[ AppsFlyer Reviews ](https://www.g2.com/products/appsflyer/reviews) [ AppsFlyer Reviews ](https://www.g2.com/products/appsflyer/reviews) # AppsFlyer Features ##### ## Metrics (5) Engagement Configures and accurately measures an appropriate measure of engagement, such as average session length. Exit Tracking Accurately determines where users close the app during their sessions. Retention Accurately measures bounce rate. Return Tracks user return rates and related metrics. Conversions Tracks what proportion of users convert via a certain action. Show More ##### ## Variation Testing (4) A/B Testing Test changes to a screen by administering the change to a portion of visitors and measuring conversion. WYSIWYG Editor Quickly create variant web pages with an easy-to-use WYSIWYG editor. Percentage of Traffic Able to adjust both the percentage of total traffic being tested and the proportion of the tested traffic that sees A and that sees B. Multivariant Testing Test multiple changes at once by directing traffic to a random combination of all changes being analyzed. Show More ##### ## Reporting (2) Segmentation Break down a population of users by demographics, sequence actions, time, and able to build custom segments. Reports and Dashboards Access pre-built and custom reports and dashboards. Show More ##### ## Personalization (3) Standard Targeting Deploy different versions of app screens based on user demographics, user activity, etc. with out-of-the-box configuration. Custom Targeting Show different versions based on any variable set up to be tracked on the app's back end. Data Segmentation Segment data by various user demographics to find deeper trends within specific user groups. Show More ##### ## Administration (4) API / Integrations Application Programming Interface - Specification for how the application communicates with other software. API's typically enable integration of data, logic, objects, etc. with other software applications. QA Testing Able to test that event and variable setup are reporting data accurately. Performance and Reliability Software is consistently available (uptime) and allows users to complete tasks quickly because they are not waiting for the software to respond. User, Role, and Access Management Grant access to select data, features, objects, etc. based on the users, user role, groups, etc. Show More ##### ## User Identification (2) User Segmentation Enables the view of analytic data based on user segment. Geolocation Identifies users locations. Show More ##### ## Tracking & Reporting (6) Custom Event Tracking Enables you to define custom events for analysis. Real-Time Insights Provides real-time reports. Attribution Measures user acquisition analytics. Dashboard Provides a holistic summary of your data. User Path Tracking Displays a users progress throughout specific paths in an application. User Activity History Displays a users activity history. Show More ##### ## Analysis (4) Application Attribution Attributes app installs to the marketing campaigns and media sources that drove it. Campaign Analysis Measures impact and effectiveness of mobile marketing campaigns. Uninstall Tracking Measures user-level uninstall insights. Custom Dashboards Creates custom data views to suit every team member's needs. Show More ##### ## Campaigns (5) Push Notifications Pushes notifications or text messages to mobile devices Bulk SMS Provides templates for mass mobile messaging campaigns Two-Way Text Messaging Facilitates two-way text messaging to encourage consumer engagement and loyalty Email Campaigns Personalizes and optimizes email mobile marketing campaigns. Audience Segmentation Identifies the most granular audience segments based on actions, inactions, and user properties. Show More ##### ## Engagement (1) Coupons and Promotions Sends out coupons and promotions to reward and entice mobile device users. Show More ##### ## Platform (3) Optimization Optimizes marketing campaigns for mobile devices. Integrations - Mobile Marketing Integrates advertising/campaigns into mobile applications, games, and mobile browsers. Internationalization Facilitates global text message and mobile marketing campaigns. Show More ##### ## Authoring Tools (4) Ad Templates Offers pre-made ad templates that can be filled in. HTML5 Authoring Allows users to make ads using HTML5. Automated Ad Creation Auto-creates ads using templating and/or data. Lanugage Translation Provides tools to produce ads in multiple languages. Show More ##### ## Testing Tools (2) Dynamic Versioning Allows for multiple versions of a marketing campaign to be run simulanteously. A/B Testing Test changes to a screen by administering the change to a portion of visitors and measuring conversion. Show More ##### ## Publishing Tools (3) Demand Side Platform Built-in Provides a demand side platform within the software itself for ad distribution. Demand Side Platform Integration Offers integrations with outside