To make an informed choice, it’s important to consider several key factors, such as how the MMP will integrate into your tech stack, handle mobile attribution, support an omni-channel, cross-device approach, and comply with evolving privacy regulations.

In this blog, we’ll explore the top questions you should consider when selecting an MMP to ensure that you have the right tools to drive your mobile marketing success.

Here’s a quick summary of features you should be on the lookout for:

• High API thresholds
• Custom webhooks
• Unlimited seats
• Open software development kit (SDK)
• Easy integrations
• Last-touch attribution
• Holistic view of data
• In-app event tracking
• Complete user-journey performance
• Link-level analytics
• A/B testing on smart banners
• Multiple parameters and custom link logic
• Personalization options
• SKAdNetwork (SKAN) expertise
• Privacy-preserving attribution techniques
• Cross-device household measurement
• Cost data aggregation and insights
• Comprehensive onboarding
• Continued support

How will an MMP fit into your tech stack?

It’s important to think through how well an MMP will interact with your existing tools and processes. What other systems need access to MMP data? What integrations will you need? How many people on your team will need access to set up campaigns, look at data, and build reports?

Once you understand how an MMP will fit into your existing workflows and tools, there are a few MMP features to be mindful of when it comes to data access and tech-stack integration:

• High API thresholds: Only some MMPs offer high API thresholds, but this will allow you to access your data freely without worrying about overage charges. High thresholds enable you to scale your data usage according to your needs, maintaining control over your data and avoiding unexpected costs.
• Custom webhooks: With the ability to set up custom webhooks, MMPs allow you to tailor data flows to your specific business needs. This customization ensures that data is routed precisely where it needs to go within your tech stack, whether to analytics tools, customer relationship management (CRM) systems, or other marketing platforms.
• Unlimited seats: Some MMPs offer unlimited seats, allowing all relevant teams — such as marketing, product, and analytics — to access and benefit from the data. This inclusive approach ensures that insights are widely available across your organization, facilitating better collaboration and decision-making.
• Open SDK: An open SDK provides the customization, flexibility, and transparency necessary to adapt the MMP to your unique requirements. This helps avoid vendor lock-in and gives you the ability to maintain greater control over how the MMP fits into your tech stack.
• Easy integrations with your marketing ecosystem: Your MMP should offer easy integrations with various marketing tools like Braze and Amplitude, as well as email service providers. These integrations help connect attribution data with other key parts of your tech stack, providing valuable insights that inform your overall marketing strategy and offering a holistic view of user behavior and campaign performance.

With these features an MMP can be a powerful ally in measuring, analyzing, and optimizing your marketing efforts across channels.

How should you attribute data?

Attribution is a major consideration when it comes to choosing an MMP. Different MMPs have different attribution methodologies, which could greatly affect the insights you receive.

You’ll likely want to understand in-app events and what a user does after they install your mobile app. Some MMPs don’t get to this level of data and, instead, stop measuring anything at install. But mobile marketers know that engagement is often more important than acquisition for app growth, and engagement doesn’t end at install — so why should your measurement solution? Better MMPs will have more attributable events and allow marketers to understand a wider breadth of user behaviors.

In addition, some MMPs tout multi-touch attribution, which is extremely difficult in today’s privacy-centric world, while others suggest that app-install touch is the best way to understand how well marketing campaigns are performing. Ideally, an MMP would provide at the very least both install-touch and last-touch attribution to allow marketers the flexibility to really understand the effectiveness of various campaigns and return on ad spend (ROAS) as well as use data-driven insights to optimize campaigns, boost user acquisition, and increase lifetime value (LTV) over time. Specifically, last-touch attribution helps marketers understand what drove conversions after the install, which is especially important for lifecycle marketers who want to measure important events like purchases, add to carts, registrations, etc.

How are you going to balance an omni-channel, cross-device approach?

Modern marketers know that you can’t do only paid advertising. Omni-channel campaigns are essential, but historically, it’s been hard to compare your organic marketing channels like social or email to paid ads — not only because the data tends to live in two different places, but also because many MMPs don’t perform deduplication to ensure your ads don’t cannibalize organic traffic. So it’s important for an MMP to be able to combine attribution for all your channels into one holistic view as well as deduplicate your data for ad performance across all household devices, including connected TV (CTV).

