AppsFlyer
A mobile attribution, marketing measurement, and app analytics platform.
Last updated August 31, 2026
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Overview
AppsFlyer is an Israel-founded marketing measurement and app analytics company whose platform is used by application developers, publishers, advertisers, and digital product teams. Founded in 2011 by Oren Kaniel and Reshef Mann, the company initially concentrated on mobile-app-install attribution: identifying the advertising sources associated with installs and helping marketers compare the performance of acquisition campaigns. Its offering subsequently broadened into a larger suite for measuring user acquisition, remarketing, engagement, retention, and monetization across mobile and other digital channels. The company’s capabilities include attribution software, campaign measurement, deep linking, audience management, marketing analytics, and advertising-fraud prevention. OneLink supports links that direct users to an appropriate app or web destination, while Protect360 is designed to detect suspicious or invalid activity associated with mobile advertising. AppsFlyer has also expanded into analytics and data infrastructure for gaming and app businesses, including through the acquisitions of Devtodev and oolo in 2023. These additions strengthened its coverage of game analytics, user behavior, acquisition, and monetization. AppsFlyer operates in a market shaped by increasingly restrictive privacy rules and changes to mobile-platform identifiers. As a result, its commercial positioning has moved beyond straightforward install tracking toward privacy-conscious measurement, cross-channel analysis, fraud detection, data collaboration, and marketing optimization. The company describes its model as software as a service, although critics and privacy organizations have characterized companies in this sector as data brokers because their systems process and may commercialize personal and behavioral information used for targeted marketing. AppsFlyer opened its United States headquarters in San Francisco in 2018 and maintains an international presence. Public reference material describes offices in more than 20 locations, including San Francisco, New York, London, Berlin, Kyiv, Bengaluru, and Tokyo, and reports an employee base of approximately 1,500 by 2026. The company remains privately held and has no publicly verified stock ticker. Its profile has also included industry recognition, such as a 2019 Pocket Gamer Mobile Games Award, a 2022 MarTech Breakthrough Award, and several 2023 technology and innovation recognitions. At the same time, the company has faced significant privacy-related scrutiny, including a 2025 complaint involving the organization NOYB and allegations concerning data transfers connected with TikTok. A separate 2026 report described malware found in an AppsFlyer software development kit that replaced Bitcoin wallet addresses; the scope and final consequences of that incident require continued verification.
History
AppsFlyer was established in Israel in 2011 by Oren Kaniel and Reshef Mann. Its original business focused on mobile application-install attribution, a technical and commercial function that links an app installation or later conversion to the advertising source believed to have generated it. This type of measurement became increasingly important as app publishers shifted significant user-acquisition budgets toward mobile advertising and needed independent tools for comparing networks, campaigns, and audiences. As the mobile ecosystem matured, AppsFlyer extended its platform beyond first-install reporting. Its product scope came to include remarketing measurement, deep linking, fraud detection, audience capabilities, retention analysis, and broader marketing analytics. This expansion reflected the changing needs of app businesses, which increasingly sought to understand not only where users came from but also whether acquired users engaged, subscribed, purchased, or remained active. OneLink addressed the routing of users between advertisements, applications, and web destinations, while Protect360 focused on detecting suspicious or invalid advertising activity. AppsFlyer expanded its international footprint during the late 2010s. In February 2018 it opened its United States headquarters in San Francisco. In May of the same year, it acquired the Yodas development team. The company later widened its product and data capabilities through acquisitions in 2023. Devtodev, acquired in November, was associated with gaming and app analytics. In December, AppsFlyer acquired oolo, an artificial-intelligence-based platform focused on user acquisition and monetization. These transactions supported a strategy of serving app companies across acquisition, analytics, engagement, and monetization rather than limiting the business to attribution alone. Privacy regulation and mobile-platform policy changes became central to the company’s operating environment. Restrictions on advertising identifiers, consent requirements, and growing concern about cross-service tracking placed greater emphasis on aggregated measurement, data governance, and privacy-preserving analytics. AppsFlyer has continued to present itself as a software-as-a-service provider, while privacy advocates and some reference descriptions have treated the broader attribution industry as part of the data-broker economy because such platforms process behavioral and marketing data that can support targeted advertising. The company has received industry recognition, including a 2019 Pocket Gamer Mobile Games Award, a 2022 MarTech Breakthrough Award, and several 2023 recognitions involving Asia-Pacific competitive strategy, its Data Clean Room, and an AWS partnership. In 2025 it was listed in the Forbes Cloud 100. Its public profile has also become more contentious. NOYB brought a 2025 privacy-related lawsuit alleging that AppsFlyer’s handling of data connected with TikTok violated European users’ rights and enabled transfers without a sufficient legal basis. Reference material additionally reports that malware was found in an AppsFlyer software development kit in 2026, allegedly replacing Bitcoin wallet addresses; that report and its implications require further independent confirmation. AppsFlyer remains privately held and internationally operated.