demand side platforms for ad distribution. Campaign Scheduling Schedules marketing campaigns. Show More ##### ## Trading (3) Keyword Tracking Ties click activity to specific keywords to identify fraud trends. Refund Management Features to help defend and manage refunds from ad networks. Integrations Breadth of ad platform integrations. Show More ##### ## Threat Detection (4) Account Alerts Sends real-time notifications of suspicious activity. Threat Detection Identifies and alerts to click fraud threats. IP Address Monitoring Tracks clicks by IP address and monitors behavior based on IP. Rules Allows users to create specific defense rules based on levels such as campaign, keyword, landing page, or device type. Show More ##### ## Blocking (3) Manual IP Blocking Allows users to block IPs of suspicious users. Automated IP Blocking Audits every click and automatically blocks suspicious IPs. Cross-Campaign Blocking Enables users to block an IP across all campaigns account-wide. Show More ##### ## Platform Basics (6) Attribution Windows Provides a configurable attribution window, or a timeframe during which eligible conversion events can be claimed. Retargeting Attribution Provides mobile retargeting attribution, which can occur when an existing user of an app engages with a retargeting campaign by opening the app. Validation Rules Gives users the ability to setup validation rules, which can block mobile attribution for installs that don’t meet defined targeting. Cross-platform attribution Provides tracking attribution tracking across multiple platforms, i.e. web and app. Fraud Detection Has app install fraud protection capabilities based on indicators from both web and app activity. Post-Fraud Attribution Ability to attribute fraud after the event was attributed to a partner. Show More ##### ## Platform Data (6) Uninstall Metrics Supplies metrics around when users remove an app from their device. Retention Metrics Provides app retention metrics based on channels, platforms, or media source. Analytics Dashboard Provides visualization around where clicks, installs, and conversion events occurred, which can be segment by device, platform, channel, etc. Cross-channel insights Allows users to compare all their marketing channels—including web, email, ads, social, and more—in one place. Custom Dashboards Provides the ability to create custom reporting dashboards to further explore attribution data. Data Segmentation Ability to segment data to uncover trends in user engagement and reporting metrics. Show More ##### ## Audience Targeting (3) Geographic Targeting Directs traffic based on user's location Device/OS Targeting Directs traffic based on user's device and/or operating system Retargeting Offers pixel tracking or similar features to help users create retargeting campaigns Show More ##### ## Analytics (3) Digital Analytics Tracks visitor engagement metrics such as visits and clicks Attribution Offers attribution data to provide insight into which links are generating the most streams or sales Data Sharing and Exporting Tools for sharing or exporting analytics data Show More ##### ## Centralized computation (1) Centralized Computation Offers a centralize, neutral location for parties to conduct data analysis. Show More ##### ## Localized computation (1) Localized computation Offers localized computation, where data remains where it resides and is called by API in order to conduct analysis. Show More ##### ## Agentic AI - Value Selling Tools (6) Autonomous Task Execution Capability to perform complex tasks without constant human input Cross-system Integration Works across multiple software systems or databases Adaptive Learning Improves performance based on feedback and experience Natural Language Interaction Engages in human-like conversation for task delegation Proactive Assistance Anticipates needs and offers suggestions without prompting Decision Making Makes informed choices based on available data and objectives Show More ##### ## Agentic AI - Business Continuity Management (2) Multi-step Planning Ability to break down and plan multi-step processes Adaptive Learning Improves performance based on feedback and experience Show More ##### ## Agentic AI - Mobile Marketing (6) Autonomous Task Execution Capability to perform complex tasks without constant human input Multi-step Planning Ability to break down and plan multi-step processes Cross-system Integration Works across multiple software systems or databases Adaptive Learning Improves performance based on feedback and experience Proactive Assistance Anticipates needs and offers suggestions without prompting Decision Making Makes informed choices based on available data and objectives Show More ##### ## Agentic AI - Click Fraud (5) Autonomous Task Execution Capability to perform complex tasks without constant human input Cross-system Integration Works across multiple software systems or databases Adaptive Learning Improves