How branch.io works and how it attributes to actual source

Here’s how Branch.io works in a funnel-based way, and how it attributes users to their actual traffic source (ad, link, platform, campaign, etc.), even across platforms like web → app:

🔄 Branch.io Funnel-Based Attribution: Step-by-Step

🧭 Funnel Overview:

Stage	What Happens	How Branch Tracks It
1. Click	User clicks on a Branch link or ad	Branch captures device + metadata
2. Redirect	User is sent to app store or directly to app	Deferred deep link or direct deep link
3. Install	User installs app	Branch SDK in app fires install event
4. Open App	First app open triggers attribution	Branch matches click to install
5. In-app Action	User signs up, deposits, etc.	In-app events tracked via SDK or S2S

🧩 Attribution Logic – How Branch Identifies the Actual Source

✅ Step 1: Click Tracking

When a user clicks a Branch link (e.g., in an ad, SMS, web page), Branch collects:
- Click ID
- Device info (IP, OS, browser, fingerprint)
- Campaign parameters (channel, campaign, feature, tags, ad_id, etc.)

✅ All of this is stored in a Click Bucket.

✅ Step 2: Install & App Open

When the app is installed and opened, the Branch SDK fires an install event.
Branch compares install data to Click Bucket using:
- Deterministic Matching (e.g., IDFA/GAID, Branch ID)
- Probabilistic Matching (e.g., IP + User Agent if no IDFA)

Branch attributes the install to the best matching click within a lookback window (default is 7 days).

✅ Step 3: Deferred Deep Linking

If the user came from a promo or referral, Branch can pass custom data (like bonus code, referring user, or source campaign) through install.
After app install, user lands directly into a personalized screen (e.g., “Welcome back, here’s your ₹200 bonus”).

✅ Step 4: Post-Install Events

You (or your backend) track events like:
- Signup
- First Deposit
- Game Played
- Purchase/Withdrawal
These are linked back to the original source using the Branch install ID or user ID.

Branch sends this data:

To your dashboard
As postbacks to ad networks (Google, Meta, TikTok, etc.)
To analytics tools (e.g., Mixpanel, Amplitude)

✅ Step 5: Attribution Reporting

In the Branch dashboard, you see:
- Which channel/campaign drove the install
- Which campaign drove deposits or other conversions
- ROAS and LTV by source
- Funnel view from click → install → action

🚀 Summary of How Attribution Works in Funnel Terms:

Funnel Stage	Branch Tracks With…
Click	Smart link click IDs + metadata
Install	SDK event + matching to click (7-day lookback)
First Open	Attribution occurs here (matched to source)
Event (e.g., Deposit)	SDK/S2S event tied to original click
Report	Cohort-level view by channel, geo, adset, etc.

🔧 Bonus: Attribution Models Supported

Last-click attribution (default)
Multi-touch via analytics integration (e.g., sending events to Mixpanel or Google Analytics)
View-through attribution (if supported by partner)

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