AppsFlyer
AppsFlyer is a mobile measurement and marketing analytics company providing cross-platform attribution, fraud protection, deep linking, data collaboration, and AI-driven marketing analytics to 15,000+ brands and 100,000+ apps across gaming, finance, eCommerce, and entertainment verticals.
- Company typePrivate
- Founded2011
- HeadquartersSan Francisco, United States
- Headcount1,001–5,000
- GTM typeB2B
- OfferingSoftware
What AppsFlyer does
AppsFlyer is a mobile measurement and marketing analytics company founded in 2011, headquartered in Herzliya, Israel, with an operational headquarters in San Francisco and wholly-owned affiliate entities across the US, UK, Germany, India, Japan, Hong Kong, and China. The company operates a 'Modern Marketing Cloud' built on proprietary SDKs covering iOS, Android, Unity, React Native, Unreal Engine, Steam, Epic, Meta Quest, Roku, LG WebOS, and Samsung Tizen, supported by AWS serverless infrastructure including Amazon SageMaker. Its product is organized into four suites — Measurement Suite (cross-platform attribution, ROI measurement, fraud protection, incrementality, creative optimization, audience segmentation), Deep Linking Suite (OneLink-powered Web-to-App, QR, Email, Text, Social, Referral, Deferred Deep Linking, and Link Management), Data Collaboration Suite (Data Clean Room, Signal Hub, Audience Activation, Retail Media Measurement), and Agentic AI Suite (Agent Hub, MCP server, AI Assistant).
The platform serves 15,000+ brands and supports 100,000+ apps globally, with a customer roster spanning gaming (King, Ubisoft, Scopely, Playrix, Ace Games, Kabam), finance and BFSI (HSBC, Barclays, Axis Bank, BPI, GCash), eCommerce and retail (eBay, Walmart Connect Mexico, Albertsons, GAP, Lululemon, Carrefour, Sweetgreen, Fetch Rewards, Panera, Burger King, Pepsi), entertainment and streaming (Netflix, TikTok), and subscription apps. AppsFlyer monetizes through a three-tier model: a free Zero plan (12,000 free conversions in the first year for owned-media apps), a usage-based Growth plan ($0.07 per conversion above the 12K threshold), and custom-priced Enterprise contracts with dedicated Customer Success Managers, migration and onboarding support, and bundled advanced modules. The company surpassed $500M in annual recurring revenue as of January 2026, employs approximately 1,300 people, and has been profitable with positive cash flow for nearly four years.
Go-to-market blends enterprise field sales (custom demos and contracts), product-led growth for startups and SMBs via the Zero and Growth plans, channel partnerships through a Partner Marketplace integrating hundreds of ad networks, agencies, and media partners, and heavy event-driven marketing (MAMA events, BFSI Conference in Bangkok, Pocket Gamer Connects, gated research reports including the annual Performance Index, State of Gaming, and State of Fraud). Since 2011, AppsFlyer has raised approximately $1.3B in known funding, most recently a $1B+ Series E on June 22, 2026, at a $2.7B post-money valuation with minority strategic investments from Google, Meta, Moloco, and Unity. As of early 2026 the company was also reported to be in advanced sale discussions with Apollo Global Management and Fortissimo Capital (advised by Goldman Sachs) at a ~$2B valuation, though CEO Oren Kaniel positioned the Series E as preparation for a potential IPO rather than a sale.
AppsFlyer firmographics
Firmographics- Name
- AppsFlyer
- Legal name
- AppsFlyer Ltd.
- Website
- https://appsflyer.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- AppsFlyer is a mobile measurement and marketing analytics company providing cross-platform attribution, fraud protection, deep linking, data collaboration, and AI-driven marketing analytics to 15,000+ brands and 100,000+ apps across gaming, finance, eCommerce, and entertainment verticals.
