Branch Certified Partner


Liftoff is a full-service mobile app marketing platform that uses post-install data to run true CPA-optimized user acquisition and re-engagement campaigns. App install campaigns are optimized to acquire users who engage beyond the install, like booking a hotel, making a purchase, or subscribing to a service.

Powered by a database of over 3 billion unique mobile profiles, machine learning, and predictive intelligence, Liftoff enables advanced targeting across the entire mobile RTB ecosystem. Based in Redwood City, CA, Liftoff powers CPA-optimized mobile user acquisition campaigns for hundreds of brands and app publishers.


Partner Capabilities


Company Type


Deep Linking



  • Click-Through Attribution
  • View-Through Attribution

Ad Campaign Types

  • Acquisition campaigns
  • Retargeting campaigns

Ad Formats

Not provided by Liftoff. Please ask Liftoff for more details about supported Ad Formats.

Click Types

  • Client-side click
  • Server-side click

Supported Platforms

  • iOS
  • Android

Link Wrapping

Not Supported

Cost Ingestion Support


Cost Ingestion Types

  • Click/impression tracking link
  • API

Pricing Models

  • CPI
  • CPC (retargeting campaigns only)
  • CPM
  • CPA

1. Complete Universal Ads Prerequisites



The following Universal Ads prerequisite includes providing URI schemes and other components that may require a developer:



The following Universal Ads prerequisites involve app code changes:

2. Enable the Integration

  1. Visit the Ads page on the Branch dashboard.
  2. Select Partner Management from the sidebar.
  3. Search for Liftoff.
  4. Select Liftoff and click Save & Enable.

3. Enable Postbacks

When Branch measures a conversion (install or other event), it determines which ad network or partner is responsible for generating the action, then attributes credit to the proper partner accordingly. Branch notifies the Ad partner of these events via postbacks which are turned on when you enable any Universal Ads integrated partner.

Basic postbacks will automatically be activated for events like Install and Purchase when you enable your ad partner.

Branch’s postback system is highly customizable; you can set up postbacks for specific events, as well as specific subsections of events, filtered by link data, user data or event properties.

You can then add additional postbacks, for example, if you wanted to add postbacks for custom events that are specific to your app like Account Created. You can also edit postbacks if there's additional data you really need to pass along to your ad partner.


Troubleshoot Postbacks

There may be times when you need to reset a partner's settings; i.e. when a partner updates their postback templates or when perhaps you've made a mistake during partner setup. Resetting a partner's settings allows you to re-enable the partner integration with the correct information to accurately measure and attribute conversion.

Note, by resetting your partner settings, this will:

  • Disable the ad partner
  • Clear out all of your saved credentials and postbacks that are already setup
  • Return the ad partner to its basic configuration

Learn more here on how to reset your ad partner's settings.

4. Verify Integration Setup

View Link Parameters

By default, Branch automatically appends partner-specific link parameters during the link creation process. When a user clicks on the link, Liftoff provides the appropriate parameter values which Branch ingests and uses for attribution and reporting purposes.

Below are the link parameters that Branch automatically appends for this ad partner:

View Attribution Windows

Branch employs Attribution Windows at both the app level and the ad partner level. When you enable Liftoff, Branch uses the attribution windows you've selected at the app level.

However, you can choose to use the attribution windows provided specifically by Liftoff. To do so, toggle the Use Ad Partner Attribution Windows to on. Please keep in mind that only conversions attributed to this ad partner will use these specific windows; otherwise, the app-level windows prevail.

Test Postbacks

Testing your configuration is a very important step that we highly recommend you take the time to complete before going live with marketing campaigns.

Learn how to Test Postbacks

5. Branch Link

If you are running paid advertising campaigns, you'll want to create a Branch Ad Link so we can accurately attribute resulting app conversions to the appropriate advertising partner.

Branch Ad Links support deferred deep linking, Android App Links, and iOS Universal Links, as well as web and app conversions.

Learn how to Create A Branch Ad Link.


How to Setup Product Feed Retargeting

To set up product feed retargeting, reach out to your Branch and Liftoff CSMs.

For product event tracking to work correctly, Liftoff needs to receive the product ID(s) associated with each of your events. For example, the IDs for specific products a user adds to their cart or purchase. These IDs need to be linked back to the unique IDs you pass Liftoff within your product feed.

Our default global template will automatically include the relevant product IDs if they are stored in the $sku attribute on Branch’s content items.

Because Branch’s SDK offers flexibility in the attributes you can associate with event items, it is possible that the relevant product ID is being passed via a different attribute. If that is the case, you will need to work with a Branch support engineer to determine which attribute matches your product feed. Once that has been determined, the engineer can help replace $sku with the correct field name on the macro that powers the product_id parameter on Liftoff’s postback template.