AppsFlyer

What Stevin gets out of AppsFlyer

AppsFlyer is the standard in mobile measurement, and for good reason: it measures installs, in-app events, and multi-touch attribution in a way web tools simply cannot reach. For app-driven clients we recommend it over generic tracking that treats mobile as an afterthought. Honest about the pain: since iOS closed off the cookie, a lot of attribution leans on SKAdNetwork, and that is fundamentally coarser and slower than what marketers are used to. AppsFlyer makes the best of it, but it does not conjure certainty where Apple took it away. Where teams get stuck is that app data and web data stay two separate worlds, with double counts and gaps at the crossover. Stevin pulls the AppsFlyer data through the API into your broader media picture, puts web and app into one story, and flags when a campaign underperforms before it shows up in the monthly report. The person sees every adjustment first.

What you pair it with

Choosing AppsFlyer means you take mobile measurement seriously, but also that you buy the limits of SKAdNetwork along with it: incomplete iOS data is not a setup error, it is built in. You need something that views app and web measurement in one model, otherwise you judge two silos apart from each other and count conversions twice or miss them. In practice: let AppsFlyer do the mobile measurement and put a layer on top that ties it to the rest of your media, so you steer across the whole journey rather than per channel.

Common mistakes

• →Keeping app installs and web conversions measured apart: you double count or miss the crossover.
• →Treating SKAdNetwork data as complete while iOS has deliberately made the measurement coarser.
• →Setting up deep linking without tying it to the campaigns that drive the traffic.
• →Thinking a mobile measurement partner also makes your cross-channel decisions.