The industry standard Mobile Measurement Partner (MMP) for attribution
AppsFlyer is the undisputed king of Mobile Measurement Partners (MMP) in the Indian app ecosystem. If you are spending serious venture capital on Facebook Ads, Google UAC, or affiliate networks to drive app installs, AppsFlyer is absolutely mandatory. It acts as the impartial referee, proving exactly which ads are driving high-value users and blocking fraudulent bot installs before you pay for them.
Quick facts: Founded in 2011 by Oren Kaniel & Reshef Mann · Crossed $500M in ARR in 2026 · Valued between $2B – $3B · Features advanced "Protect360" fraud prevention logic · Deep links powered by the proprietary "OneLink" system.
When you run an ad on Facebook for a mobile app, the user clicks the ad, is routed to the Google Play Store, downloads the app, opens it, and makes a purchase. Facebook loses visibility the moment the user enters the Play Store. How does your marketing team know that that specific user came from that specific Facebook Ad? Furthermore, if both Facebook and Google claim credit for the exact same install, who do you pay?
AppsFlyer solves this. It is a Mobile Measurement Partner (MMP) founded by Oren Kaniel and Reshef Mann in 2011. You embed their SDK into your iOS and Android apps. When the app is opened for the first time, AppsFlyer matches the device data with the pre-install ad click data. It attributes the install to the correct source with absolute certainty, giving your marketing team a "Single Source of Truth" to calculate their true Customer Acquisition Cost (CAC) and Return on Ad Spend (ROAS).
By 2026, AppsFlyer has grown to over $500 million in Annual Recurring Revenue (ARR) with valuations pushing $3 billion, securing its place as the definitive analytics layer between ad networks and mobile applications.
Granular dashboards showing exactly which networks, campaigns, and individual creatives are driving the lowest-cost app installs and highest downstream revenue.
Ad fraud is rampant in India. AppsFlyer's AI detects and blocks "click spamming" and "device farms" in real-time, saving companies lakhs of rupees in wasted ad spend.
Generate a single URL. If the user doesn't have the app, it routes to the App Store. If they do, it opens the app directly to a specific product page, improving conversion rates.
AppsFlyer is the industry leader in navigating Apple's complex privacy frameworks (SKAN) to model probabilistic attribution for iOS users who opt out of tracking.
Build a cohort (e.g., "Users who added to cart but didn't buy") and push it directly via API back to Meta or Google Ads for highly targeted remarketing campaigns.
Crucial for the Indian market where phone storage is at a premium. Correlate uninstalls with specific app updates or overly aggressive push notification blasts.
AppsFlyer's pricing scales directly with your marketing success (the volume of installs). The company does not publish public pricing tiers beyond the free plan, relying on custom negotiation.
Any Indian consumer app—specifically in Fintech, E-commerce, Real Money Gaming (RMG), and EdTech—that is spending more than ₹500,000 per month on performance marketing across multiple ad networks.
If you rely heavily on WhatsApp marketing or Influencer campaigns (YouTube/Instagram), AppsFlyer's OneLink deep linking is an absolute necessity to prevent a broken user journey.
Who should NOT use it: Pure B2B SaaS companies that only have a web application. If you do not have an iOS or Android app, an MMP is entirely useless. Stick to web-based attribution like Google Analytics 4 or HubSpot.
The closest competitor. Branch originally started as a pure deep-linking company before moving into attribution. It excels at complex viral sharing loops and deferred deep linking.
Choose when: Your product relies heavily on user-to-user referral virality.A massive German MMP very popular among global gaming companies. It offers extremely competitive pricing and highly customizable fraud rule sets.
Choose when: You are building a mobile game with massive install volume.Gaining traction as a highly analytical, privacy-first MMP. It excels at pulling in cost data via APIs and matching it with attribution data perfectly.
Choose when: Cost aggregation is your primary pain point.Without an MMP, your marketing team is flying blind. Let our growth engineers integrate AppsFlyer, map your deep links, and establish a single source of truth for your CAC.
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