AppsFlyer vs Branch (2026): which should you pick?
As of Nov 13, 2026, Branch grades higher than AppsFlyer: 2.2 against 2.0 out of 4.0.
Checked Nov 13, 2026 · graded Nov 13, 2026 by ToolGPA
Branch grades higher on platforms. They get the same grade on value for money, the free plan, features and ease of use.
Price, platforms and features side by side. The table says where each price was read and when.
AppsFlyer
Mobile attribution and marketing measurement platform
Free plan · from $0.07
Which one is for you
Pick AppsFlyer if
- Fits if you run a mobile app and pay per conversion rather than per seat
- Works for apps with only organic and owned-media traffic on the free plan
Look elsewhere if
- Not for you if you run paid campaigns and want to stay free, because Zero isn't for them
- Watch out: the 12,000 free conversions are one-off, in the first year only
- Pricey if you want fraud protection or raw data, as Protect360 and API access are premium
- Skip it if you need multi-touch attribution, which is Enterprise only and unpriced
Pick Branch if
- Fits if you run a mobile app and want attribution and deep links from one vendor
- Works for apps with a few ad partners on Basics
Look elsewhere if
- Skip it if you want a price, since none is published
- Tight if you use many partners, as Basics caps ad partners, webhooks and postbacks at 3 each
- Not for you if you need connected-TV attribution, which is Enterprise only
- Watch out: the trial is on Basics only and its length isn't stated
How we grade them
| 2.0GPAAppsFlyerFair | 2.2GPABranchFair | |
|---|---|---|
| Value for money | CGrowth is $0.07 a conversion after the first 12,000 free, and Enterprise is unpublished. That is a per-conversion price, which we place at the ordinary grade. | CNo plan has a published price, so we rate it at the ordinary grade. Essentials and Enterprise go through a demo request. |
| Free plan and trial | CZero is free but meant for apps with owned media only. The 12,000-conversion welcome package applies once, in the first year. | CA free trial on the Basics plan. The page does not say how long it runs. |
| Features | CAttribution, SKAdNetwork support and deep linking. Protect360 fraud protection, Raw Data API, Audiences and Data Locker are premium; multi-touch is Enterprise. | CAttribution, SKAdNetwork tools, cohorts, dashboards and APIs. The listing names limits: Basics caps ad partners and postbacks at 3, and CTV attribution is Enterprise only. |
| Ease of use | CNeeds an SDK in the app and networks connected. We found no store rating. | CNeeds an SDK and partner connections to be set up. We found no store rating. |
| Platforms and integrations | CWeb dashboard with APIs. No integrations are listed on its record, and no desktop or phone app. | BWeb dashboard with ad partner, data partner and API connections. No desktop or phone app. |
| Best for | mobile attribution for apps | mobile attribution and deep linking |
The GPA is the average of the five grades: an A is 4 points, an F is none. The full reasons are on each tool's page: AppsFlyer and Branch. How we grade
Where they differ
In commonWebPublic APIReportsDashboards
At a glance
| AppsFlyer | Branch | |
|---|---|---|
| Pricing | Free plan | Free trial |
| Starts at | Free (Zero plan); Growth is $0.07 per conversion after the first 12,000 | Not published |
| Free plan | Zero plan: free, meant for apps with owned-media activity only and not for apps with paid campaigns. Includes deep-linking tools and core marketing analytics. | None |
| Free trial | One-time welcome package on Zero and Growth: 12,000 free conversions in year one and 30 days of select add-ons | Free trial on the Basics plan |
| Web | ||
| Made by | AppsFlyer Ltd. | Branch |
| Price read from | appsflyer.com | Not confirmed |
| Checked | Nov 13, 2026 | Nov 13, 2026 |
Worth knowing
AppsFlyer
- The Zero plan is not suitable for apps running paid activity, and the 12,000-conversion welcome package applies once, within the first year.
