Branch Metrics Inc., creator of a deep linking solution to allow app developers and marketers to connect websites and apps, today raised $60 million in a Series C funding round led by Android founder Andy Rubin’s Playground Ventures.

Joining Playground Ventures in this funding round were Cowboy Ventures, Madrona Ventures Group, Pear Ventures, New Enterprise Associates, Ben Narasin and Zach Coelius. This round brings the total raised by Branch to $113 million following a $15 million Series A round in February 2015 and $35 million Series B round in January 2016.

The tools created by Branch provide a way for marketers and developers to get a better understanding of how users move between and use connected apps and marketing materials while also providing a superior way to deliver users where they need to go across the web and mobile apps.

“We’ve seen tremendous growth and adoption of deep linking over the last few years,” Branch Chief Executive Officer Alex Austin told TechCrunch about the funding. “There’s so much more we can accomplish in deep linking and this money will be used to fund Branch’s continued platform growth.”

Deep links, or hyperlinks that go to an internal page of a website or mobile app instead of just the front or splash page, can be tricky for websites to control as even content creators reorganize and change display information. This gets even trickier with mobile apps, which don’t have an organized structure like websites when it comes to “deep linking” any given content.

When a user clicks on a mobile link from an email or a website and that link would open up an app, Branch’s platform and tools work to provide a seamless experience.

A demonstration of how Branch can provide a preview of a deep link if a customer does not have the app installed. Image: Branch

If the user has the app in question installed, Branch loads the appropriate app with the correct information displayed. If the user does not have the app installed, Branch’s platform displays a preview of what the information would look like before allowing the user to install the app needed.

For marketers, Branch’s solution also delivers powerful analytics that can track the sources that feed users into a mobile web or app. This gives business and marketing teams a better idea of where and how people are coming to their app and what they do when they get there.

Founded in 2014, Branch is credited with developing one of the first software development kits aimed specifically at making deep links from mobile web to mobile apps an easier experience for both developers and marketers.

The Branch SDK is currently available across a multitude of web and mobile platforms, including iOS and Android and is available for Unity, Xamarin, Titanium, Adobe Air, Cordova, and more.

Today, Branch boasts that its platform powers deep links for more than 2 billion monthly users as a trusted solution for more than 15,000 apps. Retail and consumer apps that use Branches platform include Airbnb, Buzzfeed, Pinterest, Slack, reddit, Target and Starbucks.

Image: Branch