AppsFlyer — Competitor Profile
Category: Mobile Measurement Partner (MMP)
Website: appsflyer.com
Founded: 2011 | HQ: Tel Aviv, Israel / San Francisco, CA
Funding: $300M+ raised
Status: Active, market leader in mobile attribution
Positioning
AppsFlyer is the dominant Mobile Measurement Partner, focused primarily on paid user acquisition (UA) attribution, fraud detection, and marketing analytics. Deep linking is included via the OneLink product but is secondary to their core attribution business. They target enterprises running significant paid ad spend across multiple networks (Meta, Google, TikTok, etc.).
Features
Deep Linking & Link Management (OneLink)
| Feature | Details |
|---|
| Standard Deep Links | ✅ Universal Links (iOS) + App Links (Android) |
| Deferred Deep Links | ✅ Full support — preserves context across install |
| Custom Branded Domains | ✅ Enterprise plan only |
| Link Analytics | ✅ Click reporting on all plans |
| QR Code Generation | ✅ All plans |
| Social Preview (OG Tags) | ✅ Social-to-app landing pages |
| Smart Banners / Scripts | ✅ All plans |
| AI Link Generator | ✅ All plans |
| Bulk Link Creation | ✅ Enterprise only (Bulk Links + OneLink API) |
| Email Service Provider Integration | ✅ Enterprise only |
Attribution (Core Product)
| Feature | Details |
|---|
| Mobile Attribution | ✅ Real-time measurement (all plans) |
| Multi-Touch Attribution | ✅ All plans |
| Rich In-App Events | ✅ All plans |
| Lookback Windows | ✅ Configurable (all plans) |
| Targeting Validation Rules | ✅ All plans |
| Cross-Platform Attribution | ✅ Enterprise only (iOS + Android + web) |
| CTV/OTT Attribution | ✅ Enterprise only |
| SKAN Attribution & Modeling | ✅ Enterprise only |
| SDK-less Integration | ✅ Enterprise only |
| Domestic China Support | ✅ Enterprise only |
Fraud Prevention
| Feature | Details |
|---|
| Basic Fraud Protection | ✅ Growth plan and above |
| Advanced Fraud (Protect360) | ✅ Enterprise only |
| Behavioral Biometrics | ✅ Enterprise only |
| Post-Attribution Protection | ✅ Enterprise only |
| Anomaly Detection | ✅ Enterprise only |
| Professional Fraud Analysis | ✅ Enterprise only |
Analytics & APIs
| Feature | Details |
|---|
| Advanced Analytics & APIs | Growth plan and above |
| Programmatic Cohort Analytics API | Growth plan and above |
| Aggregated Data API | Growth plan and above |
| Real-Time Ad Spend Aggregation | Growth plan and above |
| CSV Uploads / Cost Corrections | Growth plan and above |
| Agency Fee Calculation | Growth plan and above |
| Cost ETL | Enterprise only |
| Revenue Network Integrations | Enterprise only |
| Impression-Level Ad Revenue | Enterprise only |
Audience & Integrations
| Feature | Details |
|---|
| Custom Audiences / Exclusion Lists | Growth plan and above |
| A/B Testing | Growth plan and above |
| Dynamic Sync with Partners | Growth plan and above (90+ API partners) |
| Audience Size Visualization | Enterprise only |
| First-Party Data Enrichment | Enterprise only |
| Consent Management | Enterprise only |
| Media Partner Integrations | All plans |
| DSP / CDP Integrations | Enterprise only |
| Feature | Details |
|---|
| SDK Platforms | iOS, Android, Unity, Adobe AIR, Cordova, Flutter, React Native, SmartTV, Roku, FireTV |
| REST API | ✅ Full API |
| Webhooks | ✅ |
| Help Center | ✅ All plans (self-service) |
| Email Support | Enterprise only |
| Customer Success Manager | Enterprise only |
Pricing & Plans
Sources: appsflyer.com/pricing + third-party data. Growth plan pricing confirmed; Enterprise is custom-negotiated.
