Branch Metrics

Overview

Branch Metrics is the entity name under which Branch.io operates — the same mobile measurement and deep linking platform as Branch. Branch Metrics is the legal company name; Branch.io is the product brand. Both refer to the same SDK, the same attribution and deep linking infrastructure, and the same compliance considerations.

Branch Metrics' platform connects web marketing campaigns to mobile app installs and in-app conversions, and enables deferred deep linking — routing users from web links through the app installation process to specific in-app content. The platform is used by mobile-first companies that run web advertising campaigns to drive app downloads.

What This Script Does

The Branch Metrics Web SDK (cdn.branch.io/branch-latest.min.js) operates on web landing pages to power attribution and deep linking:

Attribution cookie placement: When a visitor arrives via a Branch smart link (typically structured as yourdomain.app.link or a custom domain), the SDK stores attribution parameters in first-party cookies — branch_session (7-day expiry) and branch_session_first (persistent) — capturing the campaign source, ad channel, creative, and click timestamp. These cookies are transmitted to Branch's servers and matched against subsequent app install events.

Device fingerprinting for cookieless attribution: Branch employs probabilistic fingerprinting as a fallback attribution method when cookies are blocked. The SDK collects IP address, browser user agent string, screen resolution, language, and timezone to create a probabilistic device fingerprint. This fingerprint is compared against install records from the Branch mobile SDK to attribute the install to the web session without a cookie match.

Smart link routing: Branch smart links detect device type and OS, then route visitors to the appropriate destination — the App Store for iOS, Google Play for Android, or a fallback web URL for desktop visitors. This routing logic runs client-side in the Branch SDK.

Deferred deep link data retrieval: After app installation, the Branch mobile SDK calls Branch's API to retrieve the deferred deep link parameters from the web click session, enabling the app to navigate the new user to the specific content they were originally interested in.

Conversion event measurement: Post-install conversion events on web (registration, purchase, content engagement) can be fired through the Branch SDK to complete the attribution chain from web click to in-app conversion.

Consent & Compliance

Branch Metrics combines analytics and marketing functions requiring consent:

• GDPR / ePrivacy: Attribution cookies require prior opt-in consent under the ePrivacy Directive. The probabilistic fingerprinting component — collecting device characteristics to build a persistent identifier — constitutes processing of personal data under GDPR and requires consent. The lawful basis cannot be legitimate interests given the marketing attribution purpose and cross-device tracking scope.
• IAB TCF: Relevant TCF purposes include Purpose 1 (Store/access device information), Purpose 7 (Measure ad performance), and Purpose 9 (Market research and audience insights). Branch is listed in the IAB TCF Global Vendor List.
• CCPA/CPRA: Attribution data and device fingerprints constitute personal information under CCPA. Sharing with advertising measurement networks may qualify as a "sale" or "sharing."
• EU-US transfers: Branch Metrics is a US-based company certified under the EU-US Data Privacy Framework.

Should You Block This Without Consent?

Yes. Branch Metrics tracks users across the web-to-app funnel using attribution cookies and probabilistic device fingerprinting. This is marketing measurement technology that requires explicit consent under GDPR and ePrivacy before activation.