AppsFlyer
AppsFlyer is a mobile measurement partner (MMP) — an attribution platform that uses an in-app SDK to connect an ad click to an install and its downstream events. It's built mainly for native Android/iOS apps distributed through app stores.
How AppsFlyer attribution works
The AppsFlyer SDK gets embedded into an app during development and reports click, install, and in-app event data into one attribution system, letting an advertiser pinpoint exactly which ad network brought in a given user, even across dozens of sources at once.
AppsFlyer and PWA arbitrage
A PWA isn't installed through a store and carries no SDK — the 'install' is just adding a link to the home screen — so attribution works differently: through sub-ID passthrough in a tracker and S2S postbacks rather than an MMP. AppsFlyer becomes relevant only if the funnel eventually leads to a native store app, or if the advertiser specifically works through it — in that case, APEX's postbacks can be configured as a bridge that forwards events into it.
FAQ
- Do you need AppsFlyer for a PWA campaign?
- Generally not — a PWA isn't installed via a store and doesn't carry an MMP SDK, so attribution is handled by a tracker plus S2S postbacks instead. AppsFlyer only matters if the funnel's endpoint is a native app.
- How does PWA attribution differ from native app attribution?
- A native app confirms installs and events through an MMP SDK from the store; a PWA confirms them through a link click and a home-screen add, so attribution rests entirely on tracker parameters (sub-IDs) and postbacks instead of an in-app SDK.
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