How WEBTOON Scales Digital Storytelling with One Global Marketing View

Overview

WEBTOON Entertainment operates one of the world’s largest storytelling ecosystems, reaching over 155 million monthly active users across WEBTOON, NAVER WEBTOON, LINE Manga, eBOOK Japan, and Wattpad. Managing measurement across multiple countries with different Mobile Measurement Partners (MMPs) made cross-market performance comparison and strategy replication nearly impossible.

By integrating with AppsFlyer’s Modern Marketing Cloud, WEBTOON unified its data measurement framework, improved cross-market comparability, and enhanced campaign optimization. With AppsFlyer, the team now measures performance consistently and makes faster, data-driven decisions across all markets.

Challenge

WEBTOON used different measurement tools in each market. This fragmented setup made it difficult to compare performance objectively, share best practices between teams, or apply consistent evaluation standards.

“We had to deal with multiple attribution standards, which made it difficult to compare performance across countries or apply successful cases from one region to another,” Ms. Minsu Kim, Head of EN Growth Marketing at WEBTOON shared. “We realized that evaluating success and failure based on a consistent measurement framework was essential.”

It also meant that campaign results could not be viewed holistically. The lack of a unified dashboard forced teams to spend additional time reconciling data from different tools before making decisions.

Solution

WEBTOON consolidated all its services under AppsFlyer to solve its fragmentation challenge. With AppsFlyer’s Modern Marketing Cloud, the team gained a unified foundation that turns fragmented data across markets into one consistent source of truth. “AppsFlyer offers an environment well-suited for marketers who need to quickly adapt to diverse marketing ecosystems,” said Ms. Minsu Kim. “Its proactive integrations with emerging media platforms and ad networks were key factors in our decision.”

AppsFlyer gave WEBTOON access to clean, contextual data accessible to regional teams. Marketing teams could finally compare results across countries using consistent attribution standards, and connect AppsFlyer’s attribution data directly with their internal analytics through a unified dashboard.

The result? Every team could measure outcomes confidently and make faster, data-driven decisions without reconciling multiple data sources.

The migration from their previous solution provider was executed through a structured, collaborative approach between WEBTOON’s marketing and development teams and the AppsFlyer support team. Internal workshops were held to identify key functionalities and integrations for each service, followed by detailed event mapping to ensure data compatibility.

“The biggest change has been our ability to view and compare AppsFlyer data and our internal WEBTOON data within a single unified dashboard,” said the team. “Now, all data is structured under a common framework, enabling holistic and accurate analysis at a glance.”

WEBTOON also adopted OneLink-powered deep linking with standardized parameters across all channels, giving WEBTOON deeper organic insights and consistent measurement windows globally.

Two key features become central to their marketing workflow:

• Cohort analysis helps the team understand user behavior beyond retention metrics. “It allows us to see whether users explore and settle into WEBTOON after acquisition, and analyze patterns across channels and campaigns.”
• Real-time reporting enables timely campaign optimization. “Since we operate across multiple countries with different activity hours, real-time visibility is essential. AppsFlyer’s near real-time attribution data allows us to make instant, country-level decisions.”

Results

By consolidating its global measurement under AppsFlyer, WEBTOON achieved:

• Unified data visibility and improved consistency across all regions, enabling fair and accurate performance comparison.
• Faster, data-driven decision-making, supported by real-time attribution data and unified reporting.
• Deeper user insights through Cohort Analysis, helping identify key engagement drivers across campaigns and regions.

“Beyond fast product updates and feature explanations, the AppsFlyer team regularly engages with us to understand our specific marketing situations and proactively recommend solutions. This ongoing collaboration has greatly increased our satisfaction and confidence in the partnership.”

Ms. Minsu Kim, Head of EN Growth Marketing

Future Outlook

As WEBTOON continues to expand its storytelling platforms globally, measurement remains at the core of its marketing operations. “In an increasingly complex and challenging environment for marketing performance evaluation, we believe AppsFlyer will continue evolving to provide objective, transparent measurement standards through constant feature updates,” the team shared.

“AppsFlyer remains a crucial partner in helping us make data-driven marketing decisions with confidence.”

Minsu Kim, Head of EN Growth Marketing