- Ownership category
- akta.pro rank
AppsFlyer industry classification
Industry- Product category
- Mobile Attribution and Marketing Analytics
- NAICS
- Advertising Agencies (54181), Software Publishers (5132)
- SIC
- Services-Advertising Agencies (7311), Services-Advertising (7310)
- akta.pro primary industry
- App Analytics, Attribution & Deep Linking Platforms (BPAMADAH)
- akta.pro secondary industries
- Mobile App Stores (General) (MPAFACAC), Mobile Game Publishing & App Game Stores (BPAMAKAB), Mobile & App Performance Marketing (UA, App Store Ads) (BPAFACAF)
Keywords
Where AppsFlyer is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices9 records
Markets served
AppsFlyer business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- Enterprise Subscription: Custom-priced annual/multi-year contracts for enterprise customers including cross-platform attribution, ROI measurement, fraud protection, advanced AI insights, dedicated CSM, and onboarding support.
- Usage-Based Conversion Pricing (Growth Plan): Pay-as-you-go pricing for the Growth plan at $0.07 per conversion beyond the first 12,000 conversions included in the Welcome Package; first 12K conversions are free plus 30-day trial of select premium add-ons.
- Freemium (Zero Plan): Free Zero plan for owned-media apps with 12,000 free conversions in the first year, core marketing analytics, and 30-day access to select premium add-ons — not suitable for apps with paid activities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Zero — free plan for owned-media apps with 12K free conversions/year and core marketing analytics |
| Usage-based | Pay-as-you-go | Growth — pay-as-you-go plan for startups running basic paid measurement campaigns |
| Other | Multi-year contract | Enterprise — custom-priced plan for brands aiming to scale revenue with cross-platform attribution, fraud detection, AI insights, and dedicated CSM |
Go-to-market motion4 records
Marketing channels11 records
AppsFlyer product offering
Product offeringCore offering
AppsFlyer provides a cloud-based mobile measurement and marketing analytics platform (Modern Marketing Cloud) that delivers cross-platform attribution, deep linking, AI-driven fraud protection, data collaboration, and agentic AI capabilities across app, web, CTV, PC, and console environments. The platform is sold via three pricing tiers (Zero free, Growth pay-as-you-go at $0.07/conversion, and custom Enterprise contracts) and powers mobile marketing measurement for over 15,000 brands and 100,000+ apps worldwide.
Product overview
AppsFlyer offers a unified Modern Marketing Cloud platform composed of four interconnected suite modules: the Measurement Suite (mobile, web, CTV, PC/console, and cross-platform attribution, ROI measurement, marketing analytics, incrementality, creative optimization, audience segmentation, fraud protection via Protect360, and product analytics), the Deep Linking Suite (OneLink-powered routing across Web-to-App, QR-to-App, Email-to-App, Text-to-App, Referral-to-App, Social-to-App, Deferred Deep Linking, and Link Management including the AI Link Generator), the Data Collaboration Suite (data management, audience activation, retail media measurement, Signal Hub, and Data Clean Room), and the Agentic AI Suite (Agent Hub, MCP server, and AI Assistant). Together these suites integrate SKAdNetwork-ready SDKs for iOS, Android, Unity, React Native, and Unreal Engine, predictive analytics via PredictSK (built on Amazon SageMaker), fraud-prevention via Protect360, and acquired AI decisioning capabilities from oolo. AppsFlyer sells this combined offering through three pricing plans (Zero free plan, Growth pay-as-you-go, and Enterprise) and powers over 15,000 brands and 100,000+ apps worldwide.
Differentiator
Problem solved
Functional benefit
Brands
- Protect360: AppsFlyer's fraud protection product, part of the Measurement Suite.
- OneLink
- Modern Marketing Cloud
Products and services
- Modern Marketing Cloud (AppsFlyer Platform) Flagship unified platform that integrates measurement, deep linking, data collaboration, and agentic AI capabilities across app, web, CTV, PC, and console environments; positions itself as the AI-ready data infrastructure for over 15,000 brands and 100,000+ apps.
