AppsFlyer

AppsFlyer is a Israeli software company headquartered in San Francisco that provides mobile marketing measurement and attribution. Founded in Israel in 2011 by Oren Kaniel and Reshef Mann, it operates a SaaS platform that tracks advertising-driven installs and user activity across apps, web, connected TV, and PC/console games.^[1][2]

The company positions itself as a "Modern Marketing Cloud" serving roughly 15,000 brands, and has grown through acquisitions including analytics firm Devtodev and AI platform oolo in 2023. It employs approximately 1,500 people across more than 20 locations worldwide.^[1][2]

What It Does

AppsFlyer's core product is attribution: determining which ad clicks and impressions lead to app installs, sign-ups, purchases, and other events. The platform aggregates these signals to compute return on ad spend, retention, and lifetime value, and applies real-time fraud filtering to exclude fake installs and bots.^[1]

The company also operates a data collaboration business, including a data clean room where brands and partners match first-party audience data under privacy controls, and retail media measurement tools.^[1]

Products

The portfolio is organized into four suites: Measurement (mobile, web, CTV, PC and console attribution, ROI measurement, incrementality, creative optimization, fraud protection), Deep Linking (web-to-app, QR-to-app, email and referral routing), Data Collaboration (data management, audience activation, data clean room, signal hub), and an Agentic AI Suite offering AI agents, an AI assistant, and MCP connectivity.^[1]

Buyers and Use Cases

Customers span gaming, finance, e-commerce, entertainment, travel, and subscription apps; brands featured by the company include King, Ubisoft, Netflix, TikTok, Gap, Lululemon, Burger King, Pepsi, Carrefour, Albertsons, Sweetgreen, and Wolt.^[1]

Typical use cases include user acquisition optimization, fraud prevention, cross-platform measurement after signal loss on iOS, and monetization of first-party data through retail media partnerships.^[1]

History

AppsFlyer was founded in Israel in 2011 by Oren Kaniel and Reshef Mann. It opened its U.S. headquarters in San Francisco in February 2018 and acquired the development team of Yodas the same year.^[2]

The company raised a $210 million Series D round that made it a unicorn.^[2] In November 2023 it acquired gaming and app analytics firm Devtodev, followed in December 2023 by the acquisition of oolo, an AI-based user acquisition and monetization platform.^[2][4]

By 2026, AppsFlyer reported approximately 1,500 employees across more than 20 offices, including San Francisco, New York, London, Berlin, Kyiv, Bengaluru, and Tokyo.^[2]

Compliance

The company holds certifications including ISO 27001, AICPA SOC, TrustArc, and COPPA-related certification through Privo, according to its website.^[1] In December 2025, privacy group NOYB filed complaints alleging that TikTok unlawfully tracked users' off-app shopping activity via third-party trackers including AppsFlyer; the matter is described as an allegation, with Reuters among the outlets covering it.^[3]

Landscape

AppsFlyer competes with other mobile measurement partners such as Adjust (owned by AppLovin), Branch, and Singular, differentiating through scale, its data clean room, and newer agentic AI tooling. Recognition includes the Pocket Gamer Mobile Games Awards' Best Analytics and Data Tool (2019), a MarTech Breakthrough Award (2022), and inclusion in the Forbes Cloud 100 (2025).^[1][2]

More datasets from AppsFlyer

AppsFlyer lists 1 datasets on this encyclopedia. The most representative listings:

More about App Usage & Downloads

App Usage & Downloads is one of the signal families covered by The Alternative Data Encyclopedia, with 14 providers and 51 datasets listed in the register. For how the signal is generated, its caveats and the compliance considerations, and the full provider list, see the category article.