What is AppsFlyer?
AppsFlyer is a mobile measurement partner (MMP) and attribution platform used by app marketers, developers, and growth teams to understand where their installs and in-app events come from. It connects marketing activity across ad networks, self-attributing networks, owned channels, and web to a single source of truth for app performance.
At its core, AppsFlyer answers the question of which campaigns, channels, and creatives actually drive results. It supports iOS and Android, integrates with thousands of media partners, and operates within the privacy frameworks set by Apple (SKAdNetwork and App Tracking Transparency) and Google.
Key Features of AppsFlyer
AppsFlyer brings together measurement, analytics, and engagement tooling in one platform. Its main feature areas include:
- Mobile attribution: last-touch and multi-touch attribution across paid, owned, and earned channels on iOS and Android.
- SKAdNetwork and privacy support: aggregated, privacy-safe measurement for iOS through SKAdNetwork and its Privacy Cloud architecture.
- Marketing analytics and dashboards: cohort, retention, and ROI reporting to compare campaigns and partners.
- Deep linking (OneLink): unified deferred and contextual deep links across channels and platforms.
- Protect360 fraud protection: detection and filtering of invalid traffic, click injection, and install fraud.
- Audiences and engagement: segment building and re-engagement campaign measurement.
Why Choose AppsFlyer?
AppsFlyer is one of the most widely adopted MMPs, with integrations spanning a large catalog of ad networks and analytics partners. That breadth makes it straightforward to consolidate spend and performance data from many sources into one consistent view, which is useful for teams running campaigns across multiple platforms.
It also invests heavily in privacy-centric measurement and fraud prevention, two areas that have become central as device-level identifiers have been restricted. For organizations that need reliable, partner-agnostic attribution and clean data to inform budget decisions, AppsFlyer is a common default choice.
Who Can Benefit from AppsFlyer?
AppsFlyer is built for teams responsible for acquiring and retaining mobile app users. This includes user acquisition and performance marketers who need to measure return on ad spend, growth teams optimizing the install-to-conversion funnel, and product or data teams that want accurate event and cohort data.
It fits a range of company sizes, from independent app studios running a handful of campaigns to large publishers and brands managing spend across dozens of networks. Agencies and ad networks also use AppsFlyer integrations to report on the campaigns they run for clients.
How to Get Started with AppsFlyer
Getting started begins with creating an AppsFlyer account and registering your app, then integrating the AppsFlyer SDK (or using a supported plugin) into your iOS and Android builds. From there you map the in-app events you want to measure, such as registrations, purchases, or subscriptions.
Next, connect your media sources and ad networks so attribution can flow in, configure SKAdNetwork and privacy settings for iOS, and verify that installs and events are reporting correctly in the dashboard. AppsFlyer provides documentation and onboarding resources to guide SDK setup, partner integration, and reporting configuration.