Branch vs Instally: Which is Right for Your Indie App?

The short answer

If you're running enterprise-scale paid UA across dozens of ad networks with dedicated mobile engineers, deferred deep linking to specific in-app screens is load-bearing for your product, and budget isn't your top constraint: use Branch.

If you're an indie developer running an iOS and Android app, traffic comes from creators, UGC, email, or direct links, and you want simple setup, per-link revenue tracking, creator payouts, and indie pricing: use Instally.

Most indie developers fall squarely in the second bucket. The rest of this post explains why, and how to make a confident decision.

What each tool is built for

Branch is enterprise attribution infrastructure. Deep linking across weird browser/platform combinations, server-to-server attribution with 1,000+ ad networks, cross-platform identity resolution, and custom audience segmentation. When Branch was the only option available, indie developers used it because there was nothing else. The market has since split, and Branch's pricing and complexity reflect its enterprise focus. Instally is indie-focused install and revenue tracking. One link that works on iOS and Android, real-time install attribution, native revenue integrations (RevenueCat, Stripe, Superwall, Adapty), creator accounts with Stripe Connect payouts, branded download pages. Designed for the case where your traffic comes from creators, bios, email, and direct sharing — not paid ad networks.

They're not the same product. Picking between them is really about matching tool to use case, not "which is better."

Pricing comparison

Tier	Branch	Instally
Free tier	1K installs/mo + 10K cross-platform clicks	1K installs/mo, 1 app, 1 link
Entry paid tier	$999/mo (Growth plan)	$40/mo (Growth plan)
Mid paid tier	Enterprise only	$79/mo (Scale plan)
Enterprise tier	Custom	Not offered

The difference is structural. Branch has a generous-looking free tier but a massive cliff to the $999/month paid tier. Instally has a smaller free tier but a smooth ramp — most indie developers never pay more than $79/month.

For an app running 20K installs/month from creators, Branch costs $999/month. Instally costs $40-79/month. For an app running 2M installs/month through paid ad networks across 20 networks, Branch earns its keep. Instally wouldn't be the right tool at that scale.

Feature-by-feature comparison

Feature	Branch	Instally
One link routes iOS + Android	Yes	Yes
Install attribution without ATT/IDFA	Yes	Yes
Real-time install data	Yes	Yes
Revenue per link native	Requires setup	Yes (native integrations)
Creator/promoter accounts	No	Yes
Stripe Connect automated payouts	No	Yes
Branded download pages	Yes (custom domain, enterprise)	Yes (included)
SDK size and complexity	Large, complex	Small (10 lines)
Deferred deep linking	Best in class	Basic, supports specific-screen links
Ad network integrations	1,000+	None
Fraud protection	Enterprise-grade	Basic
SKAN postback handling	Sophisticated	Basic
Cross-platform identity (web/email/app)	Yes	Limited
Multi-app support	Enterprise only	From Business tier
Branded short links (yourapp.link)	Yes	Custom domain supported

The pattern: Branch wins on ad-network-scale attribution and deep-link sophistication. Instally wins on per-link creator tracking, revenue integration, payout automation, and ease of use.

SDK and integration comparison

Branch SDK integration requires you to:

• Add the Branch SDK (substantial footprint)
• Configure universal links / App Links with your domain
• Set up the branch.json or equivalent config
• Handle branch session tracking in app lifecycle callbacks
• Wire up event tracking for each conversion event you care about
• Test across iOS/Android, cold/warm starts, and deferred deep link scenarios

Depending on the complexity of your app, this is a 1-3 day engineering effort the first time. Instally SDK integration requires you to:

• Add the Instally SDK (10 lines of code)
• Initialize on app launch
• Ship a new release

Typical integration time: under an hour.

This matters. For a solo developer or two-person team, the setup time savings alone are often worth more than the pricing difference.

Where Branch is genuinely better

For fairness, here's where Branch still wins outright:

• Complex deferred deep linking. If your app has 30+ in-app screens that all need to be linkable from external sources (marketplaces, content platforms, social apps), Branch's handling is best in class. Instally supports deep links but with less depth.
• Ad network attribution at scale. If you're running paid UA across 20+ networks and need server-to-server postback handling, Branch's integrations are far deeper than anything Instally offers.
• Cross-platform identity resolution. If you need to tie a single user's activity across iOS, Android, web, and email into one identity graph, Branch is built for this.
• Enterprise SLAs and support. Dedicated account managers, 24/7 support, contractual guarantees. Instally doesn't offer this level of service at any tier.
• Fraud protection at scale. For apps running paid UA where ad fraud is a real concern, Branch's fraud tools are more mature.

