Measurement data, marketing analytics and engagement tools

I typically use Appsflyer  for deep linking, attributions, and tracking all the URLs that we share, such as all the campaigns that we do via QR code. When we first launched Clydo.in, which is a shopping quick commerce fashion app, we had posters and banners all over the places which have a QR code generated with Appsflyer 's deep link via OneLink, and we were able to measure how much traffic was coming from scanning that particular QR code. That is one marketing campaign we did with posters and QR codes across all of Bangalore.

There is a very big positive impact from using Appsflyer. Instead of optimizing purely for installs or traffic volume, we start optimizing for retained users and repeat purchases, even for LTV. Overall conversion quality also increases, and one major improvement is budget allocation. Teams are able to identify which campaigns, channels, or creatives are valuable users versus low intent traffic, helping us reduce wasted spend on scale channels that actually drive revenue. Another strong impact is visibility across funnels; Appsflyer helps connect acquisition data with downstream actions such as sign up, checkout, and subscriptions. Deep linking significantly improves user experience; users can move directly into relevant product and offer pages after clicking an ad or referral link, which improves activation and our conversion rates. Fraud prevention is also an area where we have seen measurable gains by detecting fake installs, click spams, and low-quality traffic, preventing a significant amount of wasted acquisition spend.

Implementing Appsflyer gives us much clearer visibility into campaign quality and user behaviors, with a significant improvement in ROAS optimization. Earlier, we scaled campaigns mostly based on install volume and CPA, but after attribution and cohort analysis, we identified channels that brought low retention users. Reallocating budget helped improve overall ROAS by around twenty to twenty-five percent over the past two quarters, and we also saw retention improvements. For example, D30 retention for users acquired through our best-performing campaigns improves from roughly fourteen percent to around twenty-one percent. After optimizing targeting and creatives based on Appsflyer data, deep linking helps improve onboarding and conversion flow; install to purchase conversions in some campaigns improve by nearly twelve to fifteen percent because users land directly on a relevant product page instead of the generic home screen. On the fraud side, Protect360 helps identify suspicious traffic patterns from a couple of acquisition sources, allowing us to reduce wasted acquisition spend by close to eighteen percent in a few months. Another significant impact is decision-making spend; earlier campaign analysis involved pulling data from multiple dashboards and internal systems, but with Appsflyer acting as a centralized attribution layer, the growth and product teams can react much faster to campaign performance and user quality signals.

The best feature of Appsflyer is the attribution engine itself, where we can do ROAS per campaign, and we can calculate the retention sources. It works across Meta ads, Google ads, and OEM trafficking, and OneLink deep linking is also the second most useful feature we found. Irrespective of which platform it is, whether Android or iOS, with just one link we can redirect them to the Play Store or App Store, which is very helpful. These two are the best features that we use from Appsflyer.

The biggest shift is that before attribution, the teams optimized for installs, while after attribution, teams optimize for profitable users. For example, if we run Meta ads, which are expensive installs, we can easily attribute whether Meta installs are expensive or Google installs are expensive. We also see CAC, which is very meaningful. Another example is calculating retention-based optimizations; we run campaign A with one hundred thousand installs and campaign B that gives us forty thousand installs. Without attribution, campaign A looks really good because it pulled one hundred thousand installs, but retention is very important for us. Campaign A had an eight percent D30 retention, while campaign B had a thirty-one percent D30 retention. This is how important it is to check retention-based optimization, where we can connect ad creatives, installs, and all downstream events. We can discover trends such as women's fashions and their average order value, or even discount-led creatives which attract low retention users, including influencer traffic which converts better for prepaid orders.

