Branch Introduces New Innovations to Maximize Campaign ROI in a Privacy-First Landscape

Branch, a leading provider of linking and measurement solutions for growth-driven teams, has unveiled groundbreaking enhancements to its Performance offering. These innovations empower marketers with privacy-centric attribution, seamlessly connecting user journeys across web, app, and offline touchpoints while ensuring compliance with evolving privacy regulations.

Among the key updates, Branch now enables organizations in highly regulated industries to leverage ad integrations, data integrations, and custom workbooks featuring advanced encryption and decryption capabilities. This approach allows businesses to maintain compliance with HIPAA and other stringent regulatory frameworks. Additionally, the solution introduces Predictive Aggregate Measurement (PAM), delivering accurate, granular insights into campaign performance while prioritizing user privacy.

“We’ve seen impressive results with Branch’s Performance Suite, particularly when it comes to predictive aggregate measurement,” said Valissa Warren, senior digital data analyst at ANZ Plus. “We’ve significantly reduced our reportable CPA in just a couple of months. Those types of improvements make a major impact on our business.”

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These updates come at a critical time when marketers face increasing challenges in measuring campaign effectiveness due to the decline of tracking identifiers and shifting privacy laws. A recent study highlights that “88% of advertisers believe privacy laws will impact personalized targeting,” with 38% struggling to keep pace with new regulations and 31% experiencing higher costs due to compliance changes.

“We’re all internet users and we all want our data protected — trusting brands that handle our personal data responsibly the most,” said Irina Bukatik, vice president of product at Branch. “Simultaneously, advertisers need insights to connect the dots across platforms and devices to ensure advertising dollars are being spent effectively. Branch Performance meets the needs of people and brands — delivering precise measurement for marketers while taking into account the ever-changing privacy landscape.”

Branch Performance equips performance marketers with actionable insights to refine campaigns, ensures seamless attribution across multiple channels, and adapts dynamically to new privacy regulations. When combined with Branch’s deep linking solutions, businesses can create frictionless user experiences while accurately tracking customer engagement across platforms, operating systems, and devices. With the latest advancements, Branch Performance also fills measurement gaps on iOS in a privacy-compliant manner, resolves fragmentation in connected TV (CTV) advertising, and unifies cost and attribution data within a single platform.

Key enhancements to Branch Performance include:

• Privacy-Centric Attribution – Ensures comprehensive and lasting measurement using advanced attribution frameworks such as PAM and SKAdNetwork (SKAN).
• Household Measurement – Evaluates ad performance across web, mobile, and CTV devices, enabling businesses to optimize return on ad spend (ROAS), analyze cross-device performance, and enhance retargeting strategies.
• ROI Hub – Centralizes campaign analytics, providing a unified view of spending and revenue to support more informed budget allocation.