Branch Analytics Flashcards
What is EO?
The name of the event taxonomy used by Branch for analytics
What is a pageview?
Webpage loads with the Branch web SDK
What is a view (Branch CTA view)?
A Banner or Deepview renders in the user’s browser
What is a web session start?
Every time a webpage with the web SDK opens in a new tab, OR when a user clicks a Branch link and is redirected to a page with the web SDK
What is an impression?
Paid ad renders in the user’s screen (tracked via MMP API or Branch impression link)
What is a click?
Branch link is clicked
What is an install?
The first time the app opens
What is an open?
Every time the app opens, after the install
What is a reinstall?
When a user installs the app, after they previously uninstalled the app
The first time a user installs, Branch’s server records that in their Persona, and Branch’s SDK assigns a unique ID to that SDK instance
When the app opens, Branch’s SDK calls the “install” API if the SDK ID is not present, and the “open” API if it is present. When uninstalled, the SDK ID is lost, but the Persona persists. If the user installs again, the Branch SDK calls the “install” API, but when the Persona is checked, it knows the install is a “reinstall”.
What is considered a “Unique”?
Events (i.e., clicks, opens, etc) deduped via Branch Persona
i. e., If a user clicks the same link twice, it would count as one Click
i. e., If a user opens an app twice after clicking a link once, one open is counted
What is reach?
Unique Views / Unique Mobile Pageviews
What is click through rate (CTR)?
Clicks / Views
What is click to open? (CTO)
Opens / Views
What is Click-to-install? (CTI)
Installs / Views
