Branch collects data at many points of the user journey and can tie them together for an individual user. While all of this data exists in Branch’s dashboard and can be exported, we also have a data integration built out with mParticle. This integration allow you to view your Branch data alongside other datasets from other third parties.

General setup steps:

  • Integrate mParticle and set up the Branch kit

  • Enable the mParticle data integration in the Branch dashboard here.

  • Enter your mParticle write and secret keys into the Branch dashboard.

How Branch data looks in mParticle:

Branch will send mParticle all app install events along with different properties (Figure 1). 

The Branch eVars will contain the event type and all the analytics tags you’ve defined in Branch so that you can understand Branch campaign and channel performance. There is a default mapping of Branch data to Adobe classifications (Figure 1) but it can be modified in the Adobe Data Connector (Figure 2).

Figure 1 - Default data Branch sends with the install events

mParticle customer IDs and Branch

Branch doesn't require the mParticle customer ID because it has usually not been set upon installing the app. The usual workflow for a user is to install the app, then have a confirmed login about thirty seconds later. The Branch install event fires immediately upon install and therefore occurs before the login event, so it does not have the logged-in customer ID before it is sent to mParticle. However, you can join install events for a customer using the device ID attached to the install and login events.

Why does Branch only send installs to mParticle?

At this time, the mParticle Inbound Feeds product only supports attributed events via their attribution custom event. This is currently limited to installs. However, please reach out to your Branch or mParticle Account Manager if this limitation prevents you from doing the analysis you need.


To see the data being passed to mParticle in more detail, you can set up a webhook to Requestbin. This will allow you to send only a subset of your Branch events to Requestbin and verify the data is coming through as expected.

  1. Enable the Branch Data Integration above. Install your app from a Branch link to generate some data in mParticle. 

    • It can take up to an hour for the custom attributes to show in mParticle.

  2. Create a Branch link from the Quick Links section of the dashboard, with a campaign of branch_test.

  3. In mParticle, navigate to the Directory in mParticle and add Webhooks as an option. Add a Requestbin URL generated from

  4. To refine the data being sent to the webhook, navigate to Connections > Connect.

  5. Select the Branch Feed as the input, and Webhooks as the output.

  6. Finally, view the Requestbin. You can do this by appending ?inspect to your requestbin URL. You should be able to copy paste the POST body from the request bin into a JSON formatter like to view the event details.

  7. Once you're done testing, delete the webhook.

More details on testing this integration here.