When I set up a branch.io link I see that after the redirect it is something like http://www.bbc.co.uk/?_branch_match_id=241114587404660876 What is the _branch_match_id parameter? Is this added onto every link redirect or can it be omitted?

What is meaning of _branch_match_id?

1 Answers

Alex from Branch.io here: the _branch_match_id is a unique ID we append to every link redirection as part of our matching algorithm. It allows us to track where traffic is coming from, so that we can identify each user again within the app after it opens/is installed. There is no way to remove it :)