Closing the Loop: A Single Source of Truth for All Your Marketing Efforts
In a privacy-first reality, fragmented data has become the norm. Platforms such as Google, Meta, TikTok, Snap, and X each operate within isolated ecosystems, resulting in inconsistencies, blind spots, and partial performance insight.
But performance marketing thrives on clarity, not fragments.
To reclaim transparency, AppsFlyer pioneers innovative, privacy-forward methods that remove the guesswork from metrics and empower marketers with insights they can trust.
Hundreds of data sources: One single source of truth
AppsFlyer’s Single Source of Truth (SSOT) redefines the measurement narrative, skillfully integrating deterministic attribution, probabilistic modeling, and SKAN attribution into a unified, privacy-first and actionable solution.
SSOT eliminates data discrepancies and provides marketers with real-time, comprehensive clarity, enabling strategic, confident, and privacy-compliant optimization. According to AppsFlyer data, apps utilizing SSOT experience a 62% increase in revenue and a 40% decrease in eCPI, thanks to this complete and reliable dashboard.
SSOT is more than a dashboard. It’s a philosophy that advocates for a unified, coherent approach to campaign measurement and insights.
To this end, AppsFlyer is the only entity to have innovated longstanding, strategic partnerships with leading adnetworks by validating all signals before applying them to attribution. The result is marketers receive trustworthy, holistic measurement directly into one dashboard, truly offering one single source of truth for all campaign efforts.
Innovative integrations. Reliable metrics.
AppsFlyer pioneered innovative partnerships with ad networks to directly address the blindspots introduced by the privacy era. At the core of these solutions are tailored, network-specific integrations, meticulously designed to validate attribution and standardize fragmented data streams.
AppsFlyer’s ad network integrations combine advanced technology, robust signal validation, and unmatched market reach to deliver trusted, comprehensive insights. These solutions enable marketers to confidently navigate privacy-first environments with clarity and precision.
The following breakdown highlights the key capabilities of each integration.
AppsFlyer’s collaboration with Google on its Integrated Conversion Measurement (ICM) solution introduces real-time, comprehensive, privacy-centric attribution capabilities across iOS and Android.
Unbiased, accurate measurement is at the core of AppsFlyer’s mission. To that end, we worked with Google to align ICM with AppsFlyer’s validation framework.
AppsFlyer applies proprietary algorithms to validate Google’s attribution claims, ensuring that only verified claims are eligible for attribution consideration. This rigorous evaluation supports accurate, reliable attribution and maintains our commitment to surfacing the true attribution winner. By thoroughly assessing every engagement and validated install, AppsFlyer empowers marketers with trusted, privacy-first insights. Currently, we are offering a limited beta with Google.
Meta
AppsFlyer’s unique integration with Meta provides marketers with a robust and transparent approach to privacy-forward attribution.
By leveraging advanced methodologies, AppsFlyer assesses Meta’s Aggregated Event Measurement (AEM) signals, cross-referencing them with AppsFlyer’s proprietary attribution technology.
This rigorous validation process not only ensures data accuracy but also empowers marketers to confidently optimize their campaigns based on verified results. The outcome? Actionable, privacy-compliant insights into Meta-driven performance across Android and iOS.
TikTok
AppsFlyer’s mutual solution with TikTok combines deterministic and privacy-compliant probabilistic attribution, enabling accurate insights into installs, re-engagements, and in-app events. Additionally, the integration supports deep linking to enhance user experience by directing users directly to specific app content.
Advertisers using this integration have seen significant results. For example, MWM, the developer of Beat Maker Pro achieved profitability and scaled their TikTok investment by 100x, generating 140 million app downloads.
Additionally, Cleo AI, an AI-powered financial assistant app, improved conversion rates by 34% and reduced CPA by 46%. This shift provided Cleo AI with a more precise understanding of TikTok’s impact on their business, allowing for better measurement of all touchpoints contributing to conversions.
Snap
AppsFlyer’s partnership with Snapchat combines dual-consent attribution with Privacy Enhancing Technology (PETs) and advanced encryption, in a similar manner to the approach described in the previous section. To this end, advertisers benefit from real-time, privacy-forward attribution signals.
The results have been tangible and overwhelmingly positive. For example, ride-sharing app inDrive, which experienced a CPI drop on Snapchat by 86% and a stunning 273% install increase on iOS. Additionally, eSports betting company Ladbrokes experienced a massive 348% jump in ROI on iOS thanks to this innovative integration.
X
AppsFlyer’s first-to-market, forthcoming integration with X promises solutions specifically designed for both iOS and Android. By combining deterministic device ID matching with privacy-focused modeling, marketers will achieve real-time, deep and actionable insights without compromising user privacy.
A unified future
In an era of signal loss and fragmented data, marketers need attribution they can trust; one that is complete, validated, and actionable. This need led AppsFlyer to build proprietary, collaborative solutions with major ad networks, recognizing that mutual approaches outperform siloed ones.
Our principles for these solutions are clear:
- Leverage all available signals to maximize accuracy and coverage.
- Validate signals and models, thanks to AppsFlyer’s unique position as the attribution authority, we leverage our comprehensive data visibility.
- Unify signals into a single source of truth (SSOT) to overcome fragmentation and deliver holistic insights.
These principles not only shaped the solutions outlined above, but continue to drive ongoing innovation—powering both today’s breakthroughs and those of tomorrow.
