Mobile Measurement Set the Standard. Web Is Finally Catching Up.

Mobile performance marketing earned its reputation as the most accountable channel by building a signal infrastructure based on independent attribution, fraud protection, structured postbacks, and cost/revenue data.
This enabled closed-loop optimization across platforms.
Web measurement lagged behind, relying on platform-reported metrics and fragmented signals, leading to inconsistent performance visibility and suboptimal AI-driven decisions.
The core problem is that AI amplifies errors when fed bad signals.
To address this, AppsFlyer introduces Web Performance Measurement, bringing mobile-grade signals to web.
It provides independent attribution, server-to-server postbacks for optimization signals, extended coverage for walled gardens, cross-platform creative intelligence, and unified cost/revenue measurement across mobile and web.
This creates a closed loop where conversion data flows back to all networks from a single source of truth, enabling brands to optimize holistically.
Industry leaders like TikTok support this vision, as it unifies measurement across devices and platforms, solving the attribution gaps that fragment performance views.