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AppsFlyer
Data Analytics
AppsFlyer is a mobile marketing analytics and attribution platform, founded in Israel, that helps app developers and marketers measure the performance of their advertising and marketing spend.
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AppsFlyer was founded in 2011 by Oren Kaniel and Reshef Mann, based on the challenge mobile app developers and marketers faced in trying to determine which advertising channels and campaigns actually drove app installs and subsequent user behavior, a measurement problem that is technically harder in mobile than in traditional web advertising because of how app stores, device identifiers, and mobile operating systems structure user tracking. AppsFlyer's core product is a mobile attribution and marketing analytics platform that helps app marketers understand which ad networks, campaigns, and creative assets are actually responsible for driving valuable app installs, in-app purchases, and other measurable outcomes, rather than simply how many people clicked on an ad. The company's technology became particularly important as the mobile advertising ecosystem grew more fragmented across dozens of ad networks and platforms, and became still more consequential following Apple's 2021 App Tracking Transparency changes, which restricted the use of device-level identifiers for cross-app tracking and forced the entire mobile measurement industry to develop new privacy-preserving attribution methods, an area where AppsFlyer invested heavily to maintain measurement accuracy for its customers under the new constraints. AppsFlyer's customers span mobile gaming companies, e-commerce and retail apps, fintech apps, and other consumer app publishers that rely on paid user acquisition as a significant growth channel and need reliable data on return on ad spend across a fragmented set of advertising partners. The company has expanded from its original attribution product into broader marketing analytics, fraud protection for mobile advertising, and audience segmentation tools. AppsFlyer has raised substantial venture funding from investors including General Atlantic, Qumra Capital, and Tenaya Capital, reaching a valuation in the billions of dollars, and competes with Adjust, Branch, and Singular in the mobile measurement partner category.
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