Overview

AppsFlyer is a mobile measurement partner (MMP) offering a suite of tools for mobile app developers and marketers to measure and optimize their user acquisition and engagement strategies. Established in 2011, the platform focuses on providing granular data insights across the mobile user lifecycle, from initial ad impression to post-install in-app events. Its core functionality includes mobile app attribution, which links app installs and subsequent actions to specific marketing campaigns or media sources AppsFlyer's explanation of its core function. This enables developers to calculate return on ad spend (ROAS) and optimize their marketing budget allocation.

Beyond attribution, AppsFlyer provides tools for fraud prevention, aiming to identify and block fraudulent installs and in-app events that can skew data and waste ad spend. The Protect360 product specifically addresses various forms of ad fraud, including install hijacking, click flooding, and fake installs AppsFlyer Protect360 product details. The platform also offers incrementality testing, which helps marketers determine the true incremental value of their ad campaigns by comparing exposed and control groups. This allows for a more accurate assessment of campaign effectiveness beyond basic attribution metrics.

AppsFlyer is designed for a broad range of mobile businesses, from startups to large enterprises, across various verticals. Its SDKs support common mobile development platforms, including native iOS and Android, as well as cross-platform frameworks like React Native, Flutter, and Unity. This broad SDK support facilitates integration for diverse development teams AppsFlyer SDK integration overview. The platform's reporting and analytics capabilities allow users to segment audiences, analyze cohort behavior, and visualize campaign performance through customizable dashboards. Compliance with data privacy regulations such as GDPR and CCPA, alongside certifications like SOC 2 Type II and ISO 27001, addresses data security and privacy requirements for global operations.

The platform's offerings extend to SKAN Solutions for iOS 14.5+ attribution, assisting developers in navigating Apple's privacy-focused app tracking framework AppsFlyer SKAN Solutions documentation. Additionally, its Privacy Cloud is designed to facilitate secure data collaboration and measurement in a privacy-centric environment. For developers, a comprehensive API reference supports server-side integrations, allowing programmatic access to attribution data and the management of audiences. This enables custom reporting, automation of marketing workflows, and integration with other business intelligence tools.

Key features

  • Mobile App Attribution: Links installs and in-app events to specific marketing channels, campaigns, and creative assets to measure performance.
  • Fraud Prevention (Protect360): Detects and blocks various types of mobile ad fraud, including install hijacking, click flooding, and fake installs, to ensure data accuracy and protect ad budgets.
  • Incrementality Testing: Quantifies the true incremental value of marketing campaigns by comparing the behavior of exposed user groups against control groups.
  • SKAN Solutions: Provides tools and insights to manage and optimize attribution within Apple's SKAdNetwork framework for iOS 14.5+ apps.
  • Privacy Cloud: A secure environment for data collaboration and measurement, designed to facilitate privacy-preserving insights across partners.
  • Audiences: Enables the creation, segmentation, and management of user audiences for retargeting, personalization, and lookalike modeling.
  • Deep Linking: Facilitates seamless user experiences by directing users to specific content within an app after clicking a link.
  • Unified Data & Reporting: Consolidates data from various sources into customizable dashboards for comprehensive performance analysis and visualization.
  • API Access: Offers a comprehensive API for programmatic access to attribution data, allowing for custom integrations and automation.

Pricing

AppsFlyer offers custom enterprise pricing based on specific client needs and usage volumes. A free tier is available for smaller applications.

Plan Type Details Cost
Free Tier Up to 10,000 non-organic installs per month Free
Enterprise Plans Custom packages for advanced attribution, fraud prevention, incrementality, and analytics features. Pricing is based on volume of attributed installs and specific feature sets required. Custom, contact AppsFlyer sales for a quote AppsFlyer pricing page

Pricing information as of April 2026.

Common integrations

Alternatives

  • Adjust: A mobile measurement and analytics platform offering attribution, fraud prevention, and audience segmentation.
  • Branch: Provides mobile linking and attribution solutions, focusing on deep linking, deferred deep linking, and analytics.
  • Singular: Offers marketing analytics, attribution, and cost aggregation across various ad networks for a unified view of marketing performance.
  • Kochava: A mobile attribution and analytics platform with a strong emphasis on data privacy, fraud prevention, and omnichannel measurement.
  • Firebase Analytics: Google's free analytics solution integrated within the Firebase platform, providing app usage and engagement data.

Getting started

To integrate the AppsFlyer SDK into an iOS application using Swift, you typically add the SDK as a dependency and then initialize it in your AppDelegate. This example demonstrates a basic setup.

import UIKit
import AppsFlyerLib

@main
class AppDelegate: UIResponder, UIApplicationDelegate {

    func application(_ application: UIApplication, didFinishLaunchingWithOptions launchOptions: [UIApplication.LaunchOptionsKey: Any]?) -> Bool {
        // Set AppsFlyer Dev Key and Apple App ID
        AppsFlyerLib.shared().appsFlyerDevKey = "YOUR_APPSFLYER_DEV_KEY"
        AppsFlyerLib.shared().appleAppID = "YOUR_APPLE_APP_ID"
        
        // Enable debug mode for testing (remove in production)
        AppsFlyerLib.shared().isDebug = true

        // Set delegate for deep linking and conversion data
        AppsFlyerLib.shared().delegate = self

        // Start the SDK
        AppsFlyerLib.shared().start()

        return true
    }

    // MARK: AppsFlyerLibDelegate Methods

    // Handle conversion data (first install, re-install)
    func onConversionDataSuccess(_ conversionInfo: [AnyHashable : Any]) {
        print("onConversionDataSuccess data:", conversionInfo)
    }

    func onConversionDataFail(_ error: Error) {
        print("onConversionDataFail error:", error)
    }

    // Handle deep linking data
    func onAppOpenAttribution(_ attributionData: [AnyHashable : Any]) {
        print("onAppOpenAttribution data:", attributionData)
    }

    func onAppOpenAttributionFailure(_ error: Error) {
        print("onAppOpenAttributionFailure error:", error)
    }

    // Universal Links and Custom Schemes handling
    func application(_ application: UIApplication, continue userActivity: NSUserActivity, restorationHandler: @escaping ([UIUserActivityRestoring]?) -> Void) -> Bool {
        AppsFlyerLib.shared().continue(userActivity, restorationHandler: nil)
        return true
    }

    func application(_ app: UIApplication, open url: URL, options: [UIApplication.OpenURLOptionsKey : Any] = [:]) -> Bool {
        AppsFlyerLib.shared().handleOpen(url, options: options)
        return true
    }
}

Before implementing, you will need to add the AppsFlyer SDK to your project. For Swift Package Manager, add https://github.com/AppsFlyerSDK/AppsFlyerFramework as a package dependency. Replace "YOUR_APPSFLYER_DEV_KEY" with your unique AppsFlyer Dev Key and "YOUR_APPLE_APP_ID" with your app's Apple App Store ID. The delegate methods shown are crucial for receiving conversion data and handling deep links, which are fundamental to mobile attribution. Further details for iOS SDK integration are available in the AppsFlyer iOS SDK integration guide.