<b>Branch vs AppsFlyer for deep linking: stop conflating MMP and linking</b>

<b>Branch vs AppsFlyer for deep linking: stop conflating MMP and linking</b>
Teams pick AppsFlyer's OneLink because it's bundled, then wonder why deferred deep links break. Branch was built linking-first; it shows.

<b>Branch</b>
✓ Most reliable deferred deep linking across install gaps and clipboard restrictions
✓ Universal Links + App Clips handling is more robust
✗ Attribution is real but secondary to its linking DNA; some prefer a dedicated MMP alongside

<b>AppsFlyer OneLink</b>
✓ Zero extra vendor if you're already on AppsFlyer
✓ Good enough for standard re-engagement flows
✗ Edge cases (web-to-app handoff, iOS clipboard) fail more often

The accuracy difference shows up exactly where it costs most: paid deferred deep links that should drop a user into a specific product post-install.

<b>Verdict:</b> Branch when deep linking is core UX; OneLink when it's an occasional nicety.
<b>Best for:</b> apps where the post-click landing screen drives conversion.