Tune in now to explore those expert insights and to learn about:

• Common obstacles to AI integration (and recommendations for addressing them!)
• How to improve decision-making and strategic planning with real-time data and instant insights
• Tips for injecting AI into your day-to-day processes and workflows

The post How To Inject High-Impact AI Into Your Marketing appeared first on Branch.

Now, Mary Meeker publishes reports about AI, and the growth rates are unprecedented; a word she uses 64 times. You can’t avoid AI news on the web today, and a lot of the rhetoric is analysis (arguing) about how it will — or won’t — take shape. This week at ChatGPT’s DevDay, Sam Altman announced that ChatGPT has 800 million daily active users; that’s roughly the size of Apple’s App Store. As part of this presentation, he announced the GA release of the ChatGPT Apps SDK. An SDK that allows brands to create applications that run natively in ChatGPT. This can’t be overstated. This will likely be larger than the shift that happened when Apple released an SDK that opened up the App Store. This represents OpenAI’s launch — and monetization — attempt for the coming agentic web.

The emergence of the agentic web

The newly coined term “agentic web” describes a world where AI will lead users across the internet, finding new products or content, doing our shopping, and helping us get instant access to the right information. Today, over half of US adults regularly use LLMs, but — like satellite orbital mechanics or fiber optic wave propagation — most don’t know how the undergirding technology works. What does an Internet of AI agents look like?

We’re seeing it unfold. A group of researchers have outlined three fundamentals that will power an agentic web:

1. There needs to be an intelligence layer. An AI needs to be able to find the product. Anyone who has used an LLM can attest to the rate at which — if not already — this will happen. LLMs are regularly outsourcing humans at a wide variety of tasks. But it’s not just book smarts; the more a user interacts with an LLM, the more context the AI has for the user. ChatGPT knows my location, my preference, and my favorite brands. It’s not just smarter; it’s better prepared.
2. Next, the AI needs a baseline communication protocol. Like the internet needed shared protocols (e.g., HTTP, HTML), AIs need a shared language that can allow them to communicate despite their underlying technologies, frameworks, or even the language they were trained in. MCP and A2A are already widely adopted and deployed. Altman recently launched the Agentic Commerce Protocol to handle the monetization.
3. The final fundamental is the economic layer. Pundits — including myself — have argued for advertising, affiliate fees, or any number of monetization potential models. Altman’s announcement of the Agentic Commerce Protocol is OpenAI’s opening salvo to establish a rev-share model, similar to the Apple App Store, and OpenAI will take a cut of the transaction.

There are doubters

I’ve read compelling analysis that agentic commerce won’t happen. E-commerce walled gardens won’t allow agents to penetrate the fortress of customer ownership. Eric Seufert, in “Agentic Commerce is a Mirage,” compellingly argues that the titans of the e-commerce industry (e.g., Shopify and Amazon) are already blocking AI agents from accessing their pages. And why shouldn’t they? There are few incentives — and actually more downsides — to allowing another company to control the discovery, experience, and purchases of the user. Andrew Lipsman, in “Agentic Commerce is (still) a collective hallucination,” goes further, arguing that e-commerce, only representing ~15% of U.S. retail sales itself, is overhyped; what does it matter if AI takes over a tiny amount?

These articles make compelling points, but they don’t take into account the incredible growth and reliance consumers are showing towards AI. Amazon and Shopify blocking LLMs represent short-term defensive behavior. Of course, they want to control the consumer’s purchase. But Blockbuster wanted us to continue to come by their neighborhood stores. The advent of digital delivery made it so Blockbuster could build all kinds of blocks on user behavior, only to find that they’ve been blocked from the consumer as they changed their preferences and practices. Consumer preference will force the online retail juggernauts to open up — or be passed by. As consumers grow to rely on LLMs for decision-making and information, they’ll either change their tune or run the risk of being Blockbustered. And yes, e-commerce may only represent ~15% of retail spending, but the impact to our economy and the retail space is much larger. Over 80% of shoppers use digital resources to inform their offline purchases.

The GPT app store swings the vote

By launching an app store on ChatGPT, OpenAI is opening up the opportunity for cutting-edge brands to jump to the forefront of the fastest-growing technology trend of all time.

Like Apple’s launch of the App Store, OpenAI will make a cut of revenue earned on the app store, and will likely open up an advertising model that will allow apps to be front-and-center on search, and — if they’re ambitious — an advertising network that will allow users to monetize their apps through in-app advertising.

Much like Apple’s App Store birthed a dawn of mobile, on-everywhere, and user connection, an LLM-enabled app store will enable brands that lean into the framework to capture the zeitgeist of user attention and utility of LLMs. OpenAI has the users, brands will lean into the medium, and OpenAI will be able to bring the promise of the agentic web to the world.

This week we’ve witnessed a glimpse into the future of the internet. In the coming months and years, we’ll see exciting changes as brands take advantage of this tremendous opportunity. This week may determine the birth and death of some of the largest companies in our future.

Have questions about the future of the internet? Reach out anytime.

The post ChatGPT Apps Give Us a Glimpse into the Future of the Internet appeared first on Branch.

