What is Branch, and why do apps use it for links?
A normal link drops a visitor at your front gate. A Branch deep link walks them straight to the room they asked for, and if your house is not built on their phone yet, it remembers the room until it is.
First: what is a deep link?
A normal web link opens a web page. A deep link opens a specific place inside an app, like one product, one article or a sign-up screen with a referral code already filled in.
Deep links get tricky when the person does not have the app yet. They tap the link, go to the store, install, open the app and... land on the home screen. The context is lost. A deferred deep link fixes this: it remembers where the person wanted to go and takes them there on first open. Branch is one of the best-known tools for this.
What Branch does
- Deep linking: one link that works on iPhone, Android and desktop, sending each person to the best place.
- Attribution: Branch also acts as a mobile measurement partner, so it can tell you which links, ads and channels brought users.
- Web-to-app tools: banners on your website that invite visitors into the app at the same page.
- QR codes and short links: handy for print, packaging and events.
How it works, simply
- Your developer adds the Branch SDK and sets up Apple's Universal Links and Android's App Links, the official systems that let a web address open an app.
- You create links in the Branch dashboard or through its API, each carrying data like "open product 123".
- When someone taps, Branch checks the device. App installed? Open the screen. Not installed? Send to the store, then deliver the screen after install.
- Branch records the click and the install so you can see which link worked.
Why many teams looked at Branch in 2025
Google ran a free tool called Firebase Dynamic Links that did a similar job. Google's Dynamic Links FAQ set its shutdown for August 25, 2025. Apps that relied on it had to move to another linking service or build their own. Branch was one of the main options teams compared.
What Branch is good for
- Referral programs ("invite a friend, both get credit").
- Email, SMS and push campaigns that should open a specific screen.
- Shopping and content apps with many pages worth sharing.
- Moving website visitors into the app without losing their place.
The payoff is simple. Every extra screen a new user has to tap through is a chance for them to give up. A link that lands them exactly where they meant to go removes that friction, which usually helps sign-up and purchase rates.
When you may not need it
- Your app has only a few screens and nothing to share.
- You already use another MMP that offers deep links, such as AppsFlyer with OneLink. Running two linking systems adds confusion.
- You only need simple links for people who already have the app. Universal Links and App Links can handle that without a third-party service.
Branch vs building links yourself
| Branch | DIY Universal Links / App Links | |
|---|---|---|
| Opens app if installed | Yes | Yes |
| Remembers the screen after install | Yes (deferred deep linking) | Hard to do well on your own |
| Click and install reporting | Built in | You build it |
| Ongoing cost | Subscription, depending on plan | Developer time |
What it means for cost and timeline
Technical setup is modest but fiddly. Universal Links and App Links need files on your website and settings in the app, and they must be tested on real phones. Budget time for that testing. Pricing depends on plan and usage, so check Branch's current plans before choosing.
How Appryze uses deep linking
When we build an app that has sharing, referrals or campaign emails, we plan deep links from the start so every link opens the right screen. We pick the linking tool to match your measurement setup, whether that is Branch, Adjust or AppsFlyer, and keep everything in accounts you own. See how this fits our app marketing work.
Common questions
What is a deferred deep link?
It is a link that remembers where a person wanted to go even if they need to install the app first. After they install and open the app, it takes them straight to that screen, such as a product or an invite, instead of the home screen.
Is Branch a replacement for Firebase Dynamic Links?
Many teams used it that way. Google set Firebase Dynamic Links to shut down on August 25, 2025, so apps needed another solution. Branch offers deep links, deferred deep links and link reporting, which covers most of what Dynamic Links did.
Is Branch an MMP like AppsFlyer?
Yes, Branch also offers mobile attribution and works as a measurement partner with major ad networks. It is best known for deep linking, while AppsFlyer and Adjust are best known for attribution. Each now offers both, so compare features and price.
Do I need Branch if I use Universal Links?
Not always. Universal Links on iPhone and App Links on Android can open your app if it is already installed. Branch adds the harder parts: remembering the destination through an install, working across platforms and reporting which links drove results.
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