Alongside deduplication and a holistic view, a better understanding of owned and earned attribution helps marketers better understand incremental advertising impact. This data is also helpful with fraud detection. The more owned and earned data you have, the better algorithms are able to identify fraud on paid ad spend because the data models learn from all the imputed data.

A great MMP should also be able to measure performance throughout the entire user journey, from initial brand exposure to last touch. Being able to capture every interaction across paid channels with cross-platform, cross-device, and cross-channel views as well as build custom audiences in the MMP will help you understand who your best users are and retain them.

So as you’re considering an MMP that can balance your omni-channel, cross-device approach, you will need:

• Holistic view: A holistic view that combines ad performance data with owned and earned data not only provides superior insights but is also better for fraud detection.
• Deduplication: Deduplication gives you peace of mind that your ads aren’t cannibalizing your organic traffic and you’re spending correctly.
• In-app event tracking: Make sure your MMP can measure beyond install so you can understand in-app events and user behavior better.
• Complete user-journey performance: The ability to measure performance across the entire lifecycle of a customer, including across household devices if channels like CTV are important in your marketing strategy, is key. Custom audience creation will also help you keep the customers you have and understand how to efficiently acquire more.

These features will ensure that you have the most accurate attribution data possible, which should ultimately be the main goal of any good MMP.

How are you going to make the most impact with your links?

While historically MMPs have been focused on ads, great MMPs also offer support for organic channels through deep linking. By combining the power of deep linking to transform organic traffic into high-value, loyal users with the sophisticated attribution and performance insights of the right MMP, mobile marketers can drive outsized value.

But not just any deep links will do. How are you going to personalize them? What information can you use for custom logic? What is your end goal when a user is clicking on the link? How can you use smart banners with deep links to boost app installs and engagement? The best mobile measurement partners should be able to help you answer these questions and easily set up your links for success.

It’s important to get not only the functionality of deep links correct but also the analytics so you can optimize performance. To make the most impact with your links, it’s essential to leverage advanced link features that go beyond basic tracking. By utilizing link-level analytics, A/B testing, and custom link logic, you can optimize user engagement and improve overall campaign performance. Here are some features to look for that will help maximize the impact of your links:

• Link-level analytics: By diving deep into link-level analytics, you can gain valuable insights into how each link performs across different channels and audiences. This data allows you to understand user behavior, identify which links are driving the most engagement, and make data-driven decisions to optimize your strategies.
• A/B testing on smart banners: Implementing A/B testing on smart banners helps you identify the most effective messaging, design, and calls to action. By continuously testing different variations, you can fine-tune your approach to maximize click-through rates (CTRs) and conversions, ensuring that your links are as impactful as possible.
• Multiple parameters and custom link logic: Using multiple parameters in your links provides more detailed information, which can be used to personalize the user experience and tailor content to specific audience segments. More parameters mean richer data, enabling more precise targeting and a better understanding of what drives user actions, but many MMPs don’t provide these features.
• Personalization and reduced friction: Custom link logic, such as auto-login features, can significantly reduce user friction by streamlining the journey from link click to conversion. This not only enhances the user experience but also improves key metrics like engagement, retention, and conversion rates.

How quickly can you start using SKAN efficiently?

To start using Apple’s SKAN efficiently, you need to choose a solution that offers product differentiation through rapid and optimal setup alongside consultative expertise. SKAN setup is evolving rapidly, moving from SKAN 3.0 to SKAN 4.0, and now, the new AdAttributionKit. Navigating through these changes and multiple channel partners can be challenging, making the choice of MMP crucial.

SKAN represents a shift away from user-level tracking to anonymized aggregate metrics, which is essential for running paid media campaigns on iOS beyond Apple Search Ads. Given that SKAN is critical for performance marketers, having an MMP that can reduce the complexity of tracking events for desired outcomes is invaluable.

With the right MMP, you can begin leveraging SKAN quickly and efficiently, ensuring that your campaigns are set up for success without the manual, time-consuming configurations that are often required with SKAN 4.0.

