AppsFlyer, the Modern Marketing Cloud, has introduced Web Performance Measurement, extending the attribution standard that defined mobile performance marketing to web browsers. This new capability gives marketers one independent source of truth across web and mobile, using the same signal infrastructure that mobile teams have relied on for years.
AppsFlyer launches Web Performance Measurement to bring mobile-grade attribution to web campaigns.
Provides a single independent source of truth across web and mobile channels.
Eliminates conflicting network reports and closes the signal gap between measurement and optimization.
Connects mobile acquisition to web conversion without additional tools or fragmented workflows.
Includes web attribution, walled garden reporting, creative intelligence, and omnichannel ROAS measurement.
Helps brands maximize business performance instead of optimizing individual channels in isolation.
The release gives marketers a performance attribution and activation layer that sits alongside existing analytics tools. This setup eliminates conflicting network reports, closes the signal gap between measurement and optimization, and connects mobile acquisition to web conversion without requiring additional tools or fragmented workflows.
The new solution includes four primary capabilities. First, Web Attribution and Optimization Signals provide independent, mobile-grade measurement signals for web campaigns, offering a single, unbiased attribution framework that automatically routes real-time conversion signals back to every major ad network. Second, Extended Attribution Coverage for Walled Gardens delivers unified reporting across major ad networks under one consistent measurement layer, eliminating gaps in cross-network visibility. Third, Creative for Web enables teams to act on cross-platform creative intelligence across web and mobile to inform smarter creative decisions and optimize with precision. Fourth, Cost and Revenue Omnichannel Measurement offers cross-platform attribution linking mobile acquisition to web conversion and web acquisition to mobile conversions in a single unbroken path, giving teams a complete, unified ROAS picture that no single-platform tool can produce.
"Marketers have been running mobile-grade measurement for a decade, but web has never caught up," said Barak Witkowski, Chief Product Officer, AppsFlyer. "That gap has cost brands both budget and performance. When web and mobile operate on separate measurement systems, you end up optimizing each channel in isolation. 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."
The result is a unified measurement framework that enables brands to optimize the full customer journey rather than siloed touchpoints.
About AppsFlyer
AppsFlyer is the Modern Marketing Cloud that helps businesses transform complex data into clarity and growth. For more than a decade the global leader in mobile attribution, AppsFlyer today empowers over 15,000 businesses worldwide to break down silos across omnichannel measurement, deep linking, data collaboration, and autonomous AI workflows, giving brands the foundation to make smarter decisions, faster.
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