- 2023
Devtodev acquired
[1]The acquisition adds gaming and application analytics capabilities to AppsFlyer’s platform.
- 2023
oolo acquired
[1]AppsFlyer acquires an AI-based user-acquisition and monetization platform.
- 2018
United States headquarters opens in San Francisco
[1]AppsFlyer opens its United States headquarters in San Francisco as it develops a broader international presence.
- 2018
Yodas development team acquired
[1]AppsFlyer acquires the Yodas development team to strengthen its technical organization.
- 2011
AppsFlyer is founded in Israel
[1]Oren Kaniel and Reshef Mann establish AppsFlyer with an initial focus on mobile application-install attribution.
Products and positioning
An independent measurement, attribution, analytics, and fraud-prevention platform for mobile applications, digital products, advertisers, and app-centered businesses.
Mobile marketing measurement
AppsFlyer Attribution
AppsFlyer’s core attribution capability associates app installs, remarketing conversions, and subsequent user activity with marketing sources. It is intended to help app teams compare advertising channels, evaluate campaign quality, understand acquisition performance, and allocate budgets using measured conversion and engagement outcomes rather than install volume alone.
Deep linking
OneLink
OneLink provides deep-linking and campaign-link management for mobile and web journeys. Marketers can use it to direct users toward relevant in-app screens, application stores, or web destinations depending on device and campaign context. The product is also designed to support measurement of the resulting user journey.
Advertising fraud prevention
Protect360
Protect360 is a fraud-prevention offering for mobile advertising. It analyzes signals associated with installs, conversions, and traffic sources to identify suspicious patterns such as invalid activity or manipulated campaign results. Its purpose is to help advertisers reduce wasted acquisition spend and improve confidence in performance reports.
Privacy-oriented marketing analytics
Data Clean Room
AppsFlyer’s Data Clean Room capability is designed to support controlled analysis and collaboration using marketing data while limiting direct exposure of underlying personal information. It reflects the industry’s movement toward privacy-conscious measurement as identifiers, consent requirements, and platform restrictions make conventional user-level tracking more difficult.
Gaming and app analytics · 2023
Devtodev analytics capabilities
The Devtodev business contributes analytics capabilities for games and applications, including tools used to understand user behavior, engagement, retention, and monetization. Following its 2023 acquisition, these capabilities became part of AppsFlyer’s broader effort to serve publishers beyond acquisition attribution.
Controversies
2026
Reported malware in an AppsFlyer software development kit
Reference material reports that malware was found in an AppsFlyer software development kit and replaced Bitcoin wallet addresses. The incident’s provenance, affected versions, remediation, and final impact are not sufficiently documented in the supplied material.
2025
NOYB privacy lawsuit involving TikTok data transfers
NOYB brought a complaint alleging that AppsFlyer’s data practices connected with TikTok involved unlawful tracking of European users’ private shopping preferences and transfers of personal information without a sufficient legal basis. The matter places the company’s attribution and data-processing model under European privacy scrutiny; the available reference does not establish a final judgment.
