AppsFlyer Reviews 2026

appsflyer

AppsFlyer

AppsFlyer: Where accurate attribution meets smarter growth.

★★★★★
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AppsFlyer has become one of the world’s leading mobile attribution and marketing measurement platforms, trusted by many marketers, app developers, and enterprises to understand user journeys across devices. Designed for performance-driven teams, AppsFlyer delivers deep analytics, privacy-safe attribution, and powerful integrations, making it a favourite among brands looking to scale mobile campaigns with confidence.

This detailed review covers AppsFlyer’s advantages, disadvantages, features, pricing, alternatives, and FAQs. This is perfect for Compare Giants users evaluating top mobile attribution tools.

Advantages & Disadvantages of AppsFlyer

Advantages

  • Industry-leading attribution accuracy: AppsFlyer provides highly accurate multi-touch attribution, helping marketers understand which channels drive real conversions.
  • Strong privacy & security framework: With dedicated privacy features, fraud protection, and compliance tools, AppsFlyer is a safe option for brands handling sensitive data.
  • Massive partner ecosystem: AppsFlyer integrates with 10,000+ ad networks, analytics tools, and marketing platforms.
  • Robust analytics & reporting: Cohort reports, retention metrics, revenue insights, and funnel analysis help teams optimise campaigns effectively.
  • Excellent fraud protection: AppsFlyer’s Protect360 detects and blocks fraudulent installs and clicks, saving big money on wasted ad spend.
  • Multi-platform & omnichannel tracking: Track mobile apps, web, connected TV, and offline data in one place.

Disadvantages

  • Pricing is not publicly disclosed: AppsFlyer’s custom pricing can be expensive for startups and small businesses.
  • Learning curve for beginners: New marketers may find advanced attribution models overwhelming at first.
  • Limited free plan: Most essential features—including fraud protection—are part of premium plans.
  • Heavy dependency on integrations: To unlock full power, users must integrate with multiple third-party partners.

Key Features of AppsFlyer

Mobile Attribution

  • Install tracking
  • Multi-touch attribution
  • Attribution across ads, emails, social, and more

Protect360

  • Blocks fake installs
  • Identifies invalid engagements
  • Saves campaign budgets

Deep Linking & Smart Banners

  • Personalized onboarding
  • Smooth user redirection
  • Boosts conversion and engagement

SKAdNetwork Support

  • Accurate measurement for iOS campaigns
  • Advanced privacy-safe analytics

Cohort & Retention Analytics

  • Track user behaviour trends
  • Understand lifetime value (LTV)

Incrementality Measurement

  • Identify real lift from campaigns
  • Helps prove the ROI of paid media

Audiences

  • Create custom user segments
  • Run high-performance remarketing

Partner Integrations

  • 10,000+ ad networks and platforms

AppsFlyer Pricing

  • Monthly app installs
  • Products you use (Attribution, Protect360, SKAN, etc.)
  • Number of apps and platforms
  • Traffic volume
  • Enterprise requirements

AppsFlyer uses custom-based pricing, depending on:

Zero Plan (Free)

  • Limited attribution
  • Very basic analytics
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Growth Plan

  • For small & mid-size marketers
  • Paid based on monthly installs
$29 / month

Enterprise Plan

  • Custom setup
  • Includes advanced features like Protect360, ROI360, SKAN, deep analytics
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Note: AppsFlyer pricing is generally considered higher compared to competitors.

Top Alternatives to AppsFlyer

adjust

Adjust

  • Strong analytics and fraud prevention
  • More transparent pricing
branch

Branch

  • Best for deep linking & mobile engagement
  • Great for product teams
singular

Singular

  • Marketing analytics + attribution
  • Unified cost reporting
kochava

Kochava

  • Enterprise-level attribution
  • Good for omnichannel measurement
google analytics

Firebase Analytics

  • Free basic analytics
  • Not as strong in paid attribution
Feature / ToolAppsFlyerAdjustBranchSingularFirebase Analytics
Mobile Attribution✅ Industry-leading multi-touch & cross-platform✅ Strong attribution + automation✅ Yes, focused on deep linking✅ Yes, unified marketing data❌ Basic analytics only
Fraud Protection✅ Protect360 – advanced fraud detection✅ Yes⚠️ Limited⚠️ Varies❌ No
Deep Linking / Journeys✅ Yes⚠️ Basic✅ Best-in-class⚠️ Good⚠️ Only dynamic links
Cohort & Retention Metrics✅ Deep analytics✅ Yes⚠️ Limited✅ Yes⚠️ Basic
Privacy-Safe Measurement (SKAdNetwork)✅ Full support✅ Yes✅ Yes✅ Yes❌ Limited
Integration Ecosystem👍 ~10,000+ partners👍 Large👍 Moderate👍 Moderate⚠️ Fewer ad networks
Ease of Use (Beginners)⚠️ Moderate✅ Easier✅ Easy⚠️ Moderate✅ Easy
Free Plan⚠️ Very limited⚠️ Limited✅ Generous⚠️ Limited✅ Yes
Best ForEnterprise & data-driven marketersMid-market attribution + automationDeep linking + web-to-app journeysUnified analytics + attributionBasic analytics & events

AppsFlyer FAQs

What is AppsFlyer used for?

AppsFlyer is used for mobile attribution, analytics, user acquisition tracking, and improving marketing ROI.

Is AppsFlyer free to use?

Yes, AppsFlyer offers a limited Zero Plan, but most professional features require a paid subscription.

Does AppsFlyer help prevent mobile ad fraud?

Absolutely. Protect360 is one of the most advanced fraud prevention systems in the industry.

Which apps should use AppsFlyer?

Any business running mobile ads—including gaming, e-commerce, fintech, travel, and SaaS apps.

How does AppsFlyer compare to Adjust?

AppsFlyer offers stronger privacy and a larger integration ecosystem, while Adjust often wins on pricing and simplicity.

Does AppsFlyer support SKAdNetwork for iOS?

Yes, it provides analytics and measurement for SKAN campaigns.

Can AppsFlyer track both iOS and Android apps?

Yes, it provides analytics and Yes, AppsFlyer works across iOS, Android, CTV, and web.for SKAN campaigns.

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