Migrating deep linking platforms has a real cost: engineering time, testing effort, and the risk of breaking existing links. Before committing to a migration, you need to know whether the benefits outweigh the costs.
This guide provides a framework for calculating migration ROI. Not a magic calculator that spits out a number, but a structured way to account for every cost and benefit so you can make a data-driven decision.
For platform-specific pricing breakdowns, see Branch Pricing in 2026 and AppsFlyer Pricing in 2026.
The Migration Cost Side
Engineering Time
The largest cost of migration is engineering time. Here's what the work typically involves:
| Task | Estimated Time |
|---|---|
| Audit current implementation (SDK usage, link paths, integrations) | 4-8 hours |
| Set up new platform (account, domain, routes) | 2-4 hours |
| Remove old SDK, add new SDK (iOS + Android) | 8-16 hours |
| Implement deep link handling and routing | 8-16 hours |
| Implement deferred deep linking | 4-8 hours |
| Update link creation code (if applicable) | 4-8 hours |
| Testing (direct links, deferred links, edge cases, cross-platform) | 8-16 hours |
| DNS cutover and monitoring | 2-4 hours |
| Total | 40-80 hours |
For a senior mobile engineer at $75-$150/hour (loaded cost), that's $3,000-$12,000 in engineering time.
If you use the abstraction layer approach, the implementation time drops because your app code is already decoupled from the SDK. Future migrations become even cheaper.
Risk Cost
Every migration carries risk:
- Broken links: Existing links could stop working if the DNS cutover or route migration has gaps. Quantify this by estimating the value of one day of broken links (lost signups, lost purchases, support cost).
- Deferred deep link drop: Deferred deep linking depends on device fingerprinting, and match rates vary between platforms. A temporary drop in match rate costs conversions.
- Team disruption: Engineers working on migration aren't working on features. Factor in the opportunity cost.
A reasonable risk cost estimate: 5-10% of the engineering cost, or $150-$1,200.
Transition Period Cost
If you run both platforms simultaneously during migration (the recommended approach), you'll pay for two subscriptions during the overlap:
- Typical overlap: 4-8 weeks
- Additional cost: 1-2 months of the old platform's subscription
The Migration Benefit Side
Direct Cost Savings
The most tangible benefit: paying less per month.
Example scenario: Growing app with 250K clicks/month
| Platform | Estimated Monthly Cost |
|---|---|
| Branch | $2,000-$5,000/mo |
| AppsFlyer | $2,000-$5,000/mo |
| Tolinku | $79/mo |
Annual savings: $23,000-$59,000
Even at the conservative end, the annual savings far exceed the one-time migration cost. The payback period is typically 1-3 months.
Example scenario: Smaller app with 50K clicks/month
| Platform | Estimated Monthly Cost |
|---|---|
| Branch | $500-$2,000/mo |
| AppsFlyer | $500-$1,500/mo |
| Tolinku | $39/mo |
Annual savings: $5,500-$23,500
Still a strong ROI, with payback in 1-4 months.
Pricing Predictability
Enterprise platforms with sales-driven pricing create budgeting uncertainty:
- Annual renewal negotiations
- Overage charges for exceeding contracted limits
- Price increases tied to your growth
Predictable, published pricing eliminates this overhead. Your finance team can budget with certainty.
Reduced Complexity
Enterprise deep linking platforms bundle features you may not use: multi-touch attribution, fraud detection, ad network postbacks, audience segmentation. Each feature adds:
- SDK weight (larger app binary, slower cold start)
- Configuration surface area (more settings to manage, more things that can break)
- Learning curve (training time for new team members)
A focused deep linking platform reduces complexity. Less to configure, less to maintain, less to debug when something goes wrong.
Feature Gains
Migration isn't always about cost reduction. Sometimes the new platform offers features the old one lacks:
- Better A/B testing: Test different link destinations or OG previews
- Built-in referral tracking: Native referral program support without third-party tools
- Simpler API: Fewer lines of code to create and manage links
- Better developer experience: Faster integration, clearer documentation, responsive support
Quantify feature gains by estimating how much you'd pay (or spend engineering time building) to get those capabilities on your current platform.
ROI Calculation Framework
Step 1: Calculate Total Migration Cost
Migration Cost = Engineering Hours x Hourly Rate
+ Risk Cost (5-10% of engineering cost)
+ Transition Period (overlap subscription months)
Example:
60 hours x $100/hr = $6,000
Risk cost (7.5%) = $450
2 months overlap = $4,000
--------
Total = $10,450
Step 2: Calculate Annual Savings
Annual Savings = (Current Platform Cost x 12)
- (New Platform Cost x 12)
+ Engineering Time Savings (maintenance, configuration)
Example:
Current: $3,000/mo x 12 = $36,000
New: $79/mo x 12 = $948
Maintenance savings = $2,000/yr
--------
Annual Savings = $37,052
Step 3: Calculate ROI
First-Year ROI = (Annual Savings - Migration Cost) / Migration Cost x 100
Payback Period = Migration Cost / (Annual Savings / 12)
Example:
First-Year ROI = ($37,052 - $10,450) / $10,450 x 100 = 254%
Payback Period = $10,450 / ($37,052 / 12) = 3.4 months
After the first year, the annual savings compound without the migration cost.
When Migration ROI Is Negative
Not every migration makes financial sense. ROI is negative when:
- Your current platform is free or very cheap: If you're on Branch's free tier and staying under 10K MAU, the migration cost outweighs savings from a platform that's also free.
- You use advanced attribution features daily: If your marketing team relies on multi-touch attribution, fraud detection, or ad network postbacks to optimize $100K+/month in ad spend, the attribution data is worth the premium. A focused deep linking platform doesn't replace an MMP.
- Migration is technically complex: If your app has deep integrations with the old platform (custom event tracking, in-app link creation, complex routing rules), the engineering time estimate may be 150+ hours, pushing the payback period past 6-12 months.
- Contract lock-in: If you're in the middle of an annual contract with the old platform, you'll be paying for both platforms until the contract expires. This extends the payback period.
When Migration ROI Is Strongly Positive
The strongest ROI comes when:
- You primarily use deep linking: If your main use case is deep links, deferred deep links, and smart banners, a focused platform covers your needs at 5-10% of the cost.
- You're growing fast: Enterprise platforms charge based on volume (MAU, conversions, NOI). As you grow, costs scale linearly. A flat-rate or lower-rate platform keeps costs manageable.
- You're paying for unused features: If your team only uses 20-30% of the old platform's capabilities, you're subsidizing features you don't benefit from.
- You value simplicity: Less time configuring and maintaining the deep linking platform means more time building your product.
Making the Decision
- Run the numbers: Use the framework above with your actual costs. Don't estimate; pull real numbers from your invoices and time tracking.
- Talk to your team: Ask your engineers how much time they spend on deep linking platform maintenance. Ask your marketing team which features they actually use.
- Test before committing: Set up a free account on the new platform and test it alongside your current setup. Verify it handles your use cases before starting migration.
- Plan the migration: If the ROI is positive, follow the migration checklist to execute the switch methodically.
For the complete migration guide, see Migrating to Tolinku from Branch, Firebase, and AppsFlyer. For deep linking features and pricing, see Tolinku deep linking.
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