Branch Pricing: Plans, Quote Drivers & Cost Breakdown

Branch is one of the few major mobile measurement partners that publishes plan names, a detailed feature matrix, and no prices at all. Its pricing page lists three tiers — Basics, Essentials, and Enterprise — with a free trial on Basics and a "Request a demo" button on the other two. Nothing on the page states a rate per install, per attribution, per monthly active user, or per month.

That makes Branch pricing a different research problem from AppsFlyer or Adjust pricing. You cannot model a budget from published numbers, so the work shifts to two questions: what does the published feature matrix actually commit to, and what will drive the number a salesperson eventually gives you? This breakdown answers both using Branch's own pricing page as reviewed on August 18, 2026, then gives you a normalization method that makes a Branch quote comparable to competitors that do publish rates.

The short answer on Branch pricing

Branch does not publish prices. It publishes three tiers whose differences are mostly about partner connection limits and advanced modeling, not about core attribution. Basics carries the full measurement feature set with a hard cap of three ad partners, three data partner webhooks, and three ad partner postbacks. Essentials removes those caps and adds CTV/OTT. Enterprise adds custom ad partners and predictive LTV modeling.

If you are still deciding whether you need an MMP at all, start with what a mobile measurement partner does. If you are already collecting quotes, the table below is the part of Branch's matrix that actually separates the tiers.

Read that table carefully, because it inverts the usual SaaS pattern. The entry tier is not a stripped-down product. It is close to the full measurement product with a connection cap.

What Basics already includes

Branch's matrix puts an unusually large amount into its lowest published tier. Basics lists real-time mobile measurement and reporting, multi-touch attribution, configurable rich in-app events, configurable lookback windows, and customizable targeting validation rules.

For privacy-era iOS it lists SKAN Conversion Studio, Single Source of Truth 1.0, SKAN null conversion-value modeling, SKAN conversion-value recommendations, and SKAN LTV modeling. For reporting it lists cross-platform attribution, real-time, cross-device and web attribution, conversion path visualization, cohort and retention reports, customizable dashboards, an activity dashboard, LTV analytics, pivot reports, performance activity reporting, and fraud reporting. For data access it lists a programmatic cohort analytics API, an aggregated data API, and aggregated data report export.

Two things follow from that list, and both matter to a budget.

First, a team whose blocker is "we need attribution and deep links working" may not need to leave Basics for capability reasons. It will leave for connection reasons — the moment a fourth ad network, a fourth warehouse webhook, or a fourth partner postback is required.

Second, the data access named in Basics is aggregated. An aggregated data API and an aggregated report export are not the same as user-level raw event delivery into your warehouse. If your analytics team's plan depends on raw rows, confirm in writing which tier and which product delivers them, at what latency, with what retention, and to which destinations. Do not infer it from "aggregated data API."

What actually drives a Branch quote

Because no rate card exists, the quote is assembled from your usage profile rather than read off a page. Every MMP commercial conversation turns on the same handful of meters, and you should walk into the call already knowing your numbers for each.

• Measured volume. Non-organic installs, re-engagements, and re-attributions, per app, per platform, per month, including seasonal peaks rather than an annual average.
• Monthly active users. MAU-based meters are common in this category, and link-and-engagement products often price on reach rather than on conversions.
• Link and click volume. Deep link creation at scale, QR campaigns, email and owned-channel links, and any programmatic link generation through an API.
• Partner connections. The count that decides Basics versus Essentials. Enumerate every ad network, every data destination, and every postback recipient you need on day one, not the ones you use today.
• Apps and platforms. iOS, Android, web, and CTV each add surface area; multi-app portfolios and multiple bundle IDs usually change the shape of the deal.
• Advanced modules. CTV/OTT measurement, predictive LTV modeling, custom ad partners, and any engagement or banner products beyond the measurement core.
• Contract term and commitment. Multi-year terms, prepaid volume, and annual uplift clauses move the effective rate more than the headline does.
• Support and onboarding. Named support, implementation services, and migration assistance are frequently priced separately from the platform.

Treat published third-party estimates with suspicion. Searching for Branch pricing surfaces a large number of figures — monthly minimums, MAU thresholds, annual contract ranges — published mostly by competing link and attribution vendors on pages that end in a pitch for their own product. Those numbers are not sourced from Branch, they disagree with each other by an order of magnitude, and they are not a defensible input to your budget. The only Branch numbers worth putting in a spreadsheet are the ones in your own quote.

Comparing a Branch quote against published rates

The practical difficulty is that Branch's competitors do publish rates, so the comparison is not like-for-like until you normalize it.

AppsFlyer's pricing page publishes Zero, Growth, and Enterprise, gives "12,000 free conversions to be used within the first 12 months of signing up," and charges "$0.07 each" per conversion after that welcome package. It defines a conversion as "a successful app install or user action that your efforts drove and that you measured with AppsFlyer," and states that organic installs are not counted. It also marks API access, Protect360, Audiences, and Data Locker as premium. The full model is in this AppsFlyer pricing breakdown.

Adjust publishes Base, Core, and Enterprise, with Base free up to 1,500 monthly attributions for up to 12 months and Core covering up to 250,000 annual attributions; several capabilities are sold separately as Growth Solutions. See the Adjust pricing breakdown for the same treatment.