performance based on feedback and experience Proactive Assistance Anticipates needs and offers suggestions without prompting Decision Making Makes informed choices based on available data and objectives Show More ##### ## Agentic AI - Creative Management Platforms (6) Autonomous Task Execution Capability to perform complex tasks without constant human input Multi-step Planning Ability to break down and plan multi-step processes Cross-system Integration Works across multiple software systems or databases Adaptive Learning Improves performance based on feedback and experience Proactive Assistance Anticipates needs and offers suggestions without prompting Decision Making Makes informed choices based on available data and objectives Show More ## Top-Rated Alternatives [ ![Singular](https://images.g2crowd.com/uploads/product/hd_favicon/6f754a1a8809c13f66c00c798d9f9d55/singular.svg "Singular") Singular 4.5/5 (501) ](https://www.g2.com/products/singular/reviews) [ ![Kochava](https://images.g2crowd.com/uploads/product/hd_favicon/ebd80691aac1ea1dc1ea81eeb9125389/kochava.svg "Kochava") Kochava 4.1/5 (131) ](https://www.g2.com/products/kochava/reviews) [ ![Adjust](https://images.g2crowd.com/uploads/product/hd_favicon/0c3dde1e87f8b5d259edafffc97477af/adjust.svg "Adjust") Adjust 4.7/5 (711) ](https://www.g2.com/products/adjust/reviews) [ View All Alternatives ](https://www.g2.com/products/appsflyer/competitors/alternatives) ## Technology Glossary Features View full feature definition View definitions of the features and discover new technology terms. [View Glossary](/glossary) [QA Testing](/glossary/qa-testing-definition) QA testing is a critical step within the software development process. During this phase, products are tested for bugs, design flaws, or any potential performance issues. [User Segmentation](/glossary/user-segmentation-definition) User segmentation is the action of separating different users into specific groups, or segments, based on common characteristics. AppsFlyer Comparisons ![Product Avatar Image](https://images.g2crowd.com/uploads/product/image/small_square/small_square_f5233c4966be094ed2ee71263943d33f/adjust.jpeg "Product Avatar Image") Adjust 4.7/5 (719) [ Compare Now ](https://www.g2.com/compare/adjust-vs-appsflyer) ![Product Avatar Image](https://images.g2crowd.com/uploads/product/image/small_square/small_square_7d1f8339d89f95fea4299742d229a616/branch.png "Product Avatar Image") Branch 4.4/5 (456) [ Compare Now ](https://www.g2.com/compare/appsflyer-vs-branch) ![Product Avatar Image](https://images.g2crowd.com/uploads/product/image/small_square/small_square_140c051687011c1d8d0fe77fe1cbf1a0/singular.png "Product Avatar Image") Singular 4.5/5 (510) [ Compare Now ](https://www.g2.com/compare/appsflyer-vs-singular) ##### Categories on G2 [ Mobile Marketing ](https://www.g2.com/categories/mobile-marketing)[ Mobile App Analytics ](https://www.g2.com/categories/mobile-app-analytics)[ Mobile App Optimization ](https://www.g2.com/categories/mobile-app-optimization) [ Creative Management Platforms ](https://www.g2.com/categories/creative-management-platforms)[ Smart Link ](https://www.g2.com/categories/smart-link)[ Data Clean Room ](https://www.g2.com/categories/data-clean-room)[ Click Fraud ](https://www.g2.com/categories/click-fraud)[ Mobile Attribution ](https://www.g2.com/categories/mobile-attribution) Show More ##### Explore More [ Best ERP tools for digital services agencies ](https://www.g2.com/discussions/best-erp-tools-for-digital-services-agencies)[ Best platforms for securing Kubernetes workloads ](https://www.g2.com/discussions/what-are-the-best-platforms-for-securing-kubernetes-workloads)[ Best board management software for medium-sized business ](https://www.g2.com/discussions/best-board-management-software-for-medium-sized-business) [ digital signage platforms ](https://www.g2.com/discussions/digital-signage-platforms-trying-to-make-a-decision)[ Recommended influencer marketing platforms with good ROI ](https://www.g2.com/discussions/recommended-influencer-marketing-platforms-with-good-roi)[ Pros and Cons Details ](https://www.g2.com/products/appsflyer/reviews?qs=pros-and-cons) Show More [ Best ERP tools for digital services agencies ](https://www.g2.com/discussions/best-erp-tools-for-digital-services-agencies)[ Best platforms for securing Kubernetes workloads ](https://www.g2.com/discussions/what-are-the-best-platforms-for-securing-kubernetes-workloads)[ Best board management software for medium-sized business ](https://www.g2.com/discussions/best-board-management-software-for-medium-sized-business) [ digital signage platforms ](https://www.g2.com/discussions/digital-signage-platforms-trying-to-make-a-decision)[ Recommended influencer marketing platforms with good ROI ](https://www.g2.com/discussions/recommended-influencer-marketing-platforms-with-good-roi)[ Pros and Cons Details ](https://www.g2.com/products/appsflyer/reviews?qs=pros-and-cons)