There is even geographic decision-making that we can do, and with geographic decisions, we can see whether Bangalore users have high retention or whether any tier three cities have high acquisition and low activations. We can also analyze platform basis, whether iOS has two times the ROAS versus Android. Geo-segmenting allows us to spend, create region-specific onboarding, and optimize all logistics costs and change inventory availability. The fraud detection feature, Protect360, helps us discover install form, click spam, bot traffic, and suspicious CTIT patterns, saving us a significant budget, as it can literally save lakhs of rupees per month for a scaled app. We see a meaningful ROI after implementing Appsflyer properly, with the biggest impact on marketing efficiency and decision-making spending. By identifying low-quality acquisition channels, reallocating spend improves overall campaign efficiency by roughly twenty-two to twenty-five percent.

Overall, the platform is really strong, especially for attribution and deep linking, but there are definitely a few areas where it could improve. One challenge is attribution discrepancies; sometimes the numbers among Appsflyer, Meta, and Google internal backend events do not match, especially after iOS ATT changes. I understand the technical reasons, but it creates confusion during reporting and decision-making. Another pain point is the learning curve; while the platform is feature-rich, onboarding new growth or product team members can take time. Some dashboards and configurations could feel more intuitive, and SDK integration and debugging can also be slightly painful, especially in a hybrid stack like Flutter. Event validation and deep linking debugging sometimes require a lot of manual testing. Reporting  flexibility is another area that could improve. Although the dashboards are powerful, many teams still end up exporting raw data into internal Power BI tools for more customized analysis and visualization. Pricing is discussed quite a bit; for smaller startups or early-stage products, Appsflyer can feel a bit expensive compared to the scale they operate at. Lastly, I think predictive insight could become stronger, such as more AI-driven recommendations around campaign optimization, fraud anomalies, or retention forecasting directly inside the platform, which would make it even more operationally valuable.

I have been using Appsflyer from past six months.

Appsflyer is very stable and its performance has always been reliable.

Appsflyer handles growth and data needs very well.

Overall, customer support has been amazing. We receive support quickly, and there is a very good experience in terms of support; they respond to emails very quickly, and premium support is very helpful for us.

We see a meaningful ROI after implementing Appsflyer properly, with the biggest impact on marketing efficiency and decision-making spending. By identifying low-quality acquisition channels, reallocating spend improves overall campaign efficiency by roughly twenty-two to twenty-five percent.

My overall experience with pricing, setup cost, and licensing is good; however, the initial pricing is slightly high. Eventually, we manage because visibility into ROAS, retention, and fraud prevention directly impacts marketing efficiency and budget optimization. That said, for smaller teams or early-stage startups, the licensing cost feels quite high initially, especially when adding advanced modules such as Protect360, raw data export, and premium support. One thing we appreciate is scalability; as campaign volume and analytic maturity grows, the platform integrates well with broader growth and BI workflows.

For others considering Appsflyer, I mainly suggest not to scale rapidly; instead, scale slowly and only as needed. It should be on-demand, starting small and then moving to higher and better. This interview was awesome and amazing; it was very realistic. There is nothing that I have to add to this. Overall, I would say my experience with Appsflyer has been very good. It did not reduce headcount, but it definitely improved team efficiency. A smaller growth and analytics team can manage campaigns more effectively due to clear attribution and automated reporting pipelines. Overall, ROA becomes visible through reduced wasted spend, improved ROAS, better conversion quality, faster decision-making, improved retention insight, and less manual reporting overhead. My review rating for this product is eight point six out of ten.

My use cases for Appsflyer  include notification and deep linking handling and campaign running. We have a mobile application from the food and beverage domain that is a very big brand in the US. We are generating QR codes and deep links to track people who are not installing my app and to determine where they are installing from. For tracking purposes, we are also using Appsflyer . The major use cases are deep linking, QR code, installation tracking, and uninstallation.

Regarding marketing analytics, my product team is using it, but I am not using it. As I am a technical person, I am not involved in any marketing activities. We have a product team that takes care of running campaigns and all the related steps.

