Branch Deeplink

What It Does

Branch Deeplink extends the Atlas platform's linking capabilities using the Branch.io SDK — a third-party deep linking and attribution platform used widely across mobile apps.

Where KFC Universal Links route users to in-app content, Branch adds a layer of intelligence on top: it tracks where a user came from, handles deferred deep links for users who don't have the app yet, and provides attribution data that connects marketing activity to app installs and orders.

Key Capabilities

Capability	Description
Deferred deep linking	A user clicks a Branch link, installs the app, and is taken to the correct in-app screen on first launch — even though the app wasn't installed when they clicked
Attribution	Links track which campaign, channel, or creative drove the install or session
Cross-platform routing	Branch handles iOS, Android, and web fallbacks from a single link
Unified link management	Marketing teams can create and manage deep links via the Branch dashboard without engineering involvement

How It Relates to Universal Links

KFC Universal Links and Branch Deeplinks serve complementary purposes:

	Universal Link	Branch Deeplink
Primary use	Direct routing (app installed)	Attribution + deferred linking
App not installed	Web fallback	Can trigger App Store redirect + deferred deep link
Marketing attribution	No	Yes
Managed by	Engineering	Marketing + Engineering

Platforms

Platform	Support
iOS	✅
Android	✅
Web	✅ (fallback)