AppsFlyer Introduces Web Performance Measurement

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AppsFlyer, the Modern Marketing Cloud, today launched Web Performance Measurement, extending the attribution standard that defined mobile performance marketing to web. 

The release gives marketers one independent source of truth across web and mobile, with the same signal infrastructure that mobile teams have relied on for years.

The result is a performance attribution and activation layer that sits alongside existing analytics tools, eliminating conflicting network reports, closing the signal gap between measurement and optimisation, and connecting mobile acquisition to web conversion without requiring additional tools or fragmented workflows.

ALSO READ: Why Marketing Measurement Feels Broken and How to Fix It

Capabilities include:

• Web Attribution and Optimisation Signals: Independent, mobile-grade measurement signals for web campaigns, providing a single, unbiased attribution framework, and automatically routing real-time conversion signals back to every major ad network.
• Extended Attribution Coverage for Walled Gardens: Unified reporting across major ad networks under one consistent measurement layer, eliminating gaps in cross-network visibility.
• Creative for Web: Act on cross-platform creative intelligence across web and mobile, to inform smarter creative decisions and optimise with precision.
• Cost and Revenue Omnichannel Measurement: Cross-platform attribution linking mobile acquisition to web conversion and web acquisition to mobile conversions in a single unbroken path, giving teams the complete, unified ROAS picture that no single-platform tool can produce.

“Marketers have been running mobile-grade measurement for a decade, but the web has never caught up,” said Barak Witkowski, Chief Product Officer, AppsFlyer. 

ALSO READ: Breaking the ‘Walled Garden’ Habit in Mobile Performance

“That gap has cost brands both budget and performance. When web and mobile operate on separate measurement systems, you end up optimising each channel in isolation. Web Performance Measurement closes that gap, giving marketers one complete view of performance across every channel so they can stop maximising individual channels and start maximising their business.”