The feature I like the most about Appsflyer is the tracking feature, specifically the tracking of installation and uninstallation. If there is a campaign running on Facebook and I clicked on that and installed my application from Facebook, I can track it. If I am uninstalling my application, I have visibility from this. I did a few steps and after that I installed the application, so I have a clear picture of whether my app is doing something wrong or if something else caused my user to go away from my application.

From the Appsflyer dashboard, I would say the most valuable feature I use while developing is the real-time tracking feature, which is pretty good.

For these kinds of reviews, I suggest that a new feature could be creating push notification types from Appsflyer. If possible, as other platforms do, such as CleverTap  and others, we could send and create push notifications from the CRM  portal as well. If this capability is possible from Appsflyer, then that would be easier. We would not need to implement push notifications on our end; we would use the Appsflyer code. That would be easier if they are giving the deep linking and all this functionality.

I have been working with Appsflyer for the last eight months and am using it in our project.

From the last eight months, I have not seen any lagging, crashing, or downtime.

Regarding the scalability of Appsflyer, I would say the overall product is totally scalable. The feature I am using is so smooth that I am able to use it easily. From what I read in the release history of Appsflyer, they are enhancing the features. For example, when Android launched Android 16, they added support for the latest Android in their new SDKs. They are scalable and stable.

I have not had to contact the technical support team, as Appsflyer is doing great with the use cases I am utilizing.

I have not used any alternatives to Appsflyer. Some features are similar to Appsflyer features, as in my other projects in the Middle East I worked with the CleverTap  app, which is a very big user engagement platform where I can track everything, user events, installation, uninstallation, and run campaigns. However, in my current project, the client wants to use Appsflyer, so we are using Appsflyer.

If I were to choose between Appsflyer and CleverTap, both are good. In my previous project, the use case was different, so I was using CleverTap. But in my current application, we have a different use case, so it is totally fine. Both are doing good in their respective places. It depends on what use cases we need and which type of application we have.

The initial implementation for Appsflyer is easy. By doing a few lines of code, we can easily implement it into the mobile application.

One person will be enough to cater to the Appsflyer features.

For cohort analysis, you are referring to the app behavior and what events I did in the app. I have used that. I am tracking my complete application, what step I am on, what screen I am on, and how much time I stay. I have all the data, and that is very helpful.

I have not used the fraud protection feature of Appsflyer. I saw it in the document when I was implementing it, but I have not used it.

For real-time data processing, I am not involved directly. We have a dedicated team processing the data. But on the development part, I am tracking real-time installation and uninstallation, and that was quite smoother and quicker than other products.

Appsflyer requires maintenance. As day by day Appsflyer is working on their SDK part, we need to update that SDK ourselves as well. We definitely have to monitor the updates from Appsflyer.

I would rate this product an 8 out of 10.

My main use case for Appsflyer  at the bank involves data engineering, API, and data integration.

For data integration at the bank, there are tables about installs and in-app events, along with a main table. There are also specific tables for Apple devices, so I need to integrate a specific table with the main tables.

Appsflyer  has changed my organization positively as it marks the beginning of client engagement and the client engaging funnel. It is the first step to track installs and first events, such as registration and applying for credit limits.

It has helped me track conversion from install to registration. It helps me divide streams between channels such as Google, Facebook, and Telegram. It is useful to divide between channel, sub-channel, and banner.

The tables for anti-fraud detections stand out to me.

The anti-fraud detection tables help me in my work by filtering in-app events and installs to correctly calculate the cost of marketing.

There are useful tables and in-app events that allow me to describe specific events that are not pre-calculated but designed by the user.

Appsflyer can be improved with event de-duplication.

I have been using Appsflyer for half a year.

Appsflyer is stable in my experience.

I have needed to reach out to customer support. I would rate the customer support an eight on a scale of one to ten.

I have seen a return on investment with Appsflyer.

I have used Appsflyer  for almost two to three years.

My main use case for Appsflyer  is data analytics testing, where there are multiple events for user actions and particular properties for those events. I have been using Appsflyer to validate whether those events are triggered properly once the user has performed the action and whether all the properties are displayed accurately for those events. This is the main purpose of Appsflyer that I have used.

