Search specific term/phrase surrounded by double quotes. e.g. “deep linking”
Exclude records that contain a specific term prefixed with a minus. e.g. Android -Firebase

Universal Ads Analytics


The Branch Universal Ads Analytics Dashboard is made up of two main sections, the high-level graph at the top of the page, and the more granular table breakdown below. Each view lets you filter and compare various different in-app and web events by a set of analytics parameters associated with your Branch ad links. Whenever you create a Branch Ad Link, you'll include a campaign, channel, and a set of tags (and Branch will automatically include a feature and ad partner). These can then be used to filter resulting events in either view.


Data Limits

Cardinality Protection

Branch limits all dimensions to 40,000 values per publisher per day. This means that you can only see up to 40,000 unique campaigns, ad names, etc in the Dashboard.

If an app tries to send up > 40,000 values for a single dimension (e.g. ~campaign) in a day, then Branch stops tracking those unique values. Branch combines additional values together and bucket them under the value "Other".


Compare By Limitation

Adding ad partner, country, secondary publisher, and os in the Compare by field will cause an error in loading data into the Events/Performance Table.

Filter Bar

At the top of the page, you'll see a menu of options that applies to both the graph and table views. With the Filter Bar, you can apply attributes that will apply to both the graph and table views on this page.

You can apply the following attributes:

OrganicWhen "Organic" is checked, unattributed data will show (attributed: false). This data is not attributed to any click or impression, and is the same as "organic" or "direct" data.
UniqueWhen "Unique" is checked, these are unique to a user. For example: if 1 user clicks 100 times, it will count as 1. There is no concept of "unique revenue"; "revenue" is always the sum of all purchase events.
DatesThis is the date range for your report. By default, the Branch Dashboard will allow you to set the date range for up to 6 months back.
Ad PartnerApply the Ad Partner filter to your report to only display data from specific ad partners.
OSApply the OS filter to your report to only display data from specific operating systems.
CampaignApply the Campaign filter to your report to only display data from specific campaigns
FiltersAdd additional filters that you apply to the report.
ResetReset the report back to a blank template


The Branch Dashboard allows you to save the state of your report after you've applied changes to your satisfaction. You can name and save your report for future use. This is helpful if you have several report types you use to analyze ads-related performance.



Clicking the Share Button next to the name of your report will generate a shareable link to your report. Anyone with read access to your Branch Dashboard will be able to click the link and be directed to the report you created.

Trends Graph

Here you can see a visual breakdown of where your various in-app and web events are originating from. See the appendix for a breakdown of each event and filter type. These events can be further filtered by the various analytics tags from their originating ad campaigns.

To see which ad networks are leading to your installs (default view):


Organic Check-Box Post iOS 14.5

For Graph View and Table View:
When the organic check-box is checked, the traffic being added to this view will include
“true direct organic traffic + misattributed first installs”.

This introduces double counting with the paid-attributed opted-in installs the page displays by default.

For additional information on changes post iOS 14.5, visit our FAQ Pages


Available Compare By Dimensions for SANs

Self-Attributing Networks (SANs) do not always support all of the dimensions available in your Branch analytics. Please refer to the following table when using Compare by dimensions.

DimensionFacebookGoogleApple Search AdsSnapTwitter
Ad PartnerSupportedSupportedSupportedSupportedSupported
Secondary PublisherSupportedSupportedUnsupportedUnsupportedSupported
Ad Set NameSupportedUnsupportedSupportedSupportedUnsupported
Ad NameSupportedUnsupportedUnsupportedSupportedUnsupported
Creative NameSupportedUnsupportedUnsupportedUnsupportedUnsupported
Last Touch TypeUnsupportedUnsupportedUnsupportedUnsupportedSupported
Link IDUnsupportedUnsupportedUnsupportedUnsupportedUnsupported

Events Table

The Table View lets you see a more granular view of your event data. Here you can filter and compare fields by the same parameters as in the graph view, and see a side-by-side view of your events.


You can use the three-column button on the top right of the table to customize the columns viewable in the table. You can customize your columns even further through the Column Selector. With it you'll be able to have new sections:

  • Events: An ordered list of events.
  • Metrics: All Branch pre-calculated metrics.
  • Ordering: The ordering space for all selected columns including compare-by as well as selected events and metrics with easy drag-and-drop functionality.

Events within each bucket are ordered by the volume received in the past 15 days. The most relevant events for each app will always appear at top of the list. You can also pin your favorite events and metrics to always appear on top.

Note: Any event with zero volume will appear at the bottom irrespective of the event type.


Click to Install & Click to Open

Click to Install %: The percentage of attributed installs divided by clicks. Installs with "last attributed touch type" of value "IMPRESSION" are filtered out. Installs with "platform" of value "DESKTOP_WEB" and "DESKTOP_APP" are also filtered out

Click to Open %: The percentage of attributed opens divided by clicks. Opens with "last attributed touch type" of value "IMPRESSION" are filtered out. Opens with "platform" of value "DESKTOP_WEB" and "DESKTOP_APP" are also filtered out

Custom Metrics

In the column selector, you can also make your own custom metrics for more insights from your aggregated data. Formulaic calculations between event counts and aggregations are supported. Additionally, you will have access to templated calculations like Average Order Value and Customer Acquisition Cost.


