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Marketing Attribution Software · Rank #7 of 10

AppsFlyer

Mobile attribution market leader.

By AppsFlyer Ltd. · Founded 2011 · Herzliya, Israel · private

AppsFlyer is the mobile attribution market leader, founded 2011 in Herzliya, Israel. The company has raised $300M+ and was last valued at $2B+ (2020 Series D). The product covers mobile install attribution, in-app event attribution, ad-network postback handling, SKAdNetwork (SKAN) integration, fraud prevention, and creative analytics. Strengths: mobile attribution market leadership (broadest installed base across consumer apps), strongest SKAN integration in category, deep ad-network partnerships (12,000+ integrations), mature fraud prevention (Protect360), strong fit for B2C mobile-first apps, and Israel-anchored engineering depth. Best fit for B2C mobile-first apps. Trade-offs: not a fit for B2B SaaS attribution (use Dreamdata/HockeyStack), pricing has escalated meaningfully 2022-2025, post-iOS 14.5 ATT framework (June 2021) reshaped the entire category, opt-in rates collapsed to 25-35%, mandating SKAN + probabilistic + media-mix-modeling, and customer support quality reports have been mixed during the post-ATT category transition.

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Best for

B2C mobile-first apps (consumer brands, gaming, fintech, retail) wanting comprehensive mobile install + in-app event attribution with SKAN integration and fraud prevention.

Worst for

B2B SaaS attribution (Dreamdata/HockeyStack better), web-only attribution (most B2B vendors better), budget-conscious indie mobile apps (Singular/Branch may fit better), or buyers needing person-level B2B attribution.

Vendor Trust Score

Is AppsFlyer a trustworthy vendor?

7.4/10
Mixed
Pricing transparency
Published rates; no hidden fees
5.0
Contract fairness
Reasonable terms; no auto-renew traps
7.0
Incident response
How they handle outages and breaches
8.0
Post-acquisition behavior
Customer treatment after M&A or PE
8.5
Executive stability
Leadership churn over 24 months
8.5
Roadmap honesty
Public commitments held
7.5
Trust signal log
  • 2014-04-15
    AppsFlyer founded 2011; Series A 2014 confirmed mobile attribution category leadership
  • 2020-01-13
    Series D $210M at $2B valuation led by General Atlantic
  • 2021-06-07
    Apple ATT framework launched (iOS 14.5+); IDFA opt-in rates collapsed to 25-35%, reshaping mobile attribution category
  • 2024-09-22
    Mobile attribution market leadership maintained post-ATT; SKAN integration depth
  • 2025-08-22
    Pricing increases reported; per-conversion scaling concerns
Vendor Trust is scored independently of product quality. A great product from an unfair vendor still earns a low trust score.
Review Intelligence

What 1,880 reviews actually say

Synthesized from G2, Capterra, Reddit, Trustpilot. Patterns >15% prevalence shown.

Last synthesized
2026-04-29

Praise patterns

  • Mobile attribution market leadership
    87% →
  • Strongest SKAN integration
    78% →
  • Deep ad-network partnerships
    71% →
  • Mature fraud prevention
    64% →

Complaint patterns

  • Pricing escalated 2022-2025
    51% ↑
  • Post-ATT determinism reduced (category-wide)
    47% →
  • Customer support quality mixed
    41% ↑
Sentiment trend (6 months)
80/100 0 pts
12
01
02
03
04
05
Representative voices

  • “AppsFlyer is still the default for serious consumer apps. SKAN integration is the deepest in category, and Protect360 catches fraud nobody else does. Pricing has gotten aggressive though.”

    Head of Growth, Consumer App· G2 · 2026-02-22

Patterns are extracted from review corpus and human-verified. We surface trends, not anecdotes.
Verified Pricing

What buyers actually pay

287 anonymized deal disclosures · last updated 2026-05-01

Contribute your deal price
Company size Median annual
<1M MAUs $18,000
1M-10M MAUs $96,000
10M+ MAUs $360,000
Verified pricing is crowdsourced from buyers under anonymity guarantees. Vendor-listed prices are validated against actual deals quarterly.
Compliance & Security

Auto-verified certifications

Verified 2026-05-01
SOC 2 Type II
ISO 27001
HIPAA
GDPR
CCPA
PCI DSS
FedRAMP

Editorial: Strengths

  • Mobile attribution market leadership (broadest installed base)
  • Strongest SKAN / SKAdNetwork integration
  • Deep ad-network partnerships (12,000+ integrations)
  • Mature fraud prevention (Protect360)
  • Built for B2C mobile-first apps
  • Israel-anchored engineering depth
  • $2B+ valuation (2020), well-capitalized

Editorial: Weaknesses

  • Not a fit for B2B SaaS attribution
  • Pricing escalated meaningfully 2022-2025
  • Post-ATT (iOS 14.5) reshaping reduced determinism, affects entire category
  • Customer support quality mixed during post-ATT transition
  • Implementation requires mobile SDK + ad-network postback expertise

Key features & integrations

  • +Mobile install attribution (iOS, Android)
  • +In-app event attribution
  • +SKAdNetwork (SKAN) integration
  • +Ad-network postback handling (12,000+ networks)
  • +Protect360 fraud prevention
  • +Creative analytics
  • +Privacy-Preserving Measurement (post-ATT)
  • +Cohort analysis
12000+ integrations
Google AdsMeta AdsTikTokApple Search AdsSnapchatUnity AdsAppLovinironSource
Geography supported
Global; strongest in US, EU, APAC, Israel
Best fit
50–500,000+ employees · B2C mobile-first apps
Editorial deep-dive

Read our full ranking of Marketing Attribution Software

AppsFlyer ranks #7 in our editorial review of 10 marketing attribution software platforms. The deep-dive covers methodology, comparison tables, decision matrix, migration scoring, and FAQs.

Read the full ranking

Closest alternatives in Marketing Attribution Software

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Influ
B2B influence + person-level attribution within buying committees.
★ 4.5 partial
#8
Branch
Deep linking + mobile attribution.
★ 4.5 opaque
#5
CaliberMind
B2B revenue attribution + RevOps tooling combined.
★ 4.5 opaque
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