Branch

Branch launched in 2014 with a focus on a specific and genuinely difficult problem in mobile: deep linking. When a user clicks a link on their phone, the ideal behaviour is that the link opens the relevant content inside the native app if it is installed, or sends the user to the right place to download it if not. Accomplishing this across iOS and Android with their different URL scheme systems, app store flows, and handling of deferred links — links where the app was not installed at click time but is later opened after installation — was technically complicated enough that Branch built an entire company around solving it reliably. Attribution, analytics, and engagement features followed.

Branch's platform today encompasses mobile deep linking, cross-channel attribution, engagement measurement, email deep linking, web-to-app routing, and a QR code management system. The deep linking infrastructure processes billions of link clicks for thousands of apps, routing users to the right destination in milliseconds. Branch links are embedded in email marketing campaigns, social posts, paid advertising, and organic content for major consumer apps across e-commerce, fintech, travel, and social categories. The attribution layer connects app installs and in-app actions to the marketing campaigns that drove them, providing the measurement data that mobile marketing teams use to allocate budgets.

Branch infrastructure failures propagate through an unusually wide blast radius because Branch links are embedded in other companies' marketing and communication systems. A Branch routing failure means every link click across all affected campaigns and emails sends users to a web fallback or generates an error rather than the intended app destination. Attribution data gaps created by outages mean marketing teams lose visibility into campaign performance for the affected period — gaps that are difficult to backfill accurately. Email deep linking failures turn what should be direct conversion paths into multi-step detours that measurably reduce campaign conversion rates.

Outage.gg tracks Branch platform availability through reports from mobile developers, growth marketers, and app product teams. If Branch deep links are failing, attribution is not tracking, or the dashboard is inaccessible, the live status page shows current impact from the Branch customer community.