AppsFlyer launched Web Performance Measurement on Thursday, extending the attribution framework long used in mobile performance marketing to web campaigns as marketers seek unified measurement across customer journeys.
The company said the new offering expands its Measurement Suite by providing what it described as a single independent source of truth across web and mobile channels, using the same signal infrastructure relied on by mobile marketing teams.
AppsFlyer said the platform creates a performance attribution and activation layer that works alongside existing analytics tools, aiming to eliminate conflicting network reports, bridge gaps between measurement and optimization, and connect mobile acquisition activity to web conversion without requiring additional tools or fragmented workflows.
Unified attribution across web and mobile
The launch comes as marketers increasingly seek consolidated measurement systems capable of tracking customer activity across platforms and channels.
AppsFlyer said the platform provides independent attribution and optimization signals for web campaigns while routing real-time conversion signals back to major advertising networks. The company said the system offers what it called a single, unbiased attribution framework.
The offering also includes unified reporting across major ad networks under one measurement layer, which the company said is designed to reduce gaps in cross-network visibility, particularly for so-called “walled garden” advertising environments.
AppsFlyer said another feature, Creative for Web, allows marketers to apply cross-platform creative intelligence across both web and mobile campaigns to improve creative optimization decisions.
The company also introduced omnichannel cost and revenue measurement capabilities intended to link mobile acquisition to web conversion, and web acquisition to mobile conversions, within a single attribution path.
Marketers seek complete performance visibility
Barak Witkowski, chief product officer at AppsFlyer, said marketers had used mobile-grade measurement for years while web measurement lagged behind.
“That gap has cost brands both budget and performance,” Witkowski said in a statement.
He said separate measurement systems for web and mobile channels resulted in marketers optimizing channels independently rather than evaluating overall business performance.
“Web Performance Measurement closes that gap, giving marketers one complete view of performance across every channel so they can stop maximizing individual channels and start maximizing their business,” he added.
Attribution market expands beyond mobile
AppsFlyer, which describes itself as a Modern Marketing Cloud platform, said it serves more than 15,000 businesses globally.
The company, historically known for mobile attribution, said its platform now spans omnichannel measurement, deep linking, data collaboration, and artificial intelligence-powered workflows aimed at helping brands make marketing decisions more quickly.
