Branch.io: What It Is and Why You Should Block It
Branch.io is a deep linking and attribution company. Learn how it works, what it does with your data, and why you should block it.
Drafted by automation from the sources listed at the end of this page, and reviewed before publishing. The sources are the part that matters: check them.
What is Branch.io?
Branch.io (formerly Branch Metrics) is a software company focused on deep linking and attribution. Founded in 2014, its headquarters is in Mountain View, California. The company developed improved deep linking technology that directs users to a specific place within an app the first time a link is clicked, even if the app has not been installed. To do this, it combines deep linking with matching technology.
Who operates Branch.io?
Branch was founded by Alex Austin, Mike Molinet, Mada Seghete, and Dmitri Gaskin. In 2023, CEO and co-founder Austin left the company. The company has raised significant funding over the years, including rounds led by New Enterprise Associates and Playground Ventures. In 2022, it acquired Nova Launcher and other assets, but later downsized the team. In 2025, development of Nova Launcher ceased.
What does Branch.io do with browsing data?
Branch.io is primarily used by app developers to track traffic sources (attribution) and improve user experience with deep links. This involves collecting data on how users interact with links and apps, such as device, approximate location, time of access, and in-app actions. The company also provides tools for cohort analysis and touchpoint tracking, allowing advertisers to measure campaign effectiveness.
This data is often shared with Branch’s clients (the developers) and can be used for targeted advertising. Therefore, Branch.io acts as a third-party tracker.
Why do privacy tools block Branch.io?
Because Branch.io collects and processes browsing data for attribution and analytics, it is considered a tracker. Blocklists used by ad blockers and privacy extensions include domains associated with this type of tracking. By blocking branch.io, you prevent these requests from being sent, reducing the amount of data collected about you.
Limitations of DNS-based blocking
Blocking the branch.io domain via DNS (e.g., in hosts files) prevents the browser or app from connecting to that domain. This can break functionality in some apps that rely on deep links or campaign measurement. Additionally, DNS blocking does not remove ads served from the same domain as the content, nor does it hide your IP. For more robust protection, you need to combine it with other tools like script blockers and VPNs.
Final thoughts
Blocking Branch.io is a valid step to reduce tracking, but it is not a complete privacy solution. Be aware that some apps may stop working correctly. If you seek comprehensive protection, consider using a robust content blocker or a solution like hado99, which offers additional privacy features.