- Measurement Suite Core measurement and attribution module providing mobile, web, CTV, PC/console, and cross-platform attribution along with ROI measurement, marketing analytics, incrementality testing, creative optimization, audience segmentation, fraud protection via Protect360, and product analytics. Sold to enterprise brands and gaming publishers for user acquisition and ROAS optimization.
- Deep Linking Suite (OneLink) Unified deep linking engine routing users from web, email, QR, text, social, and referral channels to personalized in-app experiences; includes OneLink, Smart Banners, AI Link Generator, branded links, QR codes, and deferred deep linking for driving ROAS and LTV.
- Data Collaboration Suite Privacy-preserving first-party data activation platform supporting retail media monetization, audience activation, signal-loss resolution via Signal Hub, Data Clean Room, and partnerships across thousands of brands and retail media networks (including Walmart Connect Mexico).
- Agentic AI Suite Agentic AI module of the Modern Marketing Cloud that deploys AI agents eliminating manual tasks and surfacing trustworthy insights based on AI-ready data; includes Agent Hub for multi-step workflows, MCP server for tool calling by external AI assistants, and an embedded AI Assistant for natural-language queries.
- PredictSK Predictive LTV solution built on Amazon SageMaker for iOS 14+ SKAdNetwork campaigns, delivering machine-learning-based lifetime-value predictions on anonymous data in hours instead of the traditional 30-day cycle.
- oolo (AI-powered UA and Monetization Decisioning) AI-powered platform for user acquisition and monetization decision-making, retained as an acquired brand within the AppsFlyer portfolio to address signal loss and enhance real-time decisioning.
- Enterprise-Grade Security Standalone enterprise security and compliance package combining SOC 2 Type II, ISO 27001/27017/27018/27035, TRUSTe, COPPA/PRIVO, GDPR/CCPA/LGPD compliance, 2FA, SSO, user management, and audit logs for enterprise customers.
Quantifiable outcome
- 207% ROI with payback period under six months for AppsFlyer customers (Forrester Total Economic Impact research)
- +8 more outcomes
Companies that use AppsFlyer
Customer profileNamed customers27 records
Segments9 records
Ideal customer profiles5 records
AppsFlyer technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration13 records
AI capability15 records
Feature10 records
AppsFlyer partnerships and signals
Strategic signalScale indicators16 records
Recent moves7 records
Expansion highlights6 records
AppsFlyer competitors and assessment
Company assessmentDirect peers
- Adjust: Direct mobile measurement partner (MMP) competitor offering attribution, fraud prevention, and marketing analytics. Acquired by AppLovin in 2024, making it the ad-network-owned foil to AppsFlyer's independent positioning — and a key benchmark for AppsFlyer's strategic-investor conflict narrative.
- Singular: Direct MMP and marketing analytics competitor with unified attribution, ROI, and creative analytics. Closely comparable product surface (mobile attribution, fraud, ROI, ETL) and overlapping enterprise customer base, particularly in gaming and eCommerce.
- Kochava: Direct MMP competitor providing cross-platform attribution, fraud prevention, and analytics for mobile and CTV. Comparable in offering independent measurement and increasingly overlapping with AppsFlyer in CTV attribution.
- Branch: Direct competitor in deep linking and attribution, with strong mobile measurement, linking, and cross-platform identity. Particularly overlapping in OneLink-style unified deep linking and mobile attribution for app-first brands.
Broad incumbents
- Sensor Tower: Adjacent market-intelligence and app analytics platform. AppsFlyer and Sensor Tower co-publish joint market intelligence (e.g., NFL Midseason Report, FIFA World Cup 2026 guide), making them collaborating competitors with overlapping data assets in mobile ad measurement.
- data.ai (formerly App Annie): Mobile market intelligence and analytics platform. Comparable in mobile-app data analytics and adjacent in competitive measurement, though less directly competing in real-time attribution and fraud protection where AppsFlyer specializes.
- LiveRamp: Data collaboration and clean-room platform. Closely comparable to AppsFlyer's Data Collaboration Suite / Data Clean Room module — Alexia Nakad joined AppsFlyer from LiveRamp, indicating clear cross-pollination between the two ecosystems.