The conversation featured Akhilesh Anakapally, Head of Digital Customer Experience at Wendy’s, and Zac Smith, Product Owner, Loyalty and Engagement at Wendy’s, with Branch’s VP of Customer Experience, Stephanie Herndon-Rasse, joining to spotlight how the partnership comes together.

What follows is a guided tour of the top lessons and “tasty takeaways” from that session.

Balancing technology and human connection

Wendy’s is famous for its authentic, witty, and playful tone online. But as Anakapally explained, it is not just about creating bold digital experiences. It is about bringing that same energy into every customer touchpoint, from push notifications to loyalty rewards, while staying mindful of context.

That balance becomes especially important with some of the automation they have integrated. Take drive-through automation. While many brands are rushing to experiment with AI, Wendy’s was one of the first to put it into practice. The goal was not to replace people, but rather to give crew members more time to focus on what they do best: making great food with care and accuracy.

Automation tees it up, while humans step in wherever nuance is needed. That same philosophy carries through to Wendy’s digital experience. From the first app download to becoming a Rewards member, smart acquisition offers spark the initial transaction, and clear onboarding with personalized education keeps customers engaged long after.

Personalization that feels effortless

Wendy’s uses Branch and Braze to reduce friction and create seamless experiences across marketing channels. For example, customers who have not redeemed rewards in a while can be segmented in Braze and reached through email, with Branch deep links guiding them straight into the reward store to complete an order and increase conversions. That same approach applies from QR codes on bags and receipts to in-app messages and contact cards, always taking customers directly to what they want without extra clicks or confusion.

Wendy’s brings personalization to life by combining zero-, first-, and third-party data, including real-time signals and historical models, to make every customer interaction intentional and relevant. By tapping into location affinity, such as a favorite restaurant, and product or daypart affinity, like a breakfast loyalist versus a midnight snacker, Wendy’s can tailor in-app messages, contact cards, and campaigns that meet customers where they are. This approach helps re-engage lapsed guests with the right offer, reward high-value customers to deepen loyalty, and ultimately recreate the same trust, reliability, and speed customers expect from a great in-person experience.

As Smith put it, great personalization is only as strong as the metrics behind it: “If we are not measuring it, we cannot make it better.” A campaign with a 100 percent click rate might look impressive, but if it does not lead to an order, is it really a success? Wendy’s teams use Branch and Braze dashboards to track outcomes that reflect real business impact.

Bridging digital and in-store experiences

Braze’s personalization is not just about nudging customers toward new offers. It is also about meeting them where they are in their lifecycle. For new users, that might mean relying on historical data from their chosen location or using in-app messages to simply ask what brought them in, mirroring the kind of welcome and guidance a crew member would give in person. But digital is only half the journey.

As Anakapally noted, the customer experience is not complete until the first bite of food. That makes the crew the “last mile team,” carrying the digital promise through to the counter or drive-thru. To make that possible, Wendy’s digital team works closely with Wendy’s operations, ensuring any new rollout includes clear training and communication, reinforcing the mantra: “It’s not real until it’s real in the restaurant.”

Feedback loops also play a role, from QR codes on receipts to post-order surveys that focus less on app usability and more on the quality, accuracy, and temperature of the food. One key learning is that encouraging employees to become app users themselves helps bridge the digital and physical, keeping the experience consistent end to end.

When it comes to AI and new technology, Wendy’s stressed the importance of starting small, educating both customers and crew, and making clear that the intent is to help rather than replace. They shared the example of kiosks. While there was some fear when they were first introduced, kiosks became second nature with better education over time and framing around benefits like speed, convenience, and customization.

The secret sauce to success

Wendy’s approach proves that any company, not just QSR brands, can harness Braze and Branch to deliver seamless, personalized experiences without losing the warmth customers crave. This Braze Forge session left the room buzzing with practical ideas and, yes, craving their new “Wendy’s Tendys” and a Frosty.

Want to learn more about how Branch can help you connect better with your customers? Reach out today.

Want a tasty meal? Download the Wendy’s app.

The post Braze Forge Recap: How Wendy’s Mixes Automation with a Human Touch appeared first on Branch.

• Attribution clarity is still elusive; only 18% of marketers feel very confident they can tie installs to the right source.
• Acquisition costs are the No. 1 challenge, with 36% citing scale without overspending as their top hurdle.
• Marketers underutilize deep linking for retention. While 63% use it for onboarding, just 20% apply it to win back lapsed users.
• Multichannel strategies are now standard, with teams managing an average of 3.8 growth channels.
• Privacy is reshaping measurement, as 71% of marketers report revenue impact from blind spots, spurring adoption of server-side tracking and first-party data.
• Retention is where cracks show, with nearly half struggling to activate user data or measure post-install engagement.
• Artificial intelligence (AI) is everywhere, powering predictive analytics, personalization, and creative optimization — but trust, brand safety, and workflow integration remain barriers.

Together, these findings show that sustainable app growth in 2025 requires smarter measurement, unified data strategies, and a sharper focus on retention and user experience.