I validate those events with Appsflyer by leading the iOS platform in the OTT domain. For the user who has signed in as an anonymous user, they launch the application, and once they sign in, there is a user action for signing in. The event will be a successful sign-in. As soon as I log in with any user on the iPhone, I check within a minute or within five minutes for this particular event of successful sign-in. The device name, for example, if I view that I am using an iPhone 14, it will be displayed as iPhone 14. If I am using it from Bangalore, Karnataka, the location will be displayed as Bangalore. To track that specific user journey, I click on that recent event action and validate whether all the properties are displayed or not. Another way to validate is for a specific user using an SSO  ID or user ID; based on that unique ID, I search in Appsflyer, download the data, and open it in Excel in CSV format to validate whether all events and properties are displayed accurately. This is how I test.

After performing all the user actions, I conduct sanity, smoke, and regression testing in data analytics testing. I perform all those scenarios end-to-end, and only after that do I go to Appsflyer, searching with a unique ID, maybe an SSO  ID for a signed-in user, or a device ID for an anonymous user. I obtain the specific data and download it after five minutes, giving some time for it to save all those user actions. I verify whether all the properties are displayed accurately for that user action that was performed. This is what I basically test.

The best feature Appsflyer offers, since I mainly work on the analytics part, is the different ways to track the user using SSO ID, username, email ID, phone number, and location. I can easily figure out and search for any particular user, which I feel is a very good feature.

Searching by location or user info makes my workflow easier because I was checking it from Bangalore without having the SSO ID or user ID. I wanted to check whether the issue was related to a specific property in that event not triggering for any users. I filtered the location to Bangalore and found that many user actions and events were triggered. I checked to see whether the issue was device-specific or affected all users in the location of Bangalore, which helped troubleshoot the root cause effectively.

Appsflyer has positively impacted our organization by improving the particular events' properties. We had logged multiple issues where some properties were not displayed in the events. The location was accurate, and with the implementation of a few properties, it will be easier to validate as it allows tracking every user individually. Based on Appsflyer testing itself, we found that if there is this property, it makes validation much easier.

I feel that a feature improvement would be beneficial. After performing all the user actions, we were supposed to wait a few minutes, maybe two or five, and then check Appsflyer to download it, as there is no UI or UX to display user journey actions and properties directly. We had to download it and then check it in Excel. This is one aspect that Appsflyer lacks.

Appsflyer is very stable, which is why we have been using it in our company for a long time. Other companies, including our rivals, also use Appsflyer, and technically, it performs very well.

There are no scalability issues.

I have not contacted customer support or had an issue at all from their end while testing for many years, so my experience has been that it is built reliably.

We had permission only for a pre-production environment and did not have access to the production environment. That is the URL, and we use specific user credentials to access it.

The efficiency has improved since I have been using Appsflyer for a long time, around three years. Initially, it felt slow, as we used to give at least five minutes after performing all user actions to download the file for validation. However, we have since improved, and we can download everything within a minute after performing the user actions.

I am not sure about the pricing, setup cost, or licensing; my overall experience was good. Pricing is something that needs to be asked with the finance team since I am focused on technical aspects.

I have evaluated other options, including Mixpanel , which had UI/UX features but was noted to have a very high cost, as I heard from colleagues in management roles. This is why we have continuously used Appsflyer instead. I have also used Google Analytics , which is also more expensive.

My advice to others looking into using Appsflyer is that some testers may perform every single scenario and validate it every time in the application data analytics tool. Instead, I suggest to companies using Appsflyer to perform all user flows just once and then download the history of that user journey to validate it, as this is quicker and easier.

There are no additional concerns about Appsflyer; it is doing very well. The only concern I mentioned is the UI and UX part. If the UI part is implemented, there will not be any greater competitor in this domain. I would rate this product an 8 out of 10.