If any of those bullets describe load-bearing capability for your product, Branch is the right choice regardless of price.

Where Instally is genuinely better

Where Instally meaningfully wins:

• Indie pricing. $40/mo vs $999/mo is not a small difference. For indie developers, this is often the deciding factor.
• Per-link revenue tracking. Native integrations with RevenueCat, Stripe, Superwall, and Adapty mean revenue per creator and per campaign is visible without custom engineering work.
• Creator/promoter accounts. Built-in dashboards for creators, UGC creators, and affiliates to see their own performance. Branch doesn't offer this.
• Automated Stripe Connect payouts. Paying creators per install or per revenue-share is automated end-to-end. Branch requires you to build this.
• Setup time. Hours vs days. For a solo developer, this is a meaningful quality-of-life difference.
• Branded download pages. Built-in landing pages at instally.io/yourapp or a custom domain, with download tracking. Branch supports this only at enterprise tiers.
• SDK simplicity. Ten lines of code. Less surface area for bugs, less maintenance overhead.

If your use case is "tracking which creator or campaign drove which installs and how much revenue came from each," Instally was built for exactly that.

How to decide

Answer three questions.

1. Where does your install traffic come from?

• Mostly paid ads across multiple ad networks → Branch (or an MMP)
• Mostly creators, UGC, email, bio links, direct → Instally

2. Do you need complex deferred deep linking?

• Yes, we have a marketplace-style app with many internal destinations → Branch
• No, we just need to route users to the app on first open → Instally

3. What's your monthly budget for attribution tooling?

• Above $1K/month → Either works, pick based on features
• Under $100/month → Instally (Branch isn't an option)

Most indie developers answer: creator/UGC traffic, simple deep linking needs, under $100/month budget. For that profile, Instally is the correct choice.

Migration notes if you're switching from Branch

If you're currently on Branch and considering Instally, the migration is simpler than most developers expect.

• Export your active Branch links. Identify which ones drive meaningful traffic. The long tail usually doesn't matter.
• Recreate high-traffic links in Instally. Named links with the same conventions you used in Branch.
• Add the Instally SDK. 10 lines of code, one release.
• Update links in high-traffic locations. TikTok bio, email, creator partnerships, link-in-bio. Existing Branch links keep working during the transition.
• Wind down Branch. Once the new system is capturing traffic, cancel your Branch subscription.

Typical migration time: 1-2 weeks of part-time work. The ongoing cost savings usually pay back the migration effort within the first billing cycle.

FAQ

Is Instally literally a Branch replacement for every use case?

No. Instally is built for per-link install and revenue tracking. If you're using Branch for enterprise MMP functionality (ad network attribution at scale), Instally won't replace that. For indie use cases focused on creators and direct traffic, Instally is a complete replacement.

Can I run both at the same time?

Yes. The SDKs don't conflict. Some developers run both during migration windows or use each for different traffic sources long-term.

How does iOS attribution accuracy compare?

For per-link attribution (creator links, bio links, email), both use device-level signals and produce equivalent accuracy. Neither requires ATT or IDFA. For ad network attribution via SKAN postbacks, Branch's implementation is deeper.

What about Android attribution?

Both tools achieve high-accuracy attribution for Android installs. Accuracy is effectively equivalent for direct click-to-install traffic.

Does Instally work for games?

Yes, for the per-link use case (creator partnerships, UGC campaigns, direct links). For game-specific ROAS tracking and ad network attribution, Tenjin or an MMP remains a better fit.

Can I use my own custom domain with Instally?

Yes. Custom domain support is available on Business tier, similar to Branch's white-labeled link setup.

What happens to my existing Branch links after I switch?

They keep working through your Branch subscription period. You don't need to migrate them all at once — swap the high-traffic ones first, let the tail sunset naturally.

Which has better support for creator/UGC workflows?

Instally, by a wide margin. Branch has no native concept of creators, promoters, or automated payouts. Instally was built specifically for this workflow.

Is Branch worth staying on for one specific feature?

Sometimes. If deferred deep linking across complex in-app navigation is load-bearing for your product, yes. If you're running paid UA at enterprise scale, yes. For most other cases, the cost-to-value ratio favors switching.

How does pricing compare at scale?

At 100K installs/month from creators, Instally costs $79/month. Branch costs $999+/month. At 2M installs/month through 20 ad networks, Branch earns its cost. At indie scale, the gap is 20-50x, and Instally covers all the features most indie developers actually use.