About the survey

The 2025 State of App Growth survey was conducted in May 2025 in partnership with Global Surveyz. We collected responses from 750 senior leaders in marketing, product, and growth across the U.S., the U.K., EMEA, and APAC. Each respondent works at a company with more than 500 employees and plays a direct role in mobile initiatives, ensuring the insights reflect real-world enterprise practices.

The survey evenly represented industries, with participants from retail, finance, healthcare, and other verticals — making this one of the most comprehensive snapshots of how global teams are approaching mobile growth in a privacy-first era.

The new growth reality

Over the past two years, the rules of mobile app growth have been rewritten. Privacy regulations, platform changes like Apple’s App Tracking Transparency (ATT) and Google’s Privacy Sandbox, and the rise of SKAdNetwork (SKAN) have made it harder than ever for marketers to see where installs come from or measure return on investment (ROI) with certainty. At the same time, user journeys now span multiple devices and touchpoints, raising the bar for seamless, connected experiences.

With this backdrop, let’s take a deeper look at both the challenges and the creative strategies shaping mobile growth in 2025.

Attribution confidence is still low

Attribution remains one of the toughest nuts to crack. Only 18% of marketers feel very confident in their ability to tie installs to the right source, while the majority operate with partial or shaky visibility. This uncertainty often stems from inconsistent use of attributable links across channels. Without comprehensive tracking, installs are misclassified as “organic,” skewing results and making it harder to allocate budget wisely.

The silver lining? Teams are investing in broader link coverage and privacy-safe measurement infrastructure to close these gaps.

Acquisition: Scale without breaking the bank

The biggest acquisition challenge is cost. Thirty-six percent of marketers say scaling user growth without skyrocketing acquisition costs is their top concern. Converting ad clicks to installs (24%) and finding the right audiences (23%) follow closely behind.

This underscores a shift toward smarter, efficiency-driven strategies — optimizing what’s already measurable, rather than pouring budget into unproven tactics.

Deep linking: Essential, but underused for retention

Deep linking is a key element in acquisition: 63% use it for onboarding and 61% use it for ad campaign performance. By reducing friction and guiding users directly to in-app content, deep links boost conversions and first impressions.

But when it comes to retention, adoption lags. Only 20% use deep linking to reengage lapsed users and just 5% use it for referral programs. This gap represents a major opportunity. Extending deep linking across the full lifecycle could unlock more sustainable growth.

Channel mix: Multichannel is the new standard

Marketers now juggle an average of 3.8 channels. App store optimization (ASO) (56%) and Google Ads (50%) lead the pack, followed by paid social (44%), email (40%), and organic social (39%). More experimental plays — like QR (quick response) codes, influencer campaigns, and affiliate marketing — are also gaining traction.

Retail teams lead with four channels on average, while healthcare sits closer to 3.4, reflecting its focus on engagement rather than aggressive acquisition.

Privacy: The new growth engine

The impact of privacy changes is undeniable. Seventy-one percent of respondents say regulations have created blind spots that hurt revenue. Cross-channel attribution is harder (41%), contextual targeting is more important (40%), and data collection is pricier (39%).

In response, teams are embracing server-side tracking (38%) and first-party data (30%) to keep measurement accurate while staying compliant. The lesson: Privacy-first doesn’t have to mean growth-stalled — it just requires new tools and smarter infrastructure.

Retention: Where growth breaks down

Retention challenges loom large. Nearly half of marketers (47%) say they struggle to activate user data for personalization or even measure retention effectively. Fragmented engagement across channels (38%) and technical limitations (40%) make it even harder to keep users active past onboarding.

Here again, unifying data and investing in post-onboarding experiences stand out as key opportunities.

AI: From buzzword to growth stack

AI has moved beyond hype to daily practice. Every respondent uses AI in some capacity, most often for predictive analytics (48%), personalization (46%), and creative optimization (46%). Large language models are also gaining ground in content ideation (44%).

Still, obstacles remain. The biggest concerns are trust and privacy (55%), ensuring brand-safe content (51%), and integrating AI into existing workflows (51%). Internal adoption hurdles add another layer.

The bottom line

The 2025 State of App Growth survey reveals an industry at a crossroads. Marketers are grappling with signal loss and rising costs, but they’re also building smarter, privacy-safe measurement strategies, leaning into deep linking, experimenting across channels, and embracing AI.

The message is clear: Growth in 2025 is no longer about chasing every install; it’s about doing more with the signals you can trust, building unified views of performance, and creating experiences that keep users coming back.

Download for the full lowdown: 2025 State of App Growth 

The post The 2025 State of App Growth: Signal Loss, Smarter Strategies, and the Road Ahead appeared first on Branch.

Today’s marketers need to track every scan, tie it to a conversion, and optimize campaigns with real-time data. Most free QR tools stop at basic scan counts. Tools like Branch go further — connecting each scan to installs, purchases, and in-app events for true cross-platform attribution.

In this guide, we’ll walk through how QR code tracking works, the tools you’ll need, campaign ideas to try, and how Branch takes your QR strategy to the next level with deep linking and multi-channel attribution.

Why QR codes are back

Once seen as a gimmick, QR codes have made a full comeback — and this time, they’re not going anywhere. From packaging and print to out-of-home and in-store displays, QR codes have become a powerful bridge between offline touchpoints and digital engagement. And, thanks to modern tracking capabilities, marketers now see QR codes as a serious performance channel.

