AppsFlyer vs Equals

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.

Equals is a spreadsheet built for startup finance and operations teams that need live data rather than CSV exports. It looks and works like a familiar spreadsheet with standard formulas and keyboard shortcuts, but each sheet can pull data directly from databases such as Postgres, MySQL, Snowflake, BigQuery and Redshift, and from business systems such as Stripe, HubSpot and Salesforce.

Users can write SQL inside the spreadsheet or use connectors without code, then reference the results in normal formulas, pivot tables and charts. Queries refresh on a schedule, so a revenue model or KPI report stays current. Version history tracks what changed, dashboards turn sheets into shareable views, and scheduled reports can send snapshots to Slack or email, which removes much of the manual work behind weekly metrics and board decks. Pricing is an annual contract with unlimited seats, in Essential, Business and Enterprise plans.

Equals suits finance leads, revenue operations and founders at venture-backed startups who already know SQL or work closely with a data team. It is a narrower product than Google Sheets or Excel, has a smaller template and add-on ecosystem, and its annual contracts cost far more than general spreadsheets. Sigma Computing offers spreadsheet-style analysis directly on cloud warehouses, Causal focuses on financial modeling and planning, and teams on a budget often combine Google Sheets with a connector add-on.

Its best use cases are recurring reports such as MRR, burn and cohort analyses that would otherwise be rebuilt by hand every month.