How will you comply with evolving privacy terms?

To ensure compliance with evolving privacy terms, especially in the context of using an MMP, it is essential to leverage features and capabilities that are designed to adapt to evolving privacy regulations and industry standards.

You should look for an MMP that prioritizes privacy by collecting and processing data in a way that respects user privacy and complies with current regulations. This means focusing on anonymized, aggregate data rather than user-level tracking, which also aligns well with the SKAN framework. A good MMP should be able to help marketers navigate the complexities of privacy laws such as GDPR and CCPA and Apple’s App Tracking Transparency (ATT) framework.

Branch, for example, offers a privacy-focused attribution mechanism called Predictive Aggregated Measurement (PAM). PAM uses sophisticated attribution modeling mechanisms  and differential privacy controls to safeguard user information while providing precise and detailed insights into campaign effectiveness. By continuously adjusting to the data at hand, PAM utilizes predictive modeling to determine the most suitable attribution approach for each situation, allowing marketers to concentrate on performance evaluation and strategy enhancement.

In today’s privacy-conscious world, businesses can differentiate themselves in a crowded market, prove their commitment to user privacy, and make sure that user data is handled with the highest level of care by using an MMP that puts privacy first.

What does onboarding and continued support look like?

It’s important to get up and running quickly so you can maximize the return on investment (ROI) on your investment in MMP. A great MMP should make it straightforward and easy to get started.

MMPs are sophisticated pieces of software, so it’s also important to understand the process, what technical resources you will need on your side, and how involved the MMP provider will be in the setup.

Then after setup, do you get access to on-demand training and help documentation? Does the MMP offer tiered support options so you can pick the amount of support you really need? Can you contact someone for help after normal business hours or on the weekend? Ongoing support from your MMP should include these things as well as proactive contact concerning changes or updates to privacy policies, compliance, and regulations.

Selecting the right MMP is about more than just choosing a vendor; it’s about finding a partner that aligns with your business goals, integrates smoothly into your tech stack, and adapts to the evolving landscape of privacy regulations and attribution challenges. By asking the right questions and focusing on key features such as data access, flexibility, omni-channel support, and privacy compliance, you can ensure that your MMP is a powerful asset in your mobile marketing strategy.

A well-chosen MMP will not only provide the insights needed to optimize your campaigns but also enhance the overall user experience through personalized and efficient interactions. Ultimately, the right MMP will empower your team to make data-driven decisions, reduce friction in the user journey, and maximize the impact of your marketing efforts across all channels.

Interested in seeing an MMP in action? Request a demo.

The post Top Questions To Consider When Choosing a Mobile Measurement Partner appeared first on Branch.

By experience experts for experience experts, EXP. is a magazine for anyone that believes in the power of experience and thrives off innovation. Packed with cutting-edge trends, insights, and recommendations straight from the industry’s top digital and experience experts. We’re so excited to share this year’s edition with you. Trust us, there’s something in there that’ll inspire, excite, and get those gears turning.

Excerpt from a featured article by Adam Landis, Head of Growth at Branch:

How Will AI Actually Change Advertising?

While the future of AI might be tough to grok and consumer patterns are still evolving, it’s clear the coming changes AI is bringing to our lives can’t be understated. Much like how mobile changed how consumers fundamentally connect with the internet, AI will do the same. And like with mobile, some companies will innovate and emerge as winners, quickly adapting to these fundamental changes. And also like with mobile,  some companies will struggle with these fundamental shifts and fall behind their peers.

The post EXP. Magazine: How Will AI Actually Change Advertising? appeared first on Branch.

The post Maximising Mobile App Engagement in 2025 appeared first on Branch.

Branch offers several powerful integrations with mParticle, including the mParticle Data Integration and mParticle Branch Kit. With the Data Integration, you can forward events tracked via the Branch software development kit (SDK) to mParticle, allowing you to view them alongside your existing analytics data. You can also import events tracked via the mParticle SDK into Branch. The mParticle Branch Kit simplifies the process further by enabling Branch SDK functionality and automatically sending events to both mParticle and Branch Dashboards. 