The growth of QR codes in marketing

The COVID-19 pandemic accelerated consumer adoption of QR codes, especially in retail, restaurants, and healthcare. But what started as a hygiene-focused workaround has since evolved into a full-fledged marketing asset.

Today, just about anyone can create a QR code with a QR code generator, and marketers embed them into campaigns at every funnel stage. They’ve become the modern version of barcodes — scannable, versatile, and instantly actionable.

Consumers have also grown comfortable using their phones to scan QR codes without needing a third-party app. This shift in behavior, combined with the ease of generating a free QR code, has removed the friction that once made QR codes feel clunky or niche.

With lower barriers and greater reach, QR codes are now a must-have in any omnichannel marketer’s playbook.

Key QR code marketing use cases

QR codes shine in cross-channel and physical-to-digital transitions — making them a natural fit for many modern marketing campaigns.

Here are just a few of the most common use cases:

• Driving app downloads from flyers, posters, or billboards
• Linking offline shoppers to mobile-first product experiences
• Sending viewers from a print ad directly to a personalized landing page
• Using QR codes in social media content to boost offline conversions

For teams that are just getting started, it’s easy to find a quick-start tutorial online or through your QR code platform. More advanced marketers are now integrating QR codes into their marketing strategies as a distinct traffic source — comparable to email, paid search, or organic social.

Why tracking QR code scans matters

Just like with ads or email clicks, knowing whether someone scanned your QR code is essential for optimization. Without data, you’re just guessing.

Tracking QR code scans gives marketers insight into which placements, formats, or creatives perform best. And with modern tools, you can track QR codes down to the specific campaign, location, or device.

Most platforms allow you to see both unique scans (individual users) and total scans (including repeats), offering valuable insights into how often your QR codes are being used and by whom.

You can also track the number of scans per channel, giving you the performance metrics needed to evaluate ROI and shift budget accordingly.

When you treat QR code engagement like any other trackable metric, it stops being a novelty — and starts being a scalable growth channel.

How does QR code tracking work?

QR codes may look simple, but under the hood, they can power sophisticated tracking and attribution workflows. The key is knowing how to structure your links and what technology to use behind each scan. This section breaks down how marketers can turn QR codes into data-rich, conversion-driving assets.

Using UTMs with QR codes

One of the most effective ways to track QR code performance is by appending UTM parameters to the destination link. These parameters help identify the source, medium, campaign, and content associated with each scan, giving you full visibility in tools like Google Analytics.

Here’s how it works: When someone scans the QR code, the device follows the embedded link, which often includes a redirect to your landing page. The UTM tags are passed through that redirect and captured in your analytics dashboard.

You can build these links manually or with the help of templates in a campaign URL builder. Just make sure your naming conventions are consistent, so you can compare QR code traffic to other channels like email, paid search, or social media.

By layering UTMs into your QR code links, you get granular, channel-level insights — without any extra friction for the user.

Using deep links to improve user experience

While UTMs tell you where users came from, deep linking takes things further by controlling where they go, especially in mobile environments.

A deep link doesn’t just open your app; it opens to a specific destination URL inside the app, like a product page, promo screen, or account dashboard. This provides a far better user experience than dropping users on a generic home screen.

Deep links also allow you to carry campaign metadata through the install process, which is especially important on iOS and Android, where app stores often interrupt the journey. With tools like Branch, this metadata can persist even after an app install, ensuring you know which QR scan led to which action.

In short, deep linking is a must if you’re using QR codes to promote mobile engagement.

Connecting QR code scans to conversions

Tracking a scan is one thing. Connecting that scan to downstream actions — like purchases, sign-ups, or in-app behavior — is where the magic happens.

To do this, you must look beyond scans and into conversion rates, user metrics, and on-site or in-app behavior. Modern platforms like Branch offer real-time tracking dashboards that help you optimize campaign performance as the data rolls in.

You can analyze user interactions post-scan, such as whether someone completed a form, downloaded a resource, or made a purchase. You can also evaluate user behavior over time to understand which QR codes lead to high-value actions versus bounces.

Marketers can move from surface-level vanity metrics to full-funnel performance visibility by tying scans to outcomes.

Best tools for QR code tracking

There’s no shortage of tools for creating and tracking QR codes — but not all platforms offer the same depth of insights or flexibility. Below are three popular solutions marketers use today, each with its own strengths depending on your campaign goals.

1. Branch

Branch offers enterprise-grade QR code tracking built for scale, performance, and deep attribution. Unlike basic QR tools that only capture scan counts, Branch provides the functionality needed to connect every scan to a real business outcome — whether it’s an app install, purchase, or sign-up.

What sets Branch apart is its ability to deliver in-depth analytics that tie together web, mobile, desktop, and even offline engagements. You’re not just measuring scans — you’re measuring impact across the entire user journey.

For marketers who want to make data-driven decisions across multiple campaigns and platforms, Branch is the go-to solution for QR code attribution.

2. Bitly

Bitly is one of the most widely used link shorteners and tracking platforms on the market — and it also offers built-in QR code generation.

