Replacing Branch links

Why do teams look at replacing Branch links?

Branch links are deep links created in Branch, an MMP with deep linking at its core, served from Branch's app.link domain or a custom domain you own.

Teams usually start looking for one of three reasons:

• Price clarity: Branch publishes no prices for its Basics, Essentials or Enterprise plans, and Basics is a trial limited to 3 ad partners.
• Consolidation: they want links and attribution from one vendor and one SDK.
• A renewal date: contract timing forces a decision.

None of these mean Branch's links stop working. The question is whether another platform covers the same jobs at a cost you can plan around.

Which Branch features do you use?

List them before comparing. Most link setups rely on a few of these:

• Deferred deep links: new users land on the right screen after installing.
• A custom link domain: links on your own domain alongside app.link.
• Journeys: web-to-app banners driven by Branch's Web SDK.
• QR codes: generated for links.
• Attribution: installs and events credited to the link or campaign.

Journeys: Branch's name for its smart banners and interstitials that move mobile web visitors into the app. Other platforms call the same idea smart banners or web-to-app banners.

How do the alternatives compare?

Four features that matter most when leaving Branch. Linkrunner is first, then A to Z, with Branch included for reference.

Free or entry plan Paid plan Yes, plan not stated Partly Not published No

Platform	Deferred deep links	Custom link domain	Web-to-app	Install attribution	Free plan	Paid price
LinkrunnerMMP with links	Free or entry planEvery link deferred by defaultL1	Free or entry planBranded short links on custom domainsL1	Free or entry planWeb-to-app flowsL1	Free or entry planAttribution and deep linking in one platformL1	25k attributed installs, one time, no expiry, every feature	$0.012 down to $0.007 per attributed install after the free 25kL2
AdjustMMP with links	Free or entry planDirect and deferred deep linking on every planAD1	Paid planOwn domain on TrueLink Core Standard or Enterprise packagesAD2	Paid planSmart banners are a paid add-onAD1AD5	Free or entry planFree Base plan for the first yearAD1	1.5k conversions a month, first year only	Not public beyond the free planAD1
AirbridgeMMP with links	Free or entry planDeferred deep links in CoreAB1	Free or entry planCustom domains in CoreAB2	Free or entry planWeb-to-app banner in CoreAB1	Free or entry planGoogle, Meta, Apple and TikTok attribution in CoreAB2	30-day free trial	From $40 a month (Core), billed per data pointAB1
AppsFlyerMMP with links	Paid planStandard deep linking tier and upA1	Paid planBranded domains on Advanced and upA1	Free or entry planWeb and social-to-app routing on Zero; smart banners on AdvancedA1	Free or entry planZero plan with 12k free conversions in the first yearA2	12k conversions, first year only	$0.07 per conversion (Growth); deep linking tiers are custom pricedA2A1
BitlyLink tool	Not publishedNot stated	Paid planCustom branded links from GrowthBT1	Not publishedNot stated	NoClick and scan analytics onlyBT1	5 links and 2 QR codes a month	Mobile deep links from Premium, $199 a month billed annuallyBT1
BranchMMP with links	Yes, plan not statedYes; plan not publishedB1	Yes, plan not statedCustom link domain supportedB2	Yes, plan not statedJourneys banners with the Web SDKB2	Yes, plan not statedYes; plan details not publishedB1	Trial only (Basics)	No public pricesB1
DubLink tool	Paid planPro and up: Install Referrer on Android, clipboard or IP match on iOSD2	Free or entry plan3 custom domains on FreeD1	Not publishedNot stated	PartlyConversion tracking from Business ($81); no ad network install attribution describedD1	25 new links a month, 3 custom domains	$27 a month (Pro) for deep linksD1
KochavaMMP with links	Yes, plan not statedListed; plan not statedK1	Yes, plan not statedCustom domain or vanity links listed; plan not statedK1	Not publishedNot stated	Free or entry planFree App Analytics, 10k conversions a monthK1	10k conversions a month	From $500 a month (Foundation)K1
OneLink.toLink tool	Paid planAndroid only, Team ($40 a month) and upO1	Paid plan1 on Team Plus ($80), 3 on EnterpriseO1	Not publishedNot stated	NoNo install attribution listedO1	3 onelinks with QR codes	From $10 a month; deep linking from $40O1
Short.ioLink tool	NoOpens the browser when the app is missingSH1	Free or entry plan5 custom domains on FreeSH1	Not publishedNot stated	NoClick analytics onlySH1	1k branded links, 5 custom domains	Mobile deep links from Team, $48 a monthSH1
SingularMMP with links	Yes, plan not statedSingular Links handle deferred deep links; plan not statedS4S5	Yes, plan not statedBranded domains instead of sng.linkS2	Yes, plan not statedSmart bannersS4	Free or entry planFree plan up to 15k paid conversionsS1	15k paid conversions	$0.05 per conversion (Growth)S1
URLgeniusLink tool	Paid planDeferred journeys on Custom, from $199 a monthU1	Paid planOne branded domain +$49 on GrowthU1	Paid planCustom app banners on CustomU1	PartlyMeasures installs and app engagement without an SDKU1	Starter plan with trial clicks	$0.02 per click (Growth); Custom from $199 a monthU1

Reading the table:

• Everything on a free plan: Linkrunner lists deferred links, custom domains, web-to-app and attribution on its free plan of 25k attributed installs.
• Low monthly entry: Airbridge includes deferred deep links, custom domains, QR codes and a web-to-app banner in Core from $40 a month after a 30-day trial.
• Links without attribution: Dub documents deferred deep links from $27 a month; it is a link tool, not an MMP.
• Published per-unit pricing: Linkrunner ($0.012 to $0.007 per attributed install) and Singular ($0.05 per conversion) publish rates; Branch, Adjust above its free plan, and AppsFlyer's deep linking tiers do not.

For a side-by-side of Branch and Linkrunner specifically, Linkrunner publishes a Branch comparison page.

How do you move links off Branch safely?

• Links on your own custom domain: point the domain at the new provider once its Universal Links and App Links files are live. Existing printed and shared links keep working.
• Links on app.link: Branch's own domain stays with Branch. Recreate those links on your domain with the new provider and update every place they appear.
• Run both for a while: keep the Branch SDK until traffic on old links falls away, then remove it.
• Rebuild tracking links: paid campaigns need new tracking links from the new MMP. Tracking Link Generator shows the link format for each MMP.
• Test every path: installed, not installed, desktop and in-app browsers such as Instagram's, on iOS and Android.

If you also use Branch for attribution, compare deep linking tools with attribution so links and measurement move together.