- API access, Protect360 fraud protection, Audiences and Data Locker are premium features that need a subscription to the respective plan after the 30-day trial.
- Organic installs that are not attributed are not counted as conversions and are free, per the pricing FAQ.
- Enterprise pricing is not published.
Branch
- No plan has a published price on the pricing page, so costs are not known without contacting the vendor.
- Basics caps ad partners, data partner webhooks and ad partner postbacks at 3 each, with custom ad partners limited to 25.
- CTV and OTT attribution is limited to Enterprise, per the pricing FAQ.
- Essentials and Enterprise are arranged through a demo request.
Key features
AppsFlyer
- Mobile attribution
- Real-time install and in-app event measurement with configurable lookback windows. Multi-touch attribution is part of the Enterprise plan.
- SKAdNetwork support
- SKAdNetwork support for iOS campaign measurement is in the welcome package, and SKAN conversion studio and modeling features appear in the plan comparison.
- Deep linking
- Deep linking tools for taking users from a link to the right in-app screen, offered on their own as a deep-linking plan.
- Fraud protection
- Protect360, the fraud protection suite, is a premium feature, and fraud detection is part of the Enterprise plan.
- Audiences and data access
- Audience segmentation, Raw Data API access and Data Locker are listed as premium features, with a 30-day trial of select add-ons for new Zero and Growth accounts.
- Custom dashboards
- Custom dashboards are a premium add-on that can be trialed for 30 days in the welcome package.
Branch
- Mobile attribution
- Real-time mobile measurement with configurable in-app events and lookback windows. Multi-touch attribution is in the plan comparison.
- SKAdNetwork tools
- SKAN Conversion Studio, null conversion value modeling and conversion value recommendations are listed, with SKAN LTV modeling in the comparison.
- Cross-platform and CTV attribution
- Cross-device and web attribution is listed, and connected TV and OTT attribution is a premium feature on the Enterprise plan.
- Marketing analytics
- Cohort and retention reports, customizable dashboards, LTV analytics, pivot reports and fraud reporting.
- Partner connections
- Ad partners, data partner webhooks and ad partner postbacks. Basics limits each to 3, while Essentials and Enterprise are unlimited.
- APIs
- A programmatic cohort analytics API, an aggregated data API and aggregated data report export.
Plans
AppsFlyer
Zero$0
For apps that only run owned-media activity. Not suitable for apps with paid campaigns. Includes the 12,000-conversion welcome package.
Growth$0.07
per conversion, pay-as-you-go, after the first 12,000 free
Basic mobile attribution for measuring paid campaigns, plus deep linking. The first 12,000 conversions in the first year are free.
EnterpriseCustom
Cross-channel attribution, multi-touch attribution, AI insights, fraud detection and a dedicated customer success manager. Sold through sales.
Branch
Pricing could not be confirmed. See branch.io.
Common questions
Which is cheaper, AppsFlyer or Branch?
As of Nov 13, 2026, AppsFlyer starts at Free (Zero plan); Growth is $0.07 per conversion after the first 12,000, and Branch has no price we could confirm.
Which has a free plan, AppsFlyer or Branch?
As of Nov 13, 2026, only AppsFlyer has a free plan. Branch does not, though it has a free trial.
More comparisons
How this page was made
- The verdict at the top follows a fixed rule. When both tools are in the same category and either is in our top three for it, the verdict follows that ranking: the higher-placed tool is our pick. The top three weigh who each tool suits as well as its grades, so a pick can go against the GPA. Otherwise the page does not pick one and says which grades higher: the higher GPA first; on a tie, the one with a free plan, then the one that starts cheaper in dollars a month, counted the same way for both; if they are still level, what the choice depends on.
- The grades are our own, from each tool’s review or report card. The GPA is their average.
- Prices, plans and platforms come from each tool’s listing. The table above says where each price was read and when.
- The differences and the answers to the questions are worked out from those listings.