AppsFlyer Integrates Attribution for Mobile and Web

US company AppsFlyer has launched a web version of its long-established mobile attribution service. The release of Web Performance Measurement promises marketers 'one independent source of truth across web and mobile.'

AppsFlyer's suite of tools measure the performance of marketing campaigns across thousands of media partners, tracking hundreds of millions of app installs and more than one trillion user actions every month, including purchase and subscription data. Last November it launched eight new products for the analysis of business data and the provision of actionable intelligence, and said it was evolving from 'mobile attribution pioneer to Modern Marketing Cloud.'

The new solution features real-time measurement signals for web campaigns, providing 'a single, unbiased attribution framework', and automatically routing real-time conversion signals back to every major ad network; extended attribution coverage for walled gardens; cross-platform creative intelligence across web and mobile, to help optimize design; and cross-platform attribution linking mobile acquisition to web conversion and web acquisition to mobile conversions in a single unbroken path, to provide a 'complete, unified ROAS picture.'

'Marketers have been running mobile-grade measurement for a decade,' says CPO Barak Witkowski (pictured), 'but web has never caught up. That gap has cost brands both budget and performance. When web and mobile operate on separate measurement systems, you end up optimizing each channel in isolation. Web Performance Measurement closes that gap, giving marketers one complete view of performance across every channel so they can stop maximizing individual channels and start maximizing their business.'

Web site: www.appsflyer.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.