AppsFlyer
Mobile attribution and marketing measurement for app teams
AppsFlyer is a ad management & attribution tool for Enterprise and Small businesses, offered as freemium. Founded in United States in 2011. Popular alternatives include Branch, Singular.
About 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.
Key features of AppsFlyer
- Install and in-app event attribution across thousands of ad networks
- SKAdNetwork (SKAN) measurement and conversion value management for iOS
- OneLink deep links that route users to the right in-app screen
- Protect360 fraud detection for install hijacking, bots and click flooding
- Incrementality testing to prove real lift from user acquisition
- Data Locker raw data export to BigQuery, Snowflake and S3
- Audiences segment builder synced to ad networks for retargeting
- MCP server and AI assistant for querying campaign data in plain language
Pros and cons
Pros
- Industry-standard MMP that nearly every ad network already integrates with
- Free tier and pay-per-conversion Growth plan lower the entry cost
- Organic installs are not counted toward billable conversions
- Deep raw data access via Data Locker and APIs
- Strong fraud protection suite for high-spend gaming and fintech apps
Cons
- Most valuable suites (Protect360, Audiences, Data Locker) sit behind Enterprise
- Enterprise pricing is quote-only and grows with conversion volume
- Dashboard and data model have a steep learning curve
- Web attribution is newer and less mature than the mobile core
AppsFlyer pricing
AppsFlyer uses a freemium model.
| Plan | Price | Includes |
|---|---|---|
| Zero | $0 | Owned media only; 12K free conversions in year one |
| Growth | $0.07 / conversion | Pay as you go after 12K free conversions; paid attribution |
| Enterprise | Custom | Fraud protection, ROAS, LTV, AI insights; contact sales |
Source: www.appsflyer.com · checked on Oct 20, 2026
How AppsFlyer compares in Ad management & attribution
- Rank by votes
- #1 / 17
- Starting price
- $0
- Free alternatives
- 0
0 votes from members
Category median is $259/mo
Free or open-source tools in Ad management & attribution
AppsFlyer ranks #1 of 17 ad management & attribution tools by community votes and is not directly comparable on price.
Common use cases
- 1Mobile games measuring ROAS and LTV across Meta, Google and Unity Ads
- 2Fintech apps blocking install fraud before paying ad networks
- 3Retail apps sending users from email or QR codes to deep-linked products
- 4Growth teams measuring iOS campaigns under SKAdNetwork privacy rules
- 5Data teams piping raw attribution events into their warehouse
Best for
App companies spending on paid user acquisition across several ad networks that need a neutral, network-accepted source of attribution.
Not ideal for
Web-only ecommerce brands or teams that mainly need product analytics (Triple Whale, Northbeam or Firebase).
Integrations
- Meta Ads
- Google Ads
- TikTok Ads
- Apple Search Ads
- Snapchat Ads
- Unity Ads
- Braze
- Google BigQuery
Our take
AppsFlyer is the default MMP for serious app marketers, and the free Zero plan plus pay-as-you-go Growth make it easy to start. Plan for the Enterprise contract if you need fraud protection or raw data, and compare quotes from Adjust and Singular before you sign.
FAQ
- What is AppsFlyer?
- AppsFlyer is a Ad management & attribution tool: Mobile attribution and marketing measurement for app teams.
- How much does AppsFlyer cost?
- AppsFlyer uses a Freemium model; see the vendor's pricing page for current plans.
- What are the best alternatives to AppsFlyer?
- Community-listed alternatives to AppsFlyer include Branch, Singular.
- What does AppsFlyer integrate with?
- AppsFlyer integrates with Meta Ads, Google Ads, TikTok Ads, Apple Search Ads, Snapchat Ads, Unity Ads and more.
- Which platforms does AppsFlyer support?
- AppsFlyer is available on web.
- Who is AppsFlyer for?
- App companies spending on paid user acquisition across several ad networks that need a neutral, network-accepted source of attribution.
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