To compare those against a Branch quote, force every proposal through one equation:

annual total cost = platform fee + measured-volume charges + add-ons + support + implementation + data operations + migration risk

Then insist on three volume scenarios — low, expected, and high — priced by every vendor using the same definitions. The definitions are where comparisons quietly break:

1. Agree the billable unit. A conversion, an attribution, an MAU, and a click are four different meters. Ask each vendor to price your same forecast in their unit and show the conversion arithmetic.
2. Decide whether organics count. AppsFlyer states publicly that they do not. Get the equivalent in writing from every other vendor rather than assuming parity.
3. Price the fraud reversal path. Rejected and reversed events affect both the invoice and the partner postbacks. Ask whether reversals are credited.
4. Include the connection count. A tier upgrade driven purely by a fourth ad partner is a real cost, and it is the specific thing Branch's matrix says will happen.
5. Price the data pipeline. Aggregated exports that your team then has to reassemble into user-level analysis are an engineering cost even when the line item is zero.
6. Get renewal terms in the same document. Uplift caps, downgrade rights, unused-commitment treatment, and data export at termination are cost, not paperwork.

Questions to ask before you accept a Branch quote

Bring these to the demo. Each one closes a gap that the published matrix leaves open.

• Which tier is being quoted, and what exactly triggers a move to the next one?
• What is the billable meter, and what is the rate per unit at my forecast volume?
• Are organic installs, re-engagements, re-attributions, and web conversions billed?
• Which products in the quote are the measurement core and which are separately priced modules?
• Is user-level raw data included, at what latency, with what retention, and to which destinations?
• What happens to my existing Branch links if I downgrade, lapse, or terminate — do they keep resolving, and for how long?
• Which SKAN and privacy-preserving measurement capabilities are in the quoted tier?
• What are the support SLAs, and is implementation or migration assistance included or billed?
• What is the annual uplift cap at renewal, and can I reduce committed volume?
• If my partner count grows from three to five mid-term, what is the price of that change?

The link-persistence question deserves particular weight. Attribution data is historical and can be exported; live links are operational infrastructure embedded in emails, ads, app store listings, QR codes on physical media, and partner integrations. A platform change that breaks resolving links is a migration project, not a procurement decision, which is why link portability belongs in the evaluation rather than in the renewal conversation.

When Branch's pricing model fits, and when it does not

A quote-only model is not automatically worse. It fits teams with predictable large volume, a procurement function that can negotiate, and requirements broad enough that a packaged enterprise suite genuinely replaces several tools. If you need CTV/OTT measurement, predictive LTV modeling, custom ad partner integrations, and a large partner ecosystem in one contract, a negotiated deal may well be cheaper than assembling the same coverage from parts.

It fits poorly in three situations. A small team that cannot forecast volume will struggle to negotiate a unit rate it does not yet understand. A team whose actual requirement is deep links, deferred deep links, install attribution, and campaign analytics may be buying an enterprise measurement suite to solve a routing problem. And any team that needs to compare options quickly is disadvantaged by a model where one vendor's number takes three weeks and a demo to obtain.

If your scope is the narrower one, Deeplinkly publishes its full rate card — metered per attributed install, self-serve, no monthly platform fee and no sales call — and the Branch alternative page compares the two directly. If you need the enterprise suite, negotiate the Branch deal properly rather than trying to approximate it from blog estimates.

Frequently asked questions

How much does Branch cost?

Branch does not publish prices. Its pricing page lists Basics, Essentials, and Enterprise tiers with a free trial on Basics and a demo request on the other two, but no rate per install, attribution, MAU, or month. Any specific dollar figure you find online is a third-party estimate, usually published by a competitor, and should not be used for budgeting.

Does Branch have a free plan?

Branch's pricing page offers a free trial on the Basics plan — "You can start with a free trial on the Basics plan to begin measuring your first campaigns" — rather than a permanently free tier. Confirm the trial length, the volume it covers, and what happens to links created during it before you build anything on top of it.

What is the difference between Branch Basics and Essentials?

Per Branch's published matrix, Basics carries the full measurement feature set but caps ad partners, data partner webhooks, and ad partner postbacks at three each. Essentials removes all three caps and adds CTV/OTT attribution and measurement. Enterprise adds unlimited custom ad partners and predictive LTV modeling on top of that.

Is Branch cheaper than AppsFlyer or Adjust?

There is no way to answer that from public information, because Branch publishes no rate while AppsFlyer publishes $0.07 per conversion after a 12,000-conversion welcome allowance and Adjust publishes a free Base threshold of 1,500 monthly attributions. Normalize all three into annual total cost using identical volume scenarios and identical billable-unit definitions before comparing.

What drives the price of a Branch quote?

The usual meters: measured conversion or attribution volume, monthly active users, link and click volume, the number of ad partners and data destinations, the number of apps and platforms, advanced modules such as CTV/OTT and predictive LTV, contract term, and support level. Know your own numbers for each before the first call.

What happens to Branch links if I stop paying?

Ask, and get the answer in the contract. Live links are embedded in ads, emails, app store listings, and printed QR codes, so link resolution after termination is an operational risk rather than a billing detail. Confirm the post-termination resolution period, whether links can be redirected to a successor platform, and who controls the branded domain.

Conclusion: price the meter, not the tier

Branch's pricing page is genuinely informative about capability and genuinely silent about cost. The tier names will not tell you what you will pay; your volume, your partner count, your data requirements, and your contract term will.

So do the work the page cannot do for you. Write down your forecast in every unit a vendor might bill in. Enumerate the partner connections that decide the tier. Get raw-data entitlement, fraud-reversal treatment, renewal uplift, and link persistence in writing. Then put the Branch quote next to AppsFlyer's published rate and Adjust's published thresholds in a single normalized model — and choose on the total, not on the tier.