Zero Plan (Free)
| Quota / Feature | Limit |
|---|
| Price | $0 — free for life |
| Conversions | 12,000 free conversions (Welcome Package, first 12 months) |
| Deep Linking (OneLink) | ✅ Short links, deep links, QR codes, AI Link Generator |
| Deferred Deep Linking | ✅ |
| Smart Banners / Scripts | ✅ |
| Click Reporting | ✅ |
| Mobile Attribution | ✅ Real-time |
| Multi-Touch Attribution | ✅ |
| Rich In-App Events | ✅ |
| Premium Add-Ons Trial | 30-day access |
| Fraud Protection | ❌ |
| Advanced Analytics API | ❌ |
| ROI Reporting | ❌ |
| Audience Segmentation | ❌ |
| Support | Self-service help center only |
Key detail: Designed for brands with owned media (not paid campaigns). After 12K conversions are used, no more attribution is tracked without upgrading.
Growth Plan
| Quota / Feature | Limit |
|---|
| Price | $0.07 per conversion above the 12K free |
| Welcome Package | 12K free conversions (first 12 months) |
| Deep Linking | All Zero plan features ✅ |
| Basic Fraud Protection | ✅ |
| Advanced Analytics & APIs | ✅ |
| Real-Time Ad Spend Aggregation | ✅ |
| Custom Audiences / A/B Testing | ✅ |
| Dynamic Partner Sync (90+) | ✅ |
| Branded Links | ❌ Enterprise only |
| Bulk Links / OneLink API | ❌ Enterprise only |
| CTV/OTT Attribution | ❌ Enterprise only |
| Support | Self-service help center only |
Enterprise Plan
| Quota / Feature | Limit |
|---|
| Price | Custom — estimated $48,000–$60,000/year (~$4,000–$5,000/month) |
| All Growth features | ✅ |
| Cross-Platform Attribution | ✅ |
| CTV/OTT Attribution | ✅ |
| SKAN Attribution & Modeling | ✅ |
| Protect360 Advanced Fraud | ✅ |
| Behavioral Biometrics | ✅ |
| SDK-less Integration | ✅ |
| Branded Links + Bulk Links | ✅ |
| OneLink API | ✅ |
| Email Support | ✅ |
| Customer Success Manager | ✅ |
| Migration & Onboarding Support | ✅ |
Pricing at Specific Volumes
Based on per-conversion pricing and third-party estimates:
| Conversions/Month | Plan | Estimated Monthly Cost |
|---|
| ≤12K | Zero (first 12 months) | $0 |
| 12K | Zero (after Welcome Package) | $0 (no more tracking) |
| 50K | Growth | ~$2,660 (50K - 12K × $0.07) |
| 100K | Growth | ~$6,160 |
| 150K | Growth | ~$9,660 |
Strengths
- #1 in paid UA attribution — the industry standard for measuring ad campaigns
- Massive partner ecosystem — integrates with every major ad network, DSP, and CDP
- Fraud detection (Protect360) — best-in-class mobile fraud prevention
- OneLink is feature-rich — smart banners, AI link generation, social landing pages
- Rich free tier for testing — 12K free conversions in first year gives teams runway to evaluate
Weaknesses
- Expensive for deep-linking-only use — at $0.07/conversion, it's an MMP priced as an MMP; if you just need deep linking, you're massively overpaying
- Opaque enterprise pricing — custom-negotiated; typical $48K–$60K/year
- OneLink features gated by plan — branded links, bulk creation, and OneLink API are Enterprise only
- Heavy platform — complex SDK integration; significant setup overhead for non-UA teams
- No transparent self-serve scaling — must contact sales for enterprise features
How It Compares to OptoLink
| Dimension | AppsFlyer | OptoLink |
|---|
| Core Focus | Paid UA attribution (MMP) | Deep linking + click tracking + billing |
| Deep Linking Quality | Solid (OneLink) | Targeting best-in-class |
| Attribution | Full MMP — cross-channel paid UA | Link-level only |
| Pricing Model | Per-conversion ($0.07) + enterprise contracts | TBD |
| Target Market | Enterprises with $10K+/mo ad spend | SaaS businesses; mid-market |
| Complexity | High — full MMP suite | Low — focused on linking + billing |
| Free Tier | 12K conversions / 12 months | TBD |
| REST API | ✅ | ✅ |
Sources
Profile created: 2026-07-30 | See glossary.md for term definitions