Its tracking tools are relatively simple compared to Branch, but they’re easy to use and integrate well with short-link campaigns. Bitly’s QR codes are a good fit for quick-use cases like flyers, email footers, or social bios.

Bitly offers a pricing structure that includes both free and paid tiers, with advanced analytics, branded links, and integrations available on premium plans.

3. QRCode Monkey

QRCode Monkey is a flexible and user-friendly QR code generator known for its high level of customization. While it doesn’t offer deep attribution or post-scan analytics like Branch, it does support dynamic QR codes, which allow you to change the destination URL after the code has already been printed or published.

The platform also offers basic tracking features for marketers who want to measure scans without needing a full analytics stack. It’s a solid entry-level tool for those looking to launch campaigns quickly and test different creatives or call-to-actions.

QR code campaign ideas for marketers

QR codes are incredibly versatile — and when paired with tracking and attribution tools, they become powerful conversion drivers. Below are three campaign ideas that show how marketers can use QR codes in creative, high-impact ways.

Event promotions

Live events are one of the best places to deploy QR codes, especially when you want to drive on-the-spot action. Whether you’re at a trade show, hosting a product launch, or sponsoring a local event, QR codes can help guide attendees from physical environments to digital destinations.

For example, placing a custom QR code on signage, name badges, or brochures can drive users directly to a landing page or exclusive content. You can track page views and engagement in real time, giving you insight into what’s resonating with attendees.

Using Branch or another advanced tool, you can also track scan locations to understand which physical placements get the most traction — helping you plan smarter for future events.

Offline-to-online conversions

QR codes are a frictionless way to convert offline interest into online action. From direct mail to print ads, they act as a seamless bridge between real-world touchpoints and digital channels.

Let’s say you include a QR code on a mailer promoting a seasonal sale. With proper attribution in place, you can track campaign performance all the way from scan to checkout. And with tools like Branch, you can access real-time data to see how your offline assets are performing — enabling fast iteration and optimization.

This is especially powerful for brands that invest heavily in traditional advertising or operate in industries where physical presence is a big part of the funnel.

Product packaging and in-store experiences

Adding QR codes to packaging or displays is a proven way to boost user engagement at the point of purchase or consideration. Whether it’s a scan-to-learn-more flow, a product registration page, or an in-app promotion, QR codes can extend the customer experience beyond the shelf.

Marketers can use trackable QR codes to monitor how different packaging versions or placements perform. Want to A/B test two different creative styles? Just link them to distinct URLs and measure which one drives more engagement.

In-store experiences can also benefit from QR codes placed at entrances, checkout counters, or endcaps — guiding shoppers toward content, deals, or product education with zero friction.

Why Branch is ideal for QR code campaigns

While many platforms offer basic QR code generation and scan tracking, Branch doubles down — connecting each scan to a complete user journey across web, app, and offline touchpoints. For marketers who want to turn QR codes into measurable growth drivers, Branch offers the most comprehensive solution available.

Deep linking for post-scan engagement

A key advantage of Branch is its best-in-class deep linking technology, which ensures that users don’t just land somewhere — they land exactly where they need to go.

Whether someone scans a code in-store or from a printed ad, Branch routes them to the most relevant destination, even if it requires going through an app store install flow. Once installed, the app opens to the correct screen, not just the homepage — creating a seamless post-scan engagement experience.

Need help implementing? Branch offers a full step-by-step guide to creating, distributing, and tracking deep-linked QR campaigns across multiple platforms.

Multi-channel attribution

Branch doesn’t just track clicks or scans — it tracks outcomes across every environment a user might interact with. That includes desktop, mobile web, in-app, and even QR codes on packaging or printed ads.

Because Branch links retain metadata through the install process, it’s possible to attribute conversions back to the original source — no matter the operating system (iOS or Android) or channel.

This gives marketers true multi-channel attribution, helping them understand which QR placements actually drive business results — not just traffic.

How Max Fashion used Branch to drive double-digit growth with QR codes

Max Fashion, one of the largest value fashion retailers in the Middle East, used Branch to power a large-scale QR code campaign that drove measurable in-store and online results.

By placing Branch-powered QR codes across physical locations, including storefronts and promotional materials, Max Fashion connected offline shoppers to digital experiences with seamless deep links. Each scan was tracked from the moment of engagement to downstream actions like app installs, product views, and purchases.

The result? Double-digit growth in app sessions and conversions, directly attributable to their QR code strategy. With Branch, Max Fashion gained full-funnel visibility into campaign performance, enabling them to optimize placements, personalize engagement, and scale what worked.

Branch’s customizable QR templates, deep linking technology, and multi-channel attribution tools helped turn a basic scan into a powerful engine for business growth.

Ready to turn every scan into a measurable conversion? Request a Branch demo today and see how QR code tracking can drive installs, sign-ups, and real revenue — online and off.

The post QR Code Tracking for Marketers: Tools, Tips, and Tactics appeared first on Branch.

URL tracking gives marketers the power to tie every click back to a source, campaign, and channel, unlocking actionable data to optimize performance and prove return on investment (ROI). However, not all tracking methods are created equally. And without the right tools or setup, you risk losing data across platforms, channels, or devices.

