensure not only accurate attribution for our clients but give the appropriate level of priority to all incoming clicks/impressions.

Attribution Methods in Order of Operation

1. Deterministic Click Attribution

  • iOS NativeLink™
  • Google Play Install Referrer
  • Identifier Matching when an identifier is provided on click, probabilistic modeling will not be used as a fallback
    • Google Advertising Identifier (GAID)
    • Apple’s Identifier for Advertisers (IDFA)
  • Open URL (deep link) with Click ID

2. Probabilistic Click Attribution

3. Deterministic View Attribution

  • Identifier Matching Only

Attribution Settings

An attribution window simply defines the window of time for when an eligible attribution or deep link can occur. Attribution windows enable you to control when events should be attributed, when deep links should occur, and when an event should be classified as a re-engagement for cohort analysis. You can define your window of time for as little as 0.001 of a day or as long as 90 days.

To access your attribution settings, navigate to the Link Settings page, and click on the Attribution Windows tab.

Default Attribution Window Settings

Each attribution window has its own default measured in days. Please refer to the image below for these defaults.

  • Click to x refers to events - session start/install/conversion event - that occur after someone clicks a Branch link. If someone clicks and installs from a link, and comes back 10 days later to purchase, we would count that as a conversion, and it would surface in our dashboard. Measured in days.
  • Impression to x refers to events - session start/install/conversion event - that occur after someone views a Branch impression link. Measured in days.
  • Deep Linking Duration refers to the duration of time someone is eligible to receive deep link data. This includes anyone clicking a Branch link, or being automatically redirected to the app through a Branch Web SDK call. Measured in minutes.
    • Note: This setting also covers the maximum length of time allowed for probabilistic modeling. Hence changing this value will also change the length of time allowed to use probabilistic modeling for attribution.
  • Re-engagement Inactivity defines the period between two events that a user must be inactive in order to define the later event as a re-engagement. Used in re-engagement cohort analysis but not activity analysis.


Changing Attribution Window Settings

Once you change an attribution window setting, please allow up to several minutes for the change to persist through our system. New attribution window settings will apply to future attributions only.

Org-level vs. App-level vs. Ad Network-level Settings

Your default attribution window settings - as described above - can be applied at the org-level, app-level and partner-level of your account.

Each level of attribution settings can exist independently from one another, but you can also choose to inherit (or disinherit) the attribution window settings from a parent level.

Inheriting Attribution Window Settings from the Org Level

If your account includes an organization level, you can choose to inherit (or not) its attribution window settings for each individual app in your organization.

To access app-level attribution window settings, navigate to Link Settings, click on the Attribution Windows tab and turn the toggle Inherit attribution windows from your app's parent organization on.

Disinheriting Attribution Window Settings from the App Level

You can override the app-level attribution window defaults on a per ad partner basis by enabling the use of Ad Partner Attribution Windows for any given ad partner.

To access ad partner attribution settings, navigate to the Partner Management page, search for and select the corresponding Ad Partner, and click on the Attribution Windows tab.


Using Ad Partner Attribution Windows

When you enable Use Ad Partner Attribution Windows, the defaults from the app-level are auto-loaded. Please contact your Ad Partner if they require different settings to ensure you input the correct attribution window lengths.

Attribution FAQs