Mobile attribution (MMPs) · AppsFlyer Ltd.

AppsFlyer

Large mobile measurement partner offering SKAdNetwork/AdAttributionKit attribution, fraud protection, and incrementality testing.

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AppsFlyer is one of the largest mobile measurement partners (MMPs), providing multi-touch and last-touch attribution across paid and owned mobile channels alongside fraud protection and marketing analytics. For iOS, it ingests and aggregates Apple's SKAdNetwork and AdAttributionKit postbacks into its dashboards alongside deterministic Android and web attribution, and for Android it supports Google's Privacy Sandbox Attribution Reporting API as third-party identifiers are phased out. Beyond attribution, AppsFlyer offers incrementality testing (measuring true lift versus a held-out control group) and connects to marketing mix modeling workflows through its data-sharing and audience products, aimed at advertisers who need to validate attribution numbers against channel-agnostic lift. It is delivered as cloud SaaS with pricing based on conversions, ranging from a limited free tier for owned-media measurement to enterprise plans for large-scale paid campaigns.

At a glance

Vendor AppsFlyer Ltd.
Pricing model Free tier + paid plans
Free tier Yes
Deployment Cloud
Open source No
Best for Advertisers running paid mobile UA across many networks who need SKAdNetwork-era attribution plus fraud protection.

Pricing

Zero plan is free for owned-media measurement with 12K free conversions in year one; Growth is pay-as-you-go per conversion after that; Enterprise is custom quoted for scaled paid campaigns.

Plan Price Notes
Zero Free For owned-media measurement only, not paid campaigns; 12K free conversions in first year
Growth $0.07/conversion after welcome package For startups running basic paid measurement; 12K free conversions in first year
Enterprise Custom quote Tailored plan for scaling paid user acquisition

Prices read from the vendor's own page on September 21, 2026. Vendors change prices; check the source before you budget.

Features

  • Multi-touch and last-touch mobile attribution
  • SKAdNetwork and AdAttributionKit aggregation (iOS)
  • Privacy Sandbox Attribution Reporting API support (Android)
  • Fraud protection and detection
  • Incrementality testing
  • Deep linking (OneLink)
  • Marketing analytics dashboards
  • Audience segmentation and data sharing

Integrations

Profile last reviewed September 21, 2026

Head to head

Alternatives

Adjust AppLovin-owned mobile measurement partner offering SKAdNetwork/AdAttributionKit attribution, fraud prevention, and incrementality testing. Branch Deep linking-first mobile measurement partner with SKAdNetwork/AdAttributionKit attribution and web-to-app conversion tools. Singular Mobile measurement partner unifying SKAdNetwork/AdAttributionKit attribution with full ad-network cost aggregation and built-in fraud prevention. Kochava Mobile measurement partner pairing SKAdNetwork/AdAttributionKit attribution with a first-party data warehouse and marketing mix modeling.

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Terms to know

Attribution modeling A method for assigning credit for a conversion across the marketing touchpoints a customer encountered beforehand. Multi-touch attribution An attribution method that splits conversion credit across every touchpoint in a customer's path, not just one. Incrementality testing An experiment measuring the true causal lift of a marketing activity by comparing it against a held-out control. Marketing mix modeling A statistical technique estimating how much each marketing channel and external factor contributes to results. Deep linking A link that opens an app directly to a specific piece of content or screen, instead of the app's default landing page. Last-click attribution An attribution model that gives all credit for a conversion to the final marketing touchpoint before it happened.

Related guides

How to choose a mobile attribution partner Every MMP now runs on the same SKAdNetwork/Privacy Sandbox constraints; pick by fraud handling, cost data and what else the vendor bundles in. How to choose an attribution model Rule-based, data-driven, MMM and incrementality testing answer different questions — pick by what decision the answer has to support.