AppsFlyer vs Cometly

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.

Cometly is a marketing attribution platform that ties ad clicks to leads, pipeline and revenue, then sends those conversions back to ad platforms. It is run by Comet LLC, a small company founded in 2021 in Newtown, Pennsylvania. Its core job is showing media buyers which campaigns and creatives actually produce revenue.

The product combines a first-party pixel, server-side tracking, multi-touch attribution models, customer journey views and dashboards that join ad spend with CRM and Stripe or Shopify revenue. Its Conversion API sync pushes enriched events back to Meta, Google, TikTok, LinkedIn and others so their algorithms optimize on real outcomes. Pricing is quote-based in two plans: Core for attribution and ad management, and Enterprise, which adds CRM and warehouse sync with Snowflake and BigQuery, an API and MCP access. Plans are tiered by monthly pageviews, and annual billing saves 20 percent.

Cometly suits performance marketers, agencies and info or SaaS businesses spending heavily on Meta and Google who need cleaner data for scaling decisions. There is no free trial and no public price, so small advertisers cannot test cheaply. Hyros targets a similar high-ticket audience with call tracking, Triple Whale is the stronger choice for Shopify brands, and Northbeam leans toward larger DTC brands with media mix modeling.

Instead of a free trial, Cometly sells a paid Professional Onboarding package with a dedicated specialist, arguing attribution needs CRM and ad setup first. Ask for a test against your current reporting before signing an annual plan.