Branch 方法概述

概述

Branch 提供多种机制,可让客户将数据传递到 App 并将 App 会话归因于来源(在此,客户确定此类使用是否与适用法律和相关平台政策一致)。我们始终使用具有最高置信度的方法。当我们 100% 确信时,深度链接数据将包含变量 +match_guaranteed=true

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敏感用例

在实现对数据敏感的用例(即自动登录,PNR 可视化)时,仅当其值为 true 时,移动应用逻辑才应解析 SDK 初始化回调和深度链接用户中 +match_guaranteed

在 iOS 14 之后,除非用户选择加入 IDFA 收集,否则 +match_guaranteed 在安装事件中通常为 false。

方法准确率为100%

直接深度链接

如果应用目前已安装在手机上,且您已经在应用内配置了 Branch 的 URI scheme( myapp:// )或使用 universal 或 App Links,我们将立即打开应用,并将点击标识符传递至 native library。然后将该点击标识符发送到 Branch 服务器,以检索与链接关联的数据 dictionary。

例如,我们调用 myapp://open?link_click_id=123456 立即打开应用。 Branch native library 完成解析 link_click_id: 123456 ,并将其传递回 Branch API,以检索与该链接点击关联的数据 dictionary。

Deferred Deep Linking using iOS NativeLink™

With the introduction of iOS 15 & iCloud+ Private Relay, Branch released deferred deep linking via the iOS pasteboard. By enabling NativeLink™, you will be able to guarantee deferred deep linking to work with 100% accuracy (+match_guaranteed=true). Users will be presented with a Deepview that enables users to continue their user experience in an app by clicking on the main CTA.

To implement iOS NativeLink™, follow the instructions in our developer documentation.

Install Referrers

An Install Referrer is a mechanism to support deterministic matching/attribution on Android devices downloading apps in specific app stores.

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Branch Android SDK

In order to have support for Install Referrers, make sure your Branch Android SDK is updated to the latest version and is implementing the required dependencies.

How do Install Referrers work?

  1. Advertiser integrates with App Stores (Google Play, Huawei, Samsung, & Xiaomi) and releases the app.
  2. Advertiser delivers an app download ad with an install referrer on the specific App Store.
  3. Publisher app requests and displays the ad.
  4. User clicks the ad in the app and can choose to download and install the advertiser's app.
  5. The App Store writes the install referrer to an API
  6. The Branch SDK initializes and collects the referrer from the App Store via API
  7. The app install event is reported in Branch's attribution system.

Supported Install Referrers

Install Referrer

Compatibility

Google Play Store

  • Google Play App v8.3.73+

Huawei AppGallery

  • EMUI v3.0+
  • HMS Core v2.6.5+

Samsung Galaxy Store

  • Galaxy Store v4.5.20.1+

Xiaomi GetApps

  • GetApps v22.6.0.0+

跨 Branch 平台的设备 ID

当用户与集成了 Branch SDK 的 App 和网站互动时,Branch 的归因引擎算法得到了改进,该算法可以在 Branch Link 点击时收集的浏览器 Cookie 和用户与 App 互动时收集的设备标识符之间建立连接。

当用户点击 Branch Link 以打开使用 Branch SDK 的 App 时,如果我们先前看到平台上的该用户点击了 Branch Link,并且已经将其 Branch 浏览器 Cookie 与其设备 ID 进行配对,则 Branch 可以确定性地归因该用户。这意味着当他们安装该 App 且设备 ID 可用时,我们可以 100% 确信他们是点击该设备浏览器上的 Branch Link 的同一用户。

随着数以亿计 App 用户使用 Branch 点击 Branch Link,我们的平台继续建立更多的浏览器与 App 之间的连接,您可以通过我们的归因引擎提高归因准确性,该归因引擎会在每次在浏览器和 App 之间连接终端用户时进行优化..

利用其他技术

我们建立了针对每个平台的自定义深度链接机制,以确保深度链接准确无误。以下是一些我们使用的技术:

方法实施细节
自定义用户登录Branch's mobile & web SDKs allow developers to assign their own custom user IDs to web & app events, which we can then use as an additional data point to attribute events back to the same user. Branch takes great care to educate all developers to never use personal identifiers in these fields, but when available, these allow us to augment our methodology with anonymous data specific to the app using them.
平台整合Branch has direct integrations with Apple, Facebook, Google, Twitter, and Snap, where the platforms will directly confirm if a specific user engaged with an ad on their platform. Branch is then able to compare these touch points against all other user interactions sourced by Branch links, to enable a greater level of attribution accuracy across organic & paid platforms.
SKAdNetworkBranch 支持 Apple 的 SKAdNetwork 框架进行 campaign 级的归因。尽管这不会显示用户级别的洞悉,但由于所有 app store 的安装均已在 Apple 的 campaign 层级进行了验证,因此这些数字具有100%的准确性。

没有具有100%准确性的方法

Predictive Modeling engine across the Branch Platform

当用户点击 Branch Links 以打开使用 Branch SDK 的 App 时,我们的归因引擎可能已将其 Branch 浏览器 Cookie 与设备 ID 配对,以确定性地归因该用户。但是,即使没有可用的设备 ID,我们也可以将浏览器 Cookie 与其他关联的设备元数据(例如 IP 地址和用户代理)配对,以确定性地归因该用户。

随着数以亿计的 App 用户使用 Branch 点击 Branch Link,我们在将 App 行为连接回浏览器触点时,可以通过这些连接驱动我们的预测建模引擎,以提供更高的归因准确性。

浏览器到应用快照比较

Branch collects limited device-level information when a user is in the browser -- via a click on a Branch link -- and then after they open the app. This includes IP Address (including v6), OS, OS version, device model, user agent and other parameters described in our Privacy Policy.

如果没有其他可用的机制,我们会将应用中收集的数据与浏览器中收集的数据进行比较,如果在该特定时间点内有足够的对应数据点,那么我们很有可能会认定他们为相同用户。

自定义条件

如果您担心使用相同的匿名 metadata可能会混淆不同的用户,那么如果正在考虑两组相同的 metadata,则可以选择让 Branch 不执行任何操作。

On the Dashboard's Link Settings page, under advanced options, you should set Match Type to Unique.

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You can also modify the attribution windows for any integration by following these instructions in the dashboard. Attribution windows essentially define your acceptable timeframes for how long any downstream conversions can be attributed back to a corresponding link click or ad impression.


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