AppsFlyer has launched Web Performance Measurement, extending its attribution tools from mobile to web.
The product is aimed at marketers that want to measure customer activity across both environments through a single system rather than separate web and mobile tools.
It adds web measurement to a product set associated with mobile attribution for more than a decade. The aim is to give marketing teams a single reporting layer across web and mobile activity, including ad interactions, installs, conversions and in-app behaviour.
The launch targets a long-standing problem for advertisers and retailers, particularly in Southeast Asia, where shoppers often move between platforms before making a purchase. According to figures cited by AppsFlyer, the region's internet economy reached USD $272 billion in 2025, while 85% of consumers switched apps during the purchase journey.
That pattern has made attribution harder for brands trying to understand which marketing channels lead to sales. Many teams still use separate systems for web analytics and mobile attribution, leaving gaps in reporting and making it harder to compare campaign performance across channels.
What it does
The new service provides web attribution using the same measurement approach AppsFlyer applies to mobile campaigns. It also sends conversion signals back to major ad networks and combines reporting across platforms that are often difficult to compare directly.
The product includes cross-platform creative reporting, allowing marketers to compare how messages and advertising assets perform on web and mobile. It also links web acquisition to mobile conversions, and mobile acquisition to web conversions, to show return on ad spend across the full customer journey.
In practice, a brand could track a user who first encounters a campaign on the web and later completes an action inside an app, or a user who installs an app and later completes a purchase on a website. By bringing those steps into one measurement flow, marketers can assess campaign results without relying solely on separate reports from ad platforms.
AppsFlyer positioned the product as a measurement layer that sits alongside existing analytics systems rather than replacing them. That reflects the way many organisations already use specialist tools for site analytics, app analytics and media buying, but struggle to reconcile the outputs.
Regional challenge
Southeast Asia is a notable market for this type of product because digital commerce in the region often spans marketplaces, social apps, messaging platforms and brand-owned sites. Consumers may discover products on one service, research them on another and complete a purchase elsewhere, creating fragmented data trails.
For marketers, that fragmentation can affect budget decisions. When web and mobile journeys are measured separately, teams may overvalue the last visible touchpoint and miss earlier interactions that contributed to the sale. A unified view is intended to reduce that problem, especially when campaigns run across several networks and devices.
AppsFlyer also said the release addresses reporting gaps inside so-called walled gardens, where platforms provide their own performance data but limited visibility across competing channels. Bringing those data points into one framework could help advertisers compare results more consistently, although the extent of that visibility still depends on the access each network provides.
The launch comes as marketing teams face pressure to prove returns more clearly across a growing number of digital touchpoints. Attribution vendors, analytics firms and ad platforms have all been competing to offer broader cross-channel reporting, particularly as consumer journeys become less linear.
AppsFlyer, which says it works with more than 15,000 businesses worldwide, built its name in mobile attribution. Extending that measurement model to the web marks a broader push into omnichannel reporting, where marketers want a clearer connection between media spend and outcomes across apps, websites and other digital environments.
Barak Witkowski, Chief Product Officer at AppsFlyer, described the gap between web and mobile measurement as a source of inefficiency for advertisers.
"Marketers have been running mobile-grade measurement for a decade, but web has never caught up. 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," Witkowski said.