While these integrations enhance your data, some automatically forwarded events, like content events or user lifecycle events, may not align with your key analytics needs or key performance indicators (KPIs). Plus, they can have cost implications under Branch’s volume credits model, so it is important to manage what data gets sent to Branch. 

Filtering events imported from mParticle into Branch

When you set up a Data Integration to import mParticle events into Branch, all commerce, content, user lifecycle, and custom events you track will flow into Branch. To avoid duplicate data, Branch will warn you if you try to import events already being tracked. However, you may want to further specify which events are sent from mParticle to Branch. 

Using forwarding rules in the mParticle Dashboard

1. Navigate to the ‘Connections’ section of your mParticle Dashboard and select your configured Branch output destination. 

2. After selecting the output, click the ‘Forwarding’ tab to create a rule. 

You can create two types of rules:

• ‘Only Forward’ events that meet specified criteria.
• ‘Do Not Forward’ events that meet specified criteria.

In this example, we’ll leave the ‘Attribute Type’ set to ‘Event Attribute.’ The other option, ‘User Attribute,’ is more relevant when configuring rules around the user info present on the event. 

Next, specify the ‘Attribute Name’ (e.g., event_type or event_name) and the ‘Attribute Value.’ 

For instance, to prevent commerce events, like ‘Add to Cart’ and ‘Purchase,’ from being sent to Branch, set the ‘Attribute Name’ to event_type and the ‘Attribute Value’ to commerce. 

To only send purchase events to Branch, for example, set the rule to ‘Only Forward,’ with the ‘Attribute Name’ as event_name and the ‘Attribute Value’ as purchase. 

By setting up these simple forwarding rules, you’ll have more granular control over the data imported from mParticle into Branch, avoid duplicate data issues, and prevent overages in volume credit usage.

Want to learn more about Branch’s integrations with mParticle?

Check out the following help documentation: 

• Importing mParticle events into Branch
• Exporting Branch events to mParticle
• Branch SDK integration via mParticle Kit (Android)
• Branch SDK integration via mParticle Kit (iOS)

For troubleshooting assistance with data export setup, reach out to your account team. To get started, request a demo today!

The post How To Customize Event Forwarding From mParticle to Branch appeared first on Branch.

Retaining seasonal shoppers is essential for long-term growth. Discover five actionable strategies to boost engagement and lifetime value — and see how Branch can help you get started. Request a demo today.

The holiday season brings a surge of shoppers, but the real challenge begins after the festivities end: How do you keep seasonal shoppers engaged? Retaining post-holiday customers is crucial for building long-term relationships and maximizing lifetime value (LTV).

As ad costs rise and traditional paid channels become less effective, marketers are turning to more cost-effective strategies — ones they can measure and prove. This year, many are shifting their focus toward owned channel optimization. With Branch, you engage shoppers across all channels and increase retention. Here’s how.

1. Display QR codes for seamless offline-to-app engagement

QR codes are a low-lift, high-reward strategy that bridge offline and online experiences. By strategically placing QR codes on in-store signage, shopping carts, or checkout counters, you can:

• Convert foot traffic into app users.
• Direct shoppers to specific products or categories within your app, such as restocked items or post-holiday sales.
• Attribute installs and app activity to offline campaigns to gain insights into what drives engagement.

For example, during in-store returns, customers could scan a QR code to access a discount on their next purchase via your app. This approach encourages downloads, highlights app-exclusive features, and incentivizes future purchases, making it a win-win for engagement and retention.

Branch QR codes make implementing this strategy even easier. They allow you to: 

• Customize QR code creative and link data to match your brand look and feel.
• Easily update routing destinations to keep your campaigns fresh — even on printed materials.
• View downstream activity from QR codes in one place to help you refine engagement and retention strategies. 

See how grocery retailer Schnucks uses QR codes to drive app installs, in-app purchases, and higher LTV 

2. Deploy targeted web-to-app banners

Web-to-app smart banners provide a personalized and frictionless way to connect your web and app experiences. Use them to increase post-holiday app engagement by: 

• Converting web visitors into app users with app-only deals or promotions. 
• Routing existing app users back into the app when they land on your website. 
• Moving users who complete a purchase on the web to your app with a post-purchase call to action (CTA) to install. 