Revenue and Cost

Unique to Branch Universal Ads, the Branch Dashboard will enhance your analytics by adding cost-related parameters to your data. Through Branch's integration with specific ad partners, reports will be populated with the following analytics:

Analytics TagDescriptionUsed for
CostTotal cost (spend) for those dimensions (analytics tags, user data, time range), regardless of cost modelUnderstanding the total amount spent
RevenueRevenue attributed to your selected filtersCalculating how much money you've gained through commerce events
eCPIcost / installsNormalizing spend per install, to understand the average price of an install across networks or over time
eCPCcost / clicksNormalizing spend per click, to understand the average price of an click across networks or over time
eCPMcost / (impressions / 1000)Normalizing spend per thousand impressions, to understand the average price of 1000 impressions across networks or over time
eCPAcost / purchases [includes web and app purchases]Normalizing spend per purchase, to understand the average price of a purchase across networks or over time
Return On Investment (ROI)(revenue-cost / cost) * 100Deriving return on investment, to understand the percentage "profit" made on ad spend
Return On Ad Spend (ROAS)(revenue / cost) * 100Deriving return on investment by understanding the percentage revenue multiple for a given unit of spend



When looking at certain dimensions (ex. country), data may come in separately as Unpopulated. This is because different dimensions come from different forms in ingestion.

Metrics like Install and Cost are ingested by can be ingested by Branch from an ad partner and it will have different dimensions.

Use this table to see what parameters are supported by which SAN.

Dimension Compatibility for Cost Aggregation

When generating cost/spend data reports, specific ad partners and dimensions associated with that ad partner will relay your data differently in the Branch Dashboard.

Dimension TypeDefinition
Universal DimensionFound across all Cost/Click/Impression data sources. Adding this dimension will always yield aggregate metric data in analytics.
Default DimensionFound in one but not all Cost/Click/Impression data sources. When dimensions across multiple data sources are included, this data source will be included.
Alternate DimensionFound in one but not all Cost/Click/Impression data sources. When dimensions across multiple data sources are included (e.g. 1 Default Dimension, 1 Alternate Dimension) this data source will be included.
DimensionApple Search AdsFacebook/MetaGoogle AdwordsTikTokSnap
Ad NameAlternate Dimension: ad_idUniversal DimensionDoes not existExistsExists
Ad IDAlternate Dimension: ad_idUniversal DimensionExistsExistsExists
Creative NameAlternate Dimension: ad_idUniversal DimensionDoes not existDoes not existExists
Creative IDAlternate Dimension: ad_idUniversal DimensionDoes not existDoes not existExists
KeywordDefault Dimension: keywordDoes not existDoes not existDoes not existDoes not exist
Keyword IDDefault Dimension: keywordDoes not existDoes not existDoes not existDoes not exist
ChannelDoes not existDoes not existExistsDoes not existDoes not exist
Secondary PublisherDoes not existDefault Dimension: secondary publisherExistsDoes not existDoes not exist
Country CodeDoes not existAlternate Dimension: geoDoes not existDoes not existDoes not exist
CampaignUniversal DimensionUniversal DimensionExistsDoes not existExists
Campaign IDUniversal DimensionUniversal DimensionExistsExistsExists
FeatureUniversal DimensionUniversal DimensionExistsExistsExists
Advertising Partner NameUniversal DimensionUniversal DimensionExistsExistsExists
3pUniversal DimensionUniversal DimensionExistsExistsExists
Ad Set NameUniversal DimensionUniversal DimensionExistsExistsExists
Ad Set IDUniversal DimensionUniversal DimensionExistsExistsExists
OSUniversal DimensionDefault Dimension: secondary publisherDoes not existExistsDoes not exist
PlatformUniversal DimensionDefault Dimension: secondary publisherDoes not existExistsDoes not exist


Adding a data source

During report creation in the Events Table and when dimensions have been selected from one data source, Branch dynamically adds new icon tooltips that will indicate a warning about incompatible dimensions.

Local Currency


Local Currency

By default, the Branch Dashboard will generate reports in USD. In order to view revenue and cost in your local currency, please enable the Local Currency setting in your Branch Dashboard's Configuration. Additional details can be found here.

Local currency support in the Branch Dashboard will allow you to analyze marketing spend and revenue in your local currency. Additionally, it will allow for direct cost data comparison with ad partners who report their spending in a currency other than the USD.

With Local Currency enabled, you will gain new analytics tags as dimensions:

Analytics Tag
Cost in App Local Currency
Revenue in Local Currency
eCPA in Local Currency
eCPC in Local Currency
eCPI in Local Currency
eCPM in Local Currency

Tips and Tricks

  • You can export your current table view as a CSV file using the download button on the top right of the table.

  • The Unique checkbox on both the graph and table views allows you to restrict reports to one event of each type per user. For example, take a user who clicked an ad link, then opened the app 7 times within the attribution window for that link. With the Unique box checked, we'd report one of those opens, with it unchecked, we'd report all 7.

  • When an event is attributed to an ad in a CSV export, last_attributed_touch_data_tilde_feature=paid advertising and last_attributed_touch_data_tilde_advertising_partner_name=ad_partner_name