In this guide, we’ll walk through exactly how URL tracking works, what methods are most effective, which tools marketers actually use, and how platforms like Branch go beyond clicks to deliver post-click attribution and real revenue insights.

What is URL tracking and why does it matter?

URL tracking is one of the most essential tools in a marketer’s toolkit. It allows you to understand how visitors are getting to your content, which efforts are generating results, and where your strategy might need adjustment. Whether optimizing paid ad spend or refining email performance, tracking URLs is the foundation for effective measurement.

How URL tracking works

A tracking URL is a modified version of a standard link that includes special parameters to record specific details about a user’s journey. These extra bits of data — often added through query strings — help marketers determine where traffic is coming from and what it’s doing once it arrives.

Tracking code, such as UTM parameters or custom campaign tags, powers most tracking links. When a user clicks on the tracking URL, it routes them to the intended website URL, sometimes through one or more redirects. During that process, data is captured and sent to an analytics platform.

Once set up, these tracking links generate a wealth of actionable metrics — from click-through rates (CTRs) to bounce rates to conversion rates — allowing you to monitor campaign performance with far more precision than raw traffic numbers alone.

Benefits of tracking URLs in campaigns

Without tracking, you’re guessing. With it, you’re learning — and more importantly, improving.

URL tracking allows marketers to optimize their campaigns based on actual performance data, not assumptions. Whether you’re running paid ads, organic content, or multichannel outreach, URL tracking powers better campaign tracking and more efficient spend.

It also unlocks the ability to analyze traffic patterns in real time, which means faster iteration and quicker pivots when something isn’t working. When paired with behavior analytics tools, tracking helps surface valuable insights about user behavior — like which links drive engagement, what devices are being used, or where drop-off occurs in the funnel.

More broadly, tracking supports smarter marketing efforts by giving you a clear picture of how each campaign contributes to the bottom line. And by connecting the dots between clicks and conversions, URL tracking improves attribution, helping you give credit where it’s truly due.

Examples of campaigns using URL tracking

Nearly every modern campaign, regardless of channel or objective, can benefit from URL tracking. Here are a few real-world examples:

• A social media team running posts on multiple platforms uses tracking URLs to compare Instagram performance to X (Twitter) or TikTok.
• An email campaign promoting a product launch includes separate tracking codes for each call-to-action (CTA) button and image link, revealing which drives more clicks.
• Performance marketers launching ad campaigns on Google and Facebook use unique URLs to measure how each platform and ad set performs.
• A blog team focused on driving traffic to product pages uses UTM-tagged links to differentiate between organic, paid, and referral sources.
• A B2B company shares a lead magnet on LinkedIn and uses a tracking URL to isolate results from paid vs. organic posts.
• Large-scale digital marketing campaigns deploy hundreds of short links across web, mobile, and email to measure impact at scale.

In each case, URL tracking transforms scattered data into a story you can act on.

Three core methods of URL tracking

There are several ways to implement URL tracking, each with its own advantages depending on your goals, channels, and tech stack. Below are three standard (and complementary) methods marketers use to effectively track URLs and extract campaign insights.

1. Using UTM parameters

UTM parameters are the most widely used method for URL tracking. Originally developed by Urchin (acquired by Google), these tags are appended to URLs to help identify the source, medium, and intent of traffic. When used correctly, they give you powerful visibility into how each link contributes to campaign performance.

Here’s a breakdown of the most common UTM parameters:

• **utm_source** – Identifies the platform or origin of the traffic (e.g., Facebook, newsletter)
• **utm_medium** – Specifies the type of traffic (e.g., email, CPC, social)
• **utm_campaign** – Defines the specific campaign name for the promotion
• **utm_content** – Differentiates versions of a creative, such as A/B test variants
• **utm_term** – Tracks paid keywords in search engine ads (often used with Google Ads)

When you’re building tracking links using a campaign URL builder, many tools will autogenerate these tags for you. Some platforms even allow you to save a template so you can standardize parameters across teams.

To get the most out of UTM parameters, always include a consistent campaign source, campaign medium, and campaign content — especially when comparing multiple channels. This ensures your analytics platform can correctly bucket and attribute performance data.

2. Using shortened links

While UTM-tagged URLs are incredibly useful, they’re not always ideal for direct sharing — especially on platforms with character limits or in environments where a clean aesthetic matters.

That’s where shortened links come in.

Most shorteners allow you to convert long URLs (including ones with detailed tracking parameters) into concise, branded links. You can share these across social media, SMS, print, or affiliate networks without them looking cluttered.

Even better, some shorteners provide insights into CTRs, letting you see which links perform best and where users are engaging. This can be especially helpful for top-of-funnel testing or influencer-driven campaigns where branding and performance go hand in hand.

3. Using deep links for advanced attribution

Basic UTM tracking shows you who clicked a link, but deep links go further. They can route users directly to a specific screen or product inside a mobile app, improving both the landing page experience and downstream engagement.

This is particularly powerful when tracking referral campaigns or user acquisition funnels. With deep linking, the context of the original link (e.g., source, medium, creative) can be passed through install flows — even on iOS, where privacy changes have made traditional attribution more difficult.