Emerging players
- Mixpanel: Product analytics platform. Overlaps with AppsFlyer's Product Analytics module and increasingly with behavioral analytics; both compete for analytics budget from app-first companies, though AppsFlyer is attribution-first while Mixpanel is engagement-first.
- Amplitude: Product and behavioral analytics platform with growing AI/marketing-analytics capabilities. Comparable in product-analytics surface and increasingly adjacent as both platforms push into AI-driven insight generation.
- mParticle: Customer data platform with mobile SDKs and audience activation. Adjacent in mobile data infrastructure, identity resolution, and audience segmentation — overlapping with AppsFlyer's Audience Activation and Data Management modules.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat7 records
Key risks6 records
Key highlights6 records
Customer concentration
AppsFlyer social profiles
Digital presenceAppsFlyer compliance and trust
Trust signalCompliance15 records
AppsFlyer financial estimates
Financial estimateRevenue estimate
Valuation estimate
AppsFlyer leadership team
Management profileNumber of profiles
Profiles13 records
AppsFlyer subsidiaries and ownership
Company hierarchySubsidiaries8 records
AppsFlyer funding detail
Funding detailFunding overview
Funding rounds8 records
Investors16 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AppsFlyer M&A and investment
M&A and investmentM&A3 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AppsFlyer
What does AppsFlyer do?
AppsFlyer provides a cloud-based mobile measurement and marketing analytics platform (Modern Marketing Cloud) that delivers cross-platform attribution, deep linking, AI-driven fraud protection, data collaboration, and agentic AI capabilities across app, web, CTV, PC, and console environments. The platform is sold via three pricing tiers (Zero free, Growth pay-as-you-go at $0.07/conversion, and custom Enterprise contracts) and powers mobile marketing measurement for over 15,000 brands and 100,000+ apps worldwide.
Is AppsFlyer a public or private company?
AppsFlyer is a private company. It is classified as venture growth investor backed and is currently operating.
When was AppsFlyer founded?
AppsFlyer was founded in 2011. It employs 1,001 to 5,000 people.
Where is AppsFlyer based?
AppsFlyer is headquartered in San Francisco, United States, in the North America region.
How does AppsFlyer make money?
Three revenue lines are on record. Enterprise Subscription is the primary driver. The others are usage-Based Conversion Pricing (Growth Plan) and freemium (Zero Plan).
Who are AppsFlyer's main competitors?
Direct peers on record are Adjust, Singular, Kochava and Branch. Broad incumbents are Sensor Tower, data.ai (formerly App Annie) and LiveRamp. Emerging players are Mixpanel, Amplitude and mParticle.
Does AppsFlyer have an API?
Yes. AppsFlyer offers a comprehensive suite of public/partner-facing REST APIs for server-side integrations. APIs include: Server-to-Server (S2S) Events API for logging mobile events, App List API for ad networks, App Management API V2.0 (programmatic app configuration), User Management API, Click Signing API, OneLink API, Push API and Pull API for raw data export, Data Locker, Aggregated Data API, Programmatic Cohort Analytics API, and Partner API. Endpoints are documented in the developer hub (dev.appsflyer.com). SDKs are provided in Java, Kotlin, Objective-C, Swift, C#, JavaScript, TypeScript, C++, and Lua; cross-platform plugins available for Unity, React Native, and Unreal Engine. AppsFlyer also offers an MCP (Model Context Protocol) server as part of its Agentic AI Suite, enabling AI chat assistants to invoke deep-link and journey-building actions. Developer documentation is at dev.appsflyer.com/hc/reference.
What industry is AppsFlyer in?
AppsFlyer's product category is Mobile Attribution and Marketing Analytics. Its primary akta.pro industry code is BPAMADAH, App Analytics, Attribution & Deep Linking Platforms, with a secondary code of MPAFACAC, Mobile App Stores (General). Its NAICS code is 54181 and its SIC code is 7311.