Amplitude vs AppsFlyer
Amplitude and AppsFlyer are both Analytics tools. Here is how they compare on pricing, audience, platforms and community votes.
Product analytics, session replay and experiments for digital teams
Mobile attribution and marketing measurement for app teams
| Pricing | Freemium | Freemium |
| Built for | Small businesses, Enterprise, Developers | Enterprise, Small businesses, Developers, Agencies |
| Platforms | web | web |
| Country | US · 2012 | US · 2011 |
| Community votes | 0 | 0 |
| Rating | — | — |
Amplitude
Amplitude is a digital analytics platform from San Francisco, founded in 2012 by Spenser Skates, Curtis Liu and Jeffrey Wang and listed on Nasdaq (AMPL) since its 2021 direct listing. It started as event-based product analytics for mobile apps and now helps product, growth and marketing teams see how people use their apps and websites and what drives conversion and retention.
The platform combines product and web analytics (funnels, retention, cohorts, journeys), session replay and heatmaps, feature flags and A/B testing, in-app guides and surveys (from the 2024 Command AI acquisition) and audience syncing to ad and messaging tools. AI agents can monitor dashboards, explain metric changes and answer questions, and an MCP server exposes Amplitude data to AI tools. Free covers 2 million events a month; Plus is usage-based; Growth and Enterprise are custom-priced through sales.
It fits product-led companies that need self-serve analysis for non-technical teams. Mixpanel is the closest rival with simpler pricing; PostHog is cheaper and open source with an engineering focus; Pendo is stronger on in-app guidance for B2B software; Google Analytics is free but built for marketing attribution.
In July 2026 Amplitude dropped the fixed 49 dollar Plus tier based on monthly tracked users for event-based pricing from 0 dollars, and the Free plan now includes session replay, guides and AI agents. Startups with under 20 employees and under 10 million dollars raised can apply for a free year of Growth.
AppsFlyer
AppsFlyer is a mobile measurement partner (MMP): it tells app marketers which ad network, campaign and creative produced each install, signup or purchase. The company was founded in Israel in 2011 by Oren Kaniel and Reshef Mann, is headquartered in San Francisco and runs its main R&D center in Herzliya. Ad networks widely accept it as the neutral referee for paid installs.
Beyond last-touch attribution, the platform covers SKAdNetwork measurement for iOS, OneLink deep links, Protect360 fraud protection, incrementality testing, cost aggregation, creative analytics, Audiences for segment syncing and Data Locker for raw data export to your warehouse. Packaging is simple at the low end: Zero is free for owned media, Growth is pay as you go per attributed conversion, and Enterprise bundles the premium suites under a custom contract.
AppsFlyer fits app businesses that spend real money on user acquisition across several networks. It is heavy for a web-only store, where Triple Whale or Northbeam model ad spend for Shopify brands more directly, and it is not a product analytics tool like Firebase or a CDP like Segment. Its closest rivals are Adjust, Branch and Singular, which differ mainly in pricing and deep-linking strength.
In July 2025 AppsFlyer launched an MCP server that lets Claude and other LLM tools query attribution data in plain language, and it has since grown into an Agentic AI Suite with Agent Hub and an AI assistant. Organic installs are not billed, so only attributed paid conversions drive the Growth bill.