Platforms like Branch support deep links that preserve metadata, enabling full-funnel attribution from click to conversion. This bridges the gap between marketing and product analytics and gives marketers a more complete picture of performance, especially in mobile-heavy environments.

See how Branch deep links support full-funnel attribution.

Top tools for effective URL tracking

Now that you understand the fundamentals of URL tracking, the next step is choosing the right tools to execute and measure your efforts. Below are some of the most widely used platforms for tracking links and understanding campaign performance — ranging from beginner-friendly analytics to enterprise-grade solutions.

Branch

Alt. Text: Branch’s homepage (Source)

Branch is a powerful attribution and linking platform built for modern marketers. Unlike basic link shorteners or static UTM-based tools, Branch helps you track users across platforms and devices — from click to conversion.

One of Branch’s standout features is its robust API, which enables advanced link generation, automated campaign tagging, and real-time data syncing across your internal systems. This makes it ideal for growth teams, product marketers, and mobile-first companies who want to unify data from web, app, and offline channels.

Branch also supports deep linking, post-install attribution, and user journey stitching, delivering insights beyond traditional click counts.

Google Analytics

Alt. Text: Google Analytics’s homepage (Source)

Marketers of all sizes most commonly use Google Analytics as their web analytics tool. It’s free, integrates easily with other Google products (like Ads and Tag Manager), and offers a comprehensive view of user traffic, behavior, and conversions.

When used with UTM-tagged URLs, Google Analytics allows you to track campaign performance across channels like email, paid search, and social. Inside the dashboard, you can compare source/medium traffic, bounce rates, session durations, and goal completions — all linked back to your tracking URLs.

While Google Analytics excels at top-level reporting, it may fall short for mobile attribution, deep linking, or post-click engagement data — areas where Branch picks up the slack.

Other tools (e.g., Bitly, Rebrandly, and TinyURL)

For marketers focused on branded links and social sharing, tools like Bitly, Rebrandly, and TinyURL provide lightweight yet practical tracking capabilities.

These platforms offer basic analytics tools that track clicks, referrers, and device types. They’re especially useful when sharing content in environments with limited space, like SMS, influencer shoutouts, or promotional banners.

Some tools even integrate with search engine campaigns, providing URL-level performance insights for cost-per-click (CPC) and pay-per-click (PPC) ads. If you’re running paid search campaigns on platforms like Google or Bing, pairing shorteners with UTM tags can improve campaign clarity and post-click optimization.

While these tools lack deeper attribution or in-app analytics, they’re perfect for quick-win tracking and user-friendly link management.

Branch helps you track beyond the click — across installs, apps, and channels. Request a demo today.

3 common mistakes marketers make when deploying URL tracking

Even experienced marketers can fall into common traps when managing tracking URLs. These issues may seem small, but they can lead to misleading data, broken attribution models, and missed opportunities. Below are three of the most frequent mistakes (and how to avoid them).

1. Inconsistent naming conventions

One of the most common and costly mistakes in URL tracking is failing to use consistent naming conventions across campaigns. When different team members use different spellings, capitalizations, or formats for UTM parameters (e.g., utm_source=Facebook vs. utm_source=facebook), analytics platforms will treat them as separate sources.

The result? Fragmented data, skewed reports, and a lot of cleanup later.

To prevent this, establish a shared UTM naming system across your team or organization. Document how to format campaign names, mediums, and sources, and consider using a URL builder with predefined templates to enforce consistency.

2. Losing data across channels

Marketers often focus on a single source of truth — like Google Analytics — while overlooking how different marketing channels handle redirects, cookies, or tracking parameters. This can lead to gaps in data, especially when users move from web to mobile or across different devices.

For example, if someone clicks an Instagram ad on their phone and is routed through multiple redirects before landing in your app, it’s easy to lose visibility into the original source if your tracking setup isn’t robust.

To maintain full-funnel attribution, ensure your links and tracking tools support cross-channel journeys. Platforms like Branch can help unify user paths across web, app, and other touchpoints, closing the attribution loop.

3. Overlooking post-click behavior

A lot of marketers stop measuring performance at the click, but email marketing, paid social, and display campaigns rarely succeed based on CTR alone. What happens after the click is just as important.

Failing to measure post-click actions, like page views, form fills, or purchases, can lead to flawed assumptions and underperforming strategies. A solid marketing strategy should combine URL tracking with conversion tracking, behavioral analytics, and downstream metrics.

By looking beyond the click, you’ll uncover which campaigns drive meaningful engagement and which ones just inflate your traffic numbers.

How Branch simplifies URL tracking and attribution

While many tools can help you track URLs and analyze clicks, few go beyond that to connect every step of the user journey — from the first tap on a social ad to an in-app purchase weeks later.

That’s where Branch stands apart.

Deep linking for seamless UX

Branch’s deep linking technology allows marketers to direct users not just to an app or webpage, but to exactly the right place inside that experience. Whether you’re promoting a product page, reengaging inactive users, or running a referral campaign, Branch links carry context across every touchpoint.

