Adobe Analytics and Branch: How Does It Work?

Vikas Jain

Jul 07, 2022

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Whenever someone thinks of integrating a mobile measurement partner (MMP) into their digital ecosystem, there is one important thing on their minds. How easily and seamlessly will this MMP communicate with their other technology products like analytics, customer data platforms (CDPs), etc.? Out of all analytics platforms, Adobe has been the unrivaled leader. Most successful companies have Adobe Analytics at the core of their digital analytics landscapes. Unsurprisingly, the integration between Branch and Adobe is one of the fundamental partnerships for many Branch customers. 

In this blog post, we will show the effort and complexity behind Branch and Adobe’s integration. We will also explore Branch and Adobe’s integrated customer support and share a few report formats that can help.

The power of the Branch and Adobe integration

The Branch and Adobe partnership integrates all your Adobe marketing products and Adobe Analytics. It measures all your marketing campaigns and allows you to share this data with Adobe Analytics to find insights and generate reports.

Branch seamlessly integrates with the Adobe products below:

Adobe Campaign Standard (ACS)

ACS is a powerful, on-demand, cross-channel campaign management tool that can help you align your online and offline strategies to create personalized customer experiences.

It allows you to control the entire process of creating, executing, and tracking cross-channel campaigns. You can also send personalized messages based on a given clients’s profile, behavior, preferences, and needs. You can orchestrate, model, and automate the entire marketing process and can even integrate with other Adobe solutions, too.

Integrating ACS with Branch is straightforward. You can easily enable ACS integration in the Branch dashboard where it will be set up for you. You’ll be able to start sending your emails in no time with full attribution by Branch.

Screenshot of the Adobe Campaign Standard (ACS) integration process via the Branch dashboard.
Screenshot of the Adobe Campaign Standard (ACS) integration process via the Branch dashboard.

Adobe Campaign Classic (ACC)

While Adobe Campaign Classic has many similar features to ACS, there are a few features unique to ACC. ACC provides a more mature and robust solution that caters to more complex and/or customized business needs.

The integration of ACC is identical to ACS, simply select it in the Branch dashboard while enabling the configuration. 

Screenshot of the Adobe Campaign Classic (ACC) integration process via the Branch dashboard.

Adobe Analytics (Data Integration)

Branch provides a simple and easy way to send all your data to Adobe Analytics. This helps you understand the power of Branch as an acquisition pathway. The Adobe Analytics integration with Branch can be enabled without changing any code. You just need the tracking server and the iOS and Android report suite ID.

Enabling data integration allows Branch to automatically forward app events (opens, installs, and conversion events) to Adobe Analytics through server-to-server integration. Branch also sends all the analytics tags that are attached to the link and drove the referred event. This will allow you to analyze which campaigns, channels, platforms, etc. are helping you acquire, convert, and engage users.

Screenshot of the data integration process between Branch and Adobe Analytics.
Screenshot of the data integration process between Branch and Adobe Analytics.

Adobe Launch SDK 

Branch and Adobe have also developed the AdobeBranchExtension SDK. It’s a wrapper that includes your Adobe Launch SDK and the Branch SDK. By using this SDK, all events tracked with the Adobe SDK will automatically be sent to the Branch SDK. 

Key features:

  • Automatically sends app events to Branch. 
  • Availability to all core Branch products and features.
  • Automatically picks up Adobe ID.
  • Provides the option to configure and send only a certain set of events to Branch.

To integrate and use the AdobeBranchExtension SDK in your application, simply set up the Branch dashboard, activate it, and add the Branch key to the app’s configuration.

Screenshot from Adobe dashboard to Install/Enable the AdobeBranchExtension

Low-complexity integration and configuration process

Branch and Adobe have worked together to make it simple for you to adopt and integrate our products. Here’s how to get started:

  1. Set up the Branch dashboard (required for all products).
  2. Integrate the Branch SDK with your app (required for all products except for AdobeBranchExtension to send all the relevant data events to Branch when the app is being installed or used).

Branch also tries to minimize your effort by offloading many activities like SSL certificate setup and AASA (apple-app-site-association) file deployment for iOS Universal Links support. All this is done by Branch behind the scenes so you don’t have to worry about it.

Key support partners

Although the setup is straightforward, you may occasionally run into challenges with your analytics or campaign setup. For example, ACS manages a single config file to handle your domain. This could be a challenge for a customer who has different domains for multiple brands. 

To address these challenges, Branch and Adobe have collaborated to provide a flexible and customized integration. This helps our mutual clients achieve their marketing goals.

Comprehensive reporting 

Adobe reporting provides insight into all your traditional and evolving marketing channels like mobile, video, and social networking. This further helps to optimize both the app performance and the user journey. Data exports from Branch to Adobe can help improve marketing performance and stakeholders’ understanding of user behavior.

Within the Adobe Analytics reporting dashboard, Branch events are similar to Adobe Analytics events. They can be used to build custom reports, and they’re tracked on the various pages and dashboards. However, unlike normal events, Branch events contain valuable information about how users ended up in your app in the first place, which can help in your attribution and conversion reporting.

A good example of custom reporting is Branch’s referral program. One of our customers used Branch to generate and share referral codes through their mobile applications. Once recipients engaged with these referrals links, Branch was be able to tie it back to the referrer. Branch sends all this data to Adobe Analytics, which uses this information to generate a report to process the credits for successful referrals.

Adobe includes a comprehensive report suite. It provides thousands of professionally designed templates to choose from using Branch data for customized reporting. 

Screenshot of Adobe Referral Reporting graphical data integrated with Branch.
Adobe Referral Reporting

Branch and Adobe together

Easy out-of-box integrations for Adobe Campaign, Adobe Analytics, and Adobe Launch provide a seamless user experience for Branch customers. They also provide effective marketing strategies to achieve high ROI. Branch and Adobe have worked together to ensure the product integrations are robust, scalable, and optimize results for our mutual clients. 

To learn more or get started, reach out to your Branch Customer Success representative, or contact our sales team for a demo.

Branch provides the industry's leading mobile linking and measurement platforms, offering solutions that unify user experience and attribution across devices and channels. Branch has been selected by over 100,000 apps since 2014 including Adobe, BuzzFeed, Yelp, and many more, improving experiences for more than 3 billion monthly users across the globe. Learn more about Branch or contact sales today.

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