Branch targets Firebase Dynamic Links migration

This shutdown matters because it turns deep linking from a free developer utility into a paid growth workflow, and that plays directly into Branch’s product ladder. Firebase Dynamic Links stopped working on August 25, 2025, including custom domains and page.link URLs, which forced teams to replace link routing, analytics, and migration paths. Branch positioned Activation as the easiest first step, letting teams stand up branded short links, QR codes, and analytics without an SDK, then add full app deep linking and attribution later.

• Firebase had been widely used because developers could create short links, route users into apps, and view link analytics inside Google’s stack. When Google shut the service down, every existing Dynamic Link was set to fail, so replacement was not optional for teams with live campaigns, email flows, or app install journeys.
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• Branch Activation is designed to catch customers before a full mobile measurement purchase. It offers branded links, custom QR codes, templates, analytics, and web destinations with no SDK, then unlocks deep linking and deferred deep linking once the app team is ready to implement the SDK.
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• This also fits Branch’s position against AppsFlyer, Adjust, Singular, and Kochava. Those vendors bundle deep linking inside broader attribution suites, while Branch more often wins where the web to app handoff itself drives conversion, so the Firebase migration wave creates an entry point aligned with Branch’s historical strength.
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The next step is a land and expand motion. Teams that first buy Branch to replace broken links and preserve branded traffic can later add SDK based deep linking, deferred deep linking, and full attribution, turning an urgent migration budget into a broader mobile growth software relationship.