Unlike traditional URLs or UTMs that drop data during redirects, Branch deep links preserve campaign metadata through app installs and reopens — delivering a seamless user experience and more reliable attribution, even on iOS.

Unified analytics across channels

Branch unifies link tracking and attribution across web, mobile, connected TV (CTV), QR (quick response) codes, and more. Instead of juggling separate dashboards for each platform, marketers get one centralized view of campaign performance across all digital and offline marketing channels.

That means you can see which links drive installs, signups, purchases, or other downstream actions — no matter where the user started or what device they used. Branch also integrates with your customer relationship management (CRM) system, ad platforms, and product analytics tools to ensure your data flows where you need it.

The result? Fewer blind spots. Smarter decisions. Better ROI.

See how top brands succeed with Branch.

What Branch customers have to say

Many leading brands have turned to Branch to level up their tracking and attribution.

• Gaming companies like Funstage and Platogo use over 1 million deep links per month to drive retention and player loyalty, tracking every click and in-app action across campaigns.
• The fintech app Tunaiku saw a 23% increase in app downloads after switching to Branch, using deep links to better measure and optimize its acquisition funnel.
• Flipkart, one of India’s largest e-commerce platforms, used Branch to run discovery ad campaigns that delivered 50x return on advertising spend (ROAS) and $10 million+ in gross merchandise value (GMV) — attributing every click, install, and purchase to the right source.

These aren’t just tracking improvements — they’re revenue-driving outcomes powered by better data and better links.

Ready to unlock deeper attribution and better campaign data? Get deeper insights from every click — request a Branch demo today.

The post How To Track URLs and Measure Campaign Success appeared first on Branch.

Planning: Lay the groundwork for success

Effective holiday planning starts early and uses your data to understand past performance and create user journeys that convert.

Analyze past performance data

Dive into your Branch Dashboard to understand how users engaged with your app during previous holiday seasons. Identify top-performing campaigns, popular channels, and peak conversion times. This data is invaluable for optimizing this year’s ad spend and campaign strategies.

Branch’s funnel analysis makes it easy to visualize your users’ paths to conversion.

Use deep links to send customers exactly where they need to go

Deep links are crucial for reducing customer friction. Use them to ensure every holiday ad, email, and social media post directly links users to the intended product, sale page, or in-app experience. This eliminates unnecessary steps and improves conversion rates — especially for time-limited offers and exclusive promotions, where every second counts.

Optimize your ad creative for mobile

The importance of mobile-first optimization cannot be overstated. Make sure your holiday ad creatives are visually striking and optimized for smaller screens; test colors, typography, and motion graphics to see what resonates; and use Branch links to guide users seamlessly from ads to relevant in-app content. Branch’s ad partner connections will help you optimize campaigns and creatives based on real-time results.

Plan ahead for influencer measurement

Influencer campaigns are especially popular around the holidays. Give creators unique Branch links to track the effectiveness of their promotions. This not only generates authentic engagement but also allows you to measure ROI when campaigns go live.

Monitoring: Keep a finger on the pulse

Once you’re live, real-time monitoring is essential to adapt your strategies and address any issues during the busy holiday season.

Track campaign performance in real time

Your Branch Dashboard provides real-time insights into campaign performance. Monitor key metrics like installs, conversions, and revenue. Identify underperforming campaigns quickly and reallocate your budget to maximize impact.

Identify and resolve friction points with funnel data

If you notice users are dropping off any stage of the user journey, use Branch funnel data to pinpoint where it’s happening. Is a deep link broken? Is a particular page loading slowly? Spot and address these issues fast to prevent lost conversions.

Optimize your deep linking strategy on the fly

Continuously monitor the performance of your deep links. If certain links aren’t performing as expected, adjust your targeting or the content they lead to. Branch gives you flexibility in your deep linking strategy, letting you change link behavior — even after links are live — so you can make quick updates anytime.

Post-holiday: Sustain engagement and loyalty

The holiday season doesn’t end after December 25th. The weeks that follow are just as important for driving sales and strengthening loyalty.

Capitalize on post-holiday trends

Shopping season extends into January and beyond. Keep your marketing momentum strong with Branch-powered campaigns during this period. Highlight post-holiday deals, personalize recommendations based on past purchases, and tap into post-holiday trends like self-gifting.

Analyze post-holiday trends

Just as you analyzed pre-holiday data, delve into your Branch analytics to understand post-holiday spending habits. Did certain product categories see a surge in returns or exchanges? Are shoppers coming back via specific channels or links? How did mobile vs. desktop users interact with your campaigns? This information can refine campaign strategies, guide future holiday planning, and even inform inventory management.

Reinforce your brand with continuous engagement

Don’t let your brand disappear after the holidays. Continue to engage with your audience with personalized content, exclusive offers, and helpful information, using Branch links that take users directly to the right in-app or web experience with a single tap.

Don’t head into the holidays without a plan

It’s not too late to make your campaigns holiday-ready. Branch can help you turn fleeting shoppers into loyal, long-term customers with effective linking and measurement. Want to learn more? Reach out to our team.

The post Branch-Powered Tips for Your Holiday Campaigns appeared first on Branch.