Attribr by MRVL vs Branch: Which Attribution Tool Fits Your App
Attribr and Branch serve the same core purpose, but they're built for different audiences. Attribr is a free SDK designed for indie iOS and Android developers who need install attribution without enterprise pricing. Branch is an enterprise-grade platform aimed at larger marketing teams. Here's what sets them apart.
Who Each Tool Is Built For
Attribr exists because indie developers and small studios are priced out of enterprise attribution tools. If you're a solo dev or small team shipping your own iOS or Android app, Attribr tracks which source drove each install and how many users return at day 7, 14, and 30. No subscription fees. No monthly bill based on install volume. Branch, by contrast, targets marketing teams at mid-market and enterprise companies who need multi-platform campaign orchestration, deep linking, and revenue analytics. If you have a dedicated growth or marketing department, Branch's feature set and support model makes sense. If you're building apps in your spare time or bootstrapping, Attribr removes the cost barrier entirely.
Core Attribution Features
Both tools answer the same basic question: which campaign or link drove this install. Attribr tracks install source attribution and retention cohorts across iOS and Android. It works on iOS 14.5 and later without requiring ATT permission, so you get data even when users opt out of tracking. The SDK is 50KB, has zero third-party dependencies, and adds less than 50ms to your app launch. Integration takes three lines of code in Swift or Kotlin. Branch offers similar install tracking as part of a broader platform that includes deep linking, multi-touch attribution, and revenue tracking. If attribution alone is your need, Attribr delivers. If you're also managing deep links, email campaigns, and cross-platform user journeys, Branch's feature breadth matters more.
Integration and Performance
Attribr's lightweight design is its advantage for indie developers. A 50KB SDK with no external dependencies means no dependency bloat, no version conflicts, and predictable performance. Three lines of code gets you tracking. You integrate it, and it works without slowing your app launch. Branch's SDK is more feature-rich and, as a result, larger. It's also battle-tested at scale across thousands of apps. For indie developers concerned about app size and launch speed, Attribr's minimalist approach wins. For teams who need Branch's deeper linking and journey features anyway, the extra size is already justified by functionality.
Pricing and Cost
This is where the two diverge most sharply. Attribr is free for indie developers. Pricing scales with your monthly tracked installs, but early-stage apps pay nothing. Branch operates on an enterprise SaaS model with custom pricing based on volume and features. If you're bootstrapping an app and every pound counts, Attribr removes a line item entirely. If you're running a Series A startup with a £50k marketing budget, Branch's pricing is a rounding error and you're paying for a mature platform and dedicated support.
When to Choose Attribr
Choose Attribr if you're an indie or small studio developer shipping your own iOS or Android app, you need to know which links and campaigns drive installs, you want lightweight SDKs with minimal overhead, and you can't justify enterprise tool costs. Attribr answers the core attribution question with zero friction and zero cost.
When Branch Makes More Sense
Choose Branch if you need multi-touch attribution across multiple campaigns and channels, you're managing deep links as a core part of your user journey, you have a dedicated growth or marketing team, you need enterprise support and SLAs, or you're running campaigns at scale where the feature breadth justifies the subscription cost. Branch is mature, well-integrated with ad networks, and purpose-built for larger organisations.
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Frequently asked questions
Does Attribr work without ATT permission on iOS?
Yes. Attribr tracks installs on iOS 14.5 and later without requiring App Tracking Transparency permission, so you get attribution data even when users opt out of tracking.
Can I track retention cohorts with Attribr?
Yes. Attribr tracks whether users return at day 7, 14, and 30 after install, so you can measure retention by source and campaign.
What's the learning curve for integrating Attribr?
Very low. Integration takes three lines of code in Swift or Kotlin, and the SDK is just 50KB with no external dependencies.
Is Attribr a CDP like Branch?
No. Attribr is a lightweight install attribution SDK focused on tracking which source drove each install and early retention. It's not a customer data platform or journey orchestration tool.
Can I use Attribr if I'm an enterprise app team?
Attribr is designed for indie developers and small studios. If you're part of a larger team with enterprise needs, Branch or AppsFlyer are better fits.
How much does Attribr cost compared to Branch?
Attribr is free for indie developers and scales with monthly tracked installs. Branch operates on a custom SaaS model aimed at enterprise teams, typically costing significantly more.