2021
Class-action lawsuit alleges Flo Health and advertisers misused sensitive app data
Madeline Kiss filed a putative class-action lawsuit against Flo Health and advertiser defendants, alleging that the companies exchanged confidential information and that Flo Health provided users’ intimate health details to third parties. These are allegations in the complaint, not a court determination.
Brand decisions
2023
Acquire Devtodev and ooloM&ABackground
AppsFlyer sought to broaden its platform from attribution into gaming analytics, app intelligence, user acquisition, and monetization.
Action taken
AppsFlyer acquired Devtodev in November and oolo in December 2023.
Aftermath
The acquisitions expanded the company’s stated coverage of app and game analytics and AI-supported acquisition and monetization workflows.
2018
Establish a United States headquartersStrategyBackground
AppsFlyer was expanding beyond its Israeli origin as mobile advertising and app marketing became global businesses.
Action taken
The company opened its United States headquarters in San Francisco.
Aftermath
The move strengthened AppsFlyer’s international operating footprint, although the supplied material does not provide detailed financial or staffing outcomes.
Recent events
AppsFlyer announces Privacy Cloud[4]
Reported:
AppsFlyer announced Privacy Cloud, a platform offering privacy-focused technology solutions, developed jointly with Intel.
AppsFlyer and Intel announce Privacy Cloud collaboration[4]
Reported:
AppsFlyer announced that it would jointly develop Privacy Cloud with Intel as a long-term ecosystem collaboration project.
Royal Wins partners with AppsFlyer[5]
Reported:
Royal Wins announced that it had signed a partnership agreement with AppsFlyer to provide data intended to support a stronger and more accurate product offering for players' desired user experience.
AppsFlyer appoints Sam Chiu as APAC marketing director[6]
Reported:
AppsFlyer announced Sam Chiu's appointment as senior director of marketing for Asia-Pacific. He will report to APAC president and managing director Ronen Mense.
Class-action lawsuit alleges Flo Health and advertisers misused sensitive app data[3]
Reported:
Madeline Kiss filed a putative class-action lawsuit against Flo Health and advertiser defendants, alleging that the companies exchanged confidential information and that Flo Health provided users’ intimate health details to third parties. These are allegations in the complaint, not a court determination.
AppsFlyer introduces SK360 solution[7]
Reported:
AppsFlyer added the SK360 one-stop solution to its iOS 14 offerings. It helps advertisers configure and optimize SKAdNetwork conversion values, validate data, block fraud and connect with partners through a single analytics dashboard.
AppsFlyer launches Xpend cost aggregation product[8]
Reported:
AppsFlyer announced the launch of Xpend, a cost aggregation product that brings together aggregate cost and attribution data and supports complex schema and data mapping.
AppsFlyer raises $210 million in private funding[9]
AppsFlyer said it raised $210 million in a late-stage private funding round led by General Atlantic, with participation from existing investors.
Sources13 sources
- 1AppsFlyeren.wikipedia.org
- 2AppsFlyer official websiteappsflyer.com
- 3Class-action lawsuit alleges Flo Health and advertisers misused sensitive app datalawstreetmedia.com
- 4AppsFlyer 宣布推出隐私云prnasia.com
- 5Royal Wins与AppsFlyer建立合作关系finanznachrichten.de
- 6AppsFlyer任命Sam Chiu为亚太区营销总监indiantelevision.com
- 7AppsFlyer 推出 SK360 解决方案finance.sina.com.cn
- 8AppsFlyer推出Xpend成本汇总产品en.antaranews.com
- 9AppsFlyer获2.1亿美元私募融资algemeiner.com
- 10AppsFlye 推出面向 SKAdNetwork 的一站式解决方案 SK360finance.sina.com.cn
- 11AppsFlyer 携手英特尔推出隐私云（Privacy Cloud）finance.sina.com.cn
- 12AppsFlyer 宣布完成 2.1 亿美元融资，将归因置于营销技术栈的核心_金融保险_行业_中金在线hy.stock.cnfol.com
- 13AppsFlyer teams up with Intel to introduce The AppsFlyer Privacy Cloudjcnnewswire.com
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