Branch Universal Ads

One of the top three global mobile measurement partners (MMPs), with Universal Ads as a core SAN attribution layer within its platform

Branch Universal Ads is a component of Branch.io's mobile measurement and deep linking platform that specifically handles attribution for self-attributing networks (SANs) such as Facebook, Google, Apple Search Ads, Snap, TikTok, and Twitter/X. As a mobile measurement partner (MMP), Branch allows advertisers to connect their campaigns running on these major walled-garden platforms and receive attribution data directly within the Branch dashboard, reconciling SAN-reported installs and events with Branch's own attribution logic. Branch Universal Ads sits within Branch's broader suite of measurement tools, giving mobile marketers a unified view of campaign performance across both SAN and non-SAN traffic sources. Advertisers can analyze cost data, ROAS, and conversion metrics alongside deep linking performance, making it easier to optimize spend across channels. The product is particularly valuable for app-first businesses that run significant budgets on major platforms and need a neutral third-party view of attribution. Branch.io, founded in 2014 and headquartered in Palo Alto, California, has grown into one of the leading mobile measurement partners globally, competing with AppsFlyer, Adjust, and Singular. The Universal Ads layer is a critical part of Branch's MMP offering, as SAN traffic typically represents the majority of mobile advertising spend for most app marketers. Branch is certified as an official measurement partner by the major SANs it supports.