Branch Journeys makes it simple to create, launch, and test banner campaigns without developer resources. You can use pre-built templates and intuitive tools to: 

• Personalize banners based on user behavior and context, like funnel stage, to show shoppers the most relevant CTAs.
• Streamline campaign management with an easy-to-use interface that lets you design, deploy, and adjust banners quickly. You can also run A/B tests, allocate traffic to different variations, and compare version history. 
• Preserve browsing context through the app install process via deferred deep linking to create a seamless transition.
• View detailed performance analytics, including down-funnel events, conversion rates, and long-term trends.

You can extend this approach to desktop, too, by displaying Desktop Banners on key webpages. If visitors meet predetermined audience targeting rules, they’ll see a custom interstitial and QR code prompting them to download the app. Unlike generic QR codes, a Branch QR code will route them to relevant in-app content through direct or deferred deep linking while preserving attribution data for accurate performance tracking. 

Both mobile and desktop web banners are tried-and-true approaches to push users to your most valuable platform, increase average revenue per user (ARPU), and raise LTV. Plus, they’re an effective strategy to have in place ahead of next holiday season. 

See how retailer END. transformed web traffic into 44% revenue growth

3. Deep link on social media to break out of walled gardens

Many holiday shoppers discover your brand through social media but get stuck in “walled gardens” of in-app browsers. Embedding deep links into your social profiles and posts:

• Automatically directs users from social platforms to your app’s homepage or a relevant product page.
• Drives conversions with links to targeted post-holiday offers, like clearance collections or exclusive discounts.
• Tracks and attributes the performance of social campaigns to understand ROI.

For instance, a deep link in a post-holiday social post could lead directly to a curated collection of clearance items or holiday best sellers. These links bridge the gap by helping you break users out of these low-engagement environments and increase your campaign’s impact.

Branch deep links level up your organic social efforts with:

• Deferred deep linking to direct new app users to the right content after install.
• Reliability on every platform, meaning links work when you use TikTok on iOS, Instagram on Android, and every other combination you can imagine. 
• Branded short links that reflect your brand and boost user confidence.
• Link-level insights to help you track the effectiveness of each campaign, post, or piece of influencer content. 

You can also create seamless social shopping experiences with features like auto-applied promo codes. This removes friction for shoppers who are coming from post-holiday social campaigns to your app. With 42% of Gen Z shoppers and 26% of millennials turning to social media for holiday purchases, post-holiday is the perfect time to convert followers into repeat customers. 

See how PrettyLittleThing uses social media to drive mobile growth

4. Personalize email-to-app campaigns

Email is a cornerstone of mobile growth: it’s the fourth-most-used app acquisition channel and the most-used retention channel. Maximize the potential of new holiday shoppers in your email database by:

• Highlighting post-holiday offers, such as extended sales or restocked items, then deep linking users to the corresponding in-app page to take action. 
• Reengaging inactive users by deep linking from emails with personalized recommendations, abandoned cart reminders, or unpurchased wishlist notifications. For example, automatically adding items to the cart in-app when users click through can streamline their experience and drive conversions.
• Promoting app-exclusive perks, like free returns or loyalty rewards. 

Although email is incredibly effective, most brands leave conversions on the table because their email links direct users to the website or, worse, their Universal Links break when email service providers (ESPs) wrap them for tracking. By plugging Branch into your existing ESP, you can:

• Avoid the frustrating trade-off between deep linking and click-tracking data. Branch preserves click data and supplements it with rich cross-platform email attribution so you can view app installs, opens, purchases, and other down-funnel events. 
• Simplify link creation and workflows for email teams. Branch automatically converts links into multi-platform deep links, meaning you don’t have to manually create each email link. 

If your holiday email campaigns underperformed — or you simply don’t have the data to see how your emails drove down-funnel conversions — it’s not too late to improve. Post-holiday email engagement is key to nurturing new shoppers and converting them into loyal customers. 

See how Etsy amplified app adoption and improved the user experience

5. Use paid ads for app reengagement

Owned channels aside, reengagement ad campaigns can still be a cost-effective way to bring back users who downloaded your app during the holiday season but have since become inactive. Use the post-holiday period to:

• Entice recent installers with limited-time deals. You can also begin to shift the focus toward upcoming events like Valentine’s Day, Easter, or Ramadan. 
• Reintroduce your app’s value by highlighting app-only features. 

The key to high-performing reengagement ads is the right audience segmentation. The more specific the better. Branch Engagement Builder simplifies audience creation with:

• Omni-channel list building so you can create audiences based on ad exposure across multiple networks, app and web interactions, past purchases, or in-app behaviors. 
• Privacy-conscious targeting. It’s no secret that App Tracking Transparency (ATT) on iOS impacted reengagement. Branch includes only users who have opted in through ATT to support end-user privacy and supports AdAttributionKit reengagement campaigns.  
• Direct connections to your ad partners so you can automatically upload audience lists without the extra hassle of manual work. 

As with any investment in paid campaigns, you need to be able to track ROI. Ads attribution ensures you can accurately identify app engagement and subsequent conversions driven by the campaign. 

See how Checkout 51 increased conversions from reengagement ad campaigns by 10%

Achieve long-term engagement with Branch

Retaining and maximizing the value of customers after a busy shopping season is essential for sustained growth. Branch’s linking and attribution solutions make it easy to create seamless cross-channel experiences and track your impact. 

Want to see how it works? Request a demo. 

The post How To Keep Shoppers Coming Back: 5 Ways To Drive Engagement and Retention appeared first on Branch.

What is CPP?

CPP sets itself apart by giving our customers greater control over their user data with nuanced privacy options. Unlike other traditional models that offer a binary choice of “enable or disable” for tracking, CPP provides enhanced flexibility and two new additional choices for managing data retention and access controls in addition to “tracking enabled” and “tracking disabled”:

• Privacy attribution: In this option, non-paid marketing channels have complete coverage; however, Branch conducts paid ads attribution through privacy advertising frameworks such as Apple’s AdAttributionKit and SKAdNetwork (SKAN). Events are not forwarded to any ad partner for attribution or retargeting.
• Analytics-only mode: For those who want accurate event counts and conversion metrics but don’t want those users to be considered for any marketing channel attribution, you can choose this option. Analytics-only will include device IDs, but data to and from privacy advertising frameworks are excluded.

Why CPP matters

As the advertising landscape shifts, being compliant with privacy regulations is not just a preference; it’s a necessity. CPP empowers companies, especially those that are leaders in their industries and are particularly cautious about user data, by offering them a robust, flexible way to manage data consent. With more options at their disposal, businesses can align their practices with the growing demands for privacy while still harnessing the benefits of data analytics.

Competitive advantage

By adopting CPP, businesses can differentiate themselves in a crowded market, prove their commitment to user privacy, and make sure user data is handled with the highest level of care and precision.

“The privacy landscape is ever-changing and incredibly complex. Our customers demand flexibility for their specific requirements and with CPP, they can embrace a flexible framework to provide their users leading trust and transparency. Branch is committed to helping customers offer class-leading privacy solutions without adding complexity or impairing the ability to operate their business.” — Adam Landis, Head of Growth at Branch

With the introduction of CPP, we are excited to offer our customers unmatched flexibility and control over user data, tailored to meet the demands of an increasingly privacy-focused and evolving advertising landscape. CPP is not just a product feature — it’s a commitment to empowering our customers and setting new standards in privacy management. We believe this will lead to transformative results and help you thrive in the future of advertising.

To learn more about CPP and enable it yourself, we encourage you to reach out to your Account Management team or visit our help documentation.

The post Consumer Protection Preferences: A Game-Changer in User Privacy Management appeared first on Branch.

You’ll learn how to optimize your website and app for seamless user journeys, build customer loyalty through omni-channel engagement, and create effective referral programs. You’ll also get actionable strategies and real-world examples to help you navigate the evolving digital landscape and achieve sustainable growth.

Get a sneak peek:

The post Bootstrapped to Booming Carousel appeared first on Branch.