AppsFlyer connects the cross-device consumer journey with new People-based Attribution feature

Anne Freier

In Mobile Advertising. February 22, 2019

Mobile attribution and marketing analytics company, AppsFlyer, is making the customer journey more holistic for marketers to measure with the launch of a new people-based attribution feature.

A majority (65%) of online purchases now involve toggling between multiple devices, making the consumer journey even more fragmented. AppsFlyer’s latest solution aims to connect the dots and provide insights into the interactions between brands and consumers on mobile and web.

Marketers will be able to access data from multiple digital touch points to enhance the visibility of the user journey and engage with personalised, meaningful interactions with audiences.

“This is one step towards the vision of a truly holistic, people-based attribution solution becoming reality,” explained Oren Kaniel, CEO of AppsFlyer. “Our scale, infrastructure and expertise in mobile attribution have us uniquely positioned to advance the industry as we know it — but we’re still far from the finish line.”

“AppsFlyer’s new people-based innovations are part of our natural evolutionary journey. We’ve spent the past two years architecting our platform to accommodate cross-platform, cross-device, cross-channel, multi-touch attribution measurement, and look forward to continue empowering businesses and brands to market better, sell faster and serve customers more effectively.”

People-based attribution further helps marketers to avoid inaccuracies and duplication of users.

The first feature to be rolled out as part of the new feature will be Smart Banners, which let marketers create trigger points along the customer journey and convert web traffic into engaged, loyal mobile app users.

The feature is powered by AppFlyer’s OneLink technology, ensuring users are taking to the most relevant app page.

You can read more about the